This is a Corporate course for Business, Government and Not for Profits: Perhaps you've got a Facebook Page and a Twitter account and want to build more Likes/Followers or get more Engagement? Or your social media is going great guns but your website sits there unloved and not integrated? You aren't sure what to post on Facebook and Twitter and when - plus measuring seems pretty difficult, with either too much analytics (Facebook Insights) or not enough (Twitter, Instagram etc)? You'd like to know more about monitoring panels and 3rd party tools but where to start? Building a blog and writing on it seems time consuming and tricky?
*** On April 1st This course will be closed to NEW students. I will of course continue to support current and past students. No new students will be accepted after April 1st****
This course takes you through step by step
Then integrate the whole lot (Facebook, Twitter, YouTube, Blog) into a Call To Action campaign complete with measuring tools.
This is a great little course to get started on social media in a meaningful way or as a way to upskill from a basic Facebook Page or Twitter that needs more subscribers, engagement and reach.
I've been running Facebook Pages and other social media platforms for reality shows like Big Brother and Idol and Masterchef over many many years. This is what works and doesn't work for us.
UNI: Please note, I've been teaching a version of this course at the University of Sydney for the last 10 years - if you are a past student, THIS course is the online version with uptodate tools, videos and tips. Also updated workbooks are available in Section One so check back to see newer versions!
A brief introduction to the Course
5 Steps of A Social Media Campaign:
Monitor before Posting! Too many companies run into trouble by not understanding the mood of the community, the relevant hashtags and the key influencers. We SETUP a social media monitoring panel and then add in TRADITIONAL media monitoring, focussing on social media news, articles and discussions.
If you have a question, please ask me in Discussion area. Happy to help you find hidden RSS feeds or in some cases "force" an RSS feed where there isn't one...
Twitter, Facebook, LinkedIn, Google and others are always changing the rules on us. How we can run a competition, what advertising is permissible and so on. Monitoring all these companies on one page means no nasty surprises and only a few minutes a day.
In this lecture we look for and add Government newsfeeds to our monitoring panel. This is a great way to find official news and then quickly share it to your channels (Facebook, Twitter etc)
Do you have a great RSS feed from Gov or an NGO or official agency you can share in Discussion (on the right hand side) ?
As well as monitoring News sites, Government, top bloggers, competitors and so on, you can add a Facebook, Twitter and other widgets/Apps to easily update from within the social media panel.
Which App do you like? Don't forget to change your location in the Weather App!
Find the Facebook Business Page RSS feed and use it in your RSS Reader or Social Media Dashboard (2017 version).
FACEBOOK HAS CURRENTLY SUSPENDED RSS FEEDS (JULY 2015) It's a little tricky to find out how to pull in Facebook Pages of pages you DON'T Admin into your monitoring panel... but it can be done!
Discussion: Were you able to do this? if not, please post in Discussion on the right hand side and I'll have a look and make sure it's set up correctly. Also, let me know if you want to know how to create and add OPML (mass RSS feeds)
UPDATE 2017 please see this lecture for the workaround https://www.udemy.com/social-media-campaign/learn/v4/t/lecture/6419042
It's possible to add an extension to the browser that shows up ALL RSS feeds (articles, comments, topic headings etc). This is how to add one to CHROME.
It's possible to add an extension to the browser that shows up ALL RSS feeds (articles, comments, topic headings etc). This is how to add one to SAFARI.
Let's create a campaign website (blog or social media press room) and quickly put up the main pages and articles.
TIP keep the Dashboard (/wp-admin) in ONE tab/window and the Website in ANOTHER tab/window (just refresh to see changes). Don't forget to Pause the video or Replay it if you miss any of the instructions!
Quick and easy, and it's also free - now you are blogging!
Follow along with the lecture and learn how to change your website/blog to have more social media included.
TIP keep the Dashboard (/wp-admin) in ONE tab/window and the Website in ANOTHER tab/window (just refresh to see changes)
DISCUSSION: what would you have in your header image?
Before we create our Facebook Page for Business in the next lecture, we need to understand Facebook's newsfeed algorithm sometimes called "FBO" and how it can stop the majority (over 90%) of the "Likes" on your Page seeing your status updates. Once we understand THAT, the rest of the lectures show you how to work around FBO to get more Likes, engagement and call to actions.
Any questions? Please ask me in Discussion Area.
Creating a Facebook Business Page takes seconds but there are things you should consider from before you even go live!
Discussion: how did that work for you? Do you already have a Page but are wondering if you've done it right? Let me know!
With a New Page, it's a good idea to see what's "under the hood" so to speak. We go through the different options and setup on the Page.
DISCUSSION Let me know if you want more lectures on Facebook menus/dashboard, but these first 10 or so lectures are to get you up and running with a properly set up Page for your Campaign.
Case studies of what works and doesn't work with Cover photos.
