Lecture 4 21


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Lecture 4 21

  1. 1. #Manship4002
  2. 2.  Your social media plans are due on May 2nd, and we will begin presentations on Monday April 28th  Give a brief presentation on your social media plan:  1 minute: Organization overview  1 minute: Social media audit (what organization is already doing)  3 minutes: Your plan: Social media strategies and tactics for the organization + video  Part of your presentation will be a 30sec – 1 minute YouTube video, or series of Vine/Instagram videos, about the organization and your social media plan.  If you have a powerpoint ready, e-mail me the powerpoint AND the video(s) BEFORE 8am on the day your present.
  3. 3. Quiz! Raise your hand fast… Ready?
  4. 4. Where do social media tools fit in, and How? PR activities should be/have the following…  Deliberate.  Planned.  Performance.  Public Interest.  Two-Way Communication.  Strategic Management of competition and conflict.
  5. 5. What is PRSA’s new definition of public relations? “Public relations is a…” “strategic communications process that builds mutually beneficial relationships between organizations and their publics.”
  6. 6. Which of Grunig’s 4 classic models of PR do we try to achieve with social media? Two-way symmetric!
  7. 7. I have a wedding-cake bakery, and my goal is to inspire future brides to come up with their dream cake designs. What social media platform(s) should I use? Pinterest / Instagram!
  8. 8. List 3 ways of being transparent with your tweets: (Don’t raise your hand until you have 3!) Provide accurate and timely information Reveal who you are in your Bio Have a “human face” Share your dislikes as well as your likes, you weakness and passions Be consistent Be accountable for failures Have a 2-way street
  9. 9. What social media platform has HIGH self-presentation / self-disclosure but relatively LOW social presence / media richness / immediacy? Blog!
  10. 10. Describe and give an example of a content community YouTube, Flickr – where people can create and share their own content in a community.
  11. 11.  We can use social media to…  Provide __________________  Provide __________________ (Hint* special deals)  Engage audiences’ ________________________ (Hint* )  Tell _______________________________ (Hint* Hero’s Journey)  Encourage______________________________ (Hint* Listening)
  12. 12. We can use social media to…  Provide Information  Provide Exclusivity  Engage audiences’ Emotions  Tell Stories!  Encourage Feedback
  13. 13. How many characters are in a Tweet? 140, silly! What was the most re-tweeted Tweet this year (so far)? The Oscar’s selfie
  14. 14.  In a study by Saffer, Sommerfeldt and Taylor, students assigned to a high interactivity social media account (Starbucks) perceived greater ___________________________________________ ____ than students assigned to read low interactivity account tweets (Nike)?  Trust, control mutuality, satisfaction and commitment to the brand/organization
  15. 15. Describe the “Think like a Dandelion” principle of social media http://www.slideshare.net/PaigeBrown/manship4002-instagram-spreadability-lecture-7
  16. 16. What is a leading edge, and why is it important in an (Instagram) picture? http://www.slideshare.net/PaigeBrown/manship4002-instagram-spreadability-lecture-7
  17. 17. Describe social photography. What has made it possible? http://www.slideshare.net/PaigeBrown/manship4002-instagram-lecture-8
  18. 18. What are the 4 stages of social media metrics / analysis? 1. E… 2. E… 3. I…. 4. A….
  19. 19. What are the 4 stages of social media metrics / analysis? 1. Exposure 2. Engagement 3. Influence 4. Action
  20. 20. Give us a 60sec brief of your Social Media Assessment Part 2: How have you improved on social media this semester?