Social Media
PR Writing
SOCIAL MEDIA OVERVIEW
What is Social Media?
http://www.youtube.com/watch?v=0eUeL3
n7fDs
What is Social Media?
“Online technologies and practices
people use to share opinions, insights,
experiences and perspecti...
Social media have created a shift
from vertical to horizontal
communication on the web.
What does this mean?
Content is us...
Social Media Conversation
•

The conversation is not organized, controlled or onmessage
It is:

•
•
•
•
•
•

Vibrant
Emerg...
Social Media & Public Relations
•
•

•

Social networks have fundamentally changed the
landscape of PR
It’s essential to l...
SOCIAL MEDIA BUSINESS PLAN
Social Media Business Plan

Goals &
Objectives

Competitive
Analysis

Audience
Analysis

Content
Planning

Select
Platform...
Goals & Objectives
• What are they & how do you achieve them?
•
•
•
•

Goal: broad primary outcome1
Strategy: the approach...
Goals & Objectives

1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
Goals & Objectives
• Strategic Planning Steps1
1.
2.
3.
4.
5.
6.
7.

Select Scope (department, business function)
Identify...
Audience Analysis
• Key considerations:
• General
• Primary and secondary audiences

•
•
•
•
•

Demographics
Interests
Nee...
Audience Analysis

1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
Social Media Overview
Social Media Overview
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Social Media Overview

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Social media overview for a public relations class

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Social Media Overview

  1. 1. Social Media PR Writing
  2. 2. SOCIAL MEDIA OVERVIEW
  3. 3. What is Social Media? http://www.youtube.com/watch?v=0eUeL3 n7fDs
  4. 4. What is Social Media? “Online technologies and practices people use to share opinions, insights, experiences and perspectives with each other.”1 1 Wikipedia
  5. 5. Social media have created a shift from vertical to horizontal communication on the web. What does this mean? Content is user-generated, and shared among peers (e.g., followers, fans), rather than generated from the top down.
  6. 6. Social Media Conversation • The conversation is not organized, controlled or onmessage It is: • • • • • • Vibrant Emergent Fun Compelling Full of insights
  7. 7. Social Media & Public Relations • • • Social networks have fundamentally changed the landscape of PR It’s essential to listen in order to facilitate conversations between organizations & stakeholders Offers a more direct, trusted line of communication
  8. 8. SOCIAL MEDIA BUSINESS PLAN
  9. 9. Social Media Business Plan Goals & Objectives Competitive Analysis Audience Analysis Content Planning Select Platforms Measure & optimize Create content Establish a brand presence Promote your network
  10. 10. Goals & Objectives • What are they & how do you achieve them? • • • • Goal: broad primary outcome1 Strategy: the approach you take to achieve a goal Objective: a measureable step you take to achieve a strategy Tactic: a tool you use to achieve a strategy 1 Forbes
  11. 11. Goals & Objectives 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
  12. 12. Goals & Objectives • Strategic Planning Steps1 1. 2. 3. 4. 5. 6. 7. Select Scope (department, business function) Identify business goals (specific to the scope) Define social media mission / purpose Define social media goals Define 1-2 objectives related to each goal Choose tactics for each goal Determine how you’ll measure each tactic 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
  13. 13. Audience Analysis • Key considerations: • General • Primary and secondary audiences • • • • • Demographics Interests Needs Expectations Relationship with your brand/organization • Other considerations (as they apply) • Technical background • Consumer behavior • Continue learning throughout process
  14. 14. Audience Analysis 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan

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