Implementing Social Media

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:
www.mpf.comwww.facebook.com/mpfpr
(615) 259-4000 or rrobinson@mpf.com
www.thinktrain.net

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Implementing Social Media

by Rob Robinson on Jul 30, 2009

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Implementing Social Media — Presentation Transcript