The document provides guidance for Public Worldwide's social media engagement strategy. It emphasizes several key points: 1) Be consistent in tone, messaging, and branding across all social media platforms while allowing some flexibility based on the audience. 2) Create high-quality, fresh content that is relevant to the target audiences and inspires two-way engagement through questions and cultural awareness. 3) Develop an editorial calendar and post at least an hour per day to build impact organically rather than through aggressive follower tactics. 4) Thoroughly understand target audiences and be present where they engage online through a mix of 70% conversational and 30% sales-driven content.

1. A BRAND CONTENT AGENCY

2. SOCIAL MEDIA ENGAGEMENT
SPRING 2014//__VERSION 1
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 2

3. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
We should add all of our
social media and LinkedIn
details to any of our printed
materials in the future.
3
ADD SOCIAL MEDIA INFORMATION
TO PRINT MEDIA
The most effective way to
grow our social ecosystem
organically without needing
to resort to either buying
followers or playing the
super-aggressive game of
following prospects in the
hope that they follow back.
"
When we’re considering using print as a way to
integrate corporate social media branding into our
business, we need to be considering business
cards, letterhead, and also placards, posters, in
and around our business. When we rebrand the
office we should put our social handles up as well.

4. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
Always check and check again before you post content,
write your content in a word doc if needs be and make sure
all of your spelling and punctuation is spot on. Always make
sure that the content is fresh, it’s inspiring and intriguing to
the audience.
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ADD WELL WRITTEN AND
FRESH CONTENT
CREATE AN EDITORIAL
CALENDAR
Once we have an idea of where we are going to be posting
content, it is important to create an editorial calendar so we
can develop a healthy rhythm for our communication with
our priority audiences, these would be people who buy our
services and the industry press.
"
Good social media needs a minimum of an hour per day to
make sure you are making impact.
"

5. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
Our brand is not simply your logo, colours and a tagline. Our brand is everything we tweet, pin, post,
say, and do. How we represent ourselves to the outside world is going to determine our success.
"
Don’t just think logo or colours. Think brand and message architecture. We help our clients create
brand architectures that break down silos, and empower them to communicate with their core
audiences in a simple, relevant and impactful way.
"
Our brand and message architecture will help us to create a content marketing strategy as we begin
to better understand our audience and their needs and likes. Sometimes writing these things down
and getting key stakeholders to agree on the core messages is a first step. This should be agreed
between the Creative and strategy teams.
"
We need to set a tone of voice.
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MAKE SURE THE TITLE AND
DESCRIPTIONS ARE SPOT ON,
KNOW WHO WE ARE?

6. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
• Cutting edge
• Thought leaders
• Inspirational
• New and fresh
• Challenging
• Optimistic
• Experienced
• Talented and creative
"
"
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PUBLIC WORLDWIDE
TONE OF VOICE

7. ASK
QUESTIONS
WE SHOULD BE SEEN AS
INTERACTIVE AND ALWAYS
SEEKING TO LEARN MORE ABOUT
THE WORLD AROUND US, WE ARE
NOT THE ORACLE AND AS SUCH WE
SHOULD ASKQUESTIONS AND
INTERACT WITH THE MEMBERS OF
OUR AUDIENCE THAT INSPIRE US.
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 7

8. BRANDING
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 8
Our brand is whom we are
when people are watching
and when they are
not watching.
The key here is to focus on
inspiring and empowering
our internal employees and
advocates as a top priority.
"
We should be using the right channel for the right
message, for example… Public should be using
social channels such as Tumblr, Pinterest,
Instagram, Vimeo, Youtube and Twitter for all of
our business messages. We should then use
Facebook as a platform for sharing our
internal culture.

9. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 9
BE CONSISTENT
CONSISTENCY IS KEY WHEN IT COMES TO SOCIAL BRANDING. CONSISTENCY
DOESN’T HAVE TO EQUAL BORING. IT SIMPLY MEANS WE HAVE A
CONSISTENT REPRESENTATION OF WHO WE ARE, WHAT WE DO AND HOW
WE PORTRAY IT TO THE WORLD.
"
OUR TONE MAY VARY BASED ON THE AUDIENCE WE ARE ENGAGING WITH
BUT THERE SHOULD BE A FOUNDATION OF CONSISTENCY FOR WHICH WE
WILL LEVERAGE TO BUILD RELATIONSHIPS. BEING REAL AND AUTHENTIC
DOESN’T MEAN YOU HAVE TO SHARE WHAT WE HAD FOR BREAKFAST,
LUNCH AND DINNER ON ALL OF THE SOCIAL NETWORKS. TRANSPARENCY IS
HOW MUCH INFORMATION WE WANT AND SHOULD SHARE WITH DIFFERENT
AUDIENCES.
"
OUR WORK NEEDS TO BE SHARED, AS DOES OUR VIEW ON THE WORLD WE
POPULATE, WE NEED TO BE SEEN AS THOUGHT LEADERS AND INNOVATORS.
WE ARE A CHALLENGER BRAND.

