A Social Media Team of 5 for Business, Non-profit and Government

SoMe Team of 5

For Business, Non-profit and Government:

If we are going to set up a social media team of 5 members for business, non-profit and government, we will need Social Strategist, Community Manager and Web Designer for all 3 sectors.

Social Strategist: This role is to develop a comprehensive social media strategy that determines how social media campaigns will be done with the alignment with overall organizational strategy.

Community Manager: This will be the direct contact for the organization regarding any issues around social media communication. He or she is also the connection between audience and internal teams.

Web Designer: Considering the importance of content/visual development, a web designer who can provide strong support in technical and visual aspects will benefit the social media team greatly.

For Business only:

Business Liason: The key responsibility of a business liason is to co-ordinate with business teams such as sales, marketing and PR in order to combine the efforts to maximize the outcome of social media activities.

Digital Strategist: This role will work closely with team to integrate social media activities into all digital channels like TV, radio and other Internet platforms. This digital strategist can also be a member of marketing team.

For Non-profit only:

Content Manager: When there is limit financial and human resources, to win in social media marketing requires non-profits to develop really good content. For most of the non-profits, social media channels are the main channel for them to market their organizations and causes. So the necessity of having a content development manager for non-profit is greater than any other sectors.

For Non-profit and Government:

Education Manager: Not like practitioners in business sector, people in non-profit and government sectors adapt to social media in a more conservative way. An education manager is needed in the team to coach executives and program managers on how to manage their social media presence. The responsibility of education manager also includes the supervision on communicating rules and regulations formulated by these two sectors clearly and properly.

For Government only:

Agency Partner: A third party agency partner who provides efficient and effective social media engagement solutions is more affordable and necessary for government. Agency partners should be professional and trustful in order to manage information/policies confidentially.

1. “Jeremiah Owyang.” Web Strategy by Jeremiah Owyang Social Media Web Marketing Breakdown Corporate Social Media Team Comments. N.p., n.d. Web. 21 Nov. 2013. .

2. “Social Media in Your Company – Guidance for Where It Fits In.” SocialSteves Blog. N.p., n.d. Web. 21 Nov. 2013. .


Cloud Storage: Google Drive vs. Dropbox


(Figure 1)

Google Drive was launched in 2012. It is a free platform where you are offered a storage to “create, share, collaborate and keep” different files. Initially, Google Drive gives its users a storage of 15GB for free. You can use this storage across Drive, Google+ Photos and Gmail. If you would like to pay a little more for a bigger storage, Google Drive offers 10GB for 4.99 per month.

You can access your files stored in Google Drive anywhere from any of your devices. You can set up offline access so that you can still be able to view documents stored in Google Drive and edit them.

Google Drive enables its users to sync their files whenever there is an Internet connection, so your files and folders are always up to dates. This is very useful when you work as a team to collaborate in files sharing. When you change something in your files on one device, it changes everywhere.

Google Drive supports up to 30 different file types, which you can open directly within the web browser. You can open files even though you don’t have the software to support on your computer. Besides you can view those files, you can also edit them online.


(Figure 2)

Now let’s take a look at Google Drive’s peer in the market – Dropbox. Dropbox was released in 2007. It is also a free service that enables you to take your files, photos and videos anywhere with you and share them easily.

With a growth in the past 6 years, Dropbox now has 200 million users around the globe. Users are using Dropbox mainly for sharing files with family, friends and team members in a team project. The application developed by Dropbox work on various operation system including Android, iPhone, Blackberry, Windows and Linux.

Dropbox lets you access your files dropped in the Dropbox folders on  your computer, phone or Dropbox website. The first 2GB storage is free. You can get an extra storage of 125MB if you connect your account with Facebook, and 125MB if you connect with Twitter. More storage can be offered if you refer your friends to use Dropbox or send them your feedback. Sounds interesting. Dropbox’s Pro Plan offers 100GB for $9.9 and you can upgrade to max 500GB for $49.99.

Same with Google Drive, Dropbox works offline too. Changes made in a file will be automatically synced when you connect with Internet.

Dropbox support most of the files including PDFs, documents, video, photos, Photoshop files, and music. Not like Google Drive, you can only view these files but you cannot edit them online. You will be required to download the file first, after editing it, you will need to upoad it again to the cloud storage for sharing.

So generally speaking, Google Drive and Dropbox both offer free files storage on their platform. While Google Drive offers 15GB for free, Dropbox offers only 2GB initially, though you can always get extra space by offering something to Dropbox. For paid storage, Google Drive is much cheaper than Dropbox. Both Google Drive and Dropbox enable their users to access files offline and the files will be synced when there is Internet connection. In addition, if you deal many types of files, both Google Drive and Dropbox can serve you. However, if you prefer to edit your files from anywhere at anytime quickly, only Google Drive allows you to do that. With all the competitive features that Google Drive has, I personally prefer Google Drive if I need such a service.


Google Analytics Overview of My Website

My website: www.lauradong.com

When I was assgined to build up a website and apply the SEO knowledge gained from SMD103, I firstly decided to write something about household tips and products and then link the content to my planned online shop. I did one post and linked the content to a friend’s shop on taobao.com (a top Chinese online shopping platform). But the result is not good. I think the main reason is that my post is kind of unattracitve and I didn’t promote my website, not even starting from my friends and classmates. Now I have canceled my plan of online shop and so changed my topic on my website to WeChat (China’s hottest social media platform) application.

This time, after I posted 3 blog posts (2 of them are the assignments) on the website, I informed my friends to visite it. I can only write about my Google Analysis up to now, because fianally I got some visible result on Google Analysis to talk about. The graphic below is the screenshot of the report generated by the plugin Google Analysis (on dashboard of my WordPress)on my website.


(Image from Google Analysis)

On Nov 4, when I published my first assignment post (Start Using WeChat from Scratch), there were 4 visitors. These visitors came to my website before my informing my friends. So they are totally surprise to me. The visitor number didn’t change until Nov 6, when I published another post, a video tutorial on how to add contacts on WeChat. 7 visitors visited my website on that day.

On Nov 7, soon after I promoted my website among my friends, there is a jump on the visitor number, 50 visitors. This told me that at the very beginning, promoting a website from close relationship is a good and easy start. Some of my friend even told their friends to pay my website a visit. On Nove 8 there are 10 visitors on the web, which I think is normal. And the number dropped to 1 on Nov 9.

I should not be too happy about the fast growth of my website visitor, because on the Google Analysis report, there is a Bounce Rate of 68.49%. According to an article written by Ann Smarty, a bounce rate of 60 – 70% is “typical” (only 50% or less are good). This shows to me that I have to improve the content on my website, so as to keep my visitors on my pages.

Considering there are only 3 pages and 73 visitors in total on my website, the Pageviews of 207 is not too bad. Averagely, every visitor visits 2.8 pages and spent about 2.5 minutes on my site (Avg. Time on Site) Among all the visitors, 78% are new users, which I hope will grow higher in the near future.

On the Google Analysis report, my top page is my video post. I assume that’s because image and audio attract more audience, as always. I should continue to create such kind of content in my following posts.

Google Analysis is a good tool to keep tracking the website activities. Besides giving me an overview of my website statistics, it lets me know what I should improve and what I should keep working on. I will continue learning about it and use it to optimize my website.

Source: Internet Marketing Ninjas Blog, by Ann Smarty.

4 Rules for Engagement Success on Social Media




(Image source: http://peopleinsight.co.uk)

If you are in a business with presence on social media, you must want to attract as much audience as possible on the channels you are on. If you are just an individual who has fun on social media for personal life, you must want to be a star among your friends and earn as many likes/shares as possible. Not matter it is a business or a personal social media platform, you will want to engage people on it. But how? I think there are 4 rules to follow:

  • Target the right people

In Chinese, there is an idiom, Dui Niu Tan Qin, which literally means playing music for a cow and expect the cow to compliment the player. This idiom tells us if you put your effort into someone who are not interested in you or have no value for you, you are not getting what you expect. There are so many people on so many social webs. But there is only a small portion of people who are your target audience. For example, if your product is car seat, you will only target parents with younger kids rather than parents with teenager.  In other words, parents with teenager will not engage with you. Only when you are having your target audience, your goals of social media engagement will be accomplished.