Discussion: how often do YOU change your cover photo? What sort of images do you use? Do you repeat the photos? Not sure... ask in Discussion on the Right Hand Side! :)
Can't afford a graphic designer and Photoshop is too expensive anyway? Use canva.com (free or $1) to create a bunch of cover photos that even your kids will like!
Discussion: are you creative? Do you have another tool? PS I would create them in Canva even if you want to give them as an example to a REAL designer!
CASE STUDIES: let's analyse some Facebook Business Pages. Can you tell if Facebook knows who the Page is for? Let's see the penalty/reward in the Engagement vs Likes area!
Discussion: If you have a Page and enough Likes on it, and enough updates and want us to review it, please link to your Facebook Page in the Discussion area. You can ask more questions there too! (right hand side)
If Facebook targets content from Pages to specific Tribes/Market Segments, how many target segments does YOUR organisation/business/Course/Event have?
Discussion: Do you know your customer tribes?
Learn how to tell the history of your industry, your brand or your location through a milestone timeline
Posting certain types of social media updates up at certain times of the day, days of the week and times of the year (not just Christmas!) will get you more likes, shares, and general engagement.
Discussion: not all "special events" are relevant to all groups. Sometimes certain events happen like a disaster, a celebrity event or political news that gets your "community" going. Got any examples? I love new examples! :) Please let me know in the Discussion area.
We look at examples of Pages that have the four different types of updates and the difference in engagement that brings
DISCUSSION: Do you have a conversation diary and are you putting in the different types of updates?
Exploring the Facebook Ads area
Discussion: Even if you don't Buy attention on Facebook how can you use the Ad platform to Earn attention? if you did buy ads, how did they work out for you? Good, bad, waste of money, like winning the lottery?
How well do you understand Facebook?
Let's get started on the Basics of Twitter and Understand how it is different from Facebook.
Discussion: How many of you are tempted to skip Twitter and stick with Facebook? C'mon and tell me in the Discussion area!
How do you find your target audience on Twitter. What about managing a LOT of people on there? The bad news on Verified Accounts.
TIP: Google howto search for lists - site:twitter.com inurl:lists <insert search term> to search for lists....
This is an introduction to hashtags Do you use your own made-up hashtags? or do you use popular ones? How to find the popular ones? how do you measure them?
In this lecture: We talk about hootsuite then (at the 2min 15s mark) create a new hashtag stream (and at 4min15) some advanced techniques and a fun addition: (at 5min15) add the Klout score!
Discussion: what Twitter monitoring dashboard do you prefer? Netvibes, Hootsuite, or another? Any questions on choosing one or setting one up, let me know in Discussions!
How well do you know Twitter?
What do you need to measure in Social Media?
Discussion: What is important to YOUR campaign?
Starting fairly basically, how do you measure "circulation" - the number of people that connect with you. And how does that compare with "Reach". Get the basics numbers down!
Discussion: how important is "circulation" to your organisation?
Examining the analytics of actual Facebook and Twitter accounts, we can see Engagement as a factor of Likes (circulation or subscribers) vs Reach (actual receivers or readers).
Discussion: Let me know how Engagement looks as a % of Likes in Discussion area ;)
There are two types of reach - actual and possible.
Measure a call to action of "download this" or "buy this" or "click here" or "play this video" or "please read my blog"
Discussion: What would you like to measure on social media?
Klout is a scoring system that gives everyone a reputation score whether they are using Klout or not (it's being used in job interviews and with social CRMS)
Discussion: Do you think this quantification of a person's life is helpful?
We look at a range of sentiment/favourability tools that measure social media emotions online:
Velocity is a unique to social media measurement (Traditional media has a short head and long tail, but social media has a J curve of velocity).
Discussion: measuring over time shows peaks and flows. Did you follow the lecture along and were you surprised by any of the timings on YOUR Facebook Page and Twitter account?
Let's look at the type of customer/follower you have on Twitter - what are they like? What about Facebook?
Understanding the ROI and Ecosystem
a Question in discussion was what would a weekly report look like. Some companies want a lot of numbers and graphs, some want the highlights. Few read more than 2-3 pages ... ;) This is a weekly social media report to a TV station about a well known reality TV show from a few years ago. The numbers etc would be very different today but it gives you a flavour I think?
Please click RESOURCES to download workbook.
I am a CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) and I also have taught a Masters of Convergent Media. My personal social media: Forbes Magazine named me in the Top 50 Social Media Influencers globally,named head of media, social media by Marketing Magazine and in the Power150 (AdAge Magazine) Media bloggers. I strive to show the theory/strategy with practical tactical tools in online community building.
Professionally, I manage Facebook Pages for Junior Masterchef, Idol, Big Brother etc. I have taught social media for businesses at University of Sydney for 10 years and I have 7,000 online students. My clients range from UNHCR and TV shows to small businesses and Women Matter (Saudi Arabia Women of Islam community). I have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention.
I personally have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention and have around 7,000 online students.