WHY WE SHOULD CARE
ABOUT SOCIAL MEDIA:
• More and more users find you this way.
• It’s the easiest way to grow your digital audience.
• You can meet people where they are rather than hoping they’ll
come to you.
• You can easily keep in touch with what your community is
HEY, JOY —
SHOULD I BE
ASK BEFORE JUMPING
ONTO A NEW PLATFORM:
1. Is your audience there?
2. Is your potential audience there?
3. What do people DO there, and how do you fit
4. Do you know what you want to accomplish?
How will you measure success?
HOW DO YOU KNOW IF YOUR
AUDIENCE IS THERE?
• Search local keywords, influencers
• Search posts near you
• Experiment and see if people respond
• Joy’s favorite: Ask (online and offline, generally and one on one)
• A representation of Internet users.
• Numbers are holding steady. Teens are still there, but that
percentage is shrinking.
• Lots of types of content CAN do well there. Important to
learn what actually resonates with your followers.
• In general, think about emotion and shareability. Talk like a
human being. Have a voice.
• Remember that content has a long shelf life.
• Much smaller numbers.
• More urban, educated, young, diverse.
• It’s about speed. Fast facts and headlines. Make it easy to
• Shareable visuals.
• Often a higher tolerance for snark/attitude.
• Fantastic click thru rates if used well. Huge traffic driver.
• It’s a cork board. What would people clip out and save?
• It’s aspirational.
• Visual, but not necessarily photographic. Quotes, lists,
graphics, pages of magazines or newspapers all work well.
• Definitely NOT about “news.”
• Think about beats/verticals.
• All about the visuals.
• Long shelf life.
• Not designed for clicks.
• Much younger and more female and liberal.
WHAT TYPES OF STORIES
WORK ON SNAPCHAT?
Let’s look at some specifics …
crafting social posts.
Graphics or gifs
GIVE PEOPLE SOMETHING SPECIFIC
TO REACT TO OR ACT ON
CONSIDER: YOUR LAYERS OF INFO
WHEN TO POST: A QUOTE
WHEN TO POST: A STANDOUT FACT
CONSIDER: ARE YOUR FACTS ACCESSIBLE?
(And do users
care when it
MAN, DO COMMUNITIES
THEY ALSO WANT TO
DOUBLE CHECK SOME BASICS
• Do you have a strong profile picture? Cover picture?
• Do you describe yourself compellingly?
• Do you include contact information?
ASSESS YOUR OWN SOCIAL USE
Pair up and look at each other’s Facebook pages.
Answer these questions about your partner’s page:
1. How would you describe the mix of content shared this
2. How would you describe the voice? Who are you talking to?
3. What sort of audience feedback or engagement are you
4. What does it look like your goals are? How are you likely