Social Media PR, Day 3, PR Bootcamp 2016

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AGENDA: SOCIAL MEDIA PR: ONE-DAY WORKSHOP
1.0 EXECUTIVE SUMMARY
Welcome to the one-day course on Social Media PR. We hope you will actively
participate in making this training successful.
This intensive session will provide helpful tips and techniques to get started in using
social media tools and applications. It is aimed at participants who want to understand
and effectively use social media apps and tools in their daily tasks.
Learn to use Facebook, Twitter, Instagram, YouTube and visual storytelling techniques
to fire-up enthusiasm among your fans and followers, and grow an online community of
brand advocates.
2.0 OBJECTIVES AND LEARNING OUTCOMES
Upon completion of this course, you will be able to:
 Understand how to align your PR strategy with your social media knowledge and
incorporate the tools and apps in your overall agenda.
 Evaluate which channels, content, tools, apps and techniques to use.
 Measure success of your social media marketing activity
 Manage the risks of social media for online reputation management.
3.0 PROGRAMME OUTLINE
Module 1 : Key trends in social media
 Key statistics in social media in Malaysia, the region and the world
 Impact of social media in media relations, reputation management
and crisis communications
 The four pillars of social media: Listen, Connect, Add Value, and Measure
Module 2 : Content creation
 PR, content generation and visual storytelling: Back to basics
 Best practices, guidelines, and tips in connecting with media online
 Formulating your content strategy
 Map out a plan of engagement for your blog, Facebook, Twitter, Instagram and
YouTube channels
Module 3 : Social media crisis
 Social media crisis: Countering negative publicity and attacks on social media
 What the media wants in a social media crisis
 Best practices in effective damage control in social media crisis situations
 Incorporating social media in your crisis communications plan
 Designing your own social media response flow chart
Module 4 : Strategy and analytics
 Map out the social media plan for your organization
 Setting KPIs: Tracking and measuring performance
 Tools for measuring and analytics

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4.0 FACILITATOR PROFILE: JULIAN MATTHEWS
Diploma in Multimedia Production, SAE, New Zealand,
Certified Trainer by Human Resource Development Council of
Malaysia.
Julian Matthews was a journalist in print and online for 20 years before
embarking on a career in media training for the past ten years.
He has developed, designed and presented training workshops at
public conferences, seminars and bootcamps and also in-house, customized
programmes for multinationals, public-listed companies, small-and-medium-sized
enterprises and non-government organisations.
Julian has coached C-level executives and senior management one-on-one in
preparation for a press conference or live broadcast media interview. As a trainer, he
has conducted workshops entitled Effective Media Spokesperson, Effective Media
Relations, Effective Investor Relations, Crisis Communications, Corporate Social Media,
Social Media Marketing, Online Advertising and Multimedia Journalism
Julian began his career as a freelancer for the local broadsheet New Straits Times at the
age of 20 before becoming a fulltime journalist with The Star in 1984. He switched to
travel writing in 1989 and won the Tourist Development Corporation’s Best Travel Writer
award that same year. Since 1991, he has established a career as a professional
business and technology writer for various corporations, trade publications, magazines
and online media. For 14 years, he was the Malaysian correspondent for Nikkei
Electronics Asia, a magazine for Nikkei Business Publications, Inc, the largest trade
publisher in Japan. He was also one of the pioneers of online journalism in Malaysia,
contributing to AsiaBizTech, a website also published by Nikkei Business Publications,
Inc based in Silicon Valley in 1997.
Besides AsiaBizTech, he was also at various times the Malaysian correspondent for
some of the most prominent online technology and business publishers in the Asia
Pacific region including CNET, ZDNet and Newsbytes, a Washington Post-Newsweek
subsidiary. As a journalist, Julian was skilled in writing and editing news stories as well
as doing analyses and feature stories.
In the last ten years, as a consultant and trainer, Julian has extended his experience and
services to multinationals such as Accenture, Bayer, Chevron, HP, IBM, HP, Lend Lease,
Maxis, Nestlé, Petronas and Proton. He is also the director and co-founder of consulting
and training firm Trinetizen Media.
Julian presents regularly for Intelectasia’s annual PR Bootcamp series on Social Media
PR. He is also the media trainer who trains the media. He has developed and presented
over 30 workshops on Multimedia Journalism, Social Media Journalism and Mobile
Journalism for reporters, editors and photographers of leading English daily The Star,
national news agency Bernama and national broadcaster RTM, which were specifically
for media professionals transitioning to online media.

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5.0 COMPANY PROFILE: TRINETIZEN.COM
Trinetizen Media Sdn Bhd is an independent media training company and consultancy
set up in 2000 and based in Petaling Jaya, Malaysia. It is co-founded by Anita
Devasahayam and Julian Matthews, former journalists who have extensive experience
in media relations, consulting and training.
The company develops and presents customized, in-house training programmes for
senior management, executives and professionals in local companies and multinationals
on media relations, investor relations, crisis communications, corporate social media,
multimedia journalism and effective spokesperson communications.
As certified trainers, we have trained over 500 senior management, executives and
professionals in multinationals, small-and-medium enterprises and non-governmental
organisations.
We have also trained over 300 journalists, editors and photojournalists in The Star, the
No 1 English daily in Malaysia, Bernama, the national news agency and RTM, the
national broadcasting station, the Commonwealth Journalists Association and publishing
houses HCK Media and Mongoose Publishing from 2006-2016.
We also consult with clients on formulating crisis communications plans and media
relations strategies for online and print media and continue to produce news and feature
stories for placements in targetted media.
The panel of trainers are certified to conduct training for employers who are contributing
to the Human Resource Development Fund (PSMB).
PARTIAL CLIENT LIST: Advanced Micro Devices Inc, Bayer Co (M) Sdn Bhd, Bernama
(National News Agency), Bursa Malaysia Bhd, Celcom Bhd, Chevron Malaysia Ltd,
Cybersecurity Malaysia, DiGi Telecommunications Bhd, Embassy of Japan, ExxonMobil
Exploration and Production Malaysia Inc, Golden Screen Cinemas Sdn Bhd, GITN Sdn
Bhd, ING Funds Bhd, Johnson Matthey Sdn Bhd, Jotun (M) Sdn Bhd, Kulim Technology
Park Corp Bhd, Kuwait Finance House Bhd, LKT Industrial Bhd, Maybank Group,
Motorola Malaysia, OSK Investment Bank Berhad, Palm Oleo Sdn Bhd, Packet One
Networks (M) Sdn Bhd, Public Mutual Bhd, Penang Seagate Industries (M) Sdn Bhd,
Radio Televisyen Malaysia (RTM), Recall Malaysia, Securities Commission, Selangor
Dredging Bhd, SDB Properties Sdn Bhd, Taylor’s University College, Telekom Malaysia
Bhd, Texchem Resources Bhd, WAO Malaysia, WWF Malaysia.

