Social Media Overview
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This document provides an overview of social media and outlines steps for developing an effective social media business plan. It defines social media as online technologies that allow people to share opinions and perspectives. Social media have shifted communication from top-down to user-generated content shared among peers. The conversation on social media is unorganized and emergent. Developing a social media business plan involves setting goals and objectives, analyzing audiences and competitors, selecting platforms, creating and promoting content, and measuring results. Key steps include defining social media missions, goals, objectives, tactics, and metrics for measuring each tactic's performance.
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The document summarizes social media tips and trends for nonprofits in 2012. It discusses 4 steps to get started with social media, provides examples of successful social media programs from Share Our Strength and Robert Wood Johnson Foundation, and outlines 5 key trends for 2012: the rise of mobile use, influencer marketing, content curation, crowdsourcing, and targeted social networks. It also includes an extensive appendix listing useful social media tools.
HRSA Social Media Webcast: Connecting With Your Target Audience
This document provides an overview of using social media to connect with target audiences. The agenda includes welcoming remarks, a social media overview discussing popular platforms like YouTube, Facebook, Twitter, and LinkedIn. It also covers emerging trends, getting started with social media, and case studies on using platforms like YouTube, Facebook, Twitter for public health outreach and e-learning. The presentation aims to demonstrate how social media can help public health organizations engage with communities and provide training.
May 13 workshop
The document summarizes a workshop hosted by Volunteering Auckland on using social media and networked approaches for non-profits. The workshop covered how to build a networked mindset, create a social media strategy with SMART objectives, develop content and measure engagement, and manage attention online. Participants mapped their networks, developed social media plans, and shared challenges in adopting new approaches. The workshop provided practical tips to help non-profits improve social media use and leverage networks to further their goals.
PRINCIPLES OF SOCIAL MEDIA
This document discusses principles of social media and strategies for using it effectively. It notes that social media allows for engagement with large audiences and relationship building. To create an effective strategy, one should understand their target audience's demographics, interests, and preferred platforms. Goals should include consistently creating and sharing engaging content that rewards audience participation and encourages sharing across platforms. Following these principles can help users gain attention and results through social media.
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Understanding Public Relations Research
Public Relations Research Course
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Chapter 1: Understanding Research
Introduction to Public Relations | What is PR?
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. It requires skills in various areas including communication, research, negotiation, and problem solving. PR professionals use tools like the RACE process (research, action, communication, evaluation) and work in fields such as media relations, publicity, and community outreach. While related to advertising and marketing, PR differs in that its goal is to generate goodwill rather than directly sell products. An integrated approach uses various strategies and tactics to consistently convey messaging through multiple channels.
Social Media Strategy Assignment
This document provides guidance on creating a social media business plan. It outlines key sections to include such as goals and objectives, audience analysis, competitive analysis, selecting platforms, content planning, establishing a brand presence, promoting your network, and measuring and optimizing performance. Goals and objectives should be specific, measurable, achievable, relevant and time-bound. The audience and competitive analyses provide important insights to inform content and platform selection. Content should align with goals and be tailored to each network. Metrics like followers, engagement, and shares should be tracked to optimize the strategy.
Feature Stories
This document provides information on writing feature stories for public relations purposes. It defines features as soft news stories that provide background, generate interest and understanding. It discusses planning features by determining if a topic is interesting and helps organizational objectives. It also describes different types of features like case studies, profiles, and historical pieces. The document outlines the typical parts of a feature story and offers tips for writing features, such as limiting word count and considering the audience. Finally, it provides examples of publication placement opportunities and formats like op-eds and letters to the editor.
PRNewswire Guide to Writing a Feature
The document provides guidance on writing effective feature articles for media outlets. It discusses key elements like headlines, leads, quotes, details, and length. Headlines should summarize the article in 20 words or less to grab attention. Leads must challenge or intrigue readers to continue. Quotes can lend authority if they are from knowledgeable sources. Details should be provided concisely to flesh out the story. Features are most effective when concise, around 400 words, to respect editors' limited time and space.
Social Media Strategy Assignment
The social media business plan document outlines the key steps to developing an effective social media strategy:
1) Define goals and objectives by selecting a scope, identifying business goals, and defining social media goals and measurable objectives.
2) Analyze the intended audience by understanding demographics, interests, needs, and expectations.
3) Evaluate competitors by analyzing the social media channels, followers, content, and engagement of other brands.
4) Develop a content plan and select key social media platforms to establish a brand presence and promote the business.
News Releases
55-97% of news releases sent to media outlets are never used. To increase the chances of a release being published, it should follow a standardized format, provide interesting information for the target audience, and be timely. News releases are an effective and cost-efficient way for organizations to achieve their objectives and provide story ideas to journalists. Proper planning includes determining the message, audience, goals, and key messages. An effective release follows best practices for the headline, lede, body, boilerplate, and format.
Finding and Making News
This document discusses strategies for public relations professionals to generate news coverage, including finding news and creating news. It identifies the key elements that make a story newsworthy, such as timeliness, prominence, proximity, significance, unusualness, human interest, conflict, and newness. It then provides examples of techniques for creating news coverage, such as special events, contests, polls and surveys, top 10 lists, product demos, publicity stunts, rallies and protests, personal appearances, and awards. The document emphasizes the importance of thorough planning, credibility, and understanding journalistic values when attempting to generate media coverage.
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Social Media Overview
- 3. What is Social Media? http://www.youtube.com/watch?v=0eUeL3 n7fDs
- 4. What is Social Media? “Online technologies and practices people use to share opinions, insights, experiences and perspectives with each other.”1 1 Wikipedia
- 6. Social media have created a shift from vertical to horizontal communication on the web. What does this mean? Content is user-generated, and shared among peers (e.g., followers, fans), rather than generated from the top down.
- 7. Social Media Conversation • The conversation is not organized, controlled or onmessage It is: • • • • • • Vibrant Emergent Fun Compelling Full of insights
- 8. Social Media & Public Relations • • • Social networks have fundamentally changed the landscape of PR It’s essential to listen in order to facilitate conversations between organizations & stakeholders Offers a more direct, trusted line of communication
- 10. SOCIAL MEDIA BUSINESS PLAN
- 11. Social Media Business Plan Goals & Objectives Competitive Analysis Audience Analysis Content Planning Select Platforms Measure & optimize Create content Establish a brand presence Promote your network
- 12. Goals & Objectives • What are they & how do you achieve them? • • • • Goal: broad primary outcome1 Strategy: the approach you take to achieve a goal Objective: a measureable step you take to achieve a strategy Tactic: a tool you use to achieve a strategy 1 Forbes
- 13. Goals & Objectives 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
- 14. Goals & Objectives • Strategic Planning Steps1 1. 2. 3. 4. 5. 6. 7. Select Scope (department, business function) Identify business goals (specific to the scope) Define social media mission / purpose Define social media goals Define 1-2 objectives related to each goal Choose tactics for each goal Determine how you’ll measure each tactic 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
- 15. Audience Analysis • Key considerations: • General • Primary and secondary audiences • • • • • Demographics Interests Needs Expectations Relationship with your brand/organization • Other considerations (as they apply) • Technical background • Consumer behavior • Continue learning throughout process