  • Choose the right platform

There are an uncountable number of social media webs out there. Not all of them are good for your business or personal brand. So you have to be wise when you try to choose the right ones. Each social web has its only unique features and audience demographics. For example, there are much more female users on Pinterets than male. Users on LinkedIn are mostly professionals or B2B business practitioners. By determining which social media platforms are good match for your products or services, there are more chances that you will fully engage your audience there.

  • Optimize the content

Ever landed on a website with boring topics and unappealing images? Ever found some Facebook pages with only product information but no other content that makes you feel like interacting with the business? Ever hid a friend’s activity feeds only because he/she always posts something uninteresting? These all mean the content is of low quality. This is what you should avoid when trying to engage people on social media. Post only the content that brings value to your target audience. Put up qualified images, as we all know that a picture is worth a thousand words. Create content that are inviting to your audience so that they may want to interact with you.

  • Dedicate to manage your online communities

Social media is a fast growing industry. But the success on social media requires lasting time and effort. To engage people on your social webs is a time consuming task. You will need to have someone especially responsible for replying to and interacting with your audience, so that the audience will feel they are cared and want to engagement with you more. People also tend to engage more on those social webs that update frequently and response fast. This also requires some dedication from the community management team.

All in all, if you have the right people on the right social platform, and there are dedicated people who optimize your social web content effectively, your audience will for sure be engaged.

Why Visuals are Important in Communication?


Visual communication is everywhere today, from publications like newspaper and magazine to electronic media like website and television. In this time of multimedia and mass communication, visual communication is even more powerful. Why visual communication is so important? In my point of view, that’s because visuals are easier to understand, are more effective to carry out information, and are more appealing to people’s eyes.

First of all, people get information presented visually much easier than that which is only provided verbally or in text. According to a graphic from SlideRabbit.com, the mind understands visual images 60,000 times faster than text. 90% of the data transmitted to the brain is visual. For example, in early childhood education, teachers tend to use more picture books to teach children vocabularies, because pictures are easier for the children to understand the word’s meaning. Another example is, financial departments usually present numbers in tables rather than words.

Second, communication that has a visual component can be far more effective than communication that does not. There are a lot of examples to prove this. Researchers at the Wharton School of Business compared visual presentations and purely verbal presentations and found that presenters using visual language were considered more persuasive by their audience, 67% of whom felt that presenters who combined visual and verbal components were more persuasive. I also found in workplace that it is more effective to use visuals like charts and tables to do project reports, simply because that made my communication much clear.

Last but not the least, visual components in communication can attract almost everybody’s attention. For example, when you search something online, let’s say Seneca College, there will be millions of results coming up. But the content on the right side of the page with a Google map on is usually the first landing place of your eyes. That’s because the image and color firstly draw your attention. As demonstrated on SlideRabbit’s graphic mentioned earlier, 70% percent of the total sense receptors in the human body reside in our eyes. If the visual components gain the attention of the audience, more likely you will get their attention to the message you want them to receive.

In a word, visual components play an important role in communication. Applying visualized materials in a smart way will make your messages easier to understand. Your communication process would be more effective, and for sure your communication content would attract more audience. To keep target audience engaged in community conversations, make sure to use a variety of visual components on the social webs that you communicate on.


  1. “Infographic: The Importance Of Visual Communication”, SlideRabbit, http://visualsugar.wordpress.com/2013/06/04/infographics-visual-display-information/
  2. “Effectiveness of Visual Language Presentations,” MacroVU, Inc., www.macrovu.com

Summaries of 3 HootSuite Video Lectures


Lecture 1: How to Amplify Your Paid & Earned Social Media with Storify

Storify is a social network service that enables users to create stories with any content that can be found online, including article, image, blog post and tweet, mostly from social media.

