Why it’s good to be these guys…social media wise
Why it’s good to be these guys…social media wise (cont.)
But there is hope for everyone else What this presentation will cover: A) Proven approaches for engaging with your Twitter followers B) Best practices for covering events via Twitter C) Ways to leverage Twitter activity on other social media platforms D) Strategies for gauging Twitter Return on Investment (ROI)
A little bit about your presenter -Assistant Director of Alumni Marketing and Communications at the Harvard Business School where he manages the office’s social media channels -13,000 alumni interactions via Twitter since January 2013 -Graduate of UMass-Amherst and the Tufts University Graduate School of Arts and Sciences -Author, Social Media Matters blog, http://robertbochnak.wordpress.com/ -Superhero sidekick of Aniceta
Twitter Approach: Identify Identify HBS alumni who are on Twitter and add them to the appropriate list.
Twitter Approach: Engage Engage alumni through retweets, original tweets promoting their work, tweets sharing events, tweets connecting alumni with each other, tweets to alumni based on their interests, etc.
Gauging Twitter Return on Investment (ROI) -Each alumni interaction is tracked on an excel spreadsheet. This sheet includes information drawn from the Twitter profile and alumni directory file of each alumnus/a such as city and state of residence, interest, year of graduation, and section.
-Each interaction with an alumnus/a is “scored” on a tracking spreadsheet: 1-2 “touches” a month equals “minimally engaged”; 2-4 “touches” a month equals “moderately engaged”; and 5 or more “touches” equals “highly engaged.” -Interactions are retweets, favorited tweets, or original tweets by individual alumni.
-Connections must be one of the following…. A)A tweet in response to an action we took. B)Tweeted responses from alumni must include the handles of fellow alumni. It cannot be a tweet directed solely at @HBSAlumni.
Gauging Twitter ROI (cont.) -Twitter-based interactions are included in monthly reports.
In conclusion…. -Identify, Engage, Leverage -Find event attendees on Twitter and engage with them before and during the event. -Engagement can (and should) happen across different social media platforms. -It is possible to share the ROI of your social media work.
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