10. WE NEED TO BE DIVERSE IN THE CONTENT WE ADD TO OUR SOCIAL, WE SHOULD BE SEEN TO BE CULTURALLY
AWARE, WE NEED TO HAVE OUR FINGER ON THE PULSE AND NOT BE SCARED TO SHARE THE CONTENT WE FIND
INNOVATIVE, INTRIGUING AND INSPIRATIONAL AND THIS CONTENT COULD COME FROM ANYWHERE AND BE
ABOUT ANYTHING. CONTENT COULD RELATE TO MUSIC, LIFESTYLE, FILM, CULTURE BUT WE NEED TO ENSURE THAT
IT COMES BACK TO A RELEVANT LINK TO WHO WE ARE AS PEOPLE AND AS A BUSINESS.
© 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 10
BE DIVERSE

11. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 11
RELEVANCY IS HOW YOU CONNECT AND ARE ABLE TO
RELATE TO THE AUDIENCE WE WANT IN OUR SOCIAL
ECOSYSTEM. WHEN TALKING TO OUR FOLLOWERS AS
PUBLIC WE MUST BE RELEVANT TO THEM AS A HUMAN.
"
WE MUST TREAT, SPEAK AND ENGAGE WITH THEM AS
HUMANS NOT AS BRANDS, SOCIAL MEDIA IS ABOUT
BEING SOCIAL BUT ALSO ABOUT BEING RELEVANT TO
WHO WE ARE, WHAT WE KNOW AND WHO WE ARE
AIMING OUR CONVERSATIONS AT.
"
YOU MUST SPEAK IN A MANNER AND CHOOSE WORDS,
WHICH MEAN SOMETHING TO THEM. THEY MUST
UNDERSTAND WHAT IT IS YOU ARE TRYING TO SAY AND
WHY. YOUR WORDS AND ACTIONS SHOULD INSPIRE
THEM TO CONNECT AND ENGAGE WITH YOU.
BE RELEVENT

12. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 12
WHO IS YOUR AUDIENCE? WHAT ARE THEIR DEMOGRAPHICS? WHAT
PROBLEMS DO THEY HAVE THAT YOU CAN HELP SOLVE? HOW CAN
YOU BRING VALUE TO THEIR LIFE AND/OR BUSINESS?
"
THE BETTER YOU KNOW YOUR AUDIENCE, THE BETTER YOU CAN
CREATE CONTENT AND A SOCIAL PLATFORM THAT PROVIDES
RELEVANCY AND VALUE FOR THEM. IF JUST STARTING ON THE
SOCIAL NETWORKS, START BY LISTENING. THE BEST SOCIAL BRANDS
LISTEN MORE THAN THEY TALK. SOCIAL MEDIA IS NOT JUST ABOUT
TALKING; IT’S ABOUT ENGAGING IN A RELEVANT CONVERSATION
WITH REAL HUMAN BEINGS.
KNOW OUR
AUDIENCE AND BE
WHERE THEY ARE

13. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
Social media is supposed to
be conversational and not a
desperate attempt to sell or
ram products and services
down the throats of
our audience,
13
BE
we need people to share and
interact with our content so its
important to get the weighting
right, a rule of thumb is 70%
conversational and 30%
sales driven.
70%
CONVERSATIONAL
30%
SALES DRIVEN

14. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP)
Social media is not a numbers game; it’s about depth and
being in the right community and mixing with the right
advocates. Don’t start liking people in the hope they will like
you and then you realise they are of no use to you.
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ADD WELL WRITTEN AND
FRESH CONTENT
USE HASHTAGS SPARINGLY
Everybody hates conversations that are built purely on the
hashtag. One or two in a post is more than enough.
"
#

15. © 2014 PUBLIC WORLDWIDE (PART OF THE PWW GROUP) 15
#WEARE

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