ACTIVE Network, the cloud-based Activity and Participant Management (APM) specialist, has unveiled a Social Media Playbook that provides best practices, tips and tricks for developing a winning social media strategy and helping to maximize the latest platforms for meetings and events.
Available as a free download from ACTIVE Network’s website, the Social Media Playbook includes several short articles on topics ranging from creating a social media strategy, to determining the right platforms, to examples of how leading companies are successfully incorporating social media into their meetings and events programs.
Also included are articles on best practices specific to Facebook, Twitter, blogs, LinkedIn, YouTube, Pinterest, and Google+; as well as information on how to measure the success of social media by analyzing key metrics.
The social media playbook can be downloaded from: bit.ly/19Aj3YK.
“Social media is about much more than just marketing,” said Anthony Miller, Vice President of Strategy and Business Development with ACTIVE Network’s Business Solutions Group. “At its core, social media is about building relationships with customers and prospective customers. It is about understanding the individual and engaging with them to get better intelligence around what their needs and interests are.
“We’re excited to share this playbook, which serves as a blueprint that meeting and event planners, and businesses in general, can use to create and help maximize their social media strategy.”
According to a March 2013 report by Altimeter Group entitled, ‘Evolution of Social Business’, only 34% of companies surveyed felt their social media strategy was connected to business outcomes. This means that 66% of companies are active in social media without their efforts being grounded in business goals.
ACTIVE Network created the Social Media Playbook to help companies make the most of this important tool for reaching customers. In addition to the aforementioned best practices, tips, and tricks, the Social Media Playbook includes an example blank template for conducting a social media brainstorm, as well as a chapter on how to diagram a social media strategy.
A glossary provides definitions of key social media buzzwords such as hashtag, crowdsource and meme. The playbook also includes information on measuring key metrics such as conversation rate, amplification rate, applause rate, and economic value to learn what customers are interested in, and assess social ROI.
