Pick a tool….any tool!
As the video in the lesson shows, content is being added to the “interwebs” (my mom calls it that and I think its funny!) at an alarmingly quick pace, and therefore it is virtually impossible to find relevant content without using some sort of tool to help weed out all of that information and find something that is share-worthy. But how do you decide on which one is best. Let’s be honest – there are almost as many content tools out there as there is new content! (okay so maybe I am exaggerating a little bit, but you get my point…)
Chances are that my new favourite tool hasn’t even been created yet…or it has and I haven’t discovered it yet. But until that new and improved model shows itself, I currently have two that I use with frequency -in fact almost daily – to gather content to share on my social media platforms at work.
I currently manage 2 twitter feeds, 3 Facebook pages, 1 Instagram (although admittedly this one is the neglected third child if we are being honest!), and one Linked In page (and if Instagram is the neglected third child then Linked in is the fourth child that i forgot i had!). I use Hootsuite to manage them all, and this platform is a godsend to anyone who is managing several platforms. Finding relevant content can be challenging, especially since HootSuite discontinued its Suggested Content feature that allowed a user to enter key words and content posts would automatically be suggested. This made things very easy to schedule future content (especially during weekends, holidays and vacations). Thankfully HootSuite suggested several content based apps that could be added to the HootSuite Web dashboard, that can automatically generate new content based on keywords and hashtags that you can enter into them. The one that I use with great frequency now is Content Gems . This allows me to add a stream for each Interest I have and then share this content direct to my social networks via HootSuite. It really is a one-stop shop kind of application and has allowed me to quickly mourn the loss of HootSuite Suggestions that I had grown to depend on.
The second fav tool is the tried and true, fits you like your favourite pair of slippers, Google Alerts. Given the number of platforms I manage, adding google alerts for all our key information and interests allows me to share news as it happens without missing a beat. Having the alerts come direct to my in box makes it easy to add to my daily activities and checking my alerts is often the first thing I do when I log in each morning, to ensure that news and information can be shared with our followers in virtual real time. As with everything, the changes in our industry are hard to keep up with, so Google Alerts allows you to change, add, delete any alerts to ensure the content you are receiving remains relevant and optimal.
Given the rate that things are changing, and how quickly content is coming at us (Quite frankly knowing that by 2020 human knowledge will double every 12 hours is already giving me a migraine) having these tools available is essential to having a successful social media presence, in fact I would say critical.
It is human nature to want to communicate. To tell stories, to share experiences, and to provide insight and advice. We are built to communicate.
Communication is not only personal but professional. We communicate in business to raise awareness, sell products, advertise brands and inform our clientele. With the advent of social media, business know have another means of connecting with their customers, and it is immediate and far-reaching, and can sometimes be unforgiving.
Businesses have a huge task to engage their audience, given the abundance of information out there. They need to grab the attention of their audience and try their best to keep it. Their stories need to be relevant to what the customer is looking for, as well as being responsive. They need to listen to what the customer is saying and respond to that. Social media is a two way conversation and business need to be conversant and address the needs, concerns and questions of their audience. Otherwise, with all the competition ready to step in, your customer will go elsewhere.
It is also vital that businesses need to know their audience. And while demographics are important (ie gender, age, geography etc) it is important for business to know even more about their audience. Businesses need to be in tune with trends, issues and concerns, and the behaviors that are common with their target community. It is always a good idea to test drive any messages with a small target audience, and listen to feedback before putting out to a wider audience. And as mentioned previously, it is also critical to value the feedback you recieve from your audience and respond accordingly
“What is your favourite Customer story.”
In my job, we always say that “We aren’t doing brain surgery on babies” to remind us that the world will not end if we do not get something done that day. While we work hard to advocate for patients and educate them on skin disease and conditions, we are not saving lives every day. We maintain our website, publish a magazine and other marketing material and share information on social media.
