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Social Media Strategy and Execution
Social Media Strategy and Execution
Social Media Strategy and Execution
Social Media Strategy and Execution
Social Media Strategy and Execution
Social Media Strategy and Execution
Social Media Strategy and Execution
Social Media Strategy and Execution
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Social Media Strategy and Execution

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These are slides for a presentation Mandy Jenkins and I did for the American Press Institute, discussing strategy and execution of our social media plan for TBD.com.

These are slides for a presentation Mandy Jenkins and I did for the American Press Institute, discussing strategy and execution of our social media plan for TBD.com.

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  • Mandy and I are making this a hands-on exercise that will show them how you can use Twitter to cover an event. Most of our discussion will be about social strategy and execution for a news organization. But we’ll start out by having them tweet about the discussion. To ensure variety in the tweets, we will ask some to do straight reporting, some to do commentary, some to do photos and some to find and post links that Mandy or I show or talk about. While Mandy is talking, I will curate the tweets in Storify. At the end, we will show them ways to use Twitter in storytelling: the hashtag, a CoverItLive event that pulls in their tweets and the Storify.
  • I’ll share a couple examples of reasons to use Twitter in covering breaking news. Mandy Jenkins will cover this in more depth, but I want to give some non-TBD examples.
  • I will refer the group to my February case study of how @statesman used Twitter effectively in the story of the terrorist plane crash into the IRS building in Austin.
  • Transcript

    • 1. Social Media Strategy & Execution Steve Buttry & Mandy Jenkins American Press Institute March 8, 2011 [email_address] , @stevebuttry [email_address] , @mjenkins
    • 2. Tweeting roles
      • #apisocialmedia
      • Straight reporting
      • Commentary
      • Photos
      • Links
          • Feel free to mix roles
          • Feel free to invent your own role
    • 3. Read more
      • stevebuttry.wordpress.com
      • zombiejournalism.com
      • tbd.com
      • Slideshare.net/stevebuttry
    • 4. Key points of strategy
      • Senior leaders must set example
      • Senior leaders set priorities
      • Hire good people
      • Give them room to flourish
      • Provide effective training
      • Provide effective coaching
    • 5. Multi-level strategy
      • Big dogs: Twitter, Facebook, Flickr, YouTube
      • Location: Foursquare, Gowalla, FB Places
      • Emerging: Quora, Storify, Crowdmap, Xtranormal, About.me …
      • Niche: LinkedIn, SlideShare, TripIt, …
    • 6.  
    • 7.  
    • 8. @statesman case study

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