Harnessing the Power of Social Media Sheena Koshy
Social media is an umbrella term that deﬁnes the various ac<vi<es that integrate technology, social interac<on, and the construc<on of words, pictures, videos & audio. hAp://www.wikipedia.org “It is the democra<za<on of informa<on transforming people from content readers into publishers. It is the shiH from a broadcast mechanism – one to many – to a many to many model, rooted in conversa<ons between authors, people and peers.” – Brian Solis
It is not a fad.It is a fundamental shiftin the way we communicate.
Immerse yourself in the conversa<on Facebook TwiAer LinkedIn Blog YouTube
Social Media Pla-orm / Facebook Twi;er LinkedIn YouTube Blog Type of Info Needed • User Name To begin • Logo • Company informa<on Timeline -‐ Background Company Avatar, Template Graphics Proﬁle Graphic Logo Background Avatar Picture, Cover Name Picture Content 2-‐3 updates / 4-‐5 updates / 1 / day 1 / week ? 1/ day day day
Building campaigns • Audience – who are you talking to? • Research -‐ Conduct Social Media Audit, If there is an established social media presence • Set a goal: the business outcome -‐ What you want your campaign to achieve. • Establish strategies: The broad approaches you are going to take in order to achieve the goal. • Deﬁne objec<ves for each strategy. Objec<ves are the measurable tasks that will be undertaken in order to realize the strategies. • Develop tac<cs -‐ the tools that will be used in order to achieve the objec<ves. • Measure your outcome
Facebook Twi;er LinkedIn YouTube Blog Google Google Google Google Google Keyword Keyword Tool Keyword Tool Keyword Tool Keyword Tool Listening / Tool Google Google Google Google Insights Monitoring Insights Insights Insights Google Insights Wildﬁre Wildﬁre Wildﬁre Wildﬁre Technora< Wildﬁre Tweriod Plaborms: Hootsuite Scheduling Tweetdeck Blogger CoTweet Tumblr Wordpress.com Wordpres.org
Resources Mashable – www.mashable.com Social Media Examiner – www.socialmediaexaminer.com Who’s Blogging What -‐ hAp://whosbloggingwhat.com Mediabistro – www.mediabistro.com Alltop – www.alltop.com Brian Solis – www.briansolis.com
Cautionary Tales ‒ whenconsumers go viralwww.mashable.com
• Hurricane Irene TwiAer account (Aug, 2011) Buzzfeed HUGE agency “BTW, twee*ng messages to @irene doesn’t deliver messages to the hurricane. Sorry” hAp://adage.com/ar<cle/digital/irene-‐agency/229516/ • Will it Blend? hAp://www.youtube.com/watch?v=K0m4x0y3QNw Blendtec – 188, 170, 865 views on YouTube since Oct 2006 • Pink Glove Dance Providence St. Vincent Medical Center & Medline www.pinkglovedance.com
Conversa<on is happening about your brand/product with or without your par<cipa<on.