Social Media Strategy CPRS Independent Practitioners

Social Media Strategy
November 19, 2009
by Doug Lacombe, MBA

What is social media?
“Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”Joe Thornley, President and CEO Thornley-Fallis
Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation.Doug Lacombe, President and CEO communicatto

Definition continued
The Three Cs (or more)
Content
Collaboration
Community
Other “Cs” include conversation, consistency, commerce, communication, and context.

Impact of social media

Societal implications

Shift happens

Strategic framework

The social media BUMPP
Brand
Understand
Monitor
Policy
Participate

Services and platforms
Don’t fall in love with the gizmos

Types of social media

Social media “mix”

Video didn’t kill radio
Photos
MSM
Earned/Paid
Self-publishing
News releases
Videos
Newsletter
Events
Website
Social media

Integrated platform

Blog-centric approach

Social media etiquette
Cocktail party metaphor
Generosity
Attribute, credit, share and forward (RT)
Dialog not broadcast
Ratios: 3-1-1, 80/20
Twitter:
No auto-DMs, ever
No “CMJ”
Strongly consider no auto-follows
Profile and bio important; photo if possible, name(s), web link

According to Hoyle
http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/

Crisis, definition
An unanticipated event or disclosure that threatens your organization’s reputation
(Shel Holtz, ABC)

Crisis examples
OLD SCHOOL
NEW SCHOOL

Crisis preparedness
Playbook
Quarterback
Identified spokespeople
Lists, lists, lists
Staff/execs, home #s
Media contacts
Stakeholders, authorities
E-mail lists
Websites and services, usernames and passwords
Photographer/cameraman/podcaster
War room, venues, conference site
Content “in the can”
Run scenarios
Run drills

Google Analytics

Facebook Insights

Twitter Grader

Wordpress

Commercial solutions
AND MANY MANY MORE!

Next steps
Reserve your organization’s name!http://www.namechk.com
Start monitoringhttp://google.ca/alerts, commercial options
Dip your toes in - low risk lurking
Liberate some content (YouTube?)
Start a Twitter account
Create social media guidelines & policy
Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans

Questions?

Doug Lacombe, MBAdoug@communicatto.comwww.communicatto.com403.988.0791

http://communicatto.com	34
http://cprscalgary.wordpress.com	8
http://communicatto.com:80	1
http://www.communicatto.com	1

Social Media Strategy CPRS Independent Practitioners

by Doug Lacombe on Nov 23, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 44

Statistics

Social Media Strategy CPRS Independent Practitioners — Presentation Transcript