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Online PR Handbook

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Un mic manual de comunicare si promovare prin social media, oferit participantilor la training-ul Online PR Boot Camp.

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Online PR Handbook

  1. 1. 1
  2. 2. Cuprins1. INTRODUCERE IN PR ONLINE .............................................................................. 4 Ce inseamna Online PR?........................................................................................................................ 4 Ce este un Social Media Specialist ....................................................................................................... 4 Lectura obligatorie pentru orice om de PR .......................................................................................... 52. CE ESTE SOCIAL MEDIA? ..................................................................................... 5 Cum folosesc romanii retelele sociale ................................................................................................... 5 Mass Media vs Social Media .................................................................................................................. 6 Cum sa promovam pe social media ...................................................................................................... 6 Cum pot afla mai multe despre Social Media ....................................................................................... 83. RETELE SOCIALE ................................................................................................... 8 Facebook (www.facebook.com) ............................................................................................................ 8 Facebook Pages .................................................................................................................................... 8 Facebook Groups .................................................................................................................................. 9 Facebook Causes .................................................................................................................................. 9 Facebook Events ................................................................................................................................. 10 Facebook Questions ............................................................................................................................ 10 Cand sa postezi pe Facebook: ............................................................................................................ 11 Twitter (www.twitter.com) .................................................................................................................... 11 Ce sunt hashtag-urile .......................................................................................................................... 12 Ce sunt ReTweet-urile ......................................................................................................................... 12 Ce sunt listele pe Twitter ..................................................................................................................... 12 20 de sfaturi pentru interactiunea pe Twitter: ...................................................................................... 12 Instrumente de masurare pentru Twitter: ............................................................................................ 12Google Plus ................................................................................................................. 13 Circles .................................................................................................................................................. 14 Sparks.................................................................................................................................................. 14 Hangouts ............................................................................................................................................. 14 Huddle ................................................................................................................................................. 14 Foursquare (www.foursquare.com) .................................................................................................... 14 Quora (www.quora.com) ...................................................................................................................... 14 LinkedIn (www.linkedin.com)............................................................................................................... 14 Personalizati si promovati profilul personal ......................................................................................... 14 Cum se dezvolta reteaua de pe LinkedIn ............................................................................................ 15 10 sfaturi pentru profilul personal: ....................................................................................................... 15 10 sfaturi pentru profilul companiei: .................................................................................................... 15 Interactiune pe LinkedIn: ..................................................................................................................... 15 Photo Sharing ........................................................................................................................................ 16 Video Sharing ........................................................................................................................................ 164. BLOGGING ............................................................................................................ 16 Platforme de creare a blogurilor .......................................................................................................... 16 2
  3. 3. Anatomia bloggerilor .............................................................................................................................17 Care este profilul bloggerilor din Romania .........................................................................................17 6 bloggeri evanghelisti ..........................................................................................................................17 Tipuri de bloggeri ..................................................................................................................................175. BLOGGER RELATIONS......................................................................................... 18 Cum folosesc companiile relatiile cu bloggerii ..................................................................................18 4 pasi in relatia cu bloggerii..................................................................................................................18 Cum ascultam? ....................................................................................................................................18 Cum interactionam? .............................................................................................................................19 Cum comunicam? ................................................................................................................................19 “Must have” in comunicare ...................................................................................................................20 Top Influencers ......................................................................................................................................216. ACTIVITATI SOCIAL MEDIA.................................................................................. 23 Branding personal .................................................................................................................................23 Monitorizarea online ..............................................................................................................................24 7 motive pentru care ajuta o companie ................................................................................................24 Sfaturi pentru o monitorizare online de succes ....................................................................................24 5 intrebari inainte de a incepe un Social Media Monitoring .................................................................24 Instrumente de monitorizare online ......................................................................................................25 Social Media Landing Pages ................................................................................................................25 Social Media Press Release..................................................................................................................26 Social Media Newsroom........................................................................................................................26 Social Media Policy ...............................................................................................................................26 Social Media Audit .................................................................................................................................27 Social Media Sponsorship ....................................................................................................................27 SOCIAL MEDIA DASHBOARDS ............................................................................................................28 Marketingul Viral ....................................................................................................................................28 Social Media Metrics .............................................................................................................................307. STRATEGII SOCIAL MEDIA .................................................................................. 31 SWOT in social media ...........................................................................................................................31 Strategia in social media .......................................................................................................................32 Social Media Strategy Framework Overview ......................................................................................328. GESTIONAREA CRIZELOR IN SOCIAL MEDIA ................................................... 33 5 idei in gestionarea crizelor ................................................................................................................33 Cum ne pregatim?................................................................................................................................33 Cum se gestioneaza o criza? ...............................................................................................................33 Monitorizare .........................................................................................................................................33 Dezvoltare ............................................................................................................................................34 Pregatire ...............................................................................................................................................34 Raspuns ...............................................................................................................................................34 Promovare ............................................................................................................................................34 3

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