Social Media Primer
What is social media?Social Media is defined as a conversation powered by online platforms. Conversations between all people in the internet.
There is no regulation and no formal organization so an expert consultation is needed to aid entities who wish to utilize this form of media. Content that you share has to be emergent, fun, compelling but the key thing is to listen to your target audience.
The ability of your target audience to respond in real-time makes goals quantifiable as well as measurable qualitatively. It is a brand new way of understanding markets not just another messaging channel.
What are the things you can do with social media?
- Post real-time updates and advisories
- Complement your traditional media campaigns by making the materials available online
- Archive and distribute important government documents meant for public distribution
- Promote events
- Raise awareness
- Crowd source materials, ideas, feedback, suggestion
- Recruit volunteers
- Raise funds
What are its limitations?It is not a magic bullet, it will not help you if you don’t develop your brand, and if you don’t have a staff. As with any other medium, it takes time: to listen, to participate, to generate buzz and build a community. The biggest struggle non-profits and government have is understanding the platforms as tools to engage communities, that is what new media companies are built for.
Why is it important?Internet usage is growing at an exponential rate. This year, Asia Pacific is expected to triple theirs with wifi-enabled mobile computing devices becoming commodities. Corporations, governments and NGOs are capitalizing on their social media profiles to engage.
Philippines has a fair chance to achieving the same brand success given the right tools, planning, and implementation. GlobalWebIndex published a study about social networking usage for 2011-212 and we, Filipinos, ranks first; all the more reasons to tap the medium. Industry insiders attribute it to our culture of kinship among family and friends.
Publicity.com reports that it took radio and TV to reach 50 million users. Facebook added 100 million users in 6 months. Amazing isn’t it?
No wonder why department and agencies of developing countries’ governments are on Facebook: Department of Health Victoria AU and Department of Health and Health Services of the US.
Overview of Social Media Planning
- Listening to existing benchmark entities and target market
- Setting goals
- Developing brand
- Developing key messages
- Developing social media plan
- Choosing the right platforms
- Social media scheduling or action plan or workflow
- Creating content
- Posting content
- Checking metrics
- Updating campaign strategy
|Sample redesigned Cover Photo for National Nutrition Council Region 7 (NNCRVII)|
Full-scale Implementation Proposal
Case Study for @NNCRVII
- Workflow Managment. NNC 7 has to consolidate all social media properties.
- Branding. Needs to strengthen brand to effectively deliver key messages: 2012 NUTRITIONAL GUIDELINES FOR FILIPINOS
- Promotion. Needs to let citizens in the region practice healthy lifestyle and healthy eating habits
SOLUTIONFull-scale implementation of rebranding of NNC 7, developing content that engage target market, quantify results and widen reach, positive brand perception to increase reputation, authority, build community, loyalty and mind recall, hire an NNC outsourced social media manager to post, engage and maintain social media properties and brand equities.
- Develop strong branding guidelines for NNC 7
- Increase Facebook page followers
- Increase Facebook page targeted content engagement
- Increase Twitter page followers
- Increase Twitter page targeted content engagement
- Create social media content (ONLINE) and marketing collateral (OFFLINE) that effectively deliver the key messages included in the 2012 NUTRITIONAL GUIDELINES FOR FILIPINOS
- Update communities in the region about NNC 7 projects and advisories
Main Target Audience• Region VII Filipino Youth Age 14-22 (High School to College Students)
• Region VII Filipino Young Adults Age 23-30 (Working Professionals and Young Parents)
National Nutrition Council Region 7 (NNCRVII) Redesign of Social Media Properties from Jaysee John Pingkian
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