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Most organizations know that social media should be part of their toolkits.
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But there is a big difference between a social media page and a real presence.
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The difference is strategy.
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Welcome to CDC's video on “Building a Sustainable Social Media Strategy.”
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In this video we talk about the nuts and bolts of creating a strategy – a deliberate plan
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to accomplish specific goals.
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Your goal is not to be “on” social media, but to use it regularly to change what your
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audience knows, believes, or – especially, does.
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To build engagement with your audience, you'll want to consider the five Cs of social media
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strategy: Channels,
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Content, Calendar
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Consistency, Community
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First, consider which channels make sense.
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Facebook?
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Twitter?
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Instagram?
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LinkedIn?
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Pinterest?
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Start where your audience is.
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The easiest way to find out which channels they use is to ask them.
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You can find good data about the platforms some groups prefer.
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Older adults are more likely to be on Facebook, than on Twitter or Snapchat, for example.
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Trends shift quickly, so look for the latest data.
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One organization that frequently researches this area and posts its findings is Pew Research.
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And don't underestimate your target audience's use of social media.
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People of all education levels, ages, and races use social media regularly.
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Ideally you'll have several platforms.
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If you're new, start with two.
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Base your selection on the social channels your target audience uses.
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Next, think about the “second C” – content.
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What will you post?
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Think about what you are trying to accomplish with your social media strategy.
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What are your communication or behavioral goals?
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Driving people to a program?
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Changing their attitudes or habits?
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Promoting an event?
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Design your posts around your communication objectives.
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You can create your own posts and share messages others have posted.
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For example, share CDC's messages since they post frequently!
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Social media is best when it sparks interaction.
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You might take a poll, ask for feedback, or prompt people to leave comments.
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For example, start a conversation about how people plan to eat healthy over the holidays
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by asking, “What are your tips for making a favorite Thanksgiving food lower in fat,
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sugar, or calories?”
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Visuals are a must.
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Wishing people a happy Valentine's Day?
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Hearts abound.
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Look for tie-ins to health, such as American Heart Month, in February.
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Encouraging people to get more physical activity?
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Show people in action.
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Adding video content can be easy and quick– even if it's a selfie-video testimonial.
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The more visuals and videos, the more the social media platforms will automatically
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boost those posts, and the more people you'll reach.
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Before you launch, build a long list of potential content.
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If you can list 20 great post ideas, you may have enough content to sustain a social media
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presence!
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The reason for lots of ideas is the “third C” – your social media calendar.
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You'll want to plot your ideas for the next 2-3 months.
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How often should you post?
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A good rule of thumb is at least 2-3 times per week.
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You can always do more, but be certain you can commit to this minimum before launching.
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Some research has indicated there are “best” times of day to make social media posts, and
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those times vary by platform.
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Because those trends are constantly evolving, do a search on “best times to post on social
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media” to find the latest information.
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Note all the events and moments you may promote.
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Let's say you're hosting a health fair.
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About three weeks ahead: a save the date post.
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Next, once-a-week reminders.
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And then, daily posts for the week leading up to the fair.
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Plot all the things that are time-sensitive on the calendar.
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Keep a list of “evergreen” ideas good for anytime that you can post where you have
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gaps.
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Block enough time on the calendar to find visuals, create memes, and write posts.
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Plan ahead, work ahead.
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A well-thought-out post with just the right visual won't happen under deadline pressure.
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And planning ahead is a must if you must get your materials approved or cleared by your
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organization before posting.
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Next “C”: consistency.
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Don't start a social media presence you'll have to abandon.
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You need a person who can dedicate at least an hour a day every day to create content,
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post it, then respond to comments.
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Someone should receive alerts about new posts throughout the workday – and depending on
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your audience, maybe even into evening hours and weekends.
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Find a person on your staff who already uses the chosen social media platform.
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It's even better if they have a knack for clear communication and enough basic graphic
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design skills to create a meme.
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The “fifth C” is community.
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Aim for communication that pulls people in.
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Actively recruit followers, ask them questions, and make sure you respond to their comments.
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Pay attention to which posts engage people, and which don't – to shape future posts.
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Maybe you're worried you'll lose control of your page or attract negative comments.
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You can set ground rules for civility on the page.
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Keep things friendly by not “feeding the trolls” – that is, don't get sucked
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into arguments or respond to negative comments.
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If people post offensive, racist, profane, or violent comments that you must delete,
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do so without fanfare, and block repeat offenders.
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With these Five Cs in place, you have the beginnings of a solid social media strategy.
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Congratulations on taking the step of establishing a social media presence and taking the time
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to do it right!