Building a Solid Social Media Strategy Caroline Devereaux, AIABaltimore Katie Hitt, Assoc. AIA, AIA Dallas Sybil Walker Barnes, AIA National
Why create a social media strategy?
Without clear direction, social media can pull you in many different directions.
Clear goals and objectives can help your chapter avoid
Wasted time Wasted effort Social media fatigue Missed opportunities
How do we decide what channels to use, or what people to engage, and what conversations to join?
social media strategy
Like all conversations, the key to effective social media use begins and ends with listening.
From . . .To . . .Back to . . .
Listen to yourself
What channels do you currently use?
What tone do these channels convey? Who is your intended target audience? Do these channels reach your targeted audience?
More important, Where do these channels fall short? Are there people you should be targeting but arent?
Who are you trying to reach?
Social Technographics Ladder,TM Forrester Research Group, 2009
Asking questions Reminds you who you are and who you want to be
Shows how social media can complement your overall mission
Listen to others
Start listening to
Mentions of your chapter namePopular architectural sites Blog commentsOther AIA chapters Affiliate groups
Free Listening Tools
Google AlertsPipesSocial MentionTwilertHootsuite
Paid Listening Tools
Radian6ScoutLabs (Lithium)Sprout SocialuberVUHootsuite
Better understanding of your chapters online presenceOnline communities to joinTargeted members to engageValues you should promoteAttitudes you should change
What do you want to achieve?
Do you want to
Build better relationships?Raise awareness?Increase website traffic?Increase membership?
NotBecause every AIA chapter isWe need a Facebook pageIts cheap
Can you distill your social media down to one sentence?
Putting people before products.
Humanize the Ford brand and put consumers in touch with Ford employees.
Instill trust in the brand and highlight that the people behind the brand are parents too.
To make people happy.
Enhancing its service to members and heightening its visibility and impact in the region.
Connecting member and industry voices to inform, engage, and influence.
Engage with our members and create real relationships in a virtual world.
Thats your message.
Have all your social media reflect it.
Question 2:What will success look like?
What can be measured?Blog postsReader commentsTwitter mentionsTwitter followersRetweetsFacebook friendsFacebook likes
LinksInbound trafficClickthroughsVideo viewsApp downloadsSearch resultsRSS subscriptions
Whos Talking About It?
Question 3:Who will be responsible for reaching your goals?
Social media will never be a real part of your organization until its included in job descriptions and expectations.
But . . .
Ooops happen . . .
Question 4:Whats in it for your members?
Provide your members with
InsightSneak peeksDiscountsSupportA good laugh
Question 5:Where do you go from here?
Be transparentBe conversationalBuild trustDont ignore negativity
Questions for the presenters?
Caroline Devereaux firstname.lastname@example.org | 410.625.2585
Katie Hitt, Assoc. AIA email@example.com | 214.880.1506
Sybil Walker Barnes firstname.lastname@example.org | 202.626.7331
Will add info about tools changing, not your social media message. Stay ahead of the curve. *