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)

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. 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Bloglines (an outdated bookmarking tool) to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. “All of these measures, including comment counts, are
interesting, useful, and insightful. And yet, none of them
means anything for businesses.”

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. 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. 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. “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. The Long Tail Of Social Media
*Now Is Gone.

9. The Tsunami Effect
* Working social media theories of how messages move across the Internet. | Copywrite, Ink.

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. The Point Of Origin
Blog Basics
• Masthead
• Description
• Date Stamps
• Time Stamp
• Author Profile
• Archives
• Tags
• Links
• RSS Feed
• Bookmark Buttons

12. Under The Hood
*Once a template is set, posting new content is relatively easy.

13. Under The Hood
*Template changes can be made with relatively modest knowledge of html code.

14. RSS Feed
*RSS Feed allows the content to be embedded in various bookmark applications.

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. 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. Reality Of Journalism
*2005

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.”