The Social Update Checklist – Process in Posting

Chris Baldwin and Tyler Norris recently spoke at the YouToo Social Media Conference presented by Akron PRSA in Kent, Ohio. Their session focused on True’s checklist for posting social media updates. The following post highlights insights from the presentation. Wtrue-postchecklisthether it’s from a content calendar, under direction from a marketing manager or off the top of your head, you post new content on social channels daily. You type a sentence or two, maybe include a photo or a link and you send it of into the social ether with your fingers crossed – hoping for retweets, waiting for shares, longing for engagement. Instead of relying on the fictive social gods to lift your post onto the wings of social prosperity, apply some strategy to help. We recently finished a book called the Checklist Manifesto for our agency book club. The book is a nonfiction account of how some of the most complex professionals (surgeons, pilots and civil engineers) have implemented checklists to be more efficient and save lives. While social media and marketing strategy may not save lives, we thought we could learn a thing or two. The result was a checklist to make sure every social update, no matter what the focus, is as engaging is it can be.

VALUE Providing value in social posts

Value doesn’t have to be a discount, a freebie or contest. We define value as anything that would make your followers say “thanks.” Sometimes this is affirming quotes, humor or helpful tips. It all depends on your audience. What do they want from you?

MESSAGING

Make sure anything you post caters to your band messaging. It sounds selfish and may not directly influence engagement, but remember what you’re here to do: benefit your brand. A lot of times we see organizations break this rule when posting topical content that has nothing to do with their brand. For example, “Yay! It’s the first day of Spring!” or “Can you believe the How I met Your Mother finale? #disappointed.” Maybe these are relevant in some cases, but odds are, you should steer clear. Stick to topics that allow you to create a direct connection.

TONE

How does your brand talk to its followers? Things like user personas and competitive research are particularly beneficial here. The more you know about your audience, the more you can effectively talk with them. Beyond some of these traditional tactics we use a basic Excel function to determine which words and phrases resonate with audiences. “=AverageIf” tells you the average of a range of data based on a specific criterion in a separate range. Put simply, it can tell the average reach or engagement of posts including specific words or phrases. Just export your data to excel. Using the syntax below, include your posts in the column A range, the word or phrase (surrounded by asterisks and quotes) and your metrics in column B. =AverageIf([post copy],”*[word or phrase]*”,[metric you’re measuring]) True-AverageIf

CONTEXT

Provide context for social posts Last but not least, make sure users can understand your posts. It’s scary how often I come across updates online that make no sense. If I view the media or click the link, I can piece it together, but it’s 2014 and this is the Internet! It should be easier! You may not agree, but your followers think this way. We like to give posts a new-follower test. Will the post make sense to someone who just heard about your brand? This is typically your basic who, what, where, when, why and can be tougher than it sounds when dealing with 140 characters, but it’s worth the additional clicks. So think before you post. Stop relying on social magic and be a social master!

Author: Tyler Norris [Google+]

Business as Usual at True Digital Communications? I don’t think so.

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A glimpse of True’s new space!

A few months ago, we hosted an Open House party at True’s new home to friends and family.  It was great to show off the new True Digital Communications’ office space and to hear everyone tell us it wasn’t like other offices they had been to before. How is it different? Let me tell you.

For the past three years, we’ve used an open office format allowing our associates to work at our clients’ offices or wherever they are most productive. While we all enjoyed working from Starbucks or our living rooms, we needed space to collaborate. Panera wants you to buy sandwiches, but they frown when you write on their walls.

When I started looking for an office, I wanted to find space that would allow our open office structure to flourish. For me, that meant no office cubes, no closed walls  or doors, except where you need them– like bathrooms. We needed lots of space for collaboration where you can write on the walls or even a table. Space for impromptu meetings or formal client idea sessions. Space to work from a beanbag chair or barstool and the ability to plug into technology anywhere. And lots of sunlight coming in from the windows and shining throughout. We found all of this in our new home.

True’s new space is all about letting our associates and our clients work together comfortably and productively. Let me take you on a tour.

  • Our True Blue Conference Room is perfect for formal client meetings or internal team huddles. It’s also one of my favorite places to sit and work during the day.
  • Ideas literally bounce off the walls in our Rock’Em-Sock’Em Conference Room. Share ideas everywhere – on the wall or on a table. Bounce around on our buoy chairs or snuggle into a beanbag chair. This is the space where strategy and ideas come alive.
  • Need space to put together a really big idea? Or a space for video production? Or how about meditation or a quick yoga session? The Studio is a big space for big ideas and for working out of your mind and body.
  • So where do we work when we’re not collaborating or brainstorming? Check out the Genius Bar as it is affectionately called by our team. Why is it called that? Because they work there, that’s why!

So are you inspired? We are. Everyday.  We would love to show you our space but more importantly how we think and how we do what we do. Stop by and see us. And in the meantime, check out our Facebook page for photos from our Open House!

 

 

 

 

 

True communications

Many people now have an aversion to traditional advertising

It started with an idea that scared the hell out of me.  What if PR and advertising as we’ve all known it to be didn’t work anymore? What if the media didn’t carry the same influence as it always had or if people simply stopped watching television? At the time, these
were radical thoughts, but now they aren’t so far-fetched and people are actually beginning to watch less television.

True Digital Communications was formed on the belief that digital communications is built on a foundation of open, honest and relevant conversation. Gone are the days of simply interrupting with advertising or building brands with crafty, expensive public relations campaigns. Simply by performing a search, key audiences can learn everything they need to know about a brand including its products, personality, customer interactions, employee morale, history, reviews, etc. This is what I call a brand’s Digital DNA – the brand with all of its beauty and warts is on full display, every minute of every day. There is no place to hide it. So why not embrace your organization’s Digital DNA and build a proactive communications program around it?  Sounds like a bold idea but to the digital marketer, this is the opportunity.

I created True to help brands find and develop their voice through search marketing, digital public relations, email marketing, mobile and analytics. True, honest and effective communications is not just from the brand, but from all of its constituents, too. Working together, the effects on brand awareness, loyalty, customer service and thought leadership is exponentially more powerful than anything implemented through traditional means.

New thinking and new processes are done through a new type of marketing professional.  They love communications but understand the power of spreadsheets and analytics to understand what’s working and why. They are trailblazers who respect traditional means but embrace technology and new thinking to create better, more effective ideas and processes.

Team True is made up of professionals who vary in age and experience, but who are the best-in-class at what they do. Working together, we bring down the wall between traditional marketing silos and embrace new technologies and new thinking to create a brand voice in the digital space.

We welcome your thoughts and reactions to our ideas. The potential for an organization that embraces true communications – pure, relevant, naked, honest – is enormous.

It’s time for True communications.