際際滷

際際滷Share a Scribd company logo

Social Media Playbook

Download as PPT, PDF
Sybil Barnes
Sybil Barnes

Written for AIA state and local chapters, the Social Media Playbook uses a sports metaphor of a playbook because a playbook is a game plan composed by the head coach and his/her staff based on intensive competitive intelligence and strategy supported by detailed tacticsall in the hopes of winning. This is not much different from how we learn to engage our members.

1 of 79
Downloaded 37 times
Components Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National
THE WARM-UP Warm up
Introduction What will I find here? Social media best practices 9 steps to a successful social media presence A tool-by-tool tutorial for select sites
TRAINING TO WIN pwin
Personal Social Media Use Explore the tools youd like to adopt by using them in your personal life first Follow AIA Nationals personal social media guidelines Step 1: Get social media savvy
Our Philosophy Use social media tools to achieve our strategic goals Increase member value Serve as the credible voice Be the authoritative source t hrough online conversations and engagement of members. Step 2: Become familiar with AIA Nationals Social Media Program
Goals of AIA Social Media Program: Advance online conversations about the architecture profession Engage online with AIA members Monitor online conversations about the profession and the AIA Step 2: Become familiar with AIA Nationals Social Media Program
Listening Is Key AIA members and nonmembers talk about the AIA an average of 200 times per day Step 3: Listen . . . and we listen to every conversation .
. . . and we respond by answering inquiries thanking our fans, followers, and friends encouraging our online influencers and those supportive of our initiatives Step 3: Listen
Find out what people are saying about your component. Read How to Monitor Online Conversations Create your own monitoring dashboard Set up a Google Alert for your component name Step 3: Listen
Learning from Others The social media tools you choose to use for your component should work together with your overall goals Step 4: Learn from Existing Components . . . and they should work well together to accomplish your online goals.
Begin by reviewing other components blogs: Blog Central , AIA New York Threshold , AIA Minnesota AIA Central Valley AIA Arizona Bay Area Young Architects Step 4: Learn from Existing Components
Follow other components on Twitter: AIA Florida Southwest AIA Los Angeles AIA San Francisco Boston Society of Architects/AIA AIA Honolulu Step 4: Learn from Existing Components
Join other components LinkedIn groups: Boston Society of Architects/AIA AIA | DC AIA San Francisco AIA Georgia AIA Seattle Step 4: Learn from Existing Components
DEVELOPING A GAME-WINNING STRATEGY strategy
Planning What is your components strategic plan? What are your components PR goals? Step 5: Evaluate Your Organizational Goals
Adopt a Social Media Philosophy Youre encouraged to follow AIA Nationals philosophy Develop an elevator speech to quickly and easily explain what youre up to online Step 6: Create Your Social Media Strategy
Set Your Social Media Goals What do you hope to achieve? Do your goals make sense within the overall organizational goals? Step 6: Create Your Social Media Strategy
Create Your Social Media Strategy How will your social media use complement your organizational strategy? What types of content will you provide? What types of content will you solicit from your community or members? Step 6: Create Your Social Media Strategy
Create Tactics What steps will you take to execute the strategy? Who will be responsible for executing the strategy? Do you have the resources required to execute the strategy? Step 6: Create Your Social Media Strategy
What tools will you use? How will you develop content? How often will you post updates? What steps will you take to reach your desired outcome? Step 6: Create Your Social Media Strategy
THE ARENAS I
Key Platforms for Putting Your Brand into Play You dont have to use all these tools or tips Take baby steps and figure out what works for you Dont be afraid to try or to fail Step 7: Choose Your Tools
Tool: Blog Decide if you have the capacity to regularly update a blog Choose a handful of staff or members who are eager to share their perspective Step 7: Choose Your Tools
Tool: Blog Be creative Invite your readers to get involved (end with an open-ended question) Tell important stories Share your process Share your successes and challenges Step 7: Choose Your Tools
Tool: Blog Write short, action-oriented posts Link to interesting local news Be a subject matter expert Be conversational (write like youd talk to your friend) Step 7: Choose Your Tools
Tool: Blog Worried about negative comments? Dont be! People are much more interested in helping than youd imagine Still worried? Step 7: Choose Your Tools
Tool: Blog . . . Then consider moderating your comments. Use our sample comment policy: The American Institute of Architects encourages you to participate in this blog via comments. All viewpoints are welcome but please be constructive. We reserve the right to make editorial decisions regarding submitted comments, including removal of comments. Step 7: Choose Your Tools
