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CFA Insitute CFA Connexions

BUILDING SOCIETY EXCELLENCE

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  • Home
  • Archive
  • Strategic Focus
    • Advocacy
    • Building Brand
    • Member Value
    • Outreach
    • Society Management
  • Resources
    • Society Resources
    • Shareable Social Content
    • Society Center
  • Calendar
  • Societies 2.0
  • Submit content
  • CFA Society® Community Content

Social Media

How to build an engaging presence

Why use Social Media?

Social media is a fast, inexpensive and effective way to reach a large, global audience. It’s an interactive, two-way medium that allows us to tell our story and gain immediate, authentic feedback.


What will I learn here?

You will learn the essentials of using social media to engage with your audiences and achieve our shared business goals.

Objectives:

  • Learn how to use social media strategically to reach your society goals
  • Learn about the various social media channels and how to select those that are best for your needs
  • Learn how to develop engaging, valuable content and post to your social media platforms
  • Know how to measure social media success

How do I get started?

Review and progress through the following 5-Step Social Media Process to start building an engaging social media presence for your society.

Tools

  • 1

    One-click social sharing content

  • 2

    Society Brand Activation

  • 3

    Essential guide to social media (PDF)

  • 4

    5-step social media checklist (PDF)

  • 5

    A guide to social influencing (PDF)

5 Step Social Media Process

1

SET GOALS

Create social media goals that align with your business goals

What are your Society’s business goals?

Determine which of our shared business goals your society is working to achieve with social media.

For example:

  • • Develop future professionals
  • • Deliver member value
  • • Build market integrity

What are your marketing goals?

Use your business goals to guide and establish your marketing goals.

For example:

  • • Increase member satisfaction / NPS
  • • Build awareness of the charter
  • • Drive demand for the charter

Establish Your Social Media Success Goals

Use your marketing goals to establish SMART social media metrics to measure success:

S = Specific M = Measurable A = Achievable
R = Realistic T = Timely

For example:

  • • Increase followers by 2% in May
  • • Achieve engagement rate of 2% in February
2

SElect audience

Connect social media goals to your targeted audiences

Who Are You Trying to Reach?

Identify your target audiences for each social media goal

For example:

  • • Candidates
  • • Prospective Candidates
  • • Members
  • • Wider Investment Industry
3

Select social platform

Which channels connect most with your goals, audience, and content?

Facebook

  • Demographic: 1.3 billion users – Ages 25  - 54 – 60% Female
  • Purpose: Global platform for news and entertainment.
  • BEST FOR: Building brand loyalty. Sending people to your website.

LinkedIn

(company page)

  • Demographic: 600 million users - Ages 30 – 49
  • Purpose: Professional network for industry news.
  • Best for: Thought-leadership articles. Highlighting achievements.

Instagram

  • Demographic: 200 million users - Ages 18 – 29
  • Purpose: Mobile social platform for sharing images, video and stories.
  • Best for: Short video, inspiring images, stories.

Twitter

  • Demographic: 600 million users - Ages 18 – 29
  • Purpose: Platform for sharing news in bite-size format.
  • Best for: Encouraging sharing and comments on your content.

YouTube

  • Demographic: 1 billion users - All ages
  • Purpose: Largest video sharing platform.
  • Best for: Hosting videos – share the link on other channels.

Weibo

  • Demographic: Chinese audience, all ages
  • Purpose: Chinese platform for news and entertainment.
  • Best for: Sharing news with China-based audience.

WeChat

  • Demographic: Asian audience, all ages
  • Purpose: Multi-purpose messaging, social media and mobile payment app.
  • Best for: Engaging China-based community.
4

Develop engaging content

Engaging content provides value, is relevant to your audience, and is delivered in the right format

For example:

Build brand awareness Increase member satisfaction/ NPS Grow Society membership
Let’s Measure Up images, stories and videos Career tips and content
- eg career guide
Share member stories about how Society membership has benefited them

Some Content Format Suggestions to Get You Started:

  • Video
  • Articles / blogs
  • Infographic
  • Poll / survey

Here are a few suggestions of where to find content to get you started:

LOCAL CONTENT INFLUENCERS IN THE INDUSTRY: GLOBAL CONTENT
Your Society:

  • Events - upcoming and past – photos, videos, live stories
  • Members - stories, case studies, interviews
  • News and updates - successes, elections, events
  • Industry-relevant news and content - note: do not show a political bias
  • Local industry publications - reports, case studies,  white papers
  • Connexions
  • External, industry-relevant news and content - note: do not show a political bias
  • CFA Institute website and Member App

Content best practices – tips and tricks

  • Keep all content short and to the point - text, videos, etc.
  • Ensure your content can be viewed on a mobile device
  • Include keywords as hashtags
  • Be human!
5

Measure & optimise

Use analytics and insights to track your progress toward social media goals

Measure Engagement and Success

Use your society website’s Google Analytics and social media insights to understand audience engagement and track success related to:

  • Awareness
  • Followers
  • Impressions
  • Shares
  • Engagement
  • Comments
  • Likes
  • @mentions
  • Retweets
  • Conversion
  • CTR to website
  • Email signup
  • Download case study
  • Register for event
  • Sentiment
  • Nature of comments - positive/negative

Learning Resource: Email

How to use email strategically to reach your society goals.

Building Brand Locally

Learn how Society Brand Activation can help you build the brand in your local market.

Brand Resources

Access resources to support your brand building efforts.

Member Value

How we equip and support our members to better serve clients and accelerate their professional success.

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