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Implementing Social Media



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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    Implementing Social Media Implementing Social Media Presentation Transcript

    • The Rubber Meets the Road
      Implementing Strategies for Social Media
      Rob Robinson – McNeely Pigott & Fox Public Relations
      July 30, 2009
    • Why Social Media?
      • Is this something I need to be doing?
      • Does it make sense for my organization?
    • 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.
    • Why Social Media?
      • Communication is changing.
      • Mainstream is media radically evolving.
      • Technology is creating new opportunity.
    • Why Social Media?
      • Relevance and visibility.
      • High rate of adoption.
      • Reach larger audiences.
      • Reach more targeted audiences.
    • Pros and Cons
      • Traditional media
      - Third-party credibility
      - Accuracy
      - One-way communication
      • Social media
      - Build your own audience
      - Talk directly to your audience
      - Dialogue
    • 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
    • Social Media Tools
      • Blogs/Podcasts
      • Social Network Sites
      • Microblogs
      • Content Sharing
      • Forums & Discussion Boards
      • Social News / Social Bookmarking
      • Answer & Review Services
    • Getting Started
      • First step: Go play!
      • Be willing to learn
      • Set up personal profiles to explore
    • Getting Started
      • Be honest and open.
      • Respect everyone online.
      • Read before you write.
    • 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.
    • 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.
    • Strategy: POST Method
      • People
      • Objectives
      • Strategy
      • Tactics and technology
    • 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?
    • 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.
    • Measurement
      • Set measurable goals
      • Traffic, subscribers, updates, retweets, replies
      • Don’t compromise authenticity and sincerity.
      • Collect feedback.
      • Be willing to acknowledge and adjust.
    • 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.
    • 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?
    • 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.
    • 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
    • MP&F
      Traditional public relations and social media services:
      Consulting, strategic planning and implementation
      Contact Information:
      (615) 259-4000 or rrobinson@mpf.com