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Listen. Engage. Build Relationships. Spring 2014

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Presentation about social media and the role of a social media manager. #PR3315

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Listen. Engage. Build Relationships. Spring 2014

  1. 1. Listen. Engage. Build Relationships. Allison Matherly Coordinator of Digital Engagement Texas Tech University #PR3315 @allisonmatherly
  2. 2. Pop Quiz! Are You Addicted to Social Media? ● For each “yes,” give yourself three points. ● For each “maybe,” give yourself two points. ● For each “no,” give yourself zero points. #PR3315 @allisonmatherly
  3. 3. ● You have a Facebook account. Pop Quiz! ● You have a Twitter account. ● You use hashtags in your email. ● You check in on Foursquare, everywhere you go! ● You follow a profile or have a profile for your pet. ● You like your own posts. #PR3315 @allisonmatherly
  4. 4. ● You dream in 140 characters. Pop Quiz! ● It’s the first thing you do in the morning. ● You update your status while out with real people. ● You share everything. ● Klout becomes your social currency. #PR3315 @allisonmatherly
  5. 5. ● You have more than 4 social media profiles. Pop Quiz! ● You’ve updated a social network with a picture of a meal ● You’ve used the name of a social media channel as a verb #PR3315 @allisonmatherly
  6. 6. ● If you scored between 0 and 15, you are either a nonaddict, or perhaps a power user who has become caught up in a few addict-like tendencies. ● If you scored between 16 and 30, you are on the verge of a serious problem. ● If you scored between 31 and 45, you need to enter a program that removes you from your electronic devices for at least a week. #PR3315 @allisonmatherly
  7. 7. What’s it all about? ● Listening to a conversation ● Engaging with stakeholders ● Building relationships #PR3315 @allisonmatherly
  8. 8. 32% Make that of people have no idea companies are listening to them 38% of Millennials 60% want companies to respond to complaints 50% say companies should listen to improve their products 40% think listening online intrudes privacy #PR3315 @allisonmatherly
  9. 9. ● Strategies The Fabulous Life of a Social Media Manager ● ● ● ● Solving Problems Encouraging Congratulating Community Management #PR3315 @allisonmatherly
  10. 10. ● 14 Social Media Channels The Fabulous Life of a Social Media Manager ● ● ● ● Team of Interns Staying Up on Trends & Learning Creating Engagement Communicating the Texas Tech Brand ○ #IAmARedRaider ● Measurement ● Monitoring #PR3315 @allisonmatherly
  11. 11. #PR3315 @allisonmatherly Day to Day
  12. 12. ● ● ● ● ● ● Early and Late Writing Content Scheduling Strategizing Training Assisting Other Departments Day to Day #PR3315 @allisonmatherly
  13. 13. #PR3315 @allisonmatherly Day to Day
  14. 14. Essential Skills ● Understand Audience ● Pick Channels ● Creating Strategies ● Promoting Key Messages #PR3315 @allisonmatherly
  15. 15. Tools to Monitor ● ● ● ● ● ● ● Hootsuite Argyle Social Radian6 Social Mention Tweetdeck Hashtracking Topsy #PR3315 @allisonmatherly
  16. 16. What to Look For # Keywords @ #PR3315 @allisonmatherly
  17. 17. Dashboards #PR3315 @allisonmatherly
  18. 18. ● ● ● ● ● ● Identify conversations Know audience Monitoring Look for points of pride for a Client Give customer service Take Advantage of Opportunities Catch Mistakes (Before They Happen) #PR3315 @allisonmatherly
  19. 19. Opportunitie s #PR3315 @allisonmatherly
  20. 20. Opportunitie s #PR3315 @allisonmatherly
  21. 21. Opportunitie s #PR3315 @allisonmatherly
  22. 22. Opportunitie s #PR3315 @allisonmatherly
  23. 23. ...and mistakes #PR3315 @allisonmatherly
  24. 24. As Taylor Swift Would Say “I Knew You Were Trouble When You Walked In...” or maybe it was tweeted in! IT’S A TRAAAAAP! #PR3315 @allisonmatherly Maybe T.Swizzle isn’t your thing
  25. 25. Trolls ● There is nothing you can say to satisfy a troll ● Don’t feed them... especially after midnight... #PR3315 @allisonmatherly
  26. 26. Real Life: Amy’s Baking Company #PR3315 @allisonmatherly
  27. 27. Real Life: Amy’s Baking Company #PR3315 @allisonmatherly
  28. 28. Real Life: Applebees By around 2 am, there were around 17,000 comments on Applebee’s original Facebook status. Then began the most bewildering move in corporate social media/public relations that I have ever witnessed. At 2:53 am, the middle of the night, whoever manages Applebee’s Facebook page started making comments on their status update. In response to the over 17,000 comments, the following statement appeared — not as a new status update, but as a comment on the status update. #PR3315 @allisonmatherly
  29. 29. Real Life: Applebees Holy Facebook Comment, Batman! #PR3315 @allisonmatherly
  30. 30. Next up: Applebee’s starts repeatedly tagging people in the middle of the night and repeating their same comment over and over… and over. It’s now about 3 am in the morning: Real Life: Applebees #PR3315 @allisonmatherly
  31. 31. Real Life: Applebees ● ● ● ● ● Hiding Blocking Deleting Banning Responding to Negativity #PR3315 @allisonmatherly
  32. 32. Crisis Comms ● ● ● ● ● High-intensity Fast Passion-filled Opinionated Rapidly Evolving #PR3315 @allisonmatherly
  33. 33. Real Life: Mike Leach #PR3315 @allisonmatherly
  34. 34. Real Life: Mike Leach #PR3315 @allisonmatherly
  35. 35. Real Life: Mike Leach #PR3315 @allisonmatherly
  36. 36. Real Life: Winter Weather #PR3315 @allisonmatherly
  37. 37. Real Life: Winter Weather #PR3315 @allisonmatherly
  38. 38. ● ● ● ● Personal Use Manage Accounts for Others Read! Twitter Chats ○ #PRStudChat ○ #CMGRChat ○ #BlogChat Ways to Get Ahead #PR3315 @allisonmatherly
  39. 39. Questions? #PR3315 @allisonmatherly
  40. 40. @allisonmatherly allison.matherly@ttu.edu
  41. 41. Sources ● “Social Listening vs. Digital Privacy,” JD Power & Associates & Netbase, 2013 ● http://rlstollar.wordpress.com/2013/02/02/applebees-overnight-socialmedia-meltdown-a-photo-essay/

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