From the beginning, we placed heavy emphasis on understanding and effectively utilizing the available social media tools. With no prior knowledge of social media, efforts began with organically testing the waters to discover what conversations were being had, what kind of content was being shared and where SoJo might fit into the online ecosystem. Over the course of the Spring, we gradually moved up the learning curve by soliciting tips from some social media-savvy friends, experimenting with different messaging, and developed specific engagement routines.
In June, we drafted the first version of an online communications strategy. The evolving document would help us better understand our objectives and methods for developing SoJo’s online community. In mid-summer we changed our Twitter handle, as we were missing out of a significant volume of traffic. The move was important both a user acquisition and branding perspective.
In addition to learning to reigns of Twitter, we launched our first YouTube Video, and even created a custom-branded Facebook Page.
As we launched the private Beta in July, we began to more closely track some hard metrics from our online activity. The simple list included a weekly account of followers, friends, mentions, clicks and the like. In order to effectively measure our online efforts, we set a target to increase our Twitter followers by 5% a week. It was a reasonable challenge that provided a new framework for our community building efforts. Some weeks we succeeded, and many we didn’t; all the more reason to commit to fulfilling this goal in year 2 of our social media efforts.
A switch from using Twitter.com to the social media management platform, Hootsuite, made it more time-efficient and easier to stay on top of the interactions. In particular, the batch scheduling service allowed me set-up a roster of Tweets to reach different audience at different times of the day, enabling me to work smarter.
Following SoJo’s public beta launch in November, we rode high on a wave of support from people across the world congratulating us on our soft launch and sharing content on the SoJo site. It was amazing to see the reach of our connections; something that would be near impossible to know without the likes of Twitter & Facebook.
Now, over the coming months, we expect SoJo’s interactions on social media will continue to grow, adapt to new changes in the online environment and continue to further our organizational objectives. We are keen to adopt new methods, explore new frontiers and discover the most effective ways to engage with our users, partners and supporters. Training a listening ear, finding a voice, building SoJo's online identity, and monitoring our efforts are each a unique challenge. It has taken time, but like each step in our journey, we are much further ahead than we were a year ago today.
If you’ve yet to connect with us online, please do so here.
Written by Trevor Gair, SoJo's Community Builder