- Posted on:
June 26, 2012
- Categories: 2012 Session Notes
How to Effectively Engage and Online Audience
- What we’d like to improve upon/learn how to do:
- Create a community as well as provide info
- Use social media to source back to webpage
- Engage older users online
- Attract new youth
- Engage current members
- Help those engaged in social media to move to our page
- Provide membership association more opportunities
- Keep site fresh, return visitors after new visitors
- Most effective ways to measure engagement?
- Tracking likes, post likes, share likes, retweets, etc.
- Find out what happens to retweets after (how many do they reach? Re-retweeted?)
- Google analytics (where people entered, from where, countries, etc.)
- Effective surveys?
- Incentives (e.g. giftcards, subscriptions)
- Google+?
- Ranks pages higher when searched- do it
- People aren’t there yet, seize while still a new frontier
- Search engine optimization plus
- Time commitment with low yield as of yet
- Don’t use RSS feeds
- Discovery Channel used it well to promote shows, contests, etc.
- Very entry-level (more personal connections)
- More influential
- LinkedIn
- Higher rising rates
- People don’t actively update
- Useful to have?
- Within industry, not to draw in
- Good for advertising job opportunities
- Average wealth is higher (potential donors)
- A self-created, private group can work well, but needs a facilitator
- Lots of self-promotion, not much dialogue (not good- remember, personal connections are key)
- Organization and people are there, if you map networks you can make connection maps within the company, for ex.
- Individual staff members have networks, so you can bring those together
- Most likely greater than the organization’s “friends”
- Think of Paull Young’s letter writing to top 10, can do this on LinkedIn
- “Map” of networks will automatically color code
- How to engage communication/interaction once set up?
- Questions
- Examples of things that have worked for some:
- (Controversial, instigative) article every day with a question, opens responses
- Creating hashtags during news events for Twitter conversations
- Pop culture anything
- Niche conversations when pre-scheduled (ex: the Historic Buildings society has a twitter discussion every Thurs at 7, for one hour, on a specific topic with specific questions—apparently it works very well!)
- Give a stat, then ask a question: “Today is Leap Day, what are you going to do with your extra 24 hours?)
- Use lots of stories: PERSONAL, PERSONAL, PERSONAL
- People join these things because they are looking for a community of sorts—so give them one!
- Blogs garner comments as well, but take a lot of time
- Pinterest
- How is it even helpful?
- Promote blog with photography
- As an organizational timeline
- Quotes on pictures
- Historical photography from movements
- Can drive back to the website, or to a blog from searches unrelated
- Demographic = women 25-60+ (keep in mind!)
- Consider audience, and then cater to it
- Fundraising? How?
- How is it even helpful?
- How to do a “Digital Campfire” on Twitter
- Worked for the Historic Building group
- Pick ?s a few weeks out
- Blog post/tweet/fb status reminders a week before and the day of
- Have 2 moderators, pose the questions
- Retweet the good ones, start some too
- Repost the entire convo online afterwards with [slurp150]
- Slurp150 will transcribe the whole thing for free
- Tweetchat is also free, and will make it easier for the moderator during the hour (ensure hashtags work, ignore spacing, etc.)
- Companies mentioned that are useful:
- vocus – tracks social media hits
- hootsuite
- smallact
- thrive – matches email to twitter
- xobni
- rapportive