Briefing
Building F
B ildi a Framework for
kf
New Media and Social Media Engagement
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0

Briefing Contents
• Wh I A
Who Am
• How New Media and Social Media are Changing
Organizational Communications
• What Social Media and New Media Can Accomplish
• Which Online Communications Channels Can Help
You Achieve Our Corporate Objectives
2

My Background and Experience
New Media Strategy Clients:
New Media Training Cli t
N M di T i i Clients:
New Media Communications Clients:
3

Organizational Communications: Pre-Internet
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industryy Communityy
Relations Relations
Analyst Relations
4

Content and Conversations as Marketing
Websites New Media
Microblogging Email
Monitoring SEO
Content Social
Blogs/Podcasts
Networks
N t k
Social Media Pure Social
Networks
5

Search and Reputation
1
2
3
Source: Universal McCann
6

SEO
7

Email Communications
Source: Universal McCann
8

B-to-B Social Media
9

B-to-B Social Media
10

B-to-B Social Media
11

Scaling Challenges
Source: Universal McCann
12

Edgework
Source: Cobalt123
13

Social Media Policies
People Policy Process Technology
14

Guidance Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
y Confidentiality
During
Diplomacy
Emergencies
Conflict
Disclaimers
Resolution
15

Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
16

Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
17

Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
18

Leveraging Existing Data
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Data Visualization Sharing
20

Data Visualization Sharing
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Data Visualization Sharing
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FEMA: Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
23

Open Platform
Color
Coded by
Size
Outage
Street Level
Detail
24

News is the Frequent Updating of Information
25

Conversations Shape Reputation
1 s t D raft: Reputa tion
D a
2nd Draft: News Media
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Source: Shel Holtz

PSNH Case Study: Process Detail
27

Measurement and Analysis
Cairo Speech
Cairo Speech “Obama” Peak
Obama Peak “Freedom” Peak
Freedom Peak
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Online Communications Strategy
Regulations Resources Policy Best Practices
Social Media
New Media
Linkedin
Websites
Twitter
SEO
APS.com Facebook
Email
YouTube
Visualization
l
Blogs
Objectives
Informational Transactional Social
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Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com
[ ] p [ ] Email
schwartzmanpr.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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