This week I was a guest speaker at two University of North Carolina at Chapel Hill classes. One was an undergraduate class of about 27 senior public relations students at the School of Journalism. The other was a master’s level class of about 17 enrolled in a marketing for nonprofits course at the School of Social Work.
I presented on “Using Social Media and Blogs Strategically to Promote Your Organization,” and drew from my experiences as a director of communications at UNC as well as with my clients and my healthy lifestyle blog.
First, I showed them all of the social media channels and online communication vehicles we are using at the School of Social Work, including blogs, our e-newsletter, and our Contact Magazine news site. Then I relayed the ways that we are using social media and blogging together to increase our readership and to bring visitors to our website. I also explained some of the benefits of having a WordPress-based blog, and encouraged them to establish their own site and use social media to drive traffic to it, rather than rely on a Facebook page to be their organization’s site.
In a section I called “The Art and Science of Social Media,” I explained that being successful in social media requires using both sides of your brain — the analytical, and the creative.
I emphasized the importance of defining your target audience, and how to use Google Analytics and other tools to learn more about your site’s visitors, such as where they are located, when they are online, and what content they respond to. For example, it’s important to take time zones into account with social media if you have a national or international audience.
I also offered some dos and don’ts, strategies for increasing your followers, and tips on using Facebook and Twitter to grab attention, encourage engagement, and drive traffic to your site.
We also discussed style, voice, and the use of storytelling and visuals in creating compelling content.
They were both outstanding groups, and asked a lot of wonderful questions. I enjoyed this experience so much, and love being able to share what I’ve learned and discuss strategy. I can’t wait until the next time!
© Michelle Rogers, Inc.