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  • Most organizations know that social media should be part of their toolkits.

  • But there is a big difference between a social media page and a real presence.

  • The difference is strategy.

  • Welcome to CDC's video onBuilding a Sustainable Social Media Strategy.”

  • In this video we talk about the nuts and bolts of creating a strategy – a deliberate plan

  • to accomplish specific goals.

  • Your goal is not to beonsocial media, but to use it regularly to change what your

  • audience knows, believes, orespecially, does.

  • To build engagement with your audience, you'll want to consider the five Cs of social media

  • strategy: Channels,

  • Content, Calendar

  • Consistency, Community

  • First, consider which channels make sense.

  • Facebook?

  • Twitter?

  • Instagram?

  • LinkedIn?

  • Pinterest?

  • Start where your audience is.

  • The easiest way to find out which channels they use is to ask them.

  • You can find good data about the platforms some groups prefer.

  • Older adults are more likely to be on Facebook, than on Twitter or Snapchat, for example.

  • Trends shift quickly, so look for the latest data.

  • One organization that frequently researches this area and posts its findings is Pew Research.

  • And don't underestimate your target audience's use of social media.

  • People of all education levels, ages, and races use social media regularly.

  • Ideally you'll have several platforms.

  • If you're new, start with two.

  • Base your selection on the social channels your target audience uses.

  • Next, think about thesecond C” – content.

  • What will you post?

  • Think about what you are trying to accomplish with your social media strategy.

  • What are your communication or behavioral goals?

  • Driving people to a program?

  • Changing their attitudes or habits?

  • Promoting an event?

  • Design your posts around your communication objectives.

  • You can create your own posts and share messages others have posted.

  • For example, share CDC's messages since they post frequently!

  • Social media is best when it sparks interaction.

  • You might take a poll, ask for feedback, or prompt people to leave comments.

  • For example, start a conversation about how people plan to eat healthy over the holidays

  • by asking, “What are your tips for making a favorite Thanksgiving food lower in fat,

  • sugar, or calories?”

  • Visuals are a must.

  • Wishing people a happy Valentine's Day?

  • Hearts abound.

  • Look for tie-ins to health, such as American Heart Month, in February.

  • Encouraging people to get more physical activity?

  • Show people in action.

  • Adding video content can be easy and quickeven if it's a selfie-video testimonial.

  • The more visuals and videos, the more the social media platforms will automatically

  • boost those posts, and the more people you'll reach.

  • Before you launch, build a long list of potential content.

  • If you can list 20 great post ideas, you may have enough content to sustain a social media

  • presence!

  • The reason for lots of ideas is thethird C” – your social media calendar.

  • You'll want to plot your ideas for the next 2-3 months.

  • How often should you post?

  • A good rule of thumb is at least 2-3 times per week.

  • You can always do more, but be certain you can commit to this minimum before launching.

  • Some research has indicated there arebesttimes of day to make social media posts, and

  • those times vary by platform.

  • Because those trends are constantly evolving, do a search onbest times to post on social

  • mediato find the latest information.

  • Note all the events and moments you may promote.

  • Let's say you're hosting a health fair.

  • About three weeks ahead: a save the date post.

  • Next, once-a-week reminders.

  • And then, daily posts for the week leading up to the fair.

  • Plot all the things that are time-sensitive on the calendar.

  • Keep a list ofevergreenideas good for anytime that you can post where you have

  • gaps.

  • Block enough time on the calendar to find visuals, create memes, and write posts.

  • Plan ahead, work ahead.

  • A well-thought-out post with just the right visual won't happen under deadline pressure.

  • And planning ahead is a must if you must get your materials approved or cleared by your

  • organization before posting.

  • Next “C”: consistency.

  • Don't start a social media presence you'll have to abandon.

  • You need a person who can dedicate at least an hour a day every day to create content,

  • post it, then respond to comments.

  • Someone should receive alerts about new posts throughout the workdayand depending on

  • your audience, maybe even into evening hours and weekends.

  • Find a person on your staff who already uses the chosen social media platform.

  • It's even better if they have a knack for clear communication and enough basic graphic

  • design skills to create a meme.

  • Thefifth C” is community.

  • Aim for communication that pulls people in.

  • Actively recruit followers, ask them questions, and make sure you respond to their comments.

  • Pay attention to which posts engage people, and which don't – to shape future posts.

  • Maybe you're worried you'll lose control of your page or attract negative comments.

  • You can set ground rules for civility on the page.

  • Keep things friendly by notfeeding the trolls” – that is, don't get sucked

  • into arguments or respond to negative comments.

  • If people post offensive, racist, profane, or violent comments that you must delete,

  • do so without fanfare, and block repeat offenders.

  • With these Five Cs in place, you have the beginnings of a solid social media strategy.

  • Congratulations on taking the step of establishing a social media presence and taking the time

  • to do it right!

Most organizations know that social media should be part of their toolkits.

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Building a Sustainable Social Media Strategy

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    林宜悉 posted on 2020/04/07
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