1. Need a definite strategy and plan.
Gives consistent vision, as well as realistic goals and benchmarks.
Most organizations (like people) that have no plan for what they will do in social media. (Little Debbie #notguilty example — unfortunate.)
2. Posting frequently and keeping audience engaged is very important. You can talk often about the nature of organization, regulation, and corporate culture and brand voice. Also note that social media is a casual medium and it is okay to use a more relaxed tone.
3. Analyzing your audience is very important. Also, it is important to recognize that people are mainly interested in (1) free stuff, (2) discounts, and (3) exclusive info. Know your audience and constantly adapt to their feedback. Immediate feedback is also very valuable.
Overall, it was a very intriguing, structured, and motivating talk. I’d for sure listen to David again.