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Demetrio Maguigad - Getting Your Social Media Strategy off the Ground
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Demetrio Maguigad - Getting Your Social Media Strategy off the Ground

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  • Here are some more helpful links from the Workshop:
    http://www.chicagomediaguide.org/learnmore/develop-a-social-media-policy/
    http://communitymediaworkshop.org/mmc2010/2010/04/social-media-policy-a-survival-guide-to-online-social-conversations/
    http://www.chicagomediaguide.org/learnmore/social-media-policy-worksheet/
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  • I talk a lot about social media strategy and planning. Some of you might have already heard my high school dance lecture. Today, I’m going to focus on some thing different but very important for everyone who is using social media for your organization.
  • Does everyone know who Komen for the Cure is?For years they’ve had a very strong brand synonymous with courage, hope, community and the power of women and their families. But earlier this year, many of us witnessed the this brand closely fail to keep this image with the public perception.KiviLeroux Miller wrote an astounding post “”the Accidental Rebranding of Komen for the Cure” that followed what had happened with the organization as a communications crisis unfolded at the beginning of February of this year.AP reported that Komen was to cut funding to Planned Parenthood that was to be used for breast cancer screening to low income women-citing that it had a new policy of funding organizations under investigation. Was planned Parent using the funds to perform abortions?Planned parenthood initiated a rallying strategy, sending out an email to its supporter asking them to donate to in order to replenish the funds they were to loose. Within 48 hours PP was able to raise that money from it’s supporters but also educate them about what was happening….The reaction played out clearly on both Facebook, Twitter, the blogosphere and the whole social media landscape.Komen did not respond to tweets and facebook messagesWhen they did, it avoided the conversations about PP and welcomed Energizer to their million dollar council.
  • Transcript

    • 1. Demetrio P Maguigad@npcommunicator
    • 2. Demetrio P Maguigad@npcommunicator
    • 3. social media policyDemetrio P Maguigad@npcommunicator
    • 4. social media policy• Identifies the organization’s culture and voice• Anticipates audience engagement• Sets guidelines for online engagement on social communications technology• Prevents and responds to communications crisis• Adapts over timeDemetrio P Maguigad@npcommunicator
    • 5. culture + voiceDemetrio P Maguigad@npcommunicator
    • 6. anticipate engagements
    • 7. sets guidelinesDemetrio P Maguigad@npcommunicator
    • 8. prevents/responds to crisisDemetrio P Maguigad@npcommunicator
    • 9. adapts through timeDemetrio P Maguigad@npcommunicator
    • 10. Control Somewhat Control No ControlOur own website Employees or staff Other people’s websitesAnd blog and blogs Social Media profilesOur own brochures and accounts Comments and reviews on other people’sOur mission Other people’s websites and blogs comments on our blogOur messages or social pages Reactions or responses to services, products orOur Policies Search brand… Things we have … Things we can … Things we can notthe power to create influence but may not influence or makeand make absolute have the final say on… decisions on…decisions on…
    • 11. People + Rules + GuidelinesDemetrio P Maguigad@npcommunicator
    • 12. social media policy• Identifies the organization’s culture and voice• Anticipates audience engagement• Sets guidelines for online engagement on social communications technology• Prevents and responds to communications crisis• Adapts over timeDemetrio P Maguigad@npcommunicator
    • 13. thank youDemetrio P Maguigad@npcommunicator