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6.0 TESTIMONIALS
“Julian is a master at his craft. He pulls out an array of real-life and personal
experiences to illustrate his points. As a former journalist he knows all the tricks of the
trade,” Mohamed Iqbal, Head of Retail and Commercial Banking, Kuwait Finance House
Bhd.
“It was an excellent, informative and entertaining workshop! Julian keeps the pace going
nicely, no slow/meandering lecturing, introduced us to the stuff and moved on. Also
mixed tech how-to’s with inspirational/mentoring. Great!” Andrew Sia, Chief Reporter,
Star Publications Bhd.
“A well-organised training full of fun and information on how to handle the media. Both
trainers are experienced and have the ability to motivate the participants,” Tuan Haji
Ismail Harun, Vice President, Corporate Office, Packet One Networks (M) Sdn Bhd.
“Julian did his homework on our organisation very well. It helped participants to relate to
the subject/topics being discussed,” A. Shukor Rahman, Communications Manager,
Malaysian Software Testing Board.
“Very beneficial training session. Trainers are very engaging with up-to-date materials.
Group discussion and mock session very beneficial,” Mokhtar Ali Ismail, PGPA Manager,
Chevron Malaysia.
“This is a great platform to get myself updated about the media. The knowledge should
help me improve my work in media planning and management, as well as improve the
way I should assist in handling media and media-related issues for my company,” Cindy
Thean, Pacific Mutual Fund Bhd.
“A short brief intro into media training – yet well covered and delivered in a fun and lively
way.” Sharon Chow, Bayer Company Malaysia.
"Very interactive workshop with lots of humour which keeps the workshop alive," Ng Yen
Yen, Penang Seagate Industries.
"It was very interesting and informative. I'll definitely recommend friends and colleagues
to attend your seminars," Ivan Goh-Lee, Texchem Resources Bhd.
“I learnt a lot of useful tips that I can apply in my daily job with regards to social media.
Excellent!” Adeline Abdul Ghani, Asst Mgr, PR & Communication, Gleneagles Kuala
Lumpur.

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Day 3:
Social Media & PR
Exercise 1: Get social
• Go find a person across the table or
the room that you do not know
• Find out three things:
– Similarities
– Differences
– Share something unique, interesting OR life-
changing about you that few people know
about
• You have 10 minutes

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What connects us?
• Mutual friends
• Alma mater
• Where we work/ed
• Where we live/d
• Common
experiences
• Abilities, skills
• Family, Children
and Pets
• Food and Drinks
• Sports, Fitness,
Health
• Hobbies
• News
• Books, Movies, TV
shows, Music
• Travel: Where
we’ve been
• Nostalgia
• Unusual stories
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Module 1:
Key Trends in
Social Media

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5
The Internet circa 1996
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The challenge in 2016 and beyond

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Living in a selfie world
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The comeback
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Exercise 2: Wefie
• Break into groups
• Take a we-fie (group selfie)
• Get creative
• Post on any social media account
• Most likes, shares, comments wins a prize
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Media diet has changed

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Where is everyone?
1.59 billion monthly active users
Malaysia: >19 million
1b unique users/month, 6b hrs watched/month
100hrs of video uploaded/1 min
1b monthly active users
Malaysia: 75% penetration
400 million active users/month
414m registered users
Malaysia: >2m
320m monthly active users
Malaysia: >2m (estimate)
200m daily active users
Malaysia: ?
217 million blogs
76.5 million blogs
100 million active users 15
Sources: Statista(Feb, 2016), ExpandedRamblings.com, Facebook, Linkedin, Twitter,
Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR
Celebs have huge
reach and influence
Facebook Fan Page:
Zizan Razak : 3.55m likes
Lisa Surihani : 2.75m likes
Twitter:
@LisaSurihani : 2.98m Followers
@zizanrajalawak : 2.14m Followers
Instagram:
Zizanrazak869 : 2.6m Followers
Iamlisasurihani : 2.2m Followers
Twitter:
@bharianmy : 966k Followers
@StarOnline : 672k Followers
@hmetromy : 516k Followers
@Malaysiakini : 498k Followers
@bernamadotcom: 400k Followers
@umonline : 301k Followers
* As of March 1, 2016
Facebook Fan Page:
Berita Harian : 3.51m likes
Harian Metro : 3.09m likes
Sinar Harian : 2.48m likes
Utusan Online : 1.59m likes
Malaysiakini : 1.25m likes
TheStarOnline : 603k likes
Bernama : 291k likes

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“57 channels and nothing on” –
B.Springsteen
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Case study: Zalora surprises couple
after exchange on Facebook
It began with a Facebook post…

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The “viral” campaign:
ALS ice bucket challenge
• Simple: Visual, fun,
shareable, easy to replicate
• Gamify: Set up a challenge
that was passed on to 3
others, feel-good factor of
supporting a worthy cause
• Authentic people power:
Attracted celebs and
ordinary folk. Real stories
of people with ALS and
their family and friends.
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Can we ignore
social media?
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There will be consequences…

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1. You won't know what people
are saying about you
The conversation is taking place anyway.
You can choose to participate or you can
ignore it, but people are talking -- even
when you're not listening.
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2. You won't know what's going on
Listening in to conversations on Facebook, Twitter and the
blogosphere is like having a free focus group going 24/7.
 If you listen to your market, you'll be able to anticipate
customer needs, make better products, improve services and
hear what's wrong with what you are currently delivering.

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3. No one knows the real you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If you don't secure your brand accounts on Twitter,
Facebook, no one will know if it's real or fake.
• Get out there with your own voice and establish a
reputation for authenticity and truth - it's a lot harder
for someone else to hijack your brand.
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4. When you need a voice, you
won't have any credibility
• Typically, organizations only think of a blog or a
Twitter account, after a crisis hits.
• Whether you're talking online or off, it takes
months – even years – to establish trust in a
relationship.
• You need to start the conversation in order to
start making deposits in the bank of trust.
Then when you need it, the credibility will be
there.

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5. You're giving away a
competitive advantage
• Whether you are listening
or not, chances are your
competition is monitoring
what your stakeholders
are saying about you.
• They may get the
feedback you don’t and
be able to bring a new
product to market faster,
and meet the needs of
the marketplace better
than you can.
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4-step social media guidance
Step 1: Listen
What are people
saying about your
brand online?
Who’s saying what?
Who comments and
responds?
What they say and
how they say it.
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Make friends – one at
a time
Participate in
conversations and find
your voice
Observe comments
and reactions, if any
Do not dominate the
conversations!
Step 2: Connect

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2/3 of the economy now influenced by
personal recommendations – McKinsey&Co
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Step 3: Add value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
conversation.
Do not flood streams
with marketing
messages!

