1. Social Media Promotion 101
How groups can leverage the power of digital, realistically
Julie Pippert, Artful Media Group

2. What We Are Doing Today
Talk through strategy and tactics for top social media platforms
Discuss top techniques for success, from engaging content to promoted content
Walk through how to measure results--and how to understand those measurements meaningfully
Get down to business!

4. A GOOD STRATEGY IS CRUCIAL
Don’t trap yourself into an outline. Web your strategy or create a chart!
State Your Mission
Set Your Tactics
Identify Your Objectives
Acknowledge Your Challenges
Define Your Audiences
Specify How to Achieve
Decide Your Platforms

5. A GOOD PLAN IS CRUCIAL
You need a plan and you need to make sure your plan is up-to-date and reflects your business goals. Social media is a business tool; use it intentionally, with purpose. It can be simple and aligned with your business plan
WHY are you on social media—what are your objectives?
WHO do you want to reach? Build a portrait. WHO do you want to be? Build a persona.
WHERE do you want to post? Are you using the platforms you like and that work for you?
WHAT tools do you want to use?
HOW will you measure your effectiveness?

6. Mobile apps for content management can be your best friends.
HOW TO BE EFFECTIVE AND EFFICIENT
Invest a penny in planning and save a pound in time and effort.
Ad hoc feels easy but it costs you: disorganized, easy to miss things, that “too overwhelmed to start” thing, not to mention writer’s block
Get a calendar and stay on top of internal and external events
Setup a schedule for what to post and when to post
Use a timer to stay on schedule
Mobile apps for content management can be your best friends.

7. TOOLS I LOVE IN 2017
CANVA – Free! Graphic tool! With preset optimal sizes for social media
BUFFER – Plays well with others, RSS feed and image capabilities but miss the dashboard
FLIPBOARD – Ezine style curated content
BUNDLEPOST – Replaces keywords with hashtags. Yes please and thank you!
FOLLOWER WONK – Excellent for finding who to follow on Twitter and when to engage with them.
SOCIALRANK – Free at basic level, lets you find and get to know followers
NATIVE PLATFORMS – Twitter offers scheduling for business accounts, and each has really improved metrics.

8. YOUR BEST CONTENT
First and most importantly VISUAL content. GIFs, Videos, Photo albums and arrays…lots to encourage images.
Take action! Buttons and functionality enable you to encourage actions such as SHOP NOW (Facebook) or engage in polls (Twitter) and more.
Live streaming! Facebook and Twitter now let you run live video. Facebook even notifies your community when you are live!
SHARE and TRENDING (that’s relevant) connect & engage
Improved access via messages. Facebook improved both its Business Messenger and controls for on or off to receive messages and respond, including autoreply. Twitter dropped mutual follow for direct messaging.
Bonus points for good response time!
Mobile! Mobile! And did I say MOBILE?

9. BUILDING BETTER CONTENT THAT ENGAGES
Best content tactics and what works are moving targets – it depends on current algorithms, audience, and audience preference. TIP: Target
The best way to stay engaged is to engage yourself!
So here are my top tips:
Use images. Make sure you’ve got great visuals with your content.
Buffer says tweets with images got 18% more clicks and 150% more retweets
Post your important content multiple times: freshen the text and aim at different time slots
Create engaging content. Sure this is vague. What grabs your attention? What makes you click like, comment, or share? Use features such as polls in Twitter, attention-grabbing text, and eye-catching visuals. Mix it up with text on visuals.
Use video.
Follow similar pages and pages your audience likes, see what works well there

10. WHAT ABOUT ADS?
Yes
For best performance, ads and boosted content are necessary
Facebook straight up admitted it suppresses business content (as of Jan 2015)
Figure out your objective then design an ad that way.
Use shortcuts such as creating an audience so you can reuse.
Run ads or boost on a semi-regular basis to ensure your content stays visible.
Try different things to see what works
INSTAGRAM run ads from Facebook
TWITTER ads and polls, as well as cards, are very effective and cost-effective

11. HOW DO I MEASURE EFFECTIVENESS?
You want to see steady growth of your community, and strong engagement with your content.
Facebook Insights
Actions on Page: if you have a call to action button
Page Views: how often people viewed your page
Page likes: your new followers
Reach: the number of people who saw your post, as well as liked, commented or shared it
Top posts
Twitter
Top Tweet
Impressions: number of times your tweet was seen
Engagements: number of times someone interacted with a tweet
Engagement rate: engagements divided by impressions
Link clicks
Retweets
Likes
Replies
There are great dashboard tools such as Sprout Social and Klear, and tools such as Hootsuite include analytics, but native analytics are quite good. BuzzSumo is also popular

12. LET’S GO! Your Mission Choose an Activity and a platform:
Create a post: status, photo, video OR
Create an event or poll
Make a Plan and Do Your Research:
what’s your objective,
who’s your audience,
what should it look and read like (is there something similar that’s been successful on your page or a page popular with your audience?),
how will you measure it
Boost, promote, or run an ad
Measure