Meet Grace- she is a patient who struggled with severe symptoms such as extreme fatigue, swollen feet so severe she could not walk, weight gain, acne and unwanted facial hair. She struggled with severe depression and anxiety. They were unable to find the cause of her debilitating symptoms. On a routine visit to her health care provider, she, by chance, picked up a brochure we had published on unwanted facial hair (the last copy in the office), and she says that was a turning point in her story. One of the listed causes of unwanted facial hair is a very rare disease called Cushing’s disease. After reading our brochure, she began researching Cushings and discovered that she had every single symptom that was listed for Cushings disease. She presented this information to her doctor and underwent further testing and it was confirmed that she did have Cushings and it was being caused by a tumour on her pituitary gland. She then went on to have surgery to remove the tumour and she is now reporting weight loss, diminished swelling, the acne had cleared and the facial hair was far less than what she had. She is filled with gratitude at the improved quality of her life.
She says that her diagnosis was nothing short of a miracle, and that she was meant to find that brochure. By way of our brochure, she was able to find a reason for her bad health, and more importantly to get the treatment she needed.
Her story brings to mind the expression “To the world you may be one person, but to one person you just may be the world”.
So not brain surgery on babies….but our little brochure definitely meant the world for Grace.
It is difficult to look at yourself objectively and talk about the things that make you good at what you do, To highlight the positive! But here goes…
Working in social media for a not for profit is a new role for me, and is one that I have taken on with eagerness. I have worked hard, and advanced in my job from an office manager, to now a program manager, focusing on Social media. I have taught myself many things, and then had the drive to take this certificate in Social Media, to better my skills and expand on what I already know. Going back to school at the age of 45 was difficult and trying to balance work, school work, and family while I do it even more challenging. But I am committed and I have worked hard and have been able to maintain an A+ average throughout the program.
I recognize that you are never too old to learn, to improve, to better yourself. There is always something to accomplish, and I am embracing this. By doing so, maybe great things have begun to happen for me in my role as the Social Media Manager. I leave on Thursday to attend a conference in Chicago on Social Media for Health Care managers. To have just been accepted to attend this conference is an achievement unto itself, but I will have the added bonus of learning so much while I am there, allowing me to improve even more, to make me even better at my job.
There is no greater compliment than to be recognized as being very good at what you do. We all want that validation. This week I got that when I was invited to be a presenter at an International conference in Geneva for skin patient organizations. The topic: Social Media for Patient organizations!
Social media has allowed businesses to directly speak to their consumer in way like they never have before, and for most cases for much cheaper than traditional advertising. B2C companies connect with their audiences well through social media, but not many have had their brand become a common verb such as Netflix! They have accomplished this in 10 short years.
Netflix started as a DVD delivery service in 1997, a monthly subscription model, that allowed users an unlimited amount of movie rentals for a monthly fee. In 2007 the moved to an online streaming model that grew rapidly, and had 20 million subscribers in the first 3 years. The company grew so rapidly that 3 years after that, they moved into developing original programming, with the first being “House of Cards”. They have grown to now having over 93 million subscribers, watching over 10 billion hours of Netflix each month, having earned 707 award nominations and 146 awards, including Emmys, Golden Globes and SAG awards.
Netflix has the unique advantage of having strong statistics on their clients and they are able to cater to those specific demographics. For example when they learned that 76 percent of their users enjoyed “binge-watching” multiple episodes of a series, they made the decision to release full seasons at a time, rather than one episode at a time like mainstream programming. They capitalize on their ability to do this through their social media campaigns such as the one for their new season release of Downton Abbey.
Netflix is also very responsive to their customers, and reply often to the comments received in often humorous ways. In a recent teaser for their original show Riverdale, a user commented “Guess what we’re watching tomorrow?”. The obvious answer was Riverdale, since it was a post for that show, however Netflix replied “Peppa the pig?”