. . . and/or craft your own comments policy. How? Discuss Discuss the goals for your policy with relevant stakeholders. Do it in person, face to face, where possible. Listen to concerns Understand that some staff in your component will fear the transparency of a blog.Dont dismiss these concerns; acknowledge and discuss their fears openly. Step 7: Choose Your Tools
Reflect your culture Write a policy that reflects the culture of the blog and its community. Keep it short A comments policy will change and grow along with your blog. Start simple. Step 7: Choose Your Tools
. . . and/or add a disclaimer. Feel free to use our approved disclaimer as your own. All information provided on this site is for informational purposes only. The American Institute of Architects makes no representations as to accuracy, completeness, timeliness, suitability, or validity of any information on this site and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. All information is provided on an as-is basis. Step 7: Choose Your Tools
Tool: Blog Responding to Negative Comments Decide whether the post warrants a response (Remember, not every comment needs a response) Acknowledge the issue Find out what went wrong, if need be, or If theres misinformation, correct it Be transparent in the response, i.e., post a response for everyone to see Need help? Review AIA Nationals strategy for responding Step 7: Choose Your Tools
Tool: LinkedIn What is it? Professional (rather than social) networking site Business oriented An online resume Step 7: Choose Your Tools
Tool: LinkedIn Before starting your components presence on LinkedIn, its a good idea to Create a personal LinkedIn profile Discover how LinkedIn works Learn the culture of LinkedIn Need help? How to set up a LinkedIn profile Step 7: Choose Your Tools
Tool: LinkedIn We recommend these actions because its important to understand the LinkedIn platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
Tool: LinkedIn More than 70 million people use LinkedIn, making it a prime platform to help your component engage with its members. Post news and discussion questions Send group messages Share files Step 7: Choose Your Tools
Step 7: Choose Your Tools AIA Nationals LinkedIn group page:
Tool: LinkedIn Are you ready for a LinkedIn Group: Are your members using LinkedIn? Do you have a clear goal for the group? Who will you let join your group (members, industry, everyone)? Step 7: Choose Your Tools
Tool: LinkedIn Do you have time to facilitate/start a discussion? Will you monitor posts? Who will manage the group? What criteria will you use to create subgroups? Step 7: Choose Your Tools
If you cant answer all the previous questions , Join and participate in the AIA National LinkedIn group Encourage your members to do the same Add a link to the AIA National LinkedIn group to your web site Step 7: Choose Your Tools
Tool: LinkedIn If you can answer all the previous questions, please adhere to the following specs: Your group name should clearly reflect your component name Your group image may be whatever your component chooses, with the exception of the AIA National logo Send the link to your group to AIA National so we can promote it Step 7: Choose Your Tools
Tool: LinkedIn What if a member posts a negative comment? Its bound to happen sometime. Have someone dedicated to checking comments daily Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need help? See how AIA National chooses to respond Step 7: Choose Your Tools
Tool: Facebook What is it? Social networking site that can be used professionally Users like your page to conveniently receive updates in their personal news feed Enables you to post events, links, videos, and photos Offers interactive applications Step 7: Choose Your Tools
Tool: Facebook Before starting your components presence on Facebook, its a good idea to Create a personal Facebook profile Discover how Facebook works Learn the culture of Facebook Need help? See How to Sign Up for Your Facebook Account Step 7: Choose Your Tools
Tool: Facebook We recommend these actions because its important to understand the Facebook platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
Tool: Facebook 500 million+ users are on Facebook, making it an ideal platform to help your component Gain visibility and cross-promote your events and programs Generate dialogue with and between your members Step 7: Choose Your Tools
Tool: Facebook A Facebook page for your component can be similar to your personal profile: You can make friends You an update your status You can upload videos, photos, and articles You can create events Step 7: Choose Your Tools
Step 7: Choose Your Tools AIA Nationals Facebook page
Tool: Facebook Are you ready for a Facebook page: Are your members on Facebook already? Do you have a clear goal for the page? Do you have time to update your page with valuable content? Do you have the capacity or desire to interact daily with your fans? Step 7: Choose Your Tools
