When entering into the realm of social media for your organization, it's important to build a solid foundation from which to launch. The 4 P's of social media - Planning, Policy, Privacy, and Participation are the pillars upon which to create a successful social media presence and community.
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Sharing Your Social Webinar 4 Ps
1. SHARING YOUR SOCIAL PART 1
DEI WEBINAR
THE 4 P’S - PLANNING, POLICY, PRIVACY & PARTICIPATION
TARA MAHADY ALEUROMEDIA, LLC
2. Tara Mahady
tara@aleurosolutions.com
Follow me on Twitter
@TMahady
Join My LinkedIn Network
http://www.linkedin.com/in/tmahady
Kelley-sue LeBlanc
LinkedIn
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My Google Profile
AleuroSolutions
Aleuromedia
info@aleuromedia.com http://www.aleuronpo.com
PO Box 10251 www.aleurosolutions.com
Follow AleuroSolutions on Facebook
Bedford NH 03110 www.aleuromedia.com
Follow AleuroSolutions on Twitter
(603) 233-5078
3. The Evolution of Marketing &
Communication
One-Way Communication
Old-School Marketing &
Communication
Power Shift
Living, Breathing Brands
Making the Mental Shift
Creating Community Through
Social Media
4. Social Media Planning
How do you know where you’re
going if you don’t have a map?
There is no social media kit!
The ABC’s of social media
planning - an iterative process
Assess
Blueprint
Cultivate
6. Assess Your Audience and
Organization
Research
Are your listeners using social
media now?
Where do they spend the most
time? Facebook, MySpace,
Twitter, Gather, Eons?
Do they use social media
professionally as well as
personally?
What content do they want?
7. Assess Your Audience and
Organization
Evaluate
Research
Does it make sense for you to
Are your listeners using social
enter into social media now?
media now?
What value will you gain? What
Where do they spend the most
will your listeners gain?
time? Facebook, MySpace,
Twitter, Gather, Eons?
Where should you ‘be?’ What
are your priorities?
Do they use social media
professionally as well as
personally? In addition to your own live
content and archives etc., do
you want to curate content as
What content do they want?
well? What about blogs?
9. Blueprint - What are your
goals?
Organizational Goals
Overall organizational goals
come first.
How are your journalistic and
programming goals different
from your marketing &
fundraising goals?
Do you have HR, sustainability,
or environmental goals that can
be met through social media?
What about the Firewall?
10. Blueprint - What are your
goals?
Organizational Goals Marketing & Fundraising Goals
Overall organizational goals Enhancing the quality of the
come first. communications within your
community.
How are your journalistic and
programming goals different Don’t necessarily jump into
from your marketing & fundraising first!
fundraising goals?
What’s the best way for you to
Do you have HR, sustainability, use social media during a
or environmental goals that can drive?
be met through social media?
Reaching a wider audience.
What about the Firewall? Demographics?
Marketing-averse audience?
12. Cultivate - How do you help
your community thrive?
Educate & Participate
Continually educate yourself
about what your community
wants and how they want to
participate.
Educate your community
(internal and external) about
social media.
Ask for your community’s help,
and offer them help in return.
If your community takes the
time to participate, you must
reciprocate.
13. Cultivate - How do you help
your community thrive?
Educate & Participate Iterate
Continually educate yourself Don’t let perfect stand in the
about what your community way of progress.
wants and how they want to
participate. This process takes time. In all
reality, it’s never ending.
Educate your community
(internal and external) about Measure, measure, measure!
social media.
Adapt your goals and plan as
Ask for your community’s help, you learn and evolve.
and offer them help in return.
If your community takes the
time to participate, you must
reciprocate.
14. Measure What?
Do traditional web metrics apply?
Yes. But there’s more.
What are you really looking for out
of your social media plan?
The engagement equation.
The influence equation.
Jeremiah Owyang suggests, social
media measurement is more like a
“GPS, which tells you where
you've been, where you are, and
where you're going...more like
business intelligence..”
15. When Planning, Ask Yourself...
Does your station manage and promote change well?
Does your station culture support a social media strategy?
How will your organization listen, act, and respond?
What resources are available to implement your plan successfully?
