Managing social media


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An introduction to managing social media.

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Managing social media

  1. 1. The Strategic Social Media Plan<br />
  2. 2. The time for experimenting is past<br />Now need structured approach to online management<br />We need a process that we can recommend to clients<br />Ensure that all the major issues have been covered<br />Get to creating great campaigns without worrying if all the important things have been done<br />Introduction<br />
  3. 3. 1. Have you got hygiene - the basics before you get too far in.<br />2. Defense is the best form of attack - making sure your brand can't be hijacked<br />3. Be valued for your values - and making sure you are loved for yourbrand and corporate values<br />4. Watching you watching me - monitor, measure, evaluate and be able to share4. Developing cool objectives - to create the right form of heat.<br />5. What strategies work for you - some things you may want to do andsome you had not thought about<br />6. Spreading tactical crumbs - and capture your share of the £10billion internet bonanza<br />7. Looking under the bonnet of what's new - is it bird, is it a planeand does it fly<br />The Seven Steps<br />
  4. 4. Audit sites and passwords and review for opportunities<br />List all the client web sites<br />List al the client social media presence<br />Look for any other online properties <br />List all the people who tweet and blog and do stuff online for the company<br />Here are some tools<br />Look for all the people who add content about the company and make a list with comments.<br />Set up alerts to monitor (<br />Be sure you have experts legal and security people to hand (see appendix) <br />A big audit is big (see appendix for some of the tools available)<br />Basic Hygiene <br />
  5. 5. Register everything.<br />Client need to register their name and brand across all social media sites (Wordpress & Blogger etc). <br />You need to cover the major names/brands<br />Need to keep access details and passwords<br />Need to keep them very secret!!!!<br />Don’t forget to register domain names<br />Add the links<br />In every social media location you need to describe the company/brand/person (e.g. CEO) and link back to the site/page that sells. Also cross link. Its good for SEO<br />For the most part keep dark<br />Add occasional stuff or automate (Friendfeed,,, <br />Defense<br />
  6. 6. What are your corporate/brand values<br />You need these for <br />Tags, <br />meta tags, <br />SEO, <br />Copy , photo and design briefs<br />To inform social media content<br />Use values analysis <br />To check your constituencies are contributing to reputation and not letting it drift. <br />Values are key<br />
  7. 7. Not at the end of the campaign but all the time.<br />Use Monitoring to see how well your values are doing and where<br />Develop your ‘story’<br />Create your target media<br />Identify ambassadors<br />Use monitoring to identify opportunities to<br />Monitoring coverage (yours/competitors)<br />Monitoring the media most valuable to your constituencies<br />Join in the conversation<br />Create/develop new constituencies<br />Share your constituent’s contributions, knowledge an enthusiasm<br />Monitor, Measure & Evaluate<br />
  8. 8. Do not use words like ‘tell’, ‘inform’, ‘drive’ (its the wrong mindset)<br />Be ambitious<br />Be as precise as possible (woolly is for sheep)<br />Objectives<br />
  9. 9. Need for strategies to be articulated:<br />Monitoring and evaluation strategies (not how, but what – online ‘how’ changes fast)<br />Security<br />Internal information and engagement<br />Value chain/publics information/engagement<br />Values and messages now, future and migration path<br />Who converses with whom, when and where<br />Issues escalation policies<br />From Objectives to Strategies<br />
  10. 10. Yes... Yes.... Yes... We have all heard about Facebook and Twitter.<br />Thinking about platforms and channels<br />Platforms - laptop[, PC, mobile phone, digital TV, Games<br />Channels – from usenet to Xbox Kinect<br />Lots of others<br />Mobile (and mobile apps)<br />Browsers<br />Video<br />Podcasts<br />Images<br />Apps<br />Tactical Objectives<br />Need to know what each tactic will deliver to meet smart objectives<br />Mix ‘n Match<br />Social media is never about one channel it is always a combination<br />Tactics<br />
  11. 11. A big list of Socail Media channels is here:<br />The introduction to Social Media PR for charities is here<br />Some more resources<br />
  12. 12. Web site and digital security<br />Steve Armstrong,<br />Provides services to helpachieve HMG List X approval<br /><br />Legal experts<br />Jeremy Holt<br />co-editor of "A Manager's Guide to IT Law"published in 2004<br /><br /><br />Professional Professionals <br />
  13. 13. To cover all the media/channels may have to use automated methods for spreading the word.<br />Needs to be carefully done<br />Not same message to same constituencies<br />Automation<br />
  14. 14. A paper to help Charities enter the social media world:<br />Some other helpful content<br />
  15. 15.<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />Some resources – for when you go to work<br />