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Building a Holistic PR + Social Media Program to Get Results
 

Building a Holistic PR + Social Media Program to Get Results

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Public relations and social media have converged, creating new opportunities for strategic communicators to connect with their audiences. This presentation uses the PR + Social Media Summit 2010 as a ...

Public relations and social media have converged, creating new opportunities for strategic communicators to connect with their audiences. This presentation uses the PR + Social Media Summit 2010 as a case study to demonstrate how to achieve measurable results and strategic outcomes.

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Building a Holistic PR + Social Media Program to Get Results Building a Holistic PR + Social Media Program to Get Results Presentation Transcript

  • Building a Holistic PR+Social Media Program to get Results Comet Branding + PR Sara Meaney and Al Krueger
  • PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |
  • PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |
  • PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study...
  • PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study... backwards.
  • PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • YOU ARE HERE.
  • PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS |
  • PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+
  • PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT |
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
  • PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
  • PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals.
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good.
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase)
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness • Inspire traditional media coverage
  • PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness • Inspire traditional media coverage • Give your social media community the tools they need to share content on your behalf.
  • PR+SOCIAL MEDIA | THE VIDEO |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? | Was it in the news or in your inbox?
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • TACTICS | BEFORE: WHAT HOOKED YOU? | Or was it one of these?
  • TACTICS | BEFORE: WHAT HOOKED YOU? |
  • TACTICS | BEFORE: WHAT HOOKED YOU? |
  • TACTICS | BEFORE: WHAT HOOKED YOU? |
  • TACTICS | BEFORE: WHAT HOOKED YOU? |
  • TACTICS | BEFORE: WHAT HOOKED YOU? |
  • TACTICS | BEFORE: WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? | Or was it one of these?
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • TACTICS | WHAT HOOKED YOU? | Was is the tempting pictures?
  • TACTICS | WHAT HOOKED YOU? |
  • TACTICS | WHAT HOOKED YOU? |
  • TACTICS | WHAT HOOKED YOU? |
  • TACTICS | WHAT HOOKED YOU? |
  • TACTICS | WHAT HOOKED YOU? |
  • TACTICS | WHAT HOOKED YOU? |
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS |
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event.
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event.
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you.
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live.
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.
  • PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.
  • TACTICS | SIGNAGE |
  • TACTICS | REALTIME ONSITE | How are you participating?
  • TACTICS | REALTIME ONSITE |
  • TACTICS | REALTIME ONSITE |
  • TACTICS | REALTIME ONSITE |
  • TACTICS | REALTIME ONSITE |
  • TACTICS | REALTIME ONSITE |
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? | ...a Swarm Badge, perhaps?
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? |
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed):
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint)
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics • Twitter Hashtagging
  • TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics • Twitter Hashtagging • Presentations uploaded to Slideshare.net
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? |
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event:
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned!
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics • Presentations uploaded to Slideshare.net
  • TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics • Presentations uploaded to Slideshare.net • New relationships and knowledge
  • PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • PR+SOCIAL MEDIA | STRATEGY |
  • PR+SOCIAL MEDIA | STRATEGY | Before the event:
  • PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance
  • PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required
  • PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required • Utilize mostly free (other than investment of time) platforms to create results
  • PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required • Utilize mostly free (other than investment of time) platforms to create results • Funnel all Web traf c to a focused information hub
  • SOCIAL MEDIA | BUILD A SOCIAL HUB |
  • SOCIAL MEDIA | BUILD A SOCIAL HUB |
  • PR+SOCIAL MEDIA | STRATEGY |
  • PR+SOCIAL MEDIA | STRATEGY | During the event:
  • PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event
  • PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds
  • PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds • Provide necessary tools for attendees to share their own version of the story
  • PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds • Provide necessary tools for attendees to share their own version of the story • Encourage real time participation and content-capture
  • PR+SOCIAL MEDIA | STRATEGY |
  • PR+SOCIAL MEDIA | STRATEGY | After the event:
  • PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time
  • PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation
  • PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation
  • PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation • Drive attendance at future events
  • PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation • Drive attendance at future events • Increase net usage of social media resources and knowledge base within the region
  • PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • PR+SOCIAL MEDIA | OBJECTIVES |
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so ✓Focus on results, not theories and rhetoric
  • PR+SOCIAL MEDIA | OBJECTIVES |
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation ✓Leverage social media for as many strategic functions as possible
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation ✓Leverage social media for as many strategic functions as possible ✓Position strategic communications perspective as critical factor in social media success
  • PR+SOCIAL MEDIA | OBJECTIVES |
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations ✓Provide environment for networking, learning, sharing of experience
  • PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations ✓Provide environment for networking, learning, sharing of experience ✓Prove it can be done for little or no money
  • PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • PR+SOCIAL MEDIA | PLANNING |
  • PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve
  • PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts
  • PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts • Include strategic partners whose stories and experiences support the objectives
  • PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts • Include strategic partners whose stories and experiences support the objectives • Not just another social media seminar
  • PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • PR+SOCIAL MEDIA | STRATEGIC IDEATION |
  • PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace?
  • PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need?
  • PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need? • How can we support the community and the region?
  • PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need? • How can we support the community and the region? • How can we ensure we get even less sleep than we are currently getting?
  • PR+SOCIAL MEDIA | HOW IT ALL BEGAN |
  • PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea...
  • PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea... let’s organize an event.
  • PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.)
  • PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.) ®
  • PR+SOCIAL MEDIA | CONNECT THE DOTS |
  • PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots.
  • PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization?
  • PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization? • What can you implement right away to increase your impact?
  • PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization? • What can you implement right away to increase your impact? • What can you start doing right away?
  • PR+SOCIAL MEDIA | THANKS FOR BEING HERE |
  • PR+SOCIAL MEDIA | THANKS FOR BEING HERE |