What is your budget?
How will you measure success?
16. Social Media Policy
Critical for public media (or any
organization for that matter).
Manage risk.
Provide a playbook.
Make it public.
17. Policies Address the Risks
Scary Thoughts:
You’ll lose journalistic credibility.
Employees and constituents will
not represent the station in the
way you want.
Listeners will complain.
You’ll lose control of your brand.
Employees will waste time while
at work.
18. Playing by the Same Rules
Ask yourself these questions when Will you support your journalists
considering your social media and program staff in having
policy: personal blogs?
How will you handle negative Will you support your
discussions from listeners, the employees in identifing
community, or employees? themselves in their social
networks as a representative of
How will you manage your station?
employee/volunteer/listener
interaction? How will you handle how you
ask people to define
Who or whom will respond on themselves online? For
behalf of the organization? example - on Facebook you
can list your political views. Will
you ask all employees to refrain
from doing so? Just some?
19. Highlights of Relevant Social
Media Policies
“In appearing on TV or other media The BBC not only allows, but
including electronic Web-based encourages its reporters to have
forums, NPR journalists should not personal blogs, with guidance.
express views they would not air in http://www.bbc.co.uk/guidelines/editorialguidelines/advice/
personalweb/blogging.shtml
their role as an NPR journalist.
They should not participate in The Washington Post encourages
shows electronic forums, or blogs its employees to ‘Notify senior
that encourage punditry and editors beforehand if you plan to
speculation rather than fact-based Twitter or live-blog something
analysis.” http://www.npr.org/about/ethics/ you’re covering.‘
http://savethemedia.com/2009/05/14/more-on-newspapers-
use-of-social-media/
20. Transparency = Credibility
Publishing your social media policy
is as important as publishing your
journalistic code of ethics.
As we know, there is a heightening
distrust of the media. This isn’t as
prevalent in public media. How-
ever, transparency, authenticity,
and the ability to connect with key
people within the organization is
critical to your audience.
Trust goes both ways.
21. Privacy - You’re In Control
The line between personal and
professional is blurring.
Organizations are people - not a
logo.
You can set privacy settings in
accord with your own personal
social media policy.
Be a good internet citizen.
22. Participation
Test innovative ways of engaging
your listeners online.
Topic of the day
Surveys
Photos
Live Tweeting of programs
Pledge volunteers posting
premiums and drawings.
Program hosts tweet or update
about guests or events.
23. Questions?
JOIN US NEXT WEEK FOR PART 2:
SOCIAL MEDIA IN ACTION - GETTING STARTED WITH THE RIGHT TOOLS AND
COMMUNICATION STRATEGY
24. Tara Mahady
tara@aleurosolutions.com
Follow me on Twitter
@TMahady
Join My LinkedIn Network
http://www.linkedin.com/in/tmahady
Kelley-sue LeBlanc
LinkedIn
Follow Me on Twitter
My Google Profile
AleuroSolutions
Aleuromedia
info@aleuromedia.com http://www.aleuronpo.com
PO Box 10251 www.aleurosolutions.com
Follow AleuroSolutions on Facebook
Bedford NH 03110 www.aleuromedia.com
Follow AleuroSolutions on Twitter
(603) 233-5078
Editor's Notes
Quick welcome and introduction.
[finish 1:03]
Skim through evolution of marketing. Point people to paper.
[finish 1:10]
Why a plan is important. What can happen with no plan.
No kit - best practices evolving daily... just as with email marketing and fundraising, this will take a while... many different approaches
Intro ABC’s
some examples of what success could look like
- you were able to tell your story to listeners and they shared it with others
- a blog effort where more listeners are talking back in comments than in posts
- a community where listeners are self supporting each other and costs are reduced
- you were able to learn something from listeners that you didn’t already know
[Should be done this section by 1:25]
Many stations do not have a policy in place and if they do, do not necessarily make it public.
* social media is a conversation... it’s hard to control - people can do whatever they want...
[Finish by 1:35]
[Finish by 1:40]
Participation is critical to your social media strategy success. We’ll talk about this more in the
2nd webinar - Social Media in Action - Getting Started with the Right Tools and Communication Strategy
[finish by 1:50]