PR Forum 2011

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This is a presentation about before Facebook

The first thing you should do before you decide to do Facebook is…

evaluate

Introducing Corporate Social Media Readiness

What do you think is your biggest obstacle in delivering social media relations excellence?

THE INDUSTRY YOUR BOSS THE IT DEPARTMENT YOUR CLIENTS YOUR CUSTOMERS THE COUNTRY THE CLIENT’S BOSS FILL IN … FILL IN … FILL IN … FILL IN …

In more than 90% of cases SME is unachievable because the organization resists it

How do you evaluate SME? Who? (who uses SM in our organization) What for? (personal, business, internal, external, limited to certain communities, closed, open, monitored, is it a strategic goal, is it tied to business objectives, is it performance based)

Consider the importance of involving a SM component in RECRUITMENT

iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills

How do you evaluate SME? What? (is it forums, FB, all SNs, blogs, intranet, mailings) For whom? (is our target SM active? Do we evaluate and measure volume and engagement? Do we link engagement with business objectives?)

iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills

The four key factors:
Senior management commitment
Part of business objectives
Included in corporate knowledge indicators
Tied to industry and customer SM level

Before doing anything else you need to measure SMR

Making the measurement matter:
Go qual and quant – involving only senior management may look like you’re trying to seem more important
Work with the research department
Include SM indicators in performance and bonus considerations
Include a SM dimension in job descriptions

Provide tailored solutions

Thanks!

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PR Forum 2011

by Bogdana Butnar on Mar 17, 2011

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PR Forum 2011 — Presentation Transcript