Blog | Oct 29, 2010 | 3 Comments

[social media case study]

[part 1: getting started]

Over the next few months, I’m going to profile an effort I’ve been involved with this year as a content writer and social media strategist. I helped build an online presence for the project from the ground up; I’ll share how it came together and how it’s going.

But I’m getting ahead of myself.

I can’t actually reveal the project name and the site URL just yet. I can tell you that it centers around a blog about working life in 21st century America, which is something all of us can relate to. The blog will contain candid interviews with people from all walks of life and all corners of the country: workers with familiar jobs and those with unusual or even outrageous professions; people who are starting their careers and those who have retired and are looking back; people who are successful and content in their working lives, and those who have experienced upheaval and deep regret.

From the beginning, I loved this concept.

That was my starting point: excitement, curiosity, and wonder. I knew that I would need this  to sustain me, especially if I was going to become a community manager and actively engage with the public on the project’s social media sites. You can fake enthusiasm for only so long.

From there, I had to define my role.

Here’s a tip: when you have the freedom to decide, play to your strengths.

What I’m not is a techno-geek. Fortunately, we had a great designer/programmer who put together the blog site and connected it to the Facebook page. The managing editor and I figured out Facebook and Twitter, and I set up our “dashboard” in HootSuite so we could integrate and control our overall social media presence. More on that later.

The first step was to define the “hub.”

Some social media campaigns suffer because the real hub of communications activity isn’t clear: is it the website, blog, or the Facebook page? (It’s almost never Twitter but it could be YouTube if video is your primary mode of communication.) We did debate for a short time about whether our site would be a website connected to a blog or a blog site on WordPress, and we went with the latter. But it was clear that all information would radiate out from the blog and our purpose on the other sites was to “drive traffic” there.

That’s a brief look at the beginning of the project.

Coming up: time management, planning, building the blog, strategies and tactics for Facebook and Twitter, the dashboard, the communications matrix, community engagement, and more.

Bonus reading: 25 Characteristics of Highly Effective Social Media Campaigns

Photo credit: Bill Jacobus on flickr. This work is licensed under a Creative Commons License.

Author: Claire Wagner

I'm a seasoned freelance writer/editor and an enthusiastic community manager. I'm passionate about developing and sharing good content.


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Spokes of the hub are key!

When I’m in this situation I usually suggest Site to FB to Twitter..

Twitter is great as an auto post receiver & RSS feed destination for various platforms.. Foursquare, Tumblr, Flickr and the like..

That is unless the client is into spending the time in leveraging Twitter and making the time commitment to it.


Claire Wagner Reply:

I used to think Blog – Twitter – Facebook in that order. But I was just speaking with a friend who is writing a book and needs to promote it and I realized that she needs the blog site most, then Facebook and MAYBE Twitter last.




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