PRSA Georgia Pre-Lunch Social Media

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Creating Your Social Media Playbook: A Pre-Season Training Camp

Are you ready to jump into the social media game, but you don’t know all the X’s and O’s to get a win for your team? This pre-luncheon seminar will help you assemble a playbook sure to make you the company MVP. Learn social media tactics from all-pro social media scholar and practitioner Kaye D. Sweetser, Ph.D., APR. Dr. Sweetser will coach you on a mix of best practices and case studies covering a wide range of social media tools, including Twitter, Facebook and search engine optimization, among others. We’ll watch game tape of what others have done - both successfully and not so - in social media spaces to develop plays that will have your fans cheering in no time. Join us, and go from powder puff to pro.

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PRSA Georgia Pre-Lunch Social Media

  1. 1. Dr. Kaye Sweetser, APR<br />SWEETSER@UGA.EDU<br />
  2. 2. #UGAsocialmedia<br />Public tweets with this hashtag during pre-lunch win:<br /><ul><li>$50 off S.O.S. registration, Oct. 24 in Atlanta
  3. 3. $25 off Connect registration, Sept. 19 in Athens</li></li></ul><li>Don’t just say good things …<br />Do good things.<br />
  4. 4. We know who they are …. We know why we care!<br />So now let’s talk about what to do. <br />
  5. 5. @jspepper Sunday Morning QB<br />
  6. 6. Don’t be afraid<br />
  7. 7. User-generated content<br />
  8. 8. Monitoring<br />Hosting & Engaging<br />Metrics<br />
  9. 9. Social Networks<br />
  10. 10. Hosting … but wait!<br />Why do you want to use this network?<br />Is this the best network?<br />Should we build our own network?<br />Are the terms of service okay?<br />Will they accept us?<br />What is our time commitment?<br />
  11. 11. Step 1: Monitoring<br />Set up a systematic monitoring process<br />Search daily<br />Misspellings<br />Leadership <br />Variations on company name<br />Determine what elements you want to examine<br />
  12. 12. Step 2: Engaging<br />These are your friends, treat them so<br />Don’t inward promote too much<br />Always include a call to action<br />Set conditions for 2-way communication<br />Be conversational <br />
  13. 13. Step 3: Host<br />This isn’t Newsroom Redux<br />Friend others like you<br />Pull content from other areas<br />Twitter<br />Flickr<br />Ross<br />Build & foster relationships<br />Cross promote<br />Encourage interactivity<br />Let them post wall comments<br />Solicit memories or input<br />Allow user-generated uploads (vids)<br />
  14. 14. Possible metrics<br /># fans<br /># posts/wall comments/etc<br />Ration of new members to # left<br /># new members weekly (monthly, etc)<br />
  15. 15. Facebook metrics<br />Page views<br />Unique views<br />Total interactions<br />Wall posts<br />Discussion topics<br />Fans – new, removed<br />Reviews<br />Photo views, audio plays, video views<br />
  16. 16. Understand it, don’t just record it<br />Did spike coincide with new content?<br />
  17. 17. Promote it!<br />Add to e-mail signatures<br />Cross post on other platforms<br />Announce at conferences, events <br />
  18. 18. Twitter<br />
  19. 19. Twitter 101<br />140 characters<br />“What are you thinking …?”<br />You follow people<br />People may follow back<br />RT means retweet<br />@username links to that user<br />DM means direct message<br />Make your tweets understandable to the whole – not just the person you @<br />
  20. 20.
  21. 21. Step 1: Monitoring<br />Are people talking about you?<br />Is someone pretending to be you?<br />Are they talking about your company?<br />Is your demographic on Twitter<br />
  22. 22. Step 2: Host<br />Stay well under 140<br />Be human!<br />Use company logo as avatar (tight)<br />Don’t use personal account as company<br />
  23. 23. Retweet!<br />Leave lots of room for RT’ing<br />Message should be simple<br />Include link (bit.ly)<br />Ask people to RT<br />Say please<br />Thank people (DM or publically) <br />
  24. 24. What are my chances …?<br />Break news<br />Interesting facts or info<br />Lists of things<br />Info about Twitter! <br />Links to resources or stories<br />
  25. 25. Step 3: Engaging<br />Not everything is internal content<br />Begin conversations<br />Have weekly questions<br />Jump in when appropriate<br />Tweet as a human<br />Avoid tweeting every new blog post<br />Have a bio<br />Note who is tweeting<br />“Hey what should I do?” umm, no<br />Check your @ replies<br />
  26. 26. Pitch it<br />Use as few characters as possible<br />Build relationship first<br />Individualize pitch – don’t send same pitch to same people<br />Don’t send pitches all in a row<br />Avoid buzzwords & acronyms<br />
  27. 27. Following<br />Have 20 interesting tweets before you follow people<br />Find 10 people<br />Add 10 people for every tweet<br />Follow people back<br />More people that talk to you, the more exposure others will have to you!<br />Follow real people back<br />Make sure your account is open<br />Avoid auto-DMs<br />