Tool: Facebook If you cant answer all the previous questions, Like and participate on the AIA National Facebook page Encourage your members to do the same Add a link to the AIA National Facebook page to your web site Step 7: Choose Your Tools
Tool: Facebook If you can answer all the previous questions, please adhere to the following specs: Create a fan page, not a group page, for your component (youll get weekly metrics for your page) Your page name should clearly reflect your component name Step 7: Choose Your Tools
Tool: Facebook Your components profile image may be whatever your component chooses, with the exception of the AIA National logo Send the link to your page to AIA National so we can include it on the national Facebook page Need more help? See our guidelines for setting up a Facebook page Step 7: Choose Your Tools
Tool: Facebook What if a member posts a negative comment? Its bound to happen sometime. Have someone dedicated to checking comments daily Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need help? See how AIA National chooses to respond Step 7: Choose Your Tools
Tool: Twitter What is it? Microblogging social networking site Offers fast, efficient means of communicating (in 140 characters or fewer) Updates may be sent via mobile texting, instant message, or the web Is a free, sophisticated marketing tool Step 7: Choose Your Tools
Tool: Twitter Before starting your components presence on Twitter, its a good idea to Create a personal Twitter account Discover how Twitter works Learn the culture of Twitter Need help? See How to Set Up Your Twitter Account Step 7: Choose Your Tools
Tool: Twitter We recommend these actions because its important to understand the Twitter platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
Tool: Twitter With nearly 200 million users, Twitter can help your component Cross-promote your events and programs Engage with your members faster (and create brand loyalty) Share news, information, files, links, images Step 7: Choose Your Tools
Step 7: Choose Your Tools AIA National on Twitter
Tool: Twitter Are you ready for a Twitter account: Are your members on Twitter already? Do you have a clear goal for the account? Do you have time to post daily? Can you link to valuable content? Will you monitor/respond to replies and direct mentions? Step 7: Choose Your Tools
Tool: Twitter If you cant answer all the previous questions, Follow and engage with AIA National on Twitter Encourage your members to do the same Add a link to the AIA National Twitter account to your web site Step 7: Choose Your Tools
Tool: Twitter If you can answer all the previous questions, please adhere to the following specs: Your account name should clearly reflect your component name Your profile should include your location, web site address, and a short descriptor (bio) Your profile image may be whatever your component chooses, with the exception of the AIA National logo Need more help? See our guidelines for setting up a Twitter account Step 7: Choose Your Tools
Tool: YouTube What is it? Innovative and engaging marketing platform Enables you to upload and share videos Easily embed videos on Facebook, blogs, and other web sites Enables users to comment on videos Step 7: Choose Your Tools
Cho Choose ose Tool: YouTube Before starting your components presence on YouTube, its a good idea to Create a personal YouTube account Discover how YouTube works Learn the culture of YouTube Need help? See How to Sign Up for Your YouTube Account Step 7: Choose Your Tools
Tool: YouTube We recommend these actions because its important to understand the YouTube platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
Tool: YouTube With about 50 million users, YouTube can help your component Broadcast your message Engage with your members Step 7: Choose Your Tools
Step 7: Choose Your Tools AIA National YouTube Channel
Tool: YouTube Are you ready for a YouTube channel: Are your members using YouTube? Do you have a clear goal for the channel? Who will monitor comments? Do you have videos (content) to post on a regular basis? Step 7: Choose Your Tools
Tool: YouTube If you cant answer all the previous questions, Participate on the AIA National YouTube Channel Encourage your members to do the same Add a link to the AIA National YouTube Channel to your web site Step 7: Choose Your Tools
Tool: YouTube What if a member posts a negative comment about our video? Its bound to happen sometime. Have someone dedicated to checking comments daily Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need more help? See how AIA National chooses to respond Step 7: Choose Your Tools
BATTER UP! bat
Now that youve done all this planning . . . . . . Its time to implement! Step 8: Implement Your Plan
Create a short-term and long-term implementation plan Let your members know what youre up to Link to your social media channels from your web site Step 8: Implement Your Plan
KEEPING SCORE score
What is your ROI? Results? Opportunities? Investment? Step 9: Measure Your Efforts
