Social Media Evaluation Basics & Strategy Planning
Learn the fundamentals of social media evaluation and how to plan, measure, and engage effectively. Explore tools, channels, analysis, and creating a successful social media strategy for events. Discover tips for engaging your audience during and after events. Develop a unique hashtag, utilize various platforms for promotion, and leverage community advocates for maximum impact.
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Presentation Transcript
Using Social Media in Evaluation LEARNING THE BASICS AND PREPARING YOURSELF TO SUCCESSFULLY PLAN AND MEASURE YOUR SOCIAL MEDIA PLATFORMS
Agenda Part 1 Social Media Basics & Tools Social Media Channels Social Media for Analysis Useful Tools Part 2 Analyzing Social Media Activity Defining your Baseline Measuring your activity Measuring your impact on attitudes Part 3 Designing your Social Media for Success Creating a Measurable Social Media Strategy for your Events Engaging your Audience through Social Media During an Event Following up After an Event has Finished
Part 3 Designing your Social Media for Success Agenda Creating a Measurable Social Media Strategy for your Events What do you need to do to ensure that people know about and engage with you for your upcoming event? Engaging your Audience through Social Media During an Event Tips for engaging people during your event Following up After an Event has Finished What are the best practices for following up with attendees and ensuring the conversation continues?
Designing your Social Media for Success Preparing yourself to engage audiences and see results before, during, and after an event Documents to have open for this part of the training: 1. Breakout Activity Planning Your Event 2. Social Media Content Calendar BLANK
Develop a unique, short, memorable hashtag Ensure it meets all three criteria Use in ALL messaging related to the event Before the Event Make a social media promotion plan: Facebook: set up Event page; include all relevant links; introduce #hashtag; schedule posts Prep for Event Twitter: Schedule tweets including the location, time, a URL for official event page, and use event hashtag. Mix it up! (minimum 1 post per week in month leading up to event) YouTube (if relevant): Post video content related to topic (or use others ); link YouTube content to other social posts; track comments *Resource: Social Media Event Marketing Strategy: Before, During, and After
Cataloging and Leveraging community advocates Changing our Environment Committee (COE) Community Action Team (CAT) Prevention Partners Group Others that have vested interest in this topic Before the Event Promote social media content through other media channels Newsletters Flyers On-site event info Stay in-touch sign up sheets Prep for Event Schedule posts for the day of the event Buffer or Hootsuite
Additional options: Promote social media content offline Before the Event Highlight guests of honor Use Targeted ads Prep for Event
Creating a Hashtag & Developing Keywords Create a unique, short, memorable hashtag Ensure it meets all three criteria: Unique, Short, and Easy to Remember Use in ALL messaging related to the event #IGOpenHouse Develop Keywords: What keywords emerged in Part 2? Are they relevant for this event? Keywords should align with event topic and tone
Compiling Resources Available Resources YouTube videos Bios for speakers/presenters Blog posts and online resources related to topic Event activities Event sponsors Create Event pages and Include Resources Facebook, Website, Eventbrite
Leveraging Community Advocates Cataloging and Leveraging community advocates Changing our Environment Committee (COE) Community Action Team (CAT) Prevention Partners Group Others that have vested interest in this topic How can they help? Promote your event through their social media channels Assist in planning or developing ideas for event Volunteering during event
Developing Event Invites Potential audience to send to Newsletter subscribers Past event attendees Clients or colleagues who have expressed interest in the subject Crafting an engaging message Leverage resources Introduce hashtag and event them to discuss on Twitter Link to event page where they can RSVP!
Plotting out Social Media Posts Plan posts at least 1-month leading up to event Social Media Content Calendar
Week 1 SUNDAY MONDAY TUESDAY WEDNESDAY Create FB event and share THURSDAY FRIDAY SATURDAY Link to resource on web General event post Week 2 SUNDAY MONDAY TUESDAY WEDNESDAY Link to resource on web THURSDAY FRIDAY SATURDAY Speaker info Speaker info Fun activity at event Week 3 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY Speaker highlight FRIDAY SATURDAY YouTube Resource Fun activity at event Week 4 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY Contest for prize YouTube Resource Contest for prize Web Resource Announce prize winner Week of Event SUNDAY MONDAY TUESDAY Last Chance to register! WEDNESDAY THURSDAY FRIDAY SATURDAY So excited! Day of Event Info Thanks for coming!
Monitor and engage with attendees on social media Twitter > Facebook during event Appoint Team members to be responsible for specific items Follow TweetDeck Address any questions about the event Address any complaints if they arise Share interesting social messages Provide quotes or content about what you may be learning During the Event Posting and engaging during event Organize on-site promotional campaigns Increases online conversation Ex: Invite attendees to submit content using hashtag and the top submissions will win a prize Display social media messaging at the venue Online hub or screen/monitor that displays social messages using hashtag Tweetwall
Follow-up with Attendees Use newsletter/marketing campaign platform Thank guests for attending Provide resources from event Ask them to continue the conversation (#hashtag!) After the Event Analyze your social media performance Now that you have data from posts, its time to add it to your data dashboard! Follow-up after event
End of Part 3 THANK YOU!!