  28. 28. Metrics<br />Always use shortener with tracking<br />Classify with Eric Peterson’s categories:<br />Reference others<br />Links to URLs<br />Hashtags<br />RT<br />
  29. 29. What to track<br />Name of person who tweeted<br />Date & time of tweet<br />Peterson typology <br />Issue<br />Did item mention company or just issue?<br />Did item link to company?<br />Did item mention company Twitter acct<br />Circulation <br />Click throughs<br />
  30. 30. Are you kidding?<br />Nope. Helps identify key users & virality. <br />
  31. 31. Metrics for company account<br /># new followers<br /># of quitters<br /># of RTs<br /># click throughs<br />
  32. 32. Blogs<br />
  33. 33. Step 1: Monitor<br />Create a list, but be open to additions<br />Best management is through RSS<br />ID blogs through keyword searches<br />Include blogs that talk about your issues, not just your brand specifically<br />Set up Google Alerts <br />Don’t obsess on A List blogs<br />Know what to do when you find a blog<br />
  34. 34. Who needs gut when you have science? <br />Tone of item<br />What was the topic mentioned<br />Did the item link back to company?<br /># comments responding to that post<br />Overall tone of comments responding<br /># other blogs that link back to post<br />Company source quoted? <br />
  35. 35. Step 2: Engage<br />Be transparent<br />Be honest<br />Correct the record<br />Don’t add blogger to distro automatically<br />Don’t ask bloggers to link to site<br />Personalize EVERY pitch<br />Engage in conversations<br />
  36. 36. C’s of blogger relations from Brian Solis<br />Concept<br />Context<br />Consumption<br />Credibility<br />Community<br />Conversation<br />
  37. 37. Step 3: Host<br />Can be the company voice or employees<br />Host on official Web site<br />Use free services but don’t host there<br />Clearly label that is official<br />Be transparent in authorship<br />Collaborate & share the work load!<br />Post bios for each blogger<br />Have terms of service<br />Be committed to project<br />Maintain branding<br />
  38. 38. More tips!<br />Post updates at least 3 times a week<br />Keep posts personal & human voice<br />Use blog to get feedback from publics<br />Don’t promote until you have a library<br />Include multimedia<br />Post comment policy<br />If moderated, approve in 24-48 hours<br />Constantly monitor<br />Join in other conversations<br />
  39. 39. Employee blogs<br />Adhere to company values<br />Identify yourself <br />Disclaimer<br />Avoid copyright & trademark breaches<br />Don’t impersonate someone else<br />
  40. 40. Metrics<br />Install analytics program <br />HITS suck<br />Unique visitors<br />Time on site<br />Bounce rate<br />Unique visitors segmented by primary & secondary stakeholders<br />Most visited content on site<br />Referring sites<br />Keywords used to get to the site<br />Track monthly with goals<br />
  41. 41. @prblog Sunday Morning QB<br />
  42. 42. Video Sharing<br />
  43. 43. Step 1: Monitor<br />The new search engine <br />Create list of keywords<br />Do regular searches<br />Understand that for some companies it gives you insight into your publics or employees<br />
  44. 44. Step 2: Engage<br />Give quality comments, not just “great vid”<br />Competition<br />Many say they don’t work<br />Think about the time & effort it take (internalizes) <br />
  45. 45. Step 3: Host<br />Never use copyrighted materials<br />Identify your audience then make something w/message for them<br />Be ethical!<br />Storyboard first<br />Determine the appropriate length <br />Put important info in the video (not just tags)<br />Promote through various channels<br />Allow your vids to be embedded<br />Include a call for action<br />
  46. 46. Photo Sharing<br />
  47. 47. Step 1: Monitor<br />Keyword searches<br />
  48. 48. Step 2: Engage<br />Consider starting a group for others<br />Invite others to the pool<br />
  49. 49. Step 3: Host<br />Pick a username that makes sense<br />Titles of images should be keywords<br />Tie image back to site to generate traffic<br />Be accurate with keywords<br />Keep tags consistent<br />Be maximally inclusive with tags<br />Create album<br />Link profile back to company site<br />
  50. 50. Metrics<br />FlickrPro account shows<br />Popular pics<br />Referrals<br />Most popular images reveal what is most salient & interesting to your publics <br />
  51. 51. SEO<br />
  52. 52. Tips<br />Determine keywords<br />Unique titles each page<br />Put keywords in titles<br />Have diversity in words on page<br />Be descriptive in titles<br />Use metadata<br />Make a goal to be #1 for something specific<br />
  53. 53. Umm, say what…?<br />All tactics listed at kayesweetser.com<br />Join PR Open Mic<br />Follow experts<br />Get involved in the communities<br />Follow @PRSAGeorgia<br />Join PRSA Georgia LinkedIn Group<br />Fan PRSA Georgia on Facebook<br />
  54. 54. I need MORE!<br />1-day SOCIAL MEDIA seminar<br />Atlanta<br />Saturday, Oct. 24<br />Focus on strategies & tactics<br />Co-led with Dr. Karen Russell <br />http://www.grady.uga.edu/social<br />
  55. 55. sweetser@uga.edu<br />Don’t be a stranger.<br />

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