Social PR 101

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    Social PR 101 - Presentation Transcript

    1. SOCIAL PUBLIC RELATIONS A Step by Step Guide to Creating Sustainable Long-Term Strategy
    2. Overview
      • Take control of your brand online using social media by using the following step by step guide which takes you from having little to no social media presence to a sustainable long-term strategy.
    3. Scheduling
      • Create your routine
      • Consistency is key
      • No minimum required time, just be realistic within your strategy for the time you budget
      • Commit to times where you’re not typically as busy
        • Right before or after lunch
    4. Listen
      • Set a Google alert for your company/brand
        • Google will email you whenever your brand is mentioned online (News, Social Networks, Websites) at an interval set by you
      • Perform a Google search monthly for your company/brand name
        • See what results are returned and in what order so you can see what people see when they search for your company
    5. Securing Your Company Name
      • List relevant social networks
      • Take 5-10 minutes per social network to sign-up
      • It’s not necessary to fill out your profile more than the absolute minimum required to sign up
      • This stops people from cyber-squatting your company name
      • Save the usernames and passwords to a spreadsheet
    6. Selecting a Social Network
      • Base your selection upon:
        • Website Demographics
          • Average Age
          • Location (Local, Regional, National, International)
          • Education Level
          • Ethnicity
          • Male/Female
          • Children
          • Income
        • Content Type
          • Text
          • Audio
          • Video
        • Where people are currently talking about your company (site:twitter.com “your company name”)
        • Ease of use
      • Facebook Demographics January 2009
    7. Set Permissions
      • Set an internal policy to moderate and respond to comments/discussions that can be applied to all social networks
          • Set permissions/moderation based on this policy
          • When receiving critical feedback use it as an opportunity to address their concern and develop a relationship
    8. Integration with Current PR Strategy
      • Do not create a separate strategy for Social Media unless you have the necessary resources to dedicate to it
      • Utilize social media to add an interactive aspect to your public relations
        • Discussion of topics
        • Sharing of information and resources
        • Relationship building
    9. Create a Content Strategy
      • Based on your level of time dedicated to social media you will need to create a scalable strategy to add content to your social network account
          • Create content internally
            • Recruit bloggers internally and schedule them to write routinely
          • Push content from other websites related to your industry
    10. Connect
      • Connection Hierarchy
        • Connect with people your company has a natural connection to (current customers, vendors)
          • Invite customers via an email to your customer base
          • Add social links to the footer of future emails
          • Add social links to your email signature
        • Connect with people who are aware of your company (Prospects, news organizations, industry experts)
          • Search for them on social networks and interact with them
          • Do not just talk at them
        • Connect with people who may be unaware of your company, but are interested in your company or industry
          • Search people’s interests and interact with them
    11. Identify Network Influencers
      • Network Influencers are very active users or groups within a social network who drive users to information, lead discussions and/or are looked upon as experts within your industry
      • Characteristics
        • Many connections/friends
        • Consistently push large amounts of quality content to the network
        • Very active within discussions
        • Typically users have a favorable opinion of this person
    12. Social Media Release
      • The social media release is a form of a press release that is intended for distribution on social networks and blogs
      • A social media release differs from a regular press release in that it is rich with media (video, audio, links)
      • There is a concise summary in the first paragraph that is rich in keyword phrases
      • Use your social networking to connect with bloggers so you can send them your SMR
    13. Create Efficiency for Expansion
      • Expansion is not necessarily devoting more time to social networking; it is creating efficiencies within your strategy to free up time for new initiatives
          • Automate
          • Allocate resources more effectively
    14.  
    15. Select a New Network
      • Questions?
      • For a copy of the presentation leave your email with me, or email [email_address]
      • For any questions you may have feel free to contact me at
      • (716) 830-2676 or at the email address above.

    + adicembreadicembre, 9 months ago

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