The video presentation was given by Xavier Damman, Founder and CEO of Storify. He demonstrated in the video that users can search for content related to their story from sources such as Youtube, Twitter, Facebook, Instagram, Flickr, and Google, as well as other stories on Storify, and then drag that content into their own Storify story timelines. Users can add comments to each link within the story, and can also embed URLs in their stories. Users can also embed their own Storify stories elsewhere on the internet, for example on their own blogs.

Xavier also introduced to us different types of stories that users can create with Storify:

  • News: Collect reports from the ground reported on social media and live blogging
  • Events: Conferences, sports, concerts, and personal events (weddings or parties)
  • Debates: Collect and publish the highlights witness them.
  • Memes: Curate and publish highlights of trending memes
  • Content Marketing: Curate the views from experts in your industry
  • Micro Sites: Show the social momentum around a product launch

Xavier also mentioned that, when you embed a Storify story, you could either embed it as a classic story or embed it as a slice show. This is an interesting feature that many people don’t know yet.

Lecture 2: How to Use Social Video to Drive Results

Videos are becoming one of the major sources of information. Marketers are using more social videos to draw attention from consumers. Meanwhile, people are consuming videos in the ways that they never had before. So how to use social video to drive result has become critical.

In the video presentation given by Cameron Uganec, HootSuite’s Director of Marketing, we first learned the definition of social video, which is: Online video that is designed to be shared through social networks. And then Cameron shared with us some social video strategies:

  • Clear and measurable objectives: The success metrics for social video objectives are usually cost per view, shares, views, click through rate, embeds, clicks and time spent.
  • Customized content: Focus on your target audience and corporate beliefs. Always know what is the one key message you want your audience to take away.
  • Distribution plan: Either the videos are going to be distributed through paid, earned or owned channels, you should always have a well designed plan. Otherwise, users and consumers are not coming.

Ok, strategies are done, now what should we do to ensure successes in social video? Cameron told us 11 secrets in creating videos:

  • Make it shareable
  • Tell a story
  • Shorter is better
  • Always start strong
  • Try non-linear storytelling
  • Remember search
  • Have a long tail
  • Focus on evergreen content
  • Take advantage of Youtube as a search engine
  • It’s now always the case to have a lot of product information
  • Always consider music as an important component in the video

With all these strategies and practical tactics, we are all going to achieve more success in social video marketing.

Lecture 3: Customer Service in a Social World

With the blooming of social media, organizations have more channels to connect with their customers. Meanwhile, the customers are experiencing more services from the service providers. The more good experience they have, the stronger engagement they would have with you. Social media provides the opportunities of connecting customers anywhere and for anything.

In the video of Customer Service in a Social World, Sharad Mohan, Director of Customer Success here at HootSuite, introduced to us how we can leverage social media to provide awesome customer service.

Where are your customers?

Before you jump out to create social presence in the market, you need to know where are your customers. In social media context, that means which social media channel your customers are using. After identifying this, you can place your focus on that channel and maximize the customer satisfaction there.

What are they talking about you?

Listen first. Try to response to the dissatisfaction with a prompt solution. At the same time, amplify the positive sentiments from your customers through social media. Spread every good word about your organization and product/service.

Are you meeting their expectation?

Social media are fast and inpatient. So once you create a presence on social media. Make sure you response fast and cover different time zones and languages. Customers expect you react on social media reactively and proactively. Keep that in mind.

Are your teams collaborating?

There are two types of conversation on social media: band conversation and product conversation. So internal teams (or individuals within a certain team) need to collaborate when trying to response to customers’ inquiries and solve different type of problems.

The strategies in leveraging social media to provide customer service introduced in this video are great guidelines for organizations and individuals. Applying these strategies will bring the customer service experience to a new level.

In general, HootSuite not only developed a fantastic social media network management dashboard, but also provided us splendid self-taught content in HootSuite University. All those lectures are specific and practical. Professionals in social media or digital marketing industry would all benefit from these great resources.