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Social Media Menu #Assncongress

Social Media Menu #Assncongress

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Published by Ruud Janssen

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Published by: Ruud Janssen on Jul 18, 2011
Copyright:Attribution Non-commercial

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Page Number: 1/4 Copyright: Miguel Neves (miguelseven@gmail.com)
Social Media Menu
Starters (Creating a social media presence)
Linkedin Company Profile
Individual/Organisational:
Organisational*
Risk level:
Low 
Benefits:
Recognition, SEO, potential followers, HR links
 Challenges:
Maintenance, can be hijacked 
 Resources needed:
4 hours/year, basic level 
 Data/skills needed:
Logo, official company info and detailed list of services/products
 KPI:
external followers (clients & fans) recommendations for services/products
 Best Practice example:
Project Management Institute (http://www.linkedin.com/company/11352)
 
Facebook Page
Individual/Organisational:
Organisational*
Risk level:
Low 
 Benefits:
Recognition, SEO, creation of fan base, interaction, raising brand profile
 Challenges:
Must be monitored, hard to gain fans
 Resources needed:
2 hours (setup), 2 hours/week (management), basic level with image manipulation
 Data/skills needed:
Logo, official company info, images encouraged, regular updates
 KPI:
Number of fans and interaction with fans (likes and comments)
 Best Practice example:
European Commission (http://www.facebook.com/EuropeanCommission)
 
Twitter Profile
Individual/Organisational:
Either (Individual preferred)
Risk level:
Low to Moderate
 Benefits:
Recognition, SEO, real-time interaction, raising brand profile
 Challenges:
Must be monitored continuously, can be abused, lack of action can be detrimental 
 Resources needed:
2 hours (setup),
 
2-5 hours/week (management), intermediate level 
 Data/skills needed:
Logo, short company info, custom backdrop optional, twitter code skills (see: http://ow.ly/5BcNN)
 KPI:
Mentions, followers and list inclusions
 Best Practice example:
 Action Fraud UK (http://twitter.com/actionfrauduk)
 
Mains (Developing your social media presence)
Linkedin Groups Participation
Individual/Organisational:
Individual 
Risk level:
Low 
Benefits:
Become commentator,
 
demonstrates topic knowledge, good visibility, can influence decision makers/sales tool 
Challenges:
Resource heavy, can attract negative comments, fine line between sales and participation
Resources needed:
2-5 hours/week, basic/intermediate level 
 Data/skills needed:
Subject expertise, discussion leading opinions
KPI:
Interaction with other users - comments or likes
 Best Practice example:
N/A
 
 
Page Number: 2/4 Copyright: Miguel Neves (miguelseven@gmail.com)
Linkedin Groups Moderation
Individual/Organisational:
Individual 
Risk level:
Low/moderate
 Benefits: Business
development opportunities, control over topics and group rules
Challenges:
Time consuming (depending on size of group), group politics can become challenging
Resources needed:
2-8hours/week (depends on size of group(s)), intermediate level 
Data/skills needed:
Subject expertise, group management skills
 KPI:
Growth in group and regular contributions from members
Best Practice example:
Group = Who’s Who in Events (various moderators)
 
Linkedin Groups Creation
Individual/Organisational:
Individual*
Risk level:
Low/moderate
 Benefits:
Tailor group to individual/organisation, excellent profile building tool, online community building
Challenges:
Time consuming, group may lack relevance and traction, negative group image can affect organisation
Resources needed:
5 hours (setup), 2 hours/day intermediate level 
 Data/skills needed:
Subject expertise, group management skills, popular and unexploited topic for group
’s
focus
 KPI:
Growth in group and regular contributions from members, links to group
Best Practice example:
Event Planning & Event Management - the 1st Group for Event Professionals
 
Linkedin Jobs
Individual/Organisational:
Organisational*
Risk level:
Moderate/high
Benefits:
Linking to company profile and user connections, large database, main function of Linkedin
 , organisation’s profile
 
