Lisa Graham-Peterson  New tools. New rules.
If we knew what we were doing, it wouldn’t be called research.  Albert Einstein
<ul><li>What can we learn from best practices about the ethical use of social media as part of corporate public relations ...
A 2.0 way to look at things <ul><li>This is my thesis content expressed as a word cloud.  </li></ul>
<ul><li>Aligns with organizational goals </li></ul><ul><li>Ethical </li></ul><ul><li>Measurable results </li></ul>Describe...
But, new tools … new rules? <ul><li>Ethical behavior isn’t dependent on the channel </li></ul><ul><li>Codes of conduct are...
Some Best Practices Leaders <ul><li>Sun Microsystems   Everything open </li></ul><ul><li>Mayo Clinic Patient-centered </li...
Who is the target? <ul><li>Thousands of employees have public blogs, but why? How?  </li></ul>
Why choose conversation? <ul><li>Loyal fans wanted to follow the rebuild of this local hangout, not read ads. </li></ul>
More noise than ever <ul><li>Deloitte and PWC are after the same target audience. Who gets heard? </li></ul>
Social media <ul><li>Strategy? </li></ul><ul><li>Tactic? </li></ul><ul><li>Something else?  </li></ul>
Social is not new <ul><li>Socrates might have avoided the hemlock if there had been an Athenian blogosphere. </li></ul>
Lisa Graham-Peterson  lisagrahampeterson.extendr.com
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New Rules, New Tools -- Social Media in Business

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This presentation was given to the undergraduate class, "Intro to Marketing" at the College of St. Catherine, St. Paul, in May 2009.

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New Rules, New Tools -- Social Media in Business

  1. 1. Lisa Graham-Peterson New tools. New rules.
  2. 2. If we knew what we were doing, it wouldn’t be called research. Albert Einstein
  3. 3. <ul><li>What can we learn from best practices about the ethical use of social media as part of corporate public relations programs? </li></ul>I asked
  4. 4. A 2.0 way to look at things <ul><li>This is my thesis content expressed as a word cloud. </li></ul>
  5. 5. <ul><li>Aligns with organizational goals </li></ul><ul><li>Ethical </li></ul><ul><li>Measurable results </li></ul>Described ‘best practices’
  6. 6. But, new tools … new rules? <ul><li>Ethical behavior isn’t dependent on the channel </li></ul><ul><li>Codes of conduct are still evolving </li></ul><ul><li>Solid strategic planning against goals is still key </li></ul><ul><li>2.0 is already at work beyond the Web PR 2.0 Business 2.0 </li></ul>
  7. 7. Some Best Practices Leaders <ul><li>Sun Microsystems Everything open </li></ul><ul><li>Mayo Clinic Patient-centered </li></ul><ul><li>Price Waterhouse Coopers </li></ul><ul><li>Who would’ve thought?? </li></ul>
  8. 8. Who is the target? <ul><li>Thousands of employees have public blogs, but why? How? </li></ul>
  9. 9. Why choose conversation? <ul><li>Loyal fans wanted to follow the rebuild of this local hangout, not read ads. </li></ul>
  10. 10. More noise than ever <ul><li>Deloitte and PWC are after the same target audience. Who gets heard? </li></ul>
  11. 11. Social media <ul><li>Strategy? </li></ul><ul><li>Tactic? </li></ul><ul><li>Something else? </li></ul>
  12. 12. Social is not new <ul><li>Socrates might have avoided the hemlock if there had been an Athenian blogosphere. </li></ul>
  13. 13. Lisa Graham-Peterson lisagrahampeterson.extendr.com

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