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Implementing Social Media

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Recommendations for implementing social media for organizations. Presented by Rob Robinson, Director of Social Media at McNeely Pigott & Fox Public Relations.

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Implementing Social Media

  1. 1. The Rubber Meets the Road Implementing Strategies for Social Media Rob Robinson – McNeely Pigott & Fox Public Relations July 30, 2009
  2. 2. Why Social Media? • Is this something I need to be doing? • Does it make sense for my organization?
  3. 3. Why Social Media? • Do answer the big question: Why? • Do think about the big picture. • Don’t get hung up on specific tools or sites.
  4. 4. Why Social Media? • Communication is changing. • Mainstream is media radically evolving. • Technology is creating new opportunity.
  5. 5. Why Social Media? • Relevance and visibility. • High rate of adoption. • Reach larger audiences. • Reach more targeted audiences.
  6. 6. Pros and Cons • Traditional media - Third-party credibility - Accuracy - One-way communication • Social media - Build your own audience - Talk directly to your audience - Dialogue
  7. 7. Navigating the New Communications Landscape  Align social media with communications strategy  Engage traditional media, understand constraints  Understand your target audiences  “Narrowcast” using new technology, more channels
  8. 8. Social Media Tools •Blogs/Podcasts •Social Network Sites •Microblogs •Content Sharing •Forums & Discussion Boards •Social News / Social Bookmarking •Answer & Review Services
  9. 9. Getting Started  First step: Go play!  Be willing to learn  Set up personal profiles to explore
  10. 10. Getting Started  Be honest and open.  Respect everyone online.  Read before you write.
  11. 11. Getting Started  Comment about content you see.  Focus on one or a few sites you like the most.  Stick with it: Write and comment often. .
  12. 12. Getting Your Organization Started  Conduct a social media audit  Your company and industry  Your team members  Limit immersion in social media:  Participate where target audiences already are.  Resist pressure to be everywhere on the Internet.  Focus on simple, genuine, two-way communication.
  13. 13. Strategy: POST Method  People  Objectives  Strategy  Tactics and technology
  14. 14. Strategy  Listen first through monitoring services and surveys.  Include social media in your communications strategy.  Focus on your target audiences.  Answer the big questions in advance:  Whom do you want to reach?  What do you want them to do?
  15. 15. Tactics  Connect your online and offline activities.  Provide a variety of ways for response/involvement.  Give your biggest fans ways to participate.  Provide source materials as resources.  Go where the people are online.  Drive conversation back to your Web site.
  16. 16. Measurement  Set measurable goals  Traffic, subscribers, updates, retweets, replies  Don’t compromise authenticity and sincerity.  Collect feedback.  Be willing to acknowledge and adjust.
  17. 17. Identity  Define your consistent online presence.  Brand, style, images and logos.  Involve real people.  Content  Preferred URLs and usernames  Secure in advance.  Biographical and company information.  Web site link(s).  Contact methods.
  18. 18. Before You Launch  Identify your social media team members.  Assign one person to “own” individual platforms/sites.  Personal voice and transparency are critical.  Evaluate and address your training needs.  Keep your stakeholders in the loop.  Internal and external  Establish company policy and content guidelines.  Personal and organizational.  Hold informal discussions with staff.  Allow them to develop?
  19. 19. Before You Launch  Set up keyword monitoring tools.  Filtrbox, oneriot.com, tweetbeep.com, Addict-o-matic, Collecta, etc.  Keep an eye out for emerging solutions  Develop and maintain a universal editorial calendar.  Twitter is a special case.  Create an Excel spreadsheet with all social media usernames and passwords. .
  20. 20. Pulling the Trigger  Set your timeline.  Announce to key audiences.  Include social media icons on the Web and in e-mail communications.  Evaluate progress  Daily, weekly, monthly
  21. 21. MP&F Traditional public relations and social media services: Consulting, strategic planning and implementation Contact Information: www.mpf.com www.facebook.com/mpfpr (615) 259-4000 or rrobinson@mpf.com www.thinktrain.net

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