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Step 4: Measure
Track engagement,
pageviews, unique visitors,
downloads, subscribers,
followers, fans
Cost savings, sales and
call-to-actions
Measure sentiment,
positive vs negative
comments, issues resolved,
feedback received
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Five key trends in social media in 2016
1. Mobile-centric: It has to work on phones
2. Visual: Rise of videos, photos, infographics
3. H2H: Humanizing the experience wins
4. Social media management going in-house,
round-the-clock monitoring is the reality
5. Early days yet, big corporations still make
blunders

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Module 2:
Content creation
in social PR
Who made this mess?
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Those heart-wrenching Thai ads
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Content creation:
What’s your story?
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Back to basics
Audience
Story
Context
: WHO
: WHAT
: WHY should I care?
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Case study: Kirkby
Know your subject

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Education Section and
Merdeka pullout

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David Wu: Walking the talk and
#ProjekWumah
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It’s not the technology,
tools, devices or apps.
It’s the story.
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Content creation
1. Trigger reactions (likes, shares, re-posts):
• Share personal stories in the authentic voice
of your brand, or individuals that represent
your brand values eg: CEO’s speeches,
anecdotes and quotes, customer testimonials
2. Seed conversations:
• Post summaries of an event
• Share a new idea and ask community to
brainstorm
• Create a list and ask community to add to it
3. Get visual:
• Use better photos and videos
Formal

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Scotia Bank targets younger clients
Nike

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Starbucks UK
Starbucks white cup contest

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What kind of photos work online?
Action

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Tobii ET-17
eyetracker
What the Eyetrack studies tell us
Source: Poynter Eyetrack07 Studies

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Nielsen Norman Group 2005 eyetrack
study: Photos viewed differently
Source:http://www.ojr.org/ojr/stories/070312ruel/

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Celebrity matters
Celebrities make a difference

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Case study: Intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel
Get to know your audience

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Make it fun with quirky questions,
games, polls
Avoid automated updates*
• Frequent automated status updates makes your
Page inhuman
• Facebook hides repeated updates in “Show
Similar Posts”
• Space out updates so you don’t clog up your fans
News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates and
being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.

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Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
interaction
• Use of photos and videos gets a lot of traffic
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Meet f2f: Offline engagement
• Organize tweetups,
blogger meets and
Facebook fan days or
“meet the social media
team”
• Invite fans for launches,
roadshows, community
projects, sponsored
events, festivals

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Provide house rules or
moderation guidelines
Celebrate milestones

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10 posting ideas
1. Have guest posts from analysts, industry experts,
influencers
2. Share other people’s posts that are in line with
your brand values
3. Hire a reporter, commission stories
4. Create infographics, work with graphic artists
5. Outsource content creation to Fiverr.com,
Guru.com
6. Buy or commission original photos
7. Video your own content: slice and serve
8. Gamify: Have polls, quizzes, contests, giveaways
9. Get thematic: Green Week, Nostagic Thursday,
History Month, use a unique hashtag
10. Go live: Expert hour, CEO answer time
Useful apps
• Managing on mobile: Facebook Pages Manager
App
• Scheduling posts: Hootsuite, Post Planner, Buffer
• Aggregation, curation: Storify, Storyful,
Shorthand,Storehouse.co
• Live: Facebook Live, CoverItLive, Livestream,
Ustream, Periscope, Snapchat
• Short video: Boomerang, Vine, Snapchat,
Instagram, Twitter
• Mobile video editing: iMovie (iPhone)
• AndroMedia or Kinemaster (Android)
• WeVideo
• Jotting notes: Evernote

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Social media and you
• Four pillars of engagement: Content,
Communications, Credibility, Community
• Choose the different types of social content that
plays to your strength: eg: newsy, humorous,
weekly thought leadership, customer support,
daily helpful tips, photoblog
• Choose your channel: Blog, Twitter, Facebook,
LinkedIn, YouTube, Pinterest, Mobile Apps
• Set guidelines to moderate comments and
manage negative feedback
• Use best practices of posting on social media
channels
1st Social Media President

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Social media and the banana leaf
Digital banana leaf

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Ten best practices on social media
1. Use your real name and real photo on
profiles: No pets, kids, cartoon characters,
emojis, etc
2. Fill up your profile in Linkedin, Facebook,
Twitter, Blogs
3. Use unique hashtags
4. Share and cite: Find great stuff to share,
attribute the sources, ask permission if you
have to
5. Be active and post original thoughts
yourself. Don’t steal, copy and paste nor
automate everything.
6. Don’t hard sell: If you are plugging your own
product, service, company, say so but preface
with “Shameless plug…”
7. Be authentic and comfortable in your skin. Your
professional and social life must make peace
with each other, find the middle ground. Have
personal opinions but know when to draw the
line. Preface it with IMHO or “This my personal
opinion...”
8. You are an ambassador for your brand 24/7.
Online or offline. Exemplify the brand’s values
9. Don’t share information said in confidence, or will
reflect badly on your CEO’s or organisation’s
reputation
10. Add value, don’t just take, take, take

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“In the past you were what you owned.
Now you are what you share,”
Charles Leadbeater

Trinetizen Media 2015
Facebook Page checklist
Use this checklist to audit your own brand pages and benchmark against your competitor’s brand pages
1. Does it have an engaging and professional Cover photo? (851X315 pixels)
2. Does it have a tagline or any demonstrated benefits on the cover photo?
3. Does it have an interesting Profile photo that is clear and easy to see? (160X160pixels)
4. Does the About (Short Description just below Profile photo) describe the company
concisely. (Option: Does it have your website address)
5. Is your entire About section filled with the benefits of your business and good
keywords?
6. Does the page have customized or vanity URL eg: fb.com/companyABC
7. Do you have Facebook Apps installed? How many and what do they do?
8. Do you have a Facebook App installed that will collect emails of potential clients, as a
lead generation tool?
9. What is the current Facebook engagement rate of your Page: People Talking About This
(PTAT) divided by total Likes? Is it over 2%? (PTAT is a rolling 7-day period, updated
every 24 hours, and includes all page likes, post likes/comments/shares, @ tags, wall
posts and event RSVPs.)
10. Is the Page admin posting regularly?
11. Is the Page admin asking questions, conducting polls, organizing contests or providing
tips?
12. Is the Page admin sharing photos and videos in posts to try and get engagement?
13. Is the Page admin tagging the faces of people in those photos?
14. Are people liking, sharing or commenting on the posts?
15. Is the Page admin responding to comments promptly?
16. Is the Page admin varying posts or regularly posting a themed post eg: Happy Monday,
Green Tip Tuesday, Friday Fun?
17. Is there unanswered posts on the Timeline?
18. Is the Page admin Liking other Pages that are related to the company eg: Subsidiaries,
Brand Ambassadors, Causes, CSR-related organizations, Partners.
19. Does the company’s website link to Facebook Page?
20. What is the company using Facebook for: awareness, branding, marketing, selling,
customer support, CEO thought leadership, photos and video tips, etc.

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Module 2b:
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Twitter in action: Plane crash!
http://www.youtube.com/watch?v=imDFSnklB0k

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From Twitter to Front page

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Lessons
• 1-PERSON: A single person with a smartphone
can make a huge impact globally
• 2-WAY: Some characteristics of social media:
speed, amplification, pass-along value,
archival, offers instant feedback and more
engagement
• LIKE-ME: People care more when it’s someone
“like me”: more human, more real, more visual,
more believable, more authentic
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Would you trust a surgeon who
tweeted your operation?

