Social mediaThe place for risk and new ideasSarah EvansSevans Strategysarah@sevansstrategy.comTwitter: @PRsarahevansSkype: PRsarahevansAIM: PRsarahevansLinkedin: linkedin.com/in/prsarahevans#socmedrisk

I’m not selling snake oil.Hashtag: #socmedrisk

Social media are PART OF online communitiesSocial networking (i.e. Twitter, Facebook)Social bookmarking (i.e. Digg, Delicious)Broadband contentGaming (i.e. video games, entertainment)Blogs (i.e. Wordpress, Blogger, TypePad)Consumer generated mediaMobile content or gaming accessWikis (i.e. Wikipedia)Video sharing (i.e. YouTube)Photo sharing (i.e. Flickr, Photobucket)Presentation sharing (i.e. Slideshare, Scribd)

Corporate Communicators of YesteryearMessage management; “issued” messageDisclaim, disclaim, disclaimScriptedUnseen Several levels of approval“Let’s put together a press release.”NewslettersManaging content of corporate websiteHashtag: #socmedrisk

Corporate Communicators of the NOW!Trusted advisor, “at the table”Start a conversation via multiple platformsUnscripted (for the most part)Build relationships with media Engage stakeholders to share stories and opinions in a public formatMultimedia approachPERSONAL relationsAvailable outside 9 – 5 Visible in publicHashtag: #socmedrisk

You’ve got peeps. Want it nowLet’s chatI’m a part of somethingYou’re not hidingSomeone heard meJoin in/have funFind the talkersFollow upInstantaneousConversationCommunityTransparencyListenParticipatoryMonitorRespondHashtag: #socmedrisk

Want it now

Let’s chat

I’m a part of something

You’re not hiding

Someone heard me

Join in/have fun

Find the talkers

Follow up

ENTER social mediaenter R I S KHashtag: #socmedrisk

Define riskIt doesn’t have to make your legal team cringeWhat are you WILLING to do?Appropriate risk aligned with your brandProbably not okay for the CDC to make a spoof about getting H1NI from baconSmall steps (but see movement)Print to electronic (save a tree)Register your accountsAsk your communityA questionFor ideas

ContestsFunniest texting errorWin a [insert prize]PersonalityColonel Tribune@aplusk & @mrskutcherDifferentViral*BuzzMake up wordsTop Trends#followfridayTop 25 Things memeDon’t be afraid of F-U-N!*I’m going to address “viral” in an upcoming slide.

Not the place for disclaimer.

What if I make a mistake?You willPeople are forgivingMonitor and engageJust look at Dell

RISK Example #1: Online engagementAllow customers/stakeholders to vote, share opinionsand/or review your products ON your websiteMonitor sites like Twitter for those talking about you, your competitor(s) or similar topics, then RESPONDTake pictures at an event, post to Flickr, hand out a card to remind people to visit siteIdentify media outlets and blogs where your customers are, begin posting to articles as an employee

RISK Example #2: “We’ve always done it this way.” Make this next giveaway social media-friendlyMove from print to electronicInclude on your website and make compatible for mobile phonesInstead of stickers, design a widgetDedicate advertising $ towards the development of a free iPhone app

ViralI’m breaking my own rule. *********DISLCAIMER: You can’t just “go” viral. *********Humorous and surprising treatment of a topical issue (jibjab “elf yourself”/Officemax)Humorous and surprising treatment of an issue with focused appeal (WoW/Ozzy Osbourne cross-over commercial)Projection of a mundane situation or product in an outlandish light (Messin’ with Sasquatch ads/Beef Jurkey)Entertaining mashup of a classic property(Darth Vader parody)Trainwrecks(Appalachian State)Parlor Tricks (Daft Hands, NFL ‘Choose Me’ campaign)Schmaltz (stuff you get from your mom or dad)-This slide borrowed from Andy Beedle (abeedle.com) (@abeedle)

It’s not the be ALL end ALLDon’t underestimate traditional tacticsGive it timeIf you build it they will come, sometimesShow results/successesCREATIVITY mattersDon’t force an audience

Social mediaThe place for risk and new ideasSarah EvansSevans Strategysarah@sevansstrategy.comTwitter: @PRsarahevansSkype: PRsarahevansAIM: PRsarahevansLinkedin: linkedin.com/in/prsarahevans#socmedrisk