Social Media For Communication Strategy, Part 3 of 4


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Integrating Social Media Into Communication Strategy was used to augment Richard Becker's class at the University of Las Vegas, Nevada in 2008. (Part 3 of 4)

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Social Media For Communication Strategy, Part 3 of 4

  1. 1. Traffic Ranking Alexa computes traffic rankings by analyzing the Web usage of millions of Alexa Toolbar users and data obtained from other, diverse traffic data sources. While it is not a perfect or truly accurate measure, it provides a snapshot of how well sites are performing in terms of attracting interest and visitors.
  2. 2. Other Ranking Systems Technorati employs a ranking system based on the number of links, reactions, and members. The most widely recognized ranking system among communicators compiles Alexa, Technorati, Google Page Rank, and Bloglines (an outdated bookmarking tool) to determine the top 150 marketing blogs. You will not see us there. We refuse to opt in to a system based on flawed measures.
  3. 3. “All of these measures, including comment counts, are interesting, useful, and insightful. And yet, none of them means anything for businesses.”
  4. 4. Brand x Intent | Outcome Intent. communication objectives + purpose of communication Intent x (value proposition + effective communication x reach)/dilutes over time = cost to achieve outcomes Outcomes. Changed opinion, behavior, sales, action, etc. Outcomes divided by investment (budget + time to develop + experience) = return/cost to achieve outcomes *Working formula of Copywrite, Ink. for better management of strategic communication.
  5. 5. Bloggers Unite Bloggers Unite For Human Rights will bring together thousands of bloggers to post about human rights on one day and ask their readers to take action as part of a social awareness campaign.
  6. 6. Bloggers Unite Social Media Impact • Tens of thousands of blogs • Hundreds of publications • BlogCatalog social network • BlogCatalog group • Facebook social network • Posts promoted on news aggregators, media sharing sites, forums, etc. • Posts recognized on Copywrite, Ink. • Specific calls to action • Participatory choice
  7. 7. “While there are many ways to integrate social media into a communication strategy, the most effective and least expensive tool to employ is a blog, provided the company does not let the long tail of social media wag the company dog.”
  8. 8. The Long Tail Of Social Media *Now Is Gone.
  9. 9. The Tsunami Effect * Working social media theories of how messages move across the Internet. | Copywrite, Ink.
  10. 10. The Point Of Origin • Augment educational instruction to prepare students for a communication landscape that has changed. • Experiment with new technologies, gaining insight and understanding in how they may impact communication and help clients. • Engage in conversations presented by colleagues to assist in deepening the fundamentals of social media without losing sight of strategic communication. • Demonstrate experience and added value proposition by presenting insight into living case studies that represent best and worst practices rather than talking about “us” all the time. Evolution Since First Post 2005 - Augment Instruction 2006 - Educational | Instructional 2007 - Educational | Experimental | Engagement
  11. 11. The Point Of Origin Blog Basics • Masthead • Description • Date Stamps • Time Stamp • Author Profile • Archives • Tags • Links • RSS Feed • Bookmark Buttons
  12. 12. Under The Hood *Once a template is set, posting new content is relatively easy.
  13. 13. Under The Hood *Template changes can be made with relatively modest knowledge of html code.
  14. 14. RSS Feed *RSS Feed allows the content to be embedded in various bookmark applications.
  15. 15. Social Media Myth Everyone Wants To Be A Journalist! “Now that everyone can publish online, they all think they are journalists and deserve special treatment and attention just like journalists do.” … Or do they? Hmmm…
  16. 16. Reality Of Journalism The Reality Of Citizen Journalism • The formalization of objective journalism is a relatively new idea, which began in 1931. • Prior to 1931, almost all journalists were active participants in the news. Many publishers borrowed money or secured investors to purchase a press and print whatever they wanted. • Social media experts need to be careful not to place self-imposed etiquette over free expression. • Most bloggers have no intention of being journalists anyway. *Both CNN and The New York Times are developing online models that allow citizens to publish news.
  17. 17. Reality Of Journalism *2005
  18. 18. “The only ‘rule’ in social media that seems to be withstanding the test of time is authenticity, which predates social media as a fundamental principle of strategic communication.”