Building a Digital Tapestry:How to Activate Social Media Platforms Panelists Tara Hall- AS at The Marketing Arm Mike D. Merrill- SAE at New media Gateway Brian Penrod- Program manager for interactive media for Susan G. Komen.
Tips for creating a sustainable conversation online 1. Consider what the audience wants to hear 2. Once the conversation is started, NEVER stop 3. Get organized. Plan an editorial calendar or strategy -when’s the best time to reach your audience? You’ve set up your brands Twitter/Facebook, now what?
Social media is not one size fits all.
Every brand has a personality, every personality is unique.
Ex. Southwest Airlines
Keep the conversation going in an authentic way that represents your brand
Have a crisis communication action plan
Building a Digital Tapestry:How to Activate Social Media Platforms cont…
Measuring the Effectiveness of Social and Traditional Media Campaigns Speaker: Linda Rutherford, VP of Communication and Strategic Outreach Show me the results!-What did we get for our effort and expense?Why Measure- Pinpointing results is essential for the client -they become supporters when they see results - Serves as a comparison to your competitorsMonitoring Tools- Radian6 Vocus or Google Reader *ROI on social media can sometimes be small, can we afford not to participate?
Shift from print to online news has affected the way in which journalists receive news Embargoed information is no longer acknowledged Relationships between editorial and advertising Is it changing? How has social media changed the pitch? E-mail is still relevant but new platforms allow quicker, more concise interaction The Shift of Journalism: The Many Hats Journalists Now Wear