1. Introduction and Guide
What is this?
This is a social media toolkit for public media stations. It contains information about relevant tools and social media outlets, and how to use them to develop effective campaigns for fundraising, programming and engagement. It also includes case studies of past successful uses of social media, as well as tools and services to use to monitor social media.
Where did it come from?
It was produced by iStrategyLabs, a DC-based digital and social marketing agency, in the summer of 2011, as part of an overall social media analysis project with public media professionals. The information is based on collaboration and brainstorming with these professionals, and extensive research and experience with social media utilization.
Who is it for?
The goal of this tool is to provide interested staff members at public media stations the resource necessary to begin to build a social media campaign or strategy that will help them accomplish their goals. It is crucial that every department has access to this handbook. Social media works across many departments within a station and depending on a campaign’s goal, an effective campaign will likely require collaboration between two or more areas of the station. No matter who is in charge of the campaign, every department that is involved should be familiar with social media strategy and tools.
What does it include?
- Justification of social media use for various activities
- How to develop campaigns
- How to create content
- How to measure and report activity
- Analysis of all available social media outlets
- Case studies
- Forums and sites dedicated to using social media to better business