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Tweeting what you eat
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#defahmi vs Blu Inc

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Twitter as a canary in the coalmine
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“Water me, please!”
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How companies use Twitter
EXTERNAL
• Customer service
• News, blog updates
• Branding, promotion,
marketing
• PR, media relations
• Finding leads,
prospects
• Extending touchpoints
• Community building
• Networking, tweetups
• Direct sales
• Recruitment
• Driving traffic to website
INTERNAL
• Connecting sales teams
• Coordinating
decentralized teams
• Event planning
• Project status and
updating staff
• Employee support
• Mentoring
• Problem-solving
• Purely social

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CIMB on Twitter: Customer service
twitter.com/cimb_assists
Twitter: Best practices
• Listen: Follow popular tweeters first
• Share: Find great stuff to share
• Be authentic
• Be active! No one is interested if your last
tweet was from several months ago
• Don’t hard sell: If you are plugging your
own product, service, event, cause, say so.
Preface with “Shameless plug…”
• Preface a personal opinion with IMHO, or
“My personal opinion is…”

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Twitter: Best practices for PR pros
1. Fill up your profile: Use proper headshot, real
name
2. Listen: Follow popular tweeters first
3. Be authentic and interact: Don’t be robotic
4. Be active! Tweet, re-tweet regularly
5. Share and cite: Find great stuff to share, cite
sources
6. Tweet about your profession, field of expertise,
industry: Use hashtags, lists
7. Don’t hard sell: If you are plugging your own
product/service, say so. Preface with “Shameless
plug…”
8. Have personal opinions but know when to draw
the line (you still represent the company 24/7).
Preface a personal opinion with IMHO, or “My
personal opinion is…”
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Scott Monty, ex-Ford
1. Always shows gratitude
2. Constantly corrects misinformation
3. Encourages conversation
CEO and founder of
Scott Monty Strategies,
@scottmonty, formerly
head of social media, @ford

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Frank Eliason, Citi, formerly of Comcast
EVP, Head of US Digital &
Customer Experience
for @ZenoGroup,
@frankeliason, formerly
@comcastcares, @askciti
4. Problem solver: Fields customer
support issues, re-directs to right person
5. Always helpful and adding value
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Lee Aase, Mayo Clinic
Director, Social Media, Mayo
http://tinyurl.com/smugu
@leeaase, @mayoclinic
6. Health tips
7. Sharing patient, inspiring stories
8. Promoting radio shows, webcasts

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“People relate to people,
not companies,”
Tony Hsieh, Zappos.com,
Zappos.com: Shoevangelism
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Case study: Zappos.com
• Free shipping, a 24/7 open call center, and 365-
day return policy.
• Turned an e-commerce shoe site into a US$1B
business in 10 years. Sold to Amazon.com
• Obsession with customer service, little
advertising, organic word-of-mouth
recommendations.
• Five weeks of employee training on culture,
core values, customer service. Uses Twitter as
communications channel.

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Twitter 101
1. A tweet is 140 characters long
2. RT: re-tweet other tweets you think are worth
repeating,
3. @username: used to reply to someone or
engage in a conversation or as a hat tip. This
a public tweet everyone can see. Eg:
@username message
4. dm or d followed by space, then name of
person eg: d username message OR click
Messages (next to Profile). You can’t send
private message to someone unless you both
follow each other (soon to be allowed)

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Twitter 101: Using #hashtags
5. The Hash Tag aka Pound Symbol [#] is
used to categorize tweets into topics,
events, trends.Hashtags are the Twitter
equivalent of keywords. eg: #socialmedia
6. Search specific hashtags and save those
searches for future reference.
7. Tip: Use a unique hashtag to promote a
contests, event or product eg:
#contest123 (make sure no one is using it
first)
8. #followfriday or #ff is used by a majority
to spotlight individuals they consider
worth following, not necessarily on Friday
Hashtag Fail: #MyNYPD backfires

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Short links
• Helps reduce character space. Became
popular with rise of Twitter
• Popular services: tinyurl.com, bit.ly
• Others: is.gd, snipurl.com, tr.im
• When posting a link, use Topsy.com to find
out how popular/timely the link already is
and whether your friends have already
tweeted/posted it.
• Bit.ly provides transparent stats: Add + sign
at the end of shortlink eg: bit.ly/123456+
1. 2.
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Must-know Twitter Basics
Settings: Profile
Time Zone/Location
Email Notifications
Design
Follow
Tweet
RT
Reply @Username
Shortlink
Messages(DM)
#hashtag
Favorite
Interactions
Mentions
Searches
Lists
Trends
Post a photo
Post a video
Post to Facebook
Selective Tweets
Block spammer
Who To Follow
Apps

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Twitter Cards
• https://dev.twitter.com/cards/getting-started
• http://www.socialmediaexaminer.com/twitter-cards-types/
29
30
Sample Twitter Accts/Lists
• Journalists on Twitter: http://muckrack.com
• List of Malaysian journalists:
http://twitter.com/trinetizen/malaysian-journalists
• List of Malaysian media:
http://twitter.com/trinetizen/malaysian-media
• List of Malaysian politicians:
http://twitter.com/trinetizen/malaysian-politicians
• List of Malaysian celebs:
http://twitter.com/trinetizen/malaysian-celebs
• List of Malaysian brands:
http://twitter.com/trinetizen/malaysian-brands

16
31
Useful Twitter apps
• Twitter clients: Tweetdeck, Ubersocial,
Hootsuite
• Twilert: Put in a keyword and get emails when
others tweet it
• ClickToTweet: Generate a tweetable
• Twellow, Twitterfall: Search for tweeple
• Twitter Photo, Instagram: Post photos
• Vine, Instagram Video: Post videos
• Periscope: Post live video
• TwitterCounter: Useful Twitter stats
• Tweetreach, Followerwonk.com: Analyze
reach
32
Outreach/CSR: Tweetups

17
33
•Raised RM11,000 + two desktop PCs
+ Broadband
•Destiny Starting Point, a home Klang
34
Celebs using Twitter
to promote their causes
http://twitter.com/JamieOliver
http://twitter.com/aplusk
http://twitter.com/RyanSeacrest
http://twitter.com/oprah
http://twitter.com/QueenRania
http://twitter.com/JimCarrey
http://twitter.com/BillGates
http://twitter.com/charlizeafrica
List: celebritytweet.com

18
35
Exercise: Twitter
• Go to Twitter (set up account, if you don’t already
have one)
• Find a news release from your site to tweet
• Make a shortlink using bit.ly of that story link
• Create 140-character tweet and add the short link
• Find people to follow
• Create a list
• Re-tweet another person’s tweet
• Post a photo

Twitter for Business checklist
Use this checklist to audit your own Twitter account and benchmark against your competitors.
1. Does it have an engaging and professional Cover photo? (1500X500 pixels)
2. Does it have an interesting Profile photo that is clear and easy to see? (400X400 pixels)
3. Does the Profile (Short Description just below Profile photo) describe the company
concisely? Does it have your website address and business location?
4. Is the admin posting regularly: __daily, __weekly?
5. Is the admin asking questions, providing tips, linking to company/industry news, adding
value, interacting with followers?
6. Is the admin sharing photos and videos in posts to try and get engagement?
7. Are followers favoriting, @mentioning, replying and retweeting posts?
8. Is the admin using hashtags appropriately?
9. Is the admin responding to comments promptly?
10. Is there unanswered posts on the Timeline?
11. Is the admin retweeting posts that correspond to company’s brand values?
12. Is the admin linking to useful content that others find worth mentioning?
13. Is the admin using shortlinks (bit.ly) to track popularity of posts?
14. Is the admin varying posts or regularly posting a themed post eg: Happy Monday, Green
Tip Tuesday, Quotable Wednesday, Retro Thursday, #FollowFriday ?
15. Is the admin following other accounts that are related to the company eg: Subsidiaries,
Brand Ambassadors, Causes, CSR-related organizations, Partners.
16. Does the admin create Lists and make them available for others to subscribe?
17. Does the company’s website link to the Twitter account?
18. Is the company using separate Twitter accounts for: awareness, branding, customer
support, marketing, sales, recruitment, CEO thought leadership, photos and videos?
19. Is the admin monitoring the Twitter performance through its analytics?
20. Is the admin using Twitter Cards to promote content from its website?