Define Your Metrics What will you count? How will you bring added value to your members? Step 9: Measure Your Efforts
Document your activities as you progress through steps 1-8 Step 9: Measure Your Efforts Doing so will give you a baseline starting point to measure your impact and whether youre achieving your goals
Evaluate Give your component time in the beginning to listen, learn, and adapt Step 9: Measure Your Efforts
Are You a Social Media Rock Star? If you followed all of these steps, youre well on your way to helping Advance online conversations about architecture profession Engage online with AIA members Keep it up! Youre On Your Way
Got questions or comments? We welcome comments, debate, and discussion. Feel free to contact Sybil Walker Barnes, director of social media at AIA National. New school: Old school: E-mail: [email_address] Phone: 202-626-7331 Twitter: @sybil_b

More Related Content

Social Media Playbook

  • 1. Components Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National
  • 3. Introduction What will I find here? Social media best practices 9 steps to a successful social media presence A tool-by-tool tutorial for select sites
  • 5. Personal Social Media Use Explore the tools youd like to adopt by using them in your personal life first Follow AIA Nationals personal social media guidelines Step 1: Get social media savvy
  • 6. Our Philosophy Use social media tools to achieve our strategic goals Increase member value Serve as the credible voice Be the authoritative source t hrough online conversations and engagement of members. Step 2: Become familiar with AIA Nationals Social Media Program
  • 7. Goals of AIA Social Media Program: Advance online conversations about the architecture profession Engage online with AIA members Monitor online conversations about the profession and the AIA Step 2: Become familiar with AIA Nationals Social Media Program
  • 8. Listening Is Key AIA members and nonmembers talk about the AIA an average of 200 times per day Step 3: Listen . . . and we listen to every conversation .
  • 9. . . . and we respond by answering inquiries thanking our fans, followers, and friends encouraging our online influencers and those supportive of our initiatives Step 3: Listen
  • 10. Find out what people are saying about your component. Read How to Monitor Online Conversations Create your own monitoring dashboard Set up a Google Alert for your component name Step 3: Listen
  • 11. Learning from Others The social media tools you choose to use for your component should work together with your overall goals Step 4: Learn from Existing Components . . . and they should work well together to accomplish your online goals.
  • 12. Begin by reviewing other components blogs: Blog Central , AIA New York Threshold , AIA Minnesota AIA Central Valley AIA Arizona Bay Area Young Architects Step 4: Learn from Existing Components
  • 13. Follow other components on Twitter: AIA Florida Southwest AIA Los Angeles AIA San Francisco Boston Society of Architects/AIA AIA Honolulu Step 4: Learn from Existing Components
  • 14. Join other components LinkedIn groups: Boston Society of Architects/AIA AIA | DC AIA San Francisco AIA Georgia AIA Seattle Step 4: Learn from Existing Components
  • 15. DEVELOPING A GAME-WINNING STRATEGY strategy
  • 16. Planning What is your components strategic plan? What are your components PR goals? Step 5: Evaluate Your Organizational Goals
  • 17. Adopt a Social Media Philosophy Youre encouraged to follow AIA Nationals philosophy Develop an elevator speech to quickly and easily explain what youre up to online Step 6: Create Your Social Media Strategy
  • 18. Set Your Social Media Goals What do you hope to achieve? Do your goals make sense within the overall organizational goals? Step 6: Create Your Social Media Strategy
  • 19. Create Your Social Media Strategy How will your social media use complement your organizational strategy? What types of content will you provide? What types of content will you solicit from your community or members? Step 6: Create Your Social Media Strategy
  • 20. Create Tactics What steps will you take to execute the strategy? Who will be responsible for executing the strategy? Do you have the resources required to execute the strategy? Step 6: Create Your Social Media Strategy
  • 21. What tools will you use? How will you develop content? How often will you post updates? What steps will you take to reach your desired outcome? Step 6: Create Your Social Media Strategy
  • 23. Key Platforms for Putting Your Brand into Play You dont have to use all these tools or tips Take baby steps and figure out what works for you Dont be afraid to try or to fail Step 7: Choose Your Tools
  • 24. Tool: Blog Decide if you have the capacity to regularly update a blog Choose a handful of staff or members who are eager to share their perspective Step 7: Choose Your Tools
  • 25. Tool: Blog Be creative Invite your readers to get involved (end with an open-ended question) Tell important stories Share your process Share your successes and challenges Step 7: Choose Your Tools
