Social PR 101

SOCIAL PUBLIC RELATIONS A Step by Step Guide to Creating Sustainable Long-Term Strategy

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.

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

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

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

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

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

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

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

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

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

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

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

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.

Social PR 101

by Aj Dicembre on Feb 11, 2009

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