1
1
Module 3:
Social Media Crisis

2
1. One bad interview can ruin your
company’s reputation
3
2. You are already a brand ambassador
(so you need to know how to promote your
company’s agenda 24/7/365 to the media)
4

3
3. Perception matters -- media
visibility affects the bottom line
Takata shares plunge as
Honda drops supplier
BP profits slump after
huge oil spill charge
Uber hits back at claims of thousands of
rape and sexual assault complaints
Jury Orders J&J to Pay $72M in
Ovarian Cancer Talcum Powder
Case
Volkswagen Shares Dive
on New Emissions Woes
4. Speed matters
6

4
5. Being professional matters
7
8
8
Definitions
A crisis is an event or series
of events which can severely
damage the reputation of an
organisation. It can interrupt
normal workflow and threaten
the organisation’s very
existence.
Crisis communications is a
responsible programme to
minimize damage to a
company’s reputation through
active engagement and
communications with
employees, stakeholders, the
public and the media

5
9
Types of crises
• Financial: Bank run, hostile
takeover, government-forced
merger, sovereign defaults, stock
crash, bubbles, currency crises
• Corporate/legal: Lawsuits, anti-
trust, copyright infringement. Eg.
Microsoft.
• Brand terrorism: product
tampering, malicious rumours,
corporate espionage, hacking. Eg.
Tylenol.
• Medical: Mass hysteria, flu
outbreak, H1N1, SARS
• Natural disasters: Tsunami,
landslides, flash floods, freak
storms.
• Accidents: Vehicle crash, explosions,
careless handling of hazardous
material, fire
• Product/service failure: Product
recalls, faulty service. Eg. Firestone.
• Organizational misdeeds:
Management misconduct, deception,
financial fudging, stock manipulation,
kickbacks. Eg. Enron, Satyam, VW
• Workplace issues: Violence, sexual
harassment, discrimination
• Technological crises: eg: phishing
scam, skimming, systems crash, data
loss, software failure, blackouts. Eg.
KLSE crash.
• Confrontational: Boycotts, picketing,
sit-ins, strikes, blockade or occupation
of buildings
Types of crises
High business impact
Low business impact
Low probability High probability
Hostile takeover
Product incidents
Boycott
Class-action
lawsuit
Environmental
catastrophe Accident
on premises
Financial crisis Management
mistakes
Sabotage
Dismissals
Corruption
Sexual
harassment
Pressure group
actions
Strikes
IP copyright
infringement
Retrenchment
Trade sanctions

6
11
Online detection
Example warning signs:
• Rise in customer service
complaints online
• High criticism of services in social
media
• Negative sentiment of organisation
in online monitoring and tracking
tools
• Online media critical of inaction
• Unusual staff turnover, employee
discontent reflected in social
networks
• Infrastructure starting to break
down
12
Being proactive
1. Have planned responses, holding
statements ready
2. Cultivate strong relationships with editors,
influencers
3. Keep employees informed: nip rumours in
the bud on one-to-one basis
4. Go public on your website with denial if
required

7
Establishing your own social
media listening posts
• Resources: Internally monitor keywords via
search engines, alerts, dashboards, analytics
• Externally use an media monitoring agency to
measure mentions, sentiment, manage social
media channels, monitor keywords, competitors,
issues
• Build relationships with key influencers by
engaging with them online
• Build a social media response chart and assign
staff to monitor and take action where necessary
• Get management buy-in, draw up social media
policy and guidelines for staff engagement
Social media monitoring
and analytics
• Google Analytics
• Facebook Insights
• Twitter Analytics
• Buffer
• Hootsuite
• Kissmetrics
• Go Googol
• Sprout Social
• Meltwater
• Quintly
• Klout
• Socialbakers
• Moz Pro
• Sysomos Expion
• Isentia
Bonus: http://simplymeasured.com/freebies#/

8
Map out social media
response flow chart
15
Managing community
• Delete: Warn the poster, point to
guidelines, policy
• Ignore: Does not require response,
responding may do more harm
• Validate: Show gratitude, agree,
vouch for accuracy, add value to
point made
• Escalate: Requires higher authority
to act
• Re-direct: Poster’s grievance in
wrong channel or directed at wrong
person. Re-direct to right personnel

9
17
• What happened?
• When and where did it happen?
• Who is dead, injured or affected?
• How did it happen?
• Has it happened before?
• What parties were involved?
• What are you doing about it?
• When will it be resolved?
• Who is in charge?
• What is the extent of damage?
• Why did it happen?
• Will it happen again?
• What was the ‘real’ cause?
• Who is responsible?
• Who is to blame?
What the media wants in a crisis
18
Crisis Spokesperson:
Regret, Reason, Remedy
1. REGRET:
– Show genuine concern for victims, express regret,
apologize if necessary but be specific
– Say what needs to be said to victims and their families
– Who can the people affected call?
2. REASON:
– 5Ws 1H. Just the facts, do NOT speculate on How and
Why. If you do not know say you don’t know – pending
investigations
3. REMEDY:
– What are you doing to fix it?
– What resources have been allocated?
– Is the environment secure now? Is the public still at risk?
Is it safe to go there?
– How long is the remedial action going to take?
– When can we hear from you again?

