Social Management for Newbies

Ron Burgundy

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.

1 Responsibility

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.

2 Strategy

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.

3 Planning

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.

 

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Perspective

perspective

Knowledge is knowing stuff.

Wisdom is being able to use it wisely.

So. where does the wisdom lie in your organisation?

At the coal face is the practical experience, in the boardroom is the strategic vision and somewhere in between there are people with perspective.

Perspective is a valuable thing and acquiring it is something of a luxury. When you’re at the coal face or balancing the books, you rarely have time to acquire perspective. Perspective doesn’t tell people how to do their jobs; it accepts that the coal face and boardroom have years of accumulated experience. However, perspective might suggest that there may be ways to make life a little easier – a different angle, another approach. Perspective doesn’t judge, it enables.

Progress stalls when experience won’t listen to perspective.

So, if you’re wise, you’ll make room for perspective, even if you don’t have it yourself.

Mobilize your troops

And by troops, I mean your customer base.

Working for a local authority in the UK can seem increasingly like standing on a piece of melting pack ice. We may have a shrinking payroll but we still have lots of customers.

So when you embark on a marketing exercise, it’s worth asking yourself whether you’re making the most of your greatest asset; particularly when the marketing budget is meagre.

In an age of viral ‘shares’, ‘likes’ and ‘favourites’ it’s never been more pertinent.

It’s something that occurred to me whilst talking to colleagues in Public Health who recently joined us from the NHS. It was clear that they shared some common ground with colleagues in Leisure Services. Both are in the business of making people healthy and both need to motivate people to respond to the call-to-action; but in many cases that call is falling on deaf ears.

So, instead of marketing to ‘everyone who isn’t presently a customer’, could we explore encouraging our current customer base to explain to their friends why they responded to the call? There’s a lot of current thinking to support this approach. Alex Turnbull, CEO of Groove, talks about the power of storytelling in his recent BLOG on boosting reach. It’s well worth a read.  I’d summarise my thoughts using the analogy of a reverse target:

Audiences

Reverse target

The reverse target represents three audiences:

1 CONVERTED: Our existing customers who have already adopted elements of a healthy lifestyle

2 AGNOSTIC: People similar to ‘1’ but presently not engaged

3 IMMUNE: People who are resistant to key messages – “I hear you but I’m not listening”

 

 

 

 

Though we aim for the outer circle, we consistently hit the inner circle. So, how do we become counter-intuitive, improve our aim and hit the outer circle more often?

All services produce information about their offer and all services need to find ways to motivate people enough to change behaviour and be receptive to that information. Making converts of agnostics is the quicker win though by no means easy. Ultimately, we want to hit the outer circle which contains what we sometimes refer to as the hard to reach. It’s a well worn phrase though it could be argued that they’re only hard to reach because we simply aren’t communicating with them properly.

The Nudge

In marketing terms, one approach would be to harness the power of peer-to-peer recommendation; a recognised phenomenon in the marketing world. It’s always been an important factor but the advent of social media has increased its range and effectiveness because of the principle of communities of interest as illustrated here:

Communities of interest

These communities are built by people congregating around circles of friendship, shared values and shared interests.

My interactions with services and institutions through social media are also shared with my circle and, indirectly, with their friends.

It is the interleaving of these circles that create the viral nature of social media.

 

 

Within a community of interest will be existing customers who would be receptive to a video containing powerful, first-hand testimony on ‘Why I finally gave up smoking’.  A peer-to-peer recommendation from them has the potential to make a convert out of an agnostic. Within the same group, it also has the potential to make someone previously immune to messages to at least become an agnostic. By this means, more people become receptive to the call; and the market for our offer expands.

In essence; never forget that information of itself has no value if you can’t attach a motivation to change.

 

Images: Feel free to re-use but a credit might be nice.

Adopt, adapt, improve & share

adapt

I left my post in local government 3 months ago on the hunt for a new challenge. Shortly thereafter,  I was given a great opportunity to work with the Shropshire Wildlife Trust covering Comms over the Summer. It’s been a good opportunity to see if the enlightened approach we’d been deploying at Shropshire Council would transfer into the charitable sector and nature conservation in particular. Turns out, perhaps unsurprisingly, that it does. An early trick was to create a blog  linked to Facebook and Twitter to provide a fast-track to followers and friends that wasn’t reliant on the vagaries of local media. Becoming your own news agency is a tactic I would highly recommend but with two provisos;

1 All organisations be they for profit or otherwise, need to communicate. Let me be clear, I’m not talking about pronouncements and press releases. The kind of communicating I’m referring to is reflecting the day-to-day business of doing your job, showing people your busy-ness. Not with a spin or ‘look how great I am’; because if you are any good, your customers will do that on your behalf.

2 You can draw like-minded people to your organisation with a well-time tweet or Facebook post but you’ll only keep them there by reinforcing your shared values; by demonstrating them through reflecting your work and providing ample opportunities for people to engage or converse with your through those channels. That’s real communication.

There are lots of cases studies of New Comms practice across the West Midlands in the white paper launched today by IEWM and Comms2Point0. Here’s a LINK to the paper.