I’ve just completed another beginner’s social media management session with local authority colleagues. I’ve lost count of how many I’ve done but in the past five years, the questions and concerns don’t seem to have changed much. So, if it’s any help to anyone, I thought I’d run through some of the common ones.
“We’re very busy people who have little time to dedicate to social media”
Delegate. Draw up a rota and take a day each. You won’t be on it all day anyway but at least everyone knows who’s keeping an eye on things. And when you have time, train up more colleagues to spread the load.
Forget channels for a moment. Having a Twitter account isn’t of itself, an outcome; what do you want to achieve? Web traffic? sales? bums on seats? That’s how you can start to measure your success.
Sit down for half an hour and talk about the kind of things you could talk about. Why not create a spreadsheet for the month or year, populated with all the key events and diary dates relating to your service? Add national holidays and even major sporting events. There are lots of opportunities to piggy-back on big stories but as Ron Burgundy says, stay classy; there are some really clunky examples out there. Now you’ve got a basic framework where you’ll never be lost for words. This gives you space to get creative and be topical the rest of the time.
4 Content Marketing
Be an authority. Make your account the go-to place for people interested in Planning, Health & Safety or whatever your department covers. Use trusted, credited content from other sources, videos, blogs, media stories. If you provide a wide range of content, why would followers need to go anywhere else?
5 Stand out from the crowd
Facebook posts or Tweets without images will be lost in the noise. Explore making micro videos; short 30 or 40 second clips on specific topics “How to submit a planning application online”. Facebook lets you load video files directly so that they play as soon as your customer scrolls over the post on their timeline. Twitter takes short video clips too. But always post on YouTube as well. It’s one of the biggest search engines, so tag your films with the topics you’re covering.
6 Find Your Voice
Authoritative but not shouty would be my best advice. Be friendly but not too chummy. If you’re not funny, don’t try and be funny. If posting on social media fills you with dread, go on Twitter and Facebook and lurk. Watch how other organisations do it and you’ll soon pick it up.
7 Listen and Respond
Pay attention. It’s called social media for good reason. Don’t bellow down your megaphone, you can have exchanges on social media, and being attentive and responding in good time builds trust in your audience. It also builds advocacy and that’s the best kind of marketing.
8 Measure, measure, measure
Facebook and Twitter analytics are free, use them. Try A/B testing messages; one with a picture, one without, different times of day. Learn what works but stay alert, things are changing all the time.
9 Be selfish
For your personal, professional development, get your own Twitter account. Follow people and organisations who do a similar job to you, find the innovators and the sharers and learn from them; I did. How else do you think I got started?
10 Pay It Forward
When you learn stuff, be generous and pass it on.
Finally, as a wise person once said “We’re all born stupid but it takes a certain kind of dedication to remain that way”. Everything you need to know is online if you care to search for it. The social media landscape is fluid; stay inquisitive, stay alert.
Fondly dedicated to all the sharers out there. You know who you are.