The document discusses the importance of social media for marketing and crisis management in the food industry, highlighting tools and benefits such as driving website traffic, building brand awareness, and engaging with consumers. It outlines best practices for social media marketing, emphasizing the significance of listening to the audience, responding authentically, and maintaining engagement. Additionally, it provides tips for publicity and leveraging celebrity involvement in fundraising efforts.

1. Social Media Knockdown!

2. Presented By

3. What We Do Articles for magazines on food safety/PR Food Stamp Foodies – eating better for less Food Issues Group Food safety, consumer ed, training, food handler cards Crisis management – ecoli, hepatitis, etc. Vulnerability audits Restaurant PR and social media

4. Social media is a conversation between actual humans!

5. Tools for social media 1) Communication: Blogs, micro-blogs, social networks 2) Collaboration: Wikis, social bookmarking, social news 3) Multimedia: photography, video, podcasts, music 4) Reviews and Opinions: products, business, community 5) Entertainment: Second Life, video games

6. Benefits of Social Media Drive traffic to your website, blog, FB Build brand awareness Stay connected to your audience Cost-effective when compared to traditional marketing and advertising Ability to do market research Innovative outreach like contests and ask an expert Help identify your brand VIPs and ambassadors

7. Social Media in Facts and Figures More than 3.5 billion pieces of content shared each week 500 million active users More fluid and easier to change than a website 1 billion tweets per week Facebook users are voyeurs, but one in two update daily on Twitter. If you’re rich, you’re more likely to tweet (good news for nonprofits).

8. The Don’ts of Social Media Marketing Don’t talk politics or religion. Don’t spam. Don’t submit content and run. Don’t have a ‘self-promotion’ agenda only. Don’t start a blog if you plan to post once a year. Don’t use third party services to buy followers or Facebook friends – grow organically with people who really are interested in you.

9. The Do’s of Social Media Marketing Do submit interesting content. Do be transparent and authentic. Do listen and reply to comments. Do ask your community to provide feedback. Listen, listen, listen. Do use RSS feeds. Do use a profile picture not a grey egg. Do get help or use a “ghost” social media person if you are too busy. Do use photos and video as much as possible.

10. The three main steps to success through social media… Listen Listen to what your target audience is saying about your business. Respond Once you understand what your audience is saying, then respond. Enter the conversation and interact with your customers. Engage Once you have followed the conversation, understand your audience and give them feedback. Keep your audience engaged with coupons, contests, interesting information.

11. 10 Publicity Tips

12. California Poison Control 15 Minutes to Ask an Expert – engage top brass

13. My Stuff Bags Celeb Stuff for My Stuff – online auctions

14. Jump for the Cause Use bios of participants to localize stories

15. CASA of Los Angeles Use one celebrity only

16. Los Angeles County Human Relations Commission Host media advocacy training

17. MacArthur Park Restaurant Use celebrities as hosts/waiters

18. Scleroderma Foundation Have a poker tourney for male donors

19. Voice for the Animals Foundation Host a reunion or roast

20. Vanguard Cancer Foundation Look for celebrities w/in your ranks

21. Children Affected by Aids Foundation Host a night of comedy