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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
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06/22/2014

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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: 1/4

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: 2/4

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

Page Number: 3/4

Copyright: Miguel Neves (miguelseven@gmail.com)

Dessert (Enhancing your social media presence)
Facebook Customised Tabs
Individual/Organisational: Organisational* Risk level: Variable Benefits: Customised Facebook presence, can include online store, integration with website, links to other social media Challenges: Complex, needs IT expert, sometimes unstable, Facebook restrictions Resources needed: May Require programming/IT expertise (varies with project) Data/skills needed: Careful planning of tab objectives and design KPI: Change in page usage, interaction with users, clickthroughs Best Practice example: Meeting Professionals International (MPI)

Facebook Website Integration
Individual/Organisational: Organisational* Risk level: Variable Benefits: Adds social elements and interactivity to website, showcases fans, facebook connect simple login Challenges: Opens website to negative feedback, privacy concerns with facebook interaction Resources needed: May Require programming/IT expertise (varies with integration level) Data/skills needed: Advanced knowledge of facebook and best integration/design research KPI: Facebook community increase and time spent on website Best Practice example: http://www.life.com

Twitter Website Integration
Individual/Organisational: Either Risk level: Variable Benefits: Adds real time stream to website, can be filtered and customised, multiple sources possible Challenges: Must be constantly managed, possible negative feedback (depends on integration) Resources needed: 2-5 hours (setup) + management of twitter account, advanced to IT expert Data/skills needed: No extra data needed KPI: Time spent on website and twitter engagement (followers and mentions) Best Practice example: http://www.sowerofseeds.org/ & http://www.benjerry.com

Advanced Twitter & Facebook Management
Individual/Organisational: Either Risk level: Variable Benefits: Advanced content aggregation and management of multiple channels, cohesive approach, multi-user control Challenges: Setup time, can lead to repeat messages for multi-channel fans/followers, additional software skills needed Resources needed: 2-5 hours (setup), 1-2 hours/day (management), advanced level Data/skills needed: Topic expertise, social networking etiquette, up to date content KPI: User engagement, followers/fans Best Practice example: N/A (Tools: HootSuite & Tweetdeck)

Advanced Social Listening
Individual/Organisational: Either Risk level: Low Benefits: Instant feedback on topics, real-time, valuable user generated data, in depth automated analysis Challenges: Costly, potential information overload, information relevance questionable, skewed results possible Resources needed: 3-4 hours/week (per topic), expert level, external software required Data/skills needed: Keyword research, advanced target user profile KPI: valuable real-time feedback on product/services or market/competition Best Practice example: N/A (Tools: radian6 & Meltwater Buzz)

Page Number: 4/4

Copyright: Miguel Neves (miguelseven@gmail.com)

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