  • 26. Tool: Blog Write short, action-oriented posts Link to interesting local news Be a subject matter expert Be conversational (write like youd talk to your friend) Step 7: Choose Your Tools
  • 27. Tool: Blog Worried about negative comments? Dont be! People are much more interested in helping than youd imagine Still worried? Step 7: Choose Your Tools
  • 28. Tool: Blog . . . Then consider moderating your comments. Use our sample comment policy: The American Institute of Architects encourages you to participate in this blog via comments. All viewpoints are welcome but please be constructive. We reserve the right to make editorial decisions regarding submitted comments, including removal of comments. Step 7: Choose Your Tools
  • 29. . . . and/or craft your own comments policy. How? Discuss Discuss the goals for your policy with relevant stakeholders. Do it in person, face to face, where possible. Listen to concerns Understand that some staff in your component will fear the transparency of a blog.Dont dismiss these concerns; acknowledge and discuss their fears openly. Step 7: Choose Your Tools
  • 30. Reflect your culture Write a policy that reflects the culture of the blog and its community. Keep it short A comments policy will change and grow along with your blog. Start simple. Step 7: Choose Your Tools
  • 31. . . . and/or add a disclaimer. Feel free to use our approved disclaimer as your own. All information provided on this site is for informational purposes only. The American Institute of Architects makes no representations as to accuracy, completeness, timeliness, suitability, or validity of any information on this site and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. All information is provided on an as-is basis. Step 7: Choose Your Tools
  • 32. Tool: Blog Responding to Negative Comments Decide whether the post warrants a response (Remember, not every comment needs a response) Acknowledge the issue Find out what went wrong, if need be, or If theres misinformation, correct it Be transparent in the response, i.e., post a response for everyone to see Need help? Review AIA Nationals strategy for responding Step 7: Choose Your Tools
  • 33. Tool: LinkedIn What is it? Professional (rather than social) networking site Business oriented An online resume Step 7: Choose Your Tools
  • 34. Tool: LinkedIn Before starting your components presence on LinkedIn, its a good idea to Create a personal LinkedIn profile Discover how LinkedIn works Learn the culture of LinkedIn Need help? How to set up a LinkedIn profile Step 7: Choose Your Tools
  • 35. Tool: LinkedIn We recommend these actions because its important to understand the LinkedIn platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
  • 36. Tool: LinkedIn More than 70 million people use LinkedIn, making it a prime platform to help your component engage with its members. Post news and discussion questions Send group messages Share files Step 7: Choose Your Tools
  • 37. Step 7: Choose Your Tools AIA Nationals LinkedIn group page:
  • 38. Tool: LinkedIn Are you ready for a LinkedIn Group: Are your members using LinkedIn? Do you have a clear goal for the group? Who will you let join your group (members, industry, everyone)? Step 7: Choose Your Tools
  • 39. Tool: LinkedIn Do you have time to facilitate/start a discussion? Will you monitor posts? Who will manage the group? What criteria will you use to create subgroups? Step 7: Choose Your Tools
  • 40. If you cant answer all the previous questions , Join and participate in the AIA National LinkedIn group Encourage your members to do the same Add a link to the AIA National LinkedIn group to your web site Step 7: Choose Your Tools
  • 41. Tool: LinkedIn If you can answer all the previous questions, please adhere to the following specs: Your group name should clearly reflect your component name Your group image may be whatever your component chooses, with the exception of the AIA National logo Send the link to your group to AIA National so we can promote it Step 7: Choose Your Tools
  • 42. Tool: LinkedIn What if a member posts a negative comment? Its bound to happen sometime. Have someone dedicated to checking comments daily Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need help? See how AIA National chooses to respond Step 7: Choose Your Tools
  • 43. Tool: Facebook What is it? Social networking site that can be used professionally Users like your page to conveniently receive updates in their personal news feed Enables you to post events, links, videos, and photos Offers interactive applications Step 7: Choose Your Tools
  • 44. Tool: Facebook Before starting your components presence on Facebook, its a good idea to Create a personal Facebook profile Discover how Facebook works Learn the culture of Facebook Need help? See How to Sign Up for Your Facebook Account Step 7: Choose Your Tools
  • 45. Tool: Facebook We recommend these actions because its important to understand the Facebook platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
