Georgetown University Social Media for Social Good NOW IS GONE March 3, 2009

Building a Successful Social Media Effort Research: Focus on the Community’s Interests Use the right tools Identify the social network Back Channel Read and participate Identify top market concerns and issues

Research: Focus on the Community’s Interests

Use the right tools

Identify the social network Back Channel

Read and participate

Identify top market concerns and issues

Outcomes and Measurement Why do it if you don’t have goals in mind? Determine outcomes now: Changed perception? ROI? Influence or relationships? Assign measurement Measurement tools

Why do it if you don’t have goals in mind?

Determine outcomes now:

Changed perception?

ROI?

Influence or relationships?

Assign measurement

Measurement tools

The Editorial Mission Your company is now a media generator Great content serves interests Tangents create content opportunities Tie your subject matter expertise to your stakeholders’ interests Result: Valuable information Codify it in writing, but remain flexible

Your company is now a media generator

Great content serves interests

Tangents create content opportunities

Tie your subject matter expertise to your stakeholders’ interests

Result: Valuable information

Codify it in writing, but remain flexible

Who and What Individual community manager vs. team CEO blogs and transparency Schedules Flexibility for events NO SHORT-CUTS!

Individual community manager vs. team

CEO blogs and transparency

Schedules

Flexibility for events

NO SHORT-CUTS!

Compel Stakeholders with Great Content Every Time!!!

Engaging Your Community Participation is marketing RSS and SM tag based marketing Social network participation Traditional media relations Blogger relations – listen for community standards Social media releases Old tactics

Participation is marketing

RSS and SM tag based marketing

Social network participation

Traditional media relations

Blogger relations – listen for community standards

Social media releases

Old tactics

Evolving Your Social Media Effort: Think Liquid

Seven 12 Principles of Community Building Give up control of the message Honesty, ethics and transparency Participation is marketing Audiences versus communities Strategy: Build value Create fantastic content Manage your media forms

Give up control of the message

Honesty, ethics and transparency

Participation is marketing

Audiences versus communities

Strategy: Build value

Create fantastic content

Manage your media forms

Principles of Community Building PLUS . . . Bring People Back to Your Web Site Relating versus spamming Play within existing communities Don’t dictate to the community Stay relevant

PLUS . . .

Bring People Back to Your Web Site

Relating versus spamming

Play within existing communities

Don’t dictate to the community

Stay relevant