10
19
When the media calls
1.“We know and here are the
facts.” (Holding statement)
2.“We don’t know everything at
this time. Here’s what we
know. We’ll find out more and
let you know by XX:00 time.”
3.“This is first we have heard of
it - but we’ll find out more and
get back to you.”
Note: Do not hang up or say
no comment!
20
Tools for responding to
media in a crisis
Traditional
• Holding statement
• Press release
• Fact sheet
• Q & A or F.A.Q.
• Press conference
• Memo or letter
• Advertisement
• One-on-one interview
• 24-hour hotline
Social media
• Light up dark site
• Fill with hourly/daily
updates on Facebook
or Twitter
• Video on YouTube
• Set up a blog or
feedback forum (*be
prepared to monitor)
• Crowd-sourced survivor
lists
• 5-digit SMS hotline

11
21
Who does what in crisis
communications
Crisis Management Team Leader:
• Collect all relevant information and get it to
communications
• In almost all circumstances, the incident
commander/crisis manager is main spokesperson on
the ground
Communications:
• Develop holding statements/Q&A/FAQ for use with
media
• Get spokesperson prepared, rehearse statement.
• Monitor news coverage
• Develop internal communications strategy/materials.
• Counsel the next course of actions for
communications
22
– Within two hours
• Holding statement
• Update online media
(post content on dark site)
• Inform staff
– Within six hours
• Press statement
• Press conference (if necessary)
• Produce sound clip/ TV footage
• Set up crisis hotline
– Within 24 hours
• Arrange interviews
• Gather third-party statements
– Within a few days
• Detailed discussions with journalists
• Personal discussions with media and key opinion leaders
• Internal media
• Place ads
All about speed

12
23
Holding statement: eg. Fire
• Provides the media with an initial statement of
facts that can be used immediately when crisis
breaks
• Answer the four Ws: Who, What, When, Where.
Explain WHAT the incident is. Identify WHO is
involved, tell WHERE and WHEN the incident
occurred, explain WHAT action is being taken to
respond to the incident.
• Do not speculate on the How, How Much or Why
if you do not know the answer yet. When in
doubt leave out.
• DO NOT disclose any names of dead or
injured until next-of-kin is informed. (Reporters may
get names from police or hospital. When you are ready to release
names, appeal to media to respect the privacy of family and relatives
in their time of bereavement.)
24
Example: Holding statement
At approximately 9am today, March 30, 2016, a
fire occurred at _____________.
All our employees evacuated the building safely.
The local police and fire services were alerted
and the situation is now contained.
Our immediate concerns are for the safety and
well-being of our staff and the public and to
minimize the impact to the surrounding area.
We will keep you updated as more details
become available. (Please check our
website/blog or call the hotline_____________)

13
25
Follow-up statement
• State whether fire is put out, any people injured
and surrounding community is secure.
• Show empathy, regret and appropriate concern for
victims, their families and those affected.
• State that the safety and security of your
customers and employees is always your highest
priority.
• Name the agencies you are working with – eg.
police, hospital, local council, fire department,
hazmat, search and rescue, enforcement – who
are responding to this incident.
• State whether investigations and related follow-up
activities are on-going.
Case studies
26

14
Case study: Worms in
Lipton lemon green tea
28
Case study: KFC employee
attacks customer

15
29
Social media amplifies crisis
30
KFC statements
Feb 7, 2012 Feb 9, 2012
Feb 8, 2012

16
31
Resolution
32
Do the right thing!

17
Case study: LRT danger
Group MD tweets
1.19pm Nov 23
1.21pm Nov 23

18
Facebook post Tweet @MyRapidKL
Re-tweet media tweets

19
37
LRT 2012: Old pic from 2006
posted as new
1. Be ready to act
fast
2. Get ahead of the
rumour mill
3. Act appropriately
for each crisis
38
“Woman dies in fire as BHP staff
refuse to loan fire extinguisher”
Sara Mateoi, mother of dead student, Florina Joseph. –The Star

20
39
Case study: BHP
• Trapped 27-year-old student
Florina Joseph screams for help
after crash with another car and
lorry.
• Passer-by Teo Chai Hong races
to nearby BHP to get a fire
extinguisher.
• Two attendants refuse to open
doors despite pleas and offer of
identity card.
• Teo returns to scene to see
student and car engulfed in
flames.
• Teo posts his account online.
• Media picks up story after it
spreads on social networks.
40
Social media impacts brands
Facebook protest group
Boycott inHumane Petrol
picks up 8,000 likes in 22
days.

21
41
Responses from BHP
1.BHP government relations manager Abdul Kaiyum: “Teo
was not acting calmly when asking for assistance. Neither
did they refer to their supervisor because it was past
midnight. The two of them previously had been attacked
and beaten up by assailants while on duty at the
station”June 3, 2010 Komunitikini
2."We regret this has happened. The incident took place at
3am. Thefts and robberies at service stations are common
during these hours. Thus staff at the service station were
only concerned and did not respond to the request as the
attendant could not see the accident which took place
some 300m away.” statement issued to Malay Mail, June
4, 2010.
42
3.BHP managing director Tan Kim Thiam had
expressed regret over the incident, saying the
attendants had refused to open their doors because
robberies were common at that hour. “The staff were
concerned and did not respond to the request as
they could not see the accident,” said Tan, who
declined to comment further. The Star, June 5, 2010
4.“As the BHP staff could not see the accident, then a
misunderstanding occurred with Teo claiming the
staff refused to hand him a fire extinguisher,” said a
BHP spokesperson who declined to be named.
Malaysiakini, June 8, 2010
(Note: Cancelled a press conference on June 7, 2010)

22
Exercise
In the four statements above what did BHP
lack in its first responses to the media?
1.
2.
3.
4.
5.
43
44
Do the right thing!

23
45
BP: Leadership matters
46
BP CEO’s Gaffes
• May 3: “Well, it wasn't our accident...The drilling rig was a
Transocean drilling rig. It was their rig and their equipment
that failed, run by their people and their processes.”
• May 14: “The Gulf of Mexico is a very big ocean. The
amount of volume of oil and dispersant we are putting into it
is tiny in relation to the total water volume.”
• May 18: “I think the environmental impact of this disaster is
likely to be very, very modest.”
• May 30: “We're sorry for the massive disruption it's caused
their lives. There's no one who wants this over more than I
do. I would like my life back.”
• May 31: “The oil is on the surface. There aren't any plumes.”
(Scientists had video images to prove otherwise)

24
47
48
The web community had already
hijacked the brand

25
49
50
They found fault everywhere
BP crisis command centre posted on official website

26
51
Original picture posted later
52
Bloggers say it was “photoshopped”

27
53
53
Dell laptop explodes
at Japanese conference
By INQUIRER.net newsdesk: Wednesday 21 June
2006
An Inquirer reader attending a conference in
Japan sat just feet away from a laptop computer
that suddenly exploded into flames, in what could
have been a deadly accident.
Gaston, our astonished reader reports: "The damn
thing was on fire and produced several explosions
for more than five minutes"…
For the record, this is a Dell machine," notes
Gaston. "It is only a matter of time until such an
incident breaks out on a plane," he suggests.
Our witness managed to catch all the action in
these amazing pictures….
54
54

28
55
55
56
56
Good news, get it out fast
Bad news, get it out faster!*
(*Caveat: Information is verified)

29
57
57
Dell to recall 4m laptop batteries
CNET News.com,August 14, 2006
Dell and the U.S. Consumer Product Safety
Commission plan to recall 4.1 million notebook
batteries on Tuesday, a company representative
confirmed.
The recall affects certain Inspiron, Latitude and
Precision mobile workstations shipped between April
2004 and July 18, 2006. Sony manufactured the
batteries that are being recalled, the representative
said.
This looks like the largest battery recall in the
history of the electronics industry, said Roger Kay,
an analyst with Endpoint Technologies Associates.
"The scale of it is phenomenal."
58
58
Sony delays response,
crisis lingers in public eye…
•Aug 15, 06: Dell recalls 4.1m batteries
•Aug 24, 06: Apple recalls 1.8m batteries
•Sept 15, 06: Virgin Atlantic, Qantas and Korean Air
ban use of Dell and Apple laptops on board its planes,
unless the battery removed
•Sept 28, 06:Lenovo/IBM: 526,000 batteries
•Sept 29, 06:Dell increases recall to 4.2m
•Sept 29, 06:Toshiba recalls 830,000 batteries

