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Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
Implementing Social Media
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Implementing Social Media

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Recommendations for implementing social media for organizations. Presented by Rob Robinson, Director of Social Media at McNeely Pigott & Fox Public Relations.

Recommendations for implementing social media for organizations. Presented by Rob Robinson, Director of Social Media at McNeely Pigott & Fox Public Relations.

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  • 1. The Rubber Meets the Road Implementing Strategies for Social Media Rob Robinson – McNeely Pigott & Fox Public Relations July 30, 2009
  • 2. Why Social Media? • Is this something I need to be doing? • Does it make sense for my organization?
  • 3. Why Social Media? • Do answer the big question: Why? • Do think about the big picture. • Don’t get hung up on specific tools or sites.
  • 4. Why Social Media? • Communication is changing. • Mainstream is media radically evolving. • Technology is creating new opportunity.
  • 5. Why Social Media? • Relevance and visibility. • High rate of adoption. • Reach larger audiences. • Reach more targeted audiences.
  • 6. Pros and Cons • Traditional media - Third-party credibility - Accuracy - One-way communication • Social media - Build your own audience - Talk directly to your audience - Dialogue
  • 7. Navigating the New Communications Landscape  Align social media with communications strategy  Engage traditional media, understand constraints  Understand your target audiences  “Narrowcast” using new technology, more channels
  • 8. Social Media Tools •Blogs/Podcasts •Social Network Sites •Microblogs •Content Sharing •Forums & Discussion Boards •Social News / Social Bookmarking •Answer & Review Services
  • 9. Getting Started  First step: Go play!  Be willing to learn  Set up personal profiles to explore
  • 10. Getting Started  Be honest and open.  Respect everyone online.  Read before you write.
  • 11. Getting Started  Comment about content you see.  Focus on one or a few sites you like the most.  Stick with it: Write and comment often. .
  • 12. Getting Your Organization Started  Conduct a social media audit  Your company and industry  Your team members  Limit immersion in social media:  Participate where target audiences already are.  Resist pressure to be everywhere on the Internet.  Focus on simple, genuine, two-way communication.
  • 13. Strategy: POST Method  People  Objectives  Strategy  Tactics and technology
  • 14. Strategy  Listen first through monitoring services and surveys.  Include social media in your communications strategy.  Focus on your target audiences.  Answer the big questions in advance:  Whom do you want to reach?  What do you want them to do?
  • 15. Tactics  Connect your online and offline activities.  Provide a variety of ways for response/involvement.  Give your biggest fans ways to participate.  Provide source materials as resources.  Go where the people are online.  Drive conversation back to your Web site.
  • 16. Measurement  Set measurable goals  Traffic, subscribers, updates, retweets, replies  Don’t compromise authenticity and sincerity.  Collect feedback.  Be willing to acknowledge and adjust.
  • 17. Identity  Define your consistent online presence.  Brand, style, images and logos.  Involve real people.  Content  Preferred URLs and usernames  Secure in advance.  Biographical and company information.  Web site link(s).  Contact methods.
  • 18. Before You Launch  Identify your social media team members.  Assign one person to “own” individual platforms/sites.  Personal voice and transparency are critical.  Evaluate and address your training needs.  Keep your stakeholders in the loop.  Internal and external  Establish company policy and content guidelines.  Personal and organizational.  Hold informal discussions with staff.  Allow them to develop?
  • 19. Before You Launch  Set up keyword monitoring tools.  Filtrbox, oneriot.com, tweetbeep.com, Addict-o-matic, Collecta, etc.  Keep an eye out for emerging solutions  Develop and maintain a universal editorial calendar.  Twitter is a special case.  Create an Excel spreadsheet with all social media usernames and passwords. .
  • 20. Pulling the Trigger  Set your timeline.  Announce to key audiences.  Include social media icons on the Web and in e-mail communications.  Evaluate progress  Daily, weekly, monthly
  • 21. MP&F Traditional public relations and social media services: Consulting, strategic planning and implementation Contact Information: www.mpf.com www.facebook.com/mpfpr (615) 259-4000 or rrobinson@mpf.com www.thinktrain.net

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