Social Media
Marketing & Expanding
Your Child Nutrition Program
Child Nutrition Programs Fall Conference 2014
Lita Amos
Definitions
Social Media
Websites and applications that enable users to
create and share content or to participate in social
networking
Social Networking
The use of dedicated websites and applications to
interact with other users, or to find people with
similar interests
First Things First
• Determine your district’s policy on social media use
• Communications Office
• Develop a goal or “marketing strategy”
• What do you want to accomplish?
• How do you want to represent yourself?
• Who do you want to network with?
• Parents?
• Teachers?
• Students?
• Community Members?
Where do I start?
Social Media Sites
Meet your audience where they are
• ~ 1.2 billion users
• Business to consumer marketing
• Every “Like” counts
• Target your followers and their friends
• Most widely used for paid advertising
• Paid advertising is lowest cost
https://www.facebook.com/pages/Scottsboro-City-Schools/201213873233894
• Business to consumer marketing
• Dynamic—very customizable
• Most popular among Fortune 500 companies
• ~ 241 million users
• Following topics is easy (#hashtag)
• Character limit of 140 (pro and con)
• Fast paced stream, posts can be overlooked
• Can be overwhelming
https://twitter.com/HooverCNP
• Seen as “more professional”
• Career opportunities and company info
• Business-to-business marketing
• Ability to deliver advertising to people with
certain qualifications or titles
• B2B advertising is very efficient
https://touch.www.linkedin.com/?sessionid=3121179116175360&or=true#companyabout/4746
• One of the top tools for finding news and ideas
• Useful for sharing lengthy posts
• Time consuming
• Target audience must actually read your blog—
networking may be less effective
http://ahs.albertk12.org
• Visual social network
• Virtual “pin board”
• “Pin it” button can be added to your school
website, blogs, etc.
• You can view and repin for inspiration
http://www.pinterest.com/schoolmealsrock/
• Social media management tool
• Schedule automatic updates
• Customized analytics (scheduled reports)
• Sometimes does not post picture thumbnail
• Posting from a 3rd party app may affect the
likeliness that your post will appear in followers’
newsfeed
Tips for Getting the Most
out of Social Networks
Social Media Marketing Laws
• Listening
• Focus
• Quality
• Patience
• Compounding
• Influence
• Value
• Acknowledgment
• Accessibility
• Reciprocity
http://www.entrepreneur.com/article/218160
The Law of Listening
• More listening and less talking
• Join in discussions with your target audience
about what is important to them
• THEN  Create content and
spark conversations of value
The Law of Focus
• Set a goal or marketing strategy
• Decide how and which sites to utilize to reach
your goal
• Build a strong brand by focusing on your goal
• Focus on what you CAN do
• Don’t sync your personal
phone to your business
profile(s)
The Law of Quality
• Quality trumps quantity
• Focus your attention on sharing quality
content
• What you post is more important than how
often you post
• Proof read your posts!
• Mistakes make you seem less creditable
The Law of Patience
• Expect and welcome negative feedback
• You cannot change anyone’s opinion
• You can show them what you are doing—and they
make up their own mind
• It may take awhile for you to get the hang of
using social media for marketing
The Law of Compounding
• Every “like,” “share,” “comment,” “retweet,” etc.
expands the audience of that post
• More views may = more followers
• Posting content that engages your followers is
key
The Law of Influence
• Find and follow those that
influence your market
• Ex: USDA
• Interact with them and
their followers
• Share
• Comment
• Like
• Retweet
• Getting on the radar of their
followers could help build
your audience
The Law of Value
• Only post topics of value to your audience
• Sharing pictures and videos can add value
• Ask yourself:
• What information is valuable to your followers?
• Why do they follow you?
The Law of Acknowledgment
• Building relationships with followers is very
important
• Always acknowledge people that reach out to
you
• Does not apply to inappropriate comments
• Acknowledge and thank those that share your
information
The Law of Reciprocity
• Network with and
share information
from others
• As it relates to your
business, community,
program, etc.
• Example:
• DO share information
posted on your
school’s website
• DON’T share
information about
cars, TVs, unrelated
services, etc.
Posting and Sharing
“You are what you share.”
― C.W. Leadbeater, We Think: The Power Of Mass Creativity
“We don't have a choice on whether we do social
media, the question is how well we do it?”
― Erik Qualman
Recipe for Perfect Social Media Posts
• Visual Appeal
• Humor
• Originality
• Timing
• Crisis Plan
• Platform Knowledge
http://blog.digitalinsights.in/perfect-social-media-post/05241587.html
Let’s Talk Business
• Keep all posts, shares, and comments related to
your Marketing Strategy:
• “Does this help us show parents the healthy and tasty
meals we serve to the children?”
• If NO, its better to keep it off your business page
• Posting personal opinions or controversial
material will likely alienate your audience.
• Alabama Fan: “Why is this flower shop posting about
Auburn football?”
Don’t Oversell It
DO
• Tell people about
your program
• Show more than tell
• Be creative when
sharing
• Interact with your
audience
DON’T
• Exaggerate
• Be too self-serving
• Ignore your audience
#schoollunchrocks
Social Media Trolls
• Social media success will likely attract Trolls
• Tips for Handling Trolls:
• Remain professional
• Know when to respond
• Know when to let it go
• Know when to delete comments
• Consider disabling comments
• Consider blocking the person
Check out these Resources
• The Social Media Advertising Beginner’s Guide for Twitter,
Facebook, and LinkedIn
• http://www.business2community.com/brandviews/buffer/socialmedia-advertising-beginners-guide-twitter-facebook-linkedin01023091
• Top 12 Signs You’re Dealing with Trolls
• https://www.linkedin.com/today/post/article/201307222114382484700-top-12-signs-you-re-dealing-with-trolls
• 20 Social Media Tips to Rule in 2014
• http://www.forbes.com/sites/drewhendricks/2014/05/14/20social-media-tips-to-rule-in-2014/
• Social Jeanie Tips
• http://socialjeanie.com/top-5-social-media-tips-of-the-month-0/
Questions