SHARING YOUR SOCIAL PART 1
DEI WEBINAR THE 4 P’S - PLANNING, POLICY, PRIVACY & PARTICIPATION TARA MAHADY ALEUROMEDIA, LLC

Tara Mahady tara@aleurosolutions.com Follow me
on Twitter @TMahady Join My LinkedIn Network http://www.linkedin.com/in/tmahady Kelley-sue LeBlanc LinkedIn Follow Me on Twitter My Google Profile AleuroSolutions Aleuromedia info@aleuromedia.com http://www.aleuronpo.com PO Box 10251 www.aleurosolutions.com Follow AleuroSolutions on Facebook Bedford NH 03110 www.aleuromedia.com Follow AleuroSolutions on Twitter (603) 233-5078

The Evolution of Marketing &
Communication One-Way Communication Old-School Marketing & Communication Power Shift Living, Breathing Brands Making the Mental Shift Creating Community Through Social Media

Social Media Planning How do
you know where you’re going if you don’t have a map? There is no social media kit! The ABC’s of social media planning - an iterative process Assess Blueprint Cultivate

Assess Your Audience and
Organization

Assess Your Audience and Organization
Research Are your listeners using social media now? Where do they spend the most time? Facebook, MySpace, Twitter, Gather, Eons? Do they use social media professionally as well as personally? What content do they want?

Assess Your Audience and Organization
Evaluate Research Does it make sense for you to Are your listeners using social enter into social media now? media now? What value will you gain? What Where do they spend the most will your listeners gain? time? Facebook, MySpace, Twitter, Gather, Eons? Where should you ‘be?’ What are your priorities? Do they use social media professionally as well as personally? In addition to your own live content and archives etc., do you want to curate content as What content do they want? well? What about blogs?

Blueprint - What are your
goals?

Blueprint - What are your
goals? Organizational Goals Overall organizational goals come first. How are your journalistic and programming goals different from your marketing & fundraising goals? Do you have HR, sustainability, or environmental goals that can be met through social media? What about the Firewall?

Blueprint - What are your
goals? Organizational Goals Marketing & Fundraising Goals Overall organizational goals Enhancing the quality of the come first. communications within your community. How are your journalistic and programming goals different Don’t necessarily jump into from your marketing & fundraising first! fundraising goals? What’s the best way for you to Do you have HR, sustainability, use social media during a or environmental goals that can drive? be met through social media? Reaching a wider audience. What about the Firewall? Demographics? Marketing-averse audience?

Cultivate - How do you
help your community thrive?

Cultivate - How do you
help your community thrive? Educate & Participate Continually educate yourself about what your community wants and how they want to participate. Educate your community (internal and external) about social media. Ask for your community’s help, and offer them help in return. If your community takes the time to participate, you must reciprocate.

Cultivate - How do you
help your community thrive? Educate & Participate Iterate Continually educate yourself Don’t let perfect stand in the about what your community way of progress. wants and how they want to participate. This process takes time. In all reality, it’s never ending. Educate your community (internal and external) about Measure, measure, measure! social media. Adapt your goals and plan as Ask for your community’s help, you learn and evolve. and offer them help in return. If your community takes the time to participate, you must reciprocate.

Measure What? Do traditional web
metrics apply? Yes. But there’s more. What are you really looking for out of your social media plan? The engagement equation. The influence equation. Jeremiah Owyang suggests, social media measurement is more like a “GPS, which tells you where you've been, where you are, and where you're going...more like business intelligence..”

When Planning, Ask Yourself... Does
your station manage and promote change well? Does your station culture support a social media strategy? How will your organization listen, act, and respond? What resources are available to implement your plan successfully? What is your budget? How will you measure success?

Social Media Policy Critical for
public media (or any organization for that matter). Manage risk. Provide a playbook. Make it public.

Policies Address the Risks Scary
Thoughts: You’ll lose journalistic credibility. Employees and constituents will not represent the station in the way you want. Listeners will complain. You’ll lose control of your brand. Employees will waste time while at work.

Playing by the Same Rules
Ask yourself these questions when Will you support your journalists considering your social media and program staff in having policy: personal blogs? How will you handle negative Will you support your discussions from listeners, the employees in identifing community, or employees? themselves in their social networks as a representative of How will you manage your station? employee/volunteer/listener interaction? How will you handle how you ask people to define Who or whom will respond on themselves online? For behalf of the organization? example - on Facebook you can list your political views. Will you ask all employees to refrain from doing so? Just some?

Highlights of Relevant Social Media
Policies “In appearing on TV or other media The BBC not only allows, but including electronic Web-based encourages its reporters to have forums, NPR journalists should not personal blogs, with guidance. express views they would not air in http://www.bbc.co.uk/guidelines/editorialguidelines/advice/ personalweb/blogging.shtml their role as an NPR journalist. They should not participate in The Washington Post encourages shows electronic forums, or blogs its employees to ‘Notify senior that encourage punditry and editors beforehand if you plan to speculation rather than fact-based Twitter or live-blog something analysis.” http://www.npr.org/about/ethics/ you’re covering.‘ http://savethemedia.com/2009/05/14/more-on-newspapers- use-of-social-media/

Transparency = Credibility Publishing your
social media policy is as important as publishing your journalistic code of ethics. As we know, there is a heightening distrust of the media. This isn’t as prevalent in public media. How- ever, transparency, authenticity, and the ability to connect with key people within the organization is critical to your audience. Trust goes both ways.

Privacy - You’re In Control
The line between personal and professional is blurring. Organizations are people - not a logo. You can set privacy settings in accord with your own personal social media policy. Be a good internet citizen.

Participation Test innovative ways of
engaging your listeners online. Topic of the day Surveys Photos Live Tweeting of programs Pledge volunteers posting premiums and drawings. Program hosts tweet or update about guests or events.

Questions? JOIN US NEXT WEEK
FOR PART 2: SOCIAL MEDIA IN ACTION - GETTING STARTED WITH THE RIGHT TOOLS AND COMMUNICATION STRATEGY

Tara Mahady tara@aleurosolutions.com Follow me
on Twitter @TMahady Join My LinkedIn Network http://www.linkedin.com/in/tmahady Kelley-sue LeBlanc LinkedIn Follow Me on Twitter My Google Profile AleuroSolutions Aleuromedia info@aleuromedia.com http://www.aleuronpo.com PO Box 10251 www.aleurosolutions.com Follow AleuroSolutions on Facebook Bedford NH 03110 www.aleuromedia.com Follow AleuroSolutions on Twitter (603) 233-5078