Even pros who stay on top of social media on a daily basis — tools, best practices, evolving tactics, improved strategy — admit the constant shifting and changing dynamics of social media can become utterly overwhelming, creating concern that it only offers at best some exposure and a few names for the email list or a couple of shares. This presentation covers critical questions you and your organization or client need to ask in order to achieve the best results through social media, including: how social media has changed (and why you need to change with it) and how your tactical approach will need to respond (as well as benefits and risks) to net maximum results through influence and engagement. Then it offers practical tactical solutions that leverage your already-in-place areas of expertise, and calm concerns.

1. SOCIAL MEDIA IS DEAD!
Long live social media!

2. Hello PR Day 2013 at PRSA Houston!
 Nugget of wisdom (and I do mean nugget):
Keeping with social media is
like keeping up with the
Joneses x 1000.
(Feel free to groan if you
agree!)
Gotchic font for
DRAMA

3. I’m a social media expert, trust me

4. Common pain points
 So much coming, or worse, going. How can we plan?
 So much new, as in new tools and new in old tools.
Well…mostly dead, in a sort of Princess Bride way.

5. What I think you should actually worry
about
 Keeping up with shiny is a full-time job (that almost
nobody has)
 Shiny means new tools, changes to tools, and new tactics
 Audience attention is turning a corner and going
into a password only speakeasy
 Easy Access to meaningful metrics has become a
unicorn
 Facebook (that evil seed)

6. Face the fear
How do I explain
these lower-than-
last time
analytics to the
client?
No happy
feet for
Facebook.

7. The big changes
 Paid->Owned<-Earned
 Farewell Edgerank and SEO
 Ads & Ad preferences
 Privacy issues and changes
 Keep up with the Twitterers
UNCLE!

8. This is why it’s worth it
I’m part
of the
78%!
91%!
My friends
and I are
the 70%!
I give and
receive in
the 62%!

9. So here’s what you do
 Stay on top of the shifting ground beneath your
feet.
 Find your third party allies. This is multi-pronged.
 Figure out what works, then figure it out again.
 Follow the market.
 Budget bigger.
 Prove it.

10. How to stay on top of this
That’s a
great idea
for Vine!
Thank
goodness
my friend
sent me this
link!

11. Curve into the learning

12. Follow the market then…
 HERD THEM!
 It’s not herding cats,
trust me.

13. Pay to play
 Before I tell you the hardest part I want us all to remember
why this is worthwhile.
That’s pretty much most people.
And remember, they’re willing to
listen and act, if you do it well.
Grand Totals: 72% of
online adults use social
networking sites

14. Budget and Prove it

15. Common sense best practices + Innovation
 Keep asking, keep checking!
 You developed a strategy
and tactics.
• How are you using it?
• How are you measuring it?
• How are you growing and
evolving with it?
 Keep on top of changes with
trusted resources.
 Be creative (but loyal and
authentic).
 And accept the budget.
 Which you prove. Brilliantly.