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Social media as a tool to promote European integration: workshop by Oksana Shamonova

Nowadays, social media is an integral part of not only private life, but business one as well. Every company, either a project or even political organization HAVE and DEVELOP social media pages. As proactive segment of society spends time in social media, items have become an efficient tool for promotion of everything - from advertising of certain product to the large political campaign.

And Ukrainian ministries are no exceptions. Facebook and Youtube today are the platforms for the effective promotion of reforms and Twitter informs users of the World Wide Web about important events.

That is why communicators of Ukrainian ministries and departments have to know the basic standards of work in social media to make the reforms work for the benefit of country, and not against it.

Before tackling publications in social media, it is important to have the proper page layout, because picture profile - it is the face of all departments either of the whole country.

Thus, we should remember the following standards:

 - Design. Profile picture and a title one have to be of high quality, large, not pixel;

- Information. A description of the project or campaign, otherwise the lack of information discourages users, creates mistrust;

- Literacy. SM users lose interest in pages where errors often occur.

There are extremely important rules of work in ​​social media that can assemble huge audience on the page without resorting to advertising, what is free.

- Regularity. A network life is very rapid and fleeting, posts quickly lose their relevance and uniqueness. The page has to be updated at least one time per day, otherwise users will not see posts in their news feed;

- Laconic. Users do not pay attention on large texts, there is a need to write as short as possible items to avoid a button "see more". Caption of an article or photo/video must not exceed two lines;

- Photos, collages, videos, gifs, coubs, infographic - make your page visually attractive, and rise a chance that users will stay longer on your page. Please remember! If the publication of an article does not pull a picture automatically, spend more time and add it manually. It will give you not just a full picture of the event, but also the proper page layout. If you publish something that can be an information drive take care of correctness, once again check the spelling and if an image fits the text. Mass media like to use publications of departments and ministries for their feeds, therefore in this case mistakes are not allowed.

- Long link is an evidence of unprofessional CM-manager. If the link to the post is too long, the situation can be corrected by "two clicks" - for example, here: https://bitly.com/.

Tips for working with Twitter, that is being used on high level by representatives of foreign companies, top-managers, politicians and public organizations:

 - The main tool - hashtag (#hashtag)

 - A limit of publication on Twitter - 140 characters

- This social network can be updated on demand

- Multimedia welcomed

- Twitter can be integrated with Facebook page

- The more pages you follow on Twitter, the more people see your page

- You can and should write "Retweets are welcome"

- You can announce a Twitter stream and lead it

Do not forget to communicate with users! Questions, requests of repost/retweet, call to action - are good instruments as well. Every reader believes that he/she is special and has the correct point of view, it is important for users to receive a feedback, an evidence that they are heard. Therefore, it is necessary to respond to every followers comment. Of course, quite rude comments can appear. In these cases, it is allowed to ask people to follow chain of command and not use abusive/angry/offensive words. And do not quarrel with those people you make friendships with.


Material prepared by Oksana Shamonova