Challenges:
Spam from recruiters/CV writers, Potential favouritism for close connections
Resources needed:
1 hour/job, intermediate level 
 Data/skills needed:
Full job description (use Linkedin template for full link potential)
KPI:
 Applications
Best Practice example:
CFA Institute
Linkedin Events
Individual/Organisational:
Individual*
Risk level:
Low/moderate
Benefits:
Simple interface, shows community members, attendee led marketing, attendee interaction
Challenges:
Public RSVP list can be exploited by competitors, basic functionality, does not integrate with official registration
Resources needed:
1-2 hours/event, intermediate level 
 Data/skills needed:
Full event information, official registration setup
KPI:
RSVPs and comments
Best Practice example:
 Association Congress 2011
 
Linkedin Applications Integration
Individual/Organisational:
Individual*
Risk level:
Moderate
Benefits:
Exploits online reach
,
Useful community and profile building applications, demonstrates online integration
Challenges:
Technical issues, additional application management required, possible incompatibility issues
Resources needed:
1 hour/application(+ application management) intermediate/advanced level 
 Data/skills needed:
Variable
KPI:
Enhancement of Linkedin profile, positive comments
Best Practice example:
Ruud Janssen (WordPress, SlideShare, Tripit, Reading List)
Linkedin Answers
Individual/Organisational:
Individual 
Risk level:
Moderate
 Benefits:
Have expertise recognised by community, demonstrates topic knowledge, can influence decision makers
 Challenges:
Limited visibility (not a popular function), can be manipulated, tenuous links to organisations
Resources needed:
2-5 hours/week, intermediate level 
 Data/skills needed:
Topic expertise
KPI:
Best answer votes
 Best Practice example:
Graham Jones (Internet Psychologist)
 
 
Page Number: 3/4 Copyright: Miguel Neves (miguelseven@gmail.com)
Facebook Events
Individual/Organisational:
Either 
Risk level:
Moderate
 Benefits:
Simple interface, good sharing potential, shows community members, attendee interaction
 Challenges:
Public RSVP list can be exploited by competitors, basic functionality, not official registration
 Resources needed:
2 hours/event, intermediate level 
 Data/skills needed:
Full event information, links, photos
 KPI:
RSVPs, comments and sharing event by attendees
 Best Practice example:
MPI World Education Congress 2011
 
Facebook Groups
Individual/Organisational:
Organisational*
Risk level:
Moderate
 Benefits:
Share resources, community feeling, simple setup and management, SEO
Challenges:
Lack central control, may not be popular with target audience
Resources needed:
4-5 hours/week, intermediate level 
 Data/skills needed:
Relevant topics/discussions
KPI:
Member interaction, links shared 
Best Practice example:
MPISCC (http://www.facebook.com/groups/47896738585)
 
Twitter Chats
Individual/Organisational:
Individual preferred 
Risk level:
Moderate
 Benefits:
Sharing of knowledge, showcase expertise, community building
Challenges:
Time limited, limited scope for meaningful contributions, can alienate followers not on chats
Resources needed: 1-
2 hours/week (per chat), intermediate advanced level 
Data/skills needed:
Knowledge of twitter as communal chat tool, topic knowledge, community management 
KPI:
Quality of Discussions, follow up conversations, number of users following chat 
Best Practice example:
#eventprofs (see: http://bit.ly/ChatSched 
 
 ) 
Twitter Hashtag & Profile Monitoring
Individual/Organisational:
Either 
Risk level:
Moderate
 Benefits:
Good source of content, community monitoring, enables simple real-time profile management, great for live events
Challenges:
time consuming, SPAM filtering required, can bring negative feedback at live events
Resources needed:
3-5 hours/week, intermediate level 
 Data/skills needed: #
Hashtag and community research required, live event monitoring
KPI:
Indentifying online communities and influencers
Best Practice example:
N/A
 
Twitter Social Listening
Individual/Organisational:
Either 
Risk level:
Moderate
Benefits:
Informal feedback on topics, real-time, valuable user generated data
Challenges:
Depends on search terms, data can be biased,
Resources needed:
3-6 hours/week, advanced level, external software optional 
 Data/skills needed:
Keyword research, target user profile
KPI:
 Accurate and comparable target analysis
Best Practice example:
N/A

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