The Netflix brand has become such a staple with TV watchers that, “Netflix & Chill” became the new language of watching tv together and has become everyone’s favourite pastime. It also saw the invention of Binge-watching, without shame . It is no accident that this DVD delivery service has morphed into a $41.1 Billion entertainment industry and the 79th most valuable World Brands, according to Forbes magazine.
A good communication strategy outlines not only know what it is you are trying to say, but more importantly knowing who you are saying it to and then choosing the communication method that best reaches that audience. If your target audience are senior citizens then it is safe to say that Snap Chat may not be the best vehicle for that communication, given that 71% of their users are under the age of 34 (Source: https://www.omnicoreagency.com/snapchat-statistics/) .
I work for a NFP organization that works in education, support and advocacy for patients living with dermatological conditions in Canada. Our audience is a diverse one since skin disease does not discriminate – very young children and teenagers are affected by eczema, acne, and psoriasis, adults tackle melanoma, psoriasis, burns or wounds and seniors encounter shingles, rosacea, psoriasis, and many of the other conditions I have already mentioned. So while we certainly do not have an age, race or gender demographic we do want to ensure that our communications are geared towards a Canadian audience. To ensure that we are reaching that audience, we often use the tools built into many of the social media platforms to target Canadians interested in skin health or dermatology. This sometimes requires putting a little bit of money into our social media and advertise our sites (Facebook and Twitter) to target Canadians. By doing these we have achieved our goal and over 90% of our followers on Facebook are Canadian.
By ensuring that we are reaching our target audience, we are able to meet our mission of promoting skin health and improving the quality of life of Canadians living with skin conditions.
The key to effective story telling is engaging your reader early, ensuring what you say “speaks” to them, and if so they will continue to read through your piece, and are hopefully prompted to engage with you in the manner that you intended. In the days of social media this is even more important as your reader is one click away from moving to the next post.
Anyone can write a post on Social media…making it a good one takes some work. The first thing is to make sure you say what you need to say quickly. This is not a soap opera, and people will not stick around to see how the drama plays out! Get to the point quickly, and then expand on your ideas as you go. If you have grabbed the attention of your reader, they will continue reading and then hopefully engage with you in the way you had hoped.
Which takes me to the next point – Decide what it is that you are asking of your reader. Do you want them to like or share your writing? Are you asking questions aimed at encouraging conversation? Or is your intention for the reader to be entertained or intrigued and therefore wanting to share so that others can be entertained or intrigued. Be sure to keep these things in mind while composing your piece. It is also important to make the action easy to undertake; make sharing easy, allow for comments by asking a question or leaving them with a final thought.
Getting to the point is crucial in your writing, and inspiring your reader to become engaged. Other elements help including grammar, spelling, clarity and being concise. You only have your reader’s attention for a short time, – so make the most of it!
Okay folks – you’ll need to hold onto your hats ‘cuz this one is going to be exciting…..are you ready? My last vacation was the week between Christmas and New Year’s when my office closes and I get to retreat to my home, cuddle up in front of the fire in my favourite jammies, sipping a nespresso from my new machine that “Santa” brought me for Christmas, with a cat on my lap, catching up on my favourite netflix indulgence, napping at will, and eating an entire bag of fudgeeos in one sitting (don’t judge…we’ve all done it!)
I know…I know..your jealous….it sounds brilliant right? I agree and in an ideal world this would be my ideal vacation…but sadly I am a mother of two teen age boys, both who play hockey, as well as work as officials for hockey (ones a ref and one is a timekeeper), and well… it was the holidays. The holidays comes with visitors….We had my in-laws visiting from out of province for a visit, along with the siblings-in-law (is that even a word??). It was my in-laws 50th wedding anniversary which required a party for just a few dozen of their closest friends that was catered by yours truly (and yes, sadly that WAS my idea) not to mention a full Christmas dinner since this was the first holiday we have had with them in several years cooked by …you guessed it…me again! . And if that weren’t enough to exude rest and relaxation, I am a child of divorced parents (with step-siblings, nieces, nephews, dogs etc) which required separate holiday celebrations for each side of said split family at….you’re right again….MY HOUSE!!!