30
59
59
ThinkPad explodes in LAX airport,
posting on Gizmodo.com, Sept 16
“So we're waiting for a flight in the United lounge at LAX, this
guy comes running the wrong way, pushing other passengers
out of the way and quickly drops his laptop on the floor. The
thing immediately flares up like a giant firework for about 15
seconds, then catches fire….”
60
60
Charred remains of IBM
notebook on terminal floor

31
61
61
Crisis escalates and
spreads online
62
62
Sony finally responds…
Sept 30, 2006: Sony finally announces
global recall of 9.6 million PC batteries. The
recall and replacement would cost as much
as 50 billion yen (about US$423 million)….
…but profit plunges 94 percent for
July-Sept quarter

32
63
63
Dell’s Response
• Determines cause – battery supplier,
executes costly remedial action with safety in
mind.
• Liaises with authority: Works with U.S.
Consumer Product Safety Commission to
announce global recall of 4.1 million laptop
batteries.
• Used website: Sets up recall website for
customers to check affected units.
• Assures safety: Guarantees replacement
batteries are safe.
64
64
'Alien' substance caused Dell
notebook battery to ignite
By Julian Matthews, ZDNet Asia October 23, 2000.
KUALA LUMPUR – An 'alien' substance was mixed into the
production process of the battery that caused a Dell customer's
notebook to burst into flames and prompted a recall last week.
"As a result of analysis, we defined the cause of the short circuit
that occurred in one cell was due to mixing of an alien substance
at one production process," said Yoshiyuki Arikawa, a
spokesperson of battery-supplier Soft Energy Company, a unit of
Japanese consumer giant Sanyo Electric Co Ltd.
In the e-mail response to ZDNet Asia, Arikawa did not define what
the 'alien' substance could be or how it entered the production
process…
Arikawa added, "The defect rate should be very small since it’s a
specific occasion and (went through) normal inspection process
after. The defect is limited only to the 27,000-set lot to Dell."
Dell Computer recalled the 27,000 batteries with a promise to
replace them free of charge….

33
65
65
66
Sony execs’ bow not deep enough?
“We want to put this
behind us. I take this
problem seriously and
I want to finish the
replacement program
as quickly as possible
for the sake of our
users and corporate
customers,”
Corporate Executive Officer
Yutaka Nakagawa, Oct 24,
2006

34
67
68
Social Media Listening Command Center

35
69
CIMB and Maxis: One-to-one
customer complaint resolution
Crisis communications reactions
POOR
 Defensive – take it
personally
 Decline to
comment
 Deny or lie
 Deflect – taichi,
play blame game
 Downplay
BETTER
Accept – that it has
happened
Acknowledge – to those
affected, media, public
Assure – show you care,
calm fears
Apologize (if you have to)
and be specific, express
regret, suggest remedy
ACT – assess your allies,
plan your action, act out
your plan
70

36
71
Opportunities in a crisis:
What the media can do for you
• Help spread information to the public quickly
– Tell your side of the story, show you care
– Repudiate and get ahead of the rumour mill
– Reassure or calm the public
– Reinforce alerts, warnings, cautions
• Disseminate appeals for
– witnesses, feedback or volunteers
• Educate the public on the issue
– Gain empathy for your cause
– Show you are good corporate citizen
72
Best pro-active practices:
Social media and crisis comms
1. Formulate a crisis communications plan that
incorporates social media, update regularly
2. Role-play crisis scenarios with reactions from
social media
3. Train staff on crisis communications with social
media elements in simulation, use online
tracking tools
4. Meet and cultivate the media, first responders
through social media
5. Engage and connect with both on-the-ground
communities and online community, use online
tracking tools

37
Summary
• Social-media savvy activists,
detractors, brand terrorists can
easily organize against your
brand
• Your messaging must be
consistent – internally,
externally, online and offline.
But you can no longer control
the conversations and
reactions.
• Transparency, Integrity,
Accountability: The virtues of
corporate governance must be
embraced – all across the
board

Air Force Public Affairs Agency - Emerging Technology Division
Air Force Web Posting Response Assessment V.2
FINAL EVALUATION
Write response for current
circumstances only.
Will you respond?
MONITOR ONLY
Avoid responding to
specific posts,monitor
the site for relevant
information and
comments. Notify HQ.
FIX THE FACTS
Do you wish to respond
with factual information
directly on the comment
board?
(See Response
Considerations)
RESTORATION
Do you wish to rectify
the situation and act
upon a reasonable
solution?
(See Response
Considerations)
“TROLLS”
Is this a site dedicated to
bashing and degrading others?
“RAGER”
Is the posting a rant,rage,joke
or satirical in nature?
“MISGUIDED”
Are there erroneous facts
in the posting?
“UNHAPPY CUSTOMER”
Is the posting a result of a
negative experience?
NO YES
YES
YES
NO
NO
NO
TRANSPARENCY SOURCING TIMELINESS TONE INFLUENCE
Disclose your
Air Force
connection.
Cite your sources
by including
hyperlinks, video,
images or other
references.
Take time to
create good
responses.
Don’t rush.
Respond in a tone
that reflects
highly on the rich
heritage of the
Air Force.
Focus on the
most used sites
related to the
Air Force.
RESPONSE CONSIDERATIONS
SHARE SUCCESS
Do you wish to proactively share
your story and your mission?
(See Response Considerations)
YES
YES
YES
Has someone discovered a post
about the organization?
Is it positive or balanced?
Web Posting
NO
Let Stand
Let the post
stand -- no
response.
CONCURRENCE
A factual and well cited response,
which may agree or disagree with
the post,yet is not factually
erroneous, a rant or rage,bashing
or negative in nature.
You can concur with the post,let
stand or provide a positive review.
Do you want to respond?
Contact Information
Phone: 703-696-1158
E-mail: afbluetube@gmail.com
NO
DISCOVERY
Evaluate
Respond
YES YES
YES

