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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Channel You

"What's my motivation?"

“What’s my motivation?”

When I pitched for my present job, I majored on capturing the stories of positive people so as to inspire other people to act positively.

A lot of my work centres around Public Health messaging and I made the point that the public is bombarded by warnings and entreaties; to do something-or-other less or more…or not at all. Yet, withal, some people simply won’t act. Is it because they aren’t listening or do they think themselves immune?

I suspect it’s because they’ve convinced themselves that the message doesn’t apply to them. In which case, no amount of top-down hectoring is going to change their behaviour or their minds.

“What if” I asked “we were able to provide a first hand account of someone who did act?”

We would ask them a little about their circumstances, ask them what prompted them to act and, most significantly, ask them how they feel now. Could that prompt a positive response, in the vein of ‘well, if she can do it, so can I’

I had no experience of film making or editing but I made it my business to learn.

I’ve since made several videos and not all of them Public Health-related.

Too early to tell if they’ve prompted mass behavioural change but they’ve taken an average of 100 hits  per video on YouTube. Not telephone numbers level, I’ll grant you but my instinct tells me that we should push on and develop the approach across a range of services.

I submit by way of illustration two videos on varying topics. The first was intended to demonstrate that one small step can have a life-changing effect on your wellbeing:

The second is intended to demonstrate that the barriers to starting your own business via a market stall are a lot lower than you think:

If you’ve got any good examples of videos to prompt behavioural change, let’s start sharing them. Add yours below.

Also, check out @johnpopham on Twitter, he’s been an advocate of storytelling for yonks.

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