So as much as I wanted to be curled up in the blissful solitude of my family room, binge-watching Orange is the New Black, with nothing but my favourite of our 3 cats for company – this is what I was actually doing….
….try to contain your envy will ya!
One of the main points we have learnt in this course is the value of personal branding, and the importance of having a strategy to manage your online presence. This applies not only to oneself personally, but also to organizations. Many corporations spend millions of dollars on their marketing and branding and now with many turning to Social Media to promote themselves. But what happens when something goes wrong? Inadvertently (or perhaps not so inadvertently) posting something offensive or insensitive can have a huge negative impact on a company that will haunt them no matter how quickly the post is removed.
Take for example the clothing company American Apparel. In 2014 they posted an image to their Tumblr account in celebration of the Fourth of July, with the tags #smoke and #clouds. The image..
Now most would recognize this as the image of the Space Shuttle Challenger disaster – the space shuttle that exploded shortly after take off killing everyone on board, while the world watched live. The company claimed it was an error made by an employee who was born after the disaster had occurred, and wasn’t aware of what this picture represented.
Another pitfall for corporations is when something gets posted on a social media account by an employee, when the post was meant for their own personal feeds. Take for example the Chrysler employee who posted this..
And finally the DiGiorno pizza company that unknowingly used a hashtag that was trending at the time – without fully understanding what the hashtag referred to. The tag was #WhyIStayed and began trending after the video of Ray Rice punching his wife in an elevator . Many of the messages using #WhyIStayed were from women telling why they chose to stay in an abusive relationship. So in an effort to take advantage of the momentum of the tag, DiGiorno posted this…
So what’s the lesson here. Firstly, make sure you know the background of what you are posting. Check and double check the source of the information. Be informed!
And as many can attest – making an error on social media, despite whatever apology may follow, it will never be erased. What is posted on the internet is there forever, so you best be sure check to be sure you want it out there forever!
Let’s face it – Social Media is the new normal. Future generations will never live without the ability to communicate instantly, share (or overshare) the details of their lives with the simple click of a button. The benefits of social media are clear to all.
But what are the costs. What is the effects of social media on our health and mental wellness? What are the costs to our relationships?
Statistics show that 72% of online adults are using social media – in fact the average user spends up to 23 hours a week online; using social media and other communication tools. And a study conducted by Stanford University found that 50% of people using social networks have indicated that this use has made their lives worse. They admit that their self esteem is affected because they compare themselves and their success (or lack thereof), to what others post about themselves, leaving them feeling inadequate or less. The irony of that is that many people post half truths or lies about their lives on social media in order to seem more impressive or successful than they may actually be.
An argument can also be made for how Anti-Social, social media is becoming. Take the infograhic below:
Social networking seems to give people a license to be mean. There seems to be a disconnect with people when they post on social media…you aren’t actually saying anything mean to a persons face which makes it much easier to be rude. So much so that Jimmy Kimmel has an entire section of his show where celebrity’s read mean tweets
The truth is that Social Media is consuming people. It is estimated that there are 2.03 Billion global active social media users…and we collectively spend 39,757 years of our time on Facebook every single day! It has even created a phenomenon called ‘FOMO’ – the Fear of Missing Out. This is so wide spread that people admit to checking their social media feeds before they even get out of bed, and have even admitted to checking, reading or posting on social media sites while using the bathroom!
Substituting social media for real life human interaction is costly to our relationships. It is much more important to provide a friend who is going through a difficult time with a real life in person hug than a smiley face emoticon followed by a heart. And an LOL or a LMAO can never replace that spirit lifting full on belly laugh you share with a friend that makes tears stream down your face and threaten to make you pee your pants just a little!
The internet has brought the world to our back door. While social media has helped to bring us closer together, it also threatens to push us further apart. Good judgement and integrity are paramount!