Social Media Basics
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Social Media Basics



Basic Social Media overview

Basic Social Media overview



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  • Broadcast (shouting) doesn’t work This is a pull medium, pushing doesn’t get you far
  • Quick sweep review on content, conversations that exist, are getting buzz.
  • Example of a monitoring tool dashboard
  • What are your goals? Focus resources on 1 or 2
  • Customer service: EMBARQ_name Industry SEM: employee individual name We listened, provided customers/industry what they were looking for in our industry – they responded with positive sentiment
  • Find the firm/individual you want to emulate (learn from their experience) Do you need (update) an online communication policy? When sharing start out slowly…what do you have that you can repurpose…slideshare – natural Long term approach: content strategy

Social Media Basics Social Media Basics Presentation Transcript

  • Listening
    • In the beginning…
      • Google Alerts (Yahoo)
      • Google Blog searches
      • BlogPulse
      • Complaint boards
      • Technorati
    • Later…
      • Collective Intellect
      • All of the above
      • Addictomatic
    • Now…
      • Radian6
      • All of the above
  • Social Media Strategies
    • EDUCATE : Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media.
    • SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.
    • 3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.
    • 4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.
    • 5) MEASURE : Use media appropriate metrics to evaluate performance against best-in-class examples.
    • 6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.
  • Content Strategy
    • Short-term: Contest
      • HSI focus
    • Long-term: How-to Videos
      • Top 10 Customer Service issues
        • Online Outreach
        • Call Centers
      • Continue to interact/use feedback loop
  • First steps
    • Listen & Research – (Google Alerts, Twitter search, blogs)
    • Educate yourself/team (guidelines)
    • Share – (Slideshare, flickr)
    • Hash out content strategy, then blog
  • Zena Weist Interactive Brand Strategist, EMBARQ Twitter: @ zenaweist Email: