WEEK 2: A Conversation with Guest Speaker Clint Schaff by Tatiana Pasichnyk

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By UCLA X469.21 Student Tatiana Pasichnyk

Social Media Playbook creation with Clint Schaff

Tetiana Pasichnyk

Tetiana Pasichnyk

Have you ever thought about how Social Media has changed our lives, habits and interactions? It’s so powerful. It can make anyone a star in a short period of time; it can also ruin a long-held reputation in seconds.

Last week we were fortunate to have an exceptionally encouraging and ingenious guest speaker – Clint Schaff, Adjunct Professor of Online Communities and Strategic Public Relations Graduate School Programs at USC Annenberg, and US General Manager at Camp Playa (Vision7 / The Camps Collective).

Clint Schaff

Clint Schaff

Clint led us on a journey focused on how to create a Social Media Playbook. Such a document is a guide that outlines an organization’s social media goals, audiences, brand voice and content/engagement strategy. He brought life to the playbook and the creative process, declaring, “This is a breathing document, that will have to be revised and updated periodically to reflect learning and engagement change within the organization.” Mr. Schaff then went on to describe how he develops a playbook as a guide for each client’s voyage in the digital world.

The Playbook outlines all necessary elements for a successful social media campaign. It describes goals and distinguishes target audiences, which serve as the basis for creating effective content.

The Playbook also sets the tone and character of the organization’s online brand and provides a platform for creative ideas, while articulating target results for the social media campaign (e.g., inform/generate awareness – 15%, empower – 35%, motivate – 25%, build fellowship – 25%). The Playbook also gives content examples for accomplishing each type of result.

Mr. Schaff shared a personal “Twitter Success Story” that changed his role from a fan to a good friend and ultimately professional service provider for one of his favorite musical bands. He also stressed that such platforms provide us with access to all sorts of great opportunities to follow and become a part of just about any type of community.

Here are his top 5 tips:

  1. Post content daily (at least 1-2 posts per day on a platform like Twitter)
  2. Don’t stress over when to post (just do what feels right — if everyone posts in the morning, try another time when you can become more visible)
  3. Always respond in a timely manner
  4. Don’t share content from questionable sources
  5. Understand that Social Media can change your life completely!

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