Social Media & PR Strategies Course Sesssion 3


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  • Strategies & tactics encompass the learning and use of tools and providing the time to reach the goals.
  • Social Media & PR Strategies Course Sesssion 3

    1. 1. Session 3 Review: Previous Lectures and ReadingsIntroduction: Framing Social Media for ClientsLectures: Audience Technographics Profile, Step Plan and Approach to Strategic Development, Overview of Strategies in the groundswell Homework
    2. 2. Social Media PolicyA document that sets the guidelines for the onlineengagement for its designated or defined staff. Itshould reflect the company culture and voice,anticipate audience engagement, sets guidelines forengagement and prevent and respond tocommunications crisis on social communicationsplatforms. It should always include and definepeople, rules and guidelines.
    3. 3. People’s Use of Social Technologies Creating content Connecting through networksCollaborating to accomplish somethingReacting to each other events and things Organizing Content Accelerating consumption
    4. 4. Exercise1. Pair up with another student2. Acquire a social media communications instance3. Review the online communication instance with your group4. Discuss the impact of content—what is the worst thing that could happen or the best thing?5. Develop a policy (rules) and issue guidelines (recommendations) on how to respond6. Present and share with the class
    5. 5. Framing Social Media for Clients
    6. 6. Problem solving1. Identify the problem first2. Assess the situation3. Develop a plan of action4. Acquire the tools to fix the problem5. Execute your plan6. Test your results
    7. 7. Getting ready for Social1. Know what to wear: Prepare your message and channels of communications based on the social situation.2. Know who you want to engage: Understand the differences between niche groups and their roles.3. Interact with audiences: Audience communications involves both listening and conversing.4. Develop relationships: It’s not all about a popularity contest it’s about engagement and developing meaningful relationships with audiences.5. Develop an influence through engagement and relationships
    8. 8. The Audience Technographics Profile
    9. 9. The Audience Technographics Profile Most Influential { 1. Creators 2. Conversationalists Organizers { 3. Critics 4. Collectors Requires more time and knowledge of tools The Majority { 5. Joiners 6. Spectators 7. Inactives
    10. 10. BREAK
    11. 11. 5 Steps for developing your social media plan1. People: Who are you engaging? What are they ready for based on what they are already doing?2. Objectives and Goals: What do you want to accomplish by using social media?3. Establish Strategy: What is it that you want to change if you are successful achieving your objectives and goals?4. Establish Tools and Tactics: Based on people, objectives and strategies, what will you build and use? How will you use them?5. Measure Results and Adapt: What are the indicators or metrics that will help you understand that you have succeeded or need to correct?
    12. 12. Key Strategies
    13. 13. Key Strategies Nurturing A Community: Building authority Sustainability strategy: Allowing supporters to help each other Energizing Supporters strategy: Rallying key supporters towards an action or cause tools Conversing & Buzz strategy: Building relationships by creating and participating in conversations--direct engagementListening & Monitoring strategy:Collecting info and insights through conversations time
    14. 14. Review1. Social Media Policy2. Learn how to frame social media to your clients3. Audience Technographics Profiles4. 5 Steps for developing your social media plan5. 5 Key Strategies
    15. 15. Homework1. Read Chapter 4 and write a short response on your blog.2. Research and find an official social media policy of a company or organization. On your blog, write a response to their social media policy indicating what you found to be useful or interesting to you. Then, in the same post, answer the following question in your own words: What is a social media policy and why should a company engaging on social media have one?3. Submit your Client Proposal Form for next week.