  • 46. Tool: Facebook 500 million+ users are on Facebook, making it an ideal platform to help your component Gain visibility and cross-promote your events and programs Generate dialogue with and between your members Step 7: Choose Your Tools
  • 47. Tool: Facebook A Facebook page for your component can be similar to your personal profile: You can make friends You an update your status You can upload videos, photos, and articles You can create events Step 7: Choose Your Tools
  • 48. Step 7: Choose Your Tools AIA Nationals Facebook page
  • 49. Tool: Facebook Are you ready for a Facebook page: Are your members on Facebook already? Do you have a clear goal for the page? Do you have time to update your page with valuable content? Do you have the capacity or desire to interact daily with your fans? Step 7: Choose Your Tools
  • 50. Tool: Facebook If you cant answer all the previous questions, Like and participate on the AIA National Facebook page Encourage your members to do the same Add a link to the AIA National Facebook page to your web site Step 7: Choose Your Tools
  • 51. Tool: Facebook If you can answer all the previous questions, please adhere to the following specs: Create a fan page, not a group page, for your component (youll get weekly metrics for your page) Your page name should clearly reflect your component name Step 7: Choose Your Tools
  • 52. Tool: Facebook Your components profile image may be whatever your component chooses, with the exception of the AIA National logo Send the link to your page to AIA National so we can include it on the national Facebook page Need more help? See our guidelines for setting up a Facebook page Step 7: Choose Your Tools
  • 53. Tool: Facebook What if a member posts a negative comment? Its bound to happen sometime. Have someone dedicated to checking comments daily Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need help? See how AIA National chooses to respond Step 7: Choose Your Tools
  • 54. Tool: Twitter What is it? Microblogging social networking site Offers fast, efficient means of communicating (in 140 characters or fewer) Updates may be sent via mobile texting, instant message, or the web Is a free, sophisticated marketing tool Step 7: Choose Your Tools
  • 55. Tool: Twitter Before starting your components presence on Twitter, its a good idea to Create a personal Twitter account Discover how Twitter works Learn the culture of Twitter Need help? See How to Set Up Your Twitter Account Step 7: Choose Your Tools
  • 56. Tool: Twitter We recommend these actions because its important to understand the Twitter platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
  • 57. Tool: Twitter With nearly 200 million users, Twitter can help your component Cross-promote your events and programs Engage with your members faster (and create brand loyalty) Share news, information, files, links, images Step 7: Choose Your Tools
  • 58. Step 7: Choose Your Tools AIA National on Twitter
  • 59. Tool: Twitter Are you ready for a Twitter account: Are your members on Twitter already? Do you have a clear goal for the account? Do you have time to post daily? Can you link to valuable content? Will you monitor/respond to replies and direct mentions? Step 7: Choose Your Tools
  • 60. Tool: Twitter If you cant answer all the previous questions, Follow and engage with AIA National on Twitter Encourage your members to do the same Add a link to the AIA National Twitter account to your web site Step 7: Choose Your Tools
  • 61. Tool: Twitter If you can answer all the previous questions, please adhere to the following specs: Your account name should clearly reflect your component name Your profile should include your location, web site address, and a short descriptor (bio) Your profile image may be whatever your component chooses, with the exception of the AIA National logo Need more help? See our guidelines for setting up a Twitter account Step 7: Choose Your Tools
  • 62. Tool: YouTube What is it? Innovative and engaging marketing platform Enables you to upload and share videos Easily embed videos on Facebook, blogs, and other web sites Enables users to comment on videos Step 7: Choose Your Tools
  • 63. Cho Choose ose Tool: YouTube Before starting your components presence on YouTube, its a good idea to Create a personal YouTube account Discover how YouTube works Learn the culture of YouTube Need help? See How to Sign Up for Your YouTube Account Step 7: Choose Your Tools
  • 64. Tool: YouTube We recommend these actions because its important to understand the YouTube platform before you can figure out how your component can have an effective presence. Step 7: Choose Your Tools
  • 65. Tool: YouTube With about 50 million users, YouTube can help your component Broadcast your message Engage with your members Step 7: Choose Your Tools
  • 66. Step 7: Choose Your Tools AIA National YouTube Channel
  • 67. Tool: YouTube Are you ready for a YouTube channel: Are your members using YouTube? Do you have a clear goal for the channel? Who will monitor comments? Do you have videos (content) to post on a regular basis? Step 7: Choose Your Tools
