Cassie Delaney for BICs 22/o1/2016

Right Place,
Right Time
and doing
the Right
Thing on
Social Media
Cassie Delaney for BICs 22/o1/2016
ABOUT
I am a Multimedia Producer for Her.ie and JOE.
ie. That’s really just an obnoxious way of saying
I create video, audio and editorial content for
Her.ie and it’s various social channels.
Before I worked with Maximum Media, I
worked as an independent campaigner, web
developer and digital strategist. I created two
independent viral campaigns during this time
and worked commercially with businesses,
politicians and start-ups. I also blog with The
Huffington Post and One Young World.
I write and create content mostly around
women’s issues, social problems and LGBT
issues.
@CassieLorraine
today
• Analysing your current social media presence
• the social medias to utilise for your society
• how to grow Your audience
• How to measure the impact of your content
• copyright
• industry tips
Social Media without a strategy is like
walking into a coffee shop, shouting some
news and walking out. Don’t do that,
it’s weird.
Earn your audience.
Build a relationship with them
Analysing your current social media presence
• Complete an audit of your accounts
• Assign account owners, editors or admins
• Ask yourself what your objectives are?
• How do you want to convey a message?
• Do you need all the accounts you have?
Facebook insights tool
The Facebook Insights Tool is a quick may to measure the
success of individual posts. It gives a rating on reach, click
throughs and post type. It will also show you have well
posts performed together.
Social Bakers
Social Bakers is a paid for service but will offer you a two
week free trial. This links up to your social media accounts
and allows you to examine a ‘heat map’ of positive performing
posts and negative performing posts.
Be patient
Performance on social media is about more than just views
and click throughs. Buildig your brand and repuation is just
as important. As a rule of thumb, whenever we attempt new
content, it is at least the 3rd or 4th time sharing that it
gains interest.
Choosing the Right
Channels
Your choice of channels will
depend on what messages and
media you wish to convey. Each
social media has a different use
and pros and cons.
Facebook
• 2.5 million Irish users
• Supports Multimedia
• Native Video Player
• Easy to Grow Audience
• Familiararity
• Built in Analytical Tools
• Free with Paid Services
• Supports External Links
• Easy to Discover Conversations
• Easy to Track an Audience
Facebook
• Unpredictable
• Changes Frequently
• Many Variables
• Oversaturation of Content
Twitter
• Easy to Use
• Easy to Schedule
• Easy to Grow Audience
• Easy to Converse with Followers
• Supports Other Channels
• Periscope
• Fast
• Digestable
Twitter
• Too Fast
• Sometimes Difficult to Be Heard
• Video Function Not Great
YOUTUBE
• Free
• Links to Google Accounts
• Best Video Uploader
• Build an Audience
• Enter a Community
• Fast
• Shareable
Instagram
• Image led
• culture of tagging
• easy to grow audience
• easy to find conversations
• responds well to strategy
GRowing your
Audience
The ways in which we grow an
audience vary from platform
to platform but there are some
trends that work across each.
The most effective and authentic way
to grow an audience is by providing
your followers with content that is
current, captivating and emphatic.
Formula for Content Creation
• People
• Objective
• Strategy
• Technology
People
Who are your audience?
When are they online?
What are they talking about?
What do they want to know about?
To find your audience search Facebook groups by topic,
twitter hashtags, comments and blogs to garner the general
opinion of your audience.
Tools:
Google, social bakers, survey monkey, forrester empower tools, news whip, spike, shareably, whatstrending
Objective
What do you want to achieve?
what message do you want to share?
how do you want to be percieved doing it?
A clear objective will ensure your content is staying on
track
Strategy
When Are you going to do this?
Who is going to do this?
What is going to be done?
Are you using the right method?
Creating a critical path for your content delivery, strategy
etc is absolutely crucial. Consistency will help with
audience growth.
Technology
What are you going to use?
Do you have the tools to fulfil your objectives?
Don’t compromise on quality. The final result of your content
will directly impact the opinion of your brand or society.
Sharing other
content
Sharing popular content, links,
memes, photos etc is a great way
to build you audience and fill in
your content gaps.
Most creators welcome it with
full credit and a hyperlink.
Measure your impact
Use the tools listed above to measure your impact,
interactions, click-throughs, sales or whatever it
may be. Create a weekly or monthly chart of the
highest reaching posts and the lowest reaching
posts and examine what went either side.
Correlate this data after a number of weeks to
create a trends map and a formula that works for
your site.
Copyright and Media Law
You are deemed as a publisher online if you are
creating any content and sharing it.
Don’t rip videos from youtube
don’t use copyrght images without permission
Memes from videos are okay where only 15s is used
don’t say untrue things
credit sources always
Tips and tricks
competitions and hashtags
grow audience the fastest
way
Sponsor or boost posts on
facebook and target them to
“not fans of your page”
use natural light and bright
colours on instagram for
more likes
garner sentiment on facebook