  • 68. Tool: YouTube If you cant answer all the previous questions, Participate on the AIA National YouTube Channel Encourage your members to do the same Add a link to the AIA National YouTube Channel to your web site Step 7: Choose Your Tools
  • 69. Tool: YouTube What if a member posts a negative comment about our video? Its bound to happen sometime. Have someone dedicated to checking comments daily Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need more help? See how AIA National chooses to respond Step 7: Choose Your Tools
  • 71. Now that youve done all this planning . . . . . . Its time to implement! Step 8: Implement Your Plan
  • 72. Create a short-term and long-term implementation plan Let your members know what youre up to Link to your social media channels from your web site Step 8: Implement Your Plan
  • 74. What is your ROI? Results? Opportunities? Investment? Step 9: Measure Your Efforts
  • 75. Define Your Metrics What will you count? How will you bring added value to your members? Step 9: Measure Your Efforts
  • 76. Document your activities as you progress through steps 1-8 Step 9: Measure Your Efforts Doing so will give you a baseline starting point to measure your impact and whether youre achieving your goals
  • 77. Evaluate Give your component time in the beginning to listen, learn, and adapt Step 9: Measure Your Efforts
  • 78. Are You a Social Media Rock Star? If you followed all of these steps, youre well on your way to helping Advance online conversations about architecture profession Engage online with AIA members Keep it up! Youre On Your Way
  • 79. Got questions or comments? We welcome comments, debate, and discussion. Feel free to contact Sybil Walker Barnes, director of social media at AIA National. New school: Old school: E-mail: [email_address] Phone: 202-626-7331 Twitter: @sybil_b

Editor's Notes

  • #2: Welcome to AIA Nationals world of social media. Weve created this variation of a playbook to help AIA components move the use of social media forward for all of our members and the architecture profession at large. Weve used the sports metaphor of a playbook because a playbook is a game plan composed by the head coach and his/her staff based on intensive competitive intelligence and strategy supported by detailed tacticsall in the hopes of winning. During the course of a season, mistakes are corrected, experiments are done, and existing plays are refined based on new learnings. This is not much different from how we learn to engage our members.
  • #4: The goal of this playbook is to help component communicators establish a clear set of objectives for their use of social media, evaluate the myriad of opportunities and select platforms to use, and to think of using social media as a way to have a valuable exchange with members. We hope youll find here easy steps you can take right now for your component.
  • #5: Social networking sites have blurred the line between personal and professional. We know that makes some people uncomfortable. But if you want to develop your A game, we highly recommend you begin by using the sites personally to understand the platform(s) where your members are.
  • #11: Developing a foundation for a successful social media program starts with listening (and observing). Actively listening and learning before diving into the social realm will help you understand the social landscape for your component and the opportunities available to you.
  • #13: The best way to start exploring your own components online presence is to study whats working for other components. Here we highlight a selection of components that have an online presence.
  • #16: To set the best strategy for your component, begin by establishing clear objectives and success metrics, view all your opportunities through your strategic lens, and work to create a unifying concept and brand voice.
  • #23: There are many ways to engage with your members online. Remember, though, that not every channel (tool) will be right for your component, even if it is the newest, coolest game in town. Identifying the best channels and approach for your component is more than half the battle. While there are hundreds of social channels, we focus here on select major ones.
  • #71: A thoughtful, well-planned social media program can change the way you interact with your members and, as a result, the way your members perceive you. If youre willing to step up to the plate, your effective use of social media can present a tremendous opportunity to excite and expand your membership base.
  • #74: Measurement boils down to gauging your online success against your social media programs objectives. Keep in mind that measurement isnt about just one aspect or lever; its about making the levers work in tandem to produce metrics that gauge your effectiveness against your predetermined objectives.
  • #75: Some key questions to consider: Are you seeing any results with your plan? Do the opportunities meet your components objectives? Have you invested enough resources to your plan?