Be honest about
who you are
If the conversation relates to our business
or our industry, you should identify yourself
as working for Ford Motor Company in
the content of your post/comment/other
content. Not only is this the ethical thing
to do, but in some countries, like the
U.S., there may be personal liability under
Federal Trade Commission regulations if
you don’t. Best practice is always to be
honest about who you are without giving
out detailed personal information.
Make it clear that
the views expressed
are yours
Include the following notice somewhere in
every social media profile you maintain: “I
work at Ford, but this is my own opinion
and is not the opinion of Ford Motor
Company.”
You speak for yourself,
but your actions reflect
those of Ford Motor
Company
Unless you have been authorized by
Communications, you cannot speak on
behalf of Ford Motor Company. Do not
portray yourself as a spokesperson, even
an “unofficial” spokesperson, on issues
relating to Ford Motor Company. Realize
that people may likely form an opinion
about the Company based on the behavior
of its personnel.
Use your common
sense
It’s good business practice for companies
(and individuals) to keep certain topics
confidential. Respect confidentiality.
Refrain from speculation on the future
of the Company and its products. Keep
topics focused to matters of public record
when speaking about the Company or
the automotive industry. Do not disclose
non-public Company information or the
personal information of others.
Mind your manners
Treat past and present co-workers, other
personnel, suppliers, consumers, partners,
competitors, Ford Motor Company, and
yourself with respect. Avoid posting
materials or comments that may be seen
as offensive, demeaning, inappropriate,
threatening, or abusive. Acknowledge
differences of opinion. Respectfully
withdraw from discussions that go off topic
or become profane.
The Internet is a
public space
Consider everything you post to the
Internet the same as anything you would
post to a physical bulletin board or
submit to a newspaper. Many eyes may
fall upon your words, including those of
reporters, consumers, your manager and
the competition. Assume that all of these
people will be reading every post, no matter
how obscure or secure the site to which
you are posting may seem.
The Internet remembers
Search engines and other technologies
make it virtually impossible to take
something back. Be sure you mean what
you say, and say what you mean.
An official response
may be needed
If you spot a potential issue and believe
an official Company response is needed,
bring it to the attention of a member of
the Communications team or the Legal
office before it reaches a crisis situation.
Potential issues can often be resolved
more effectively and efficiently if they are
identified quickly.
Respect the privacy of
offline conversations
Protect your co-workers and our partners
by refraining from sharing their personal
information or any conversations or
statements unless you have their written
permission to do so. Bringing someone
else into an online conversation without
their permission can be destructive to a
relationship, cause misunderstandings or
violate laws, commercial contracts and/or
confidentiality agreements.
Same rules and laws
apply: New medium,
no surprise
Due to the nature of the digital medium,
extra diligence is required in respecting
intellectual property (such as copyright and
trademark), financial disclosure laws, false
advertising and the like. Also, refer people
with vehicle or repair concerns to the
dealer or customer relations (Contact Ford
at http://www.ford.com/owner-services/
customer-support/contact-ford). If anyone
has a new idea for the Company, refer them
to “Your Ideas” on The Ford Story.
When in doubt, ask
If you have any questions about what is
appropriate, play it smart and check with
a member of the Communications team or
the Legal office before posting.
These guidelines are meant to provide a simple and clear guide to online communications for Ford
Motor Company personnel. For a more detailed look at the guidelines and potential implications
for failing to follow them, please visit our internal resources on HR Online or FordLaw.
We have advised our personnel to observe these guidelines when participating in an online conversation regarding
Ford or the automotive industry. These are a summary of our ethical policies. Ford personnel should refer to the
more detailed information available within the Company.
Ford Motor Company’s Digital Participation Guidelines
In brief, our guidelines for engaging
on the social Web consist of the
following core principles:
1. Honesty about
who you are
2. Clarity that your
opinions are your own
3. Respect and humility
in all communication
4. Good judgment in
sharing only public
information – including
financial data
5. Awareness that what
you say is permanent
Guidelines
08/2010

SOCIAL MEDIA CRISIS: LEVELS AND RESPONSES
LEVEL CRISIS CHARACTERISTICS RESPONSES
• Management have been detained, resigned or left
country.
• Intense scrutiny of media has caused complete
business disruption.
5
BLACKOUT
• Crisis has reached a point where any engagement
with the media will worsen situation.
• No recommended response until new
leadership is appointed.
• Media have immediate and urgent need for
information about the crisis, fatalities, injured,
missing.
• CEO/spokesperson may need to hold
press conference and provide statement
of empathy/caring for fatalities, injured,
missing or inconvenienced and their kin.
Acknowledge failures, be transparent
with action plan.
• One or more groups or individuals express anger or
outrage through rally, boycott or protest.
Community and stakeholders voice concerns.
4As: 1. Assure: calm fears, show you care,
2. Accept Acknowledge 3. Apologize:
(But only if you have to) and be specific
4. Act – fix it.
• Broadcast, print media appear on-site for live
coverage.
• On-site spokesperson provided with
messaging. Record and edit interview for
social media channels.
4
HIGHLY
INTENSE
• Social media rife with theories and rumours. • Respond in kind for specific social media
channels. Correct inaccuracies. Be
consistent in messaging on all media.

• Crisis causes growing attention from local media.
Online media sites post reports.
• Respond with online press statement
and timely updates on social media
channels. Speak to editors to bargain for
time, if required.
•Media contacts non-staff for information about the
crisis.
•Get ahead of rumour mill with accurate
messaging. Monitor social media
channels and respond appropriately.
• Stakeholders, service providers and community
partners need updates.
•Provide consistent external and internal
messaging.
3
INTENSE
•Affected and potentially affected parties are likely to
talk to the media.
•Provide affected parties with satisfactory
resolution.
• Situation/crisis may/may not have occurred; it is
attracting slow, but steady online media coverage.
• Monitor closely, prepare holding
statement. Dispel rumours, if any.
• External stakeholders receive media inquiries. • Provide facts and consistent messaging.
2
MODERATE
• The public at large is aware of the situation/event
and it is attracting a little attention online.
• Calm fears, neutralize anxiety with
appropriate online responses.
• Situation/crisis attracts little or no attention.
Commenter/blogger has few followers.
• Can ignore but provide guidelines
reminder to commenter/blogger, if
required.
• No media enquiries are received. • No response required.
1
NEUTRAL
• Public is virtually unaware of situation/crisis. • Monitor for eruptions.
• Positive comments and feedback. • Say thank you, show gratitude publicly.0
ALL GOOD • Community is self-policing, respectful. • Doesn’t require stringent monitoring.

1
1
Module 4:
Strategy and Analytics
Building the community
2
Determine where you are today
Level 0: Near-zero use of social media
Level 1: Passive integration
Level 2: Limited integration, some
commitment
Level 3: Committed to strategy, integration,
training
Level 4: Full turnaround, seamless
integration

2
3
Level 0
No social media strategy, planning, training
• Management sees social media as time-wasting,
unproductive and not aligned to business goals.
• All employees are banned from use of social media
during office hours.
• Employees steal time to view social media feeds via
smartphones or “illegal” access on office PCs.
• All communication still relying on traditional means.
• Rivals start implementing social media tactics and
start showing results.
4
Level 1: 90 degrees
Passive integration
• Management allowed access to social media but still
views social media with suspicion or as a passing
fad. Does not see integration as important to
business goals.
• Employees are allowed to implement social media
tactics on their own, with little or no management
support or direction.
• A marketing or communications exec may
collaborate with an ad agency or outside consultant
on a single project.
• An occasional deal struck whereby social media
elements are introduced in an important event or
activity – product launch, promo or contest.

3
5
Level 2: 180 degrees
Limited commitment, some integration
•Management curious about benefits and integration
process, but still without a defined strategy,
budget, timetable and training process
•Employees experiment with social media, some
training available, social media policy adopted
•A social media lead may be appointed at junior level
in some departments
•Communication and marketing teams see clear
benefits and integrates social media in planning but
still working in silos
•Social media integration starting to be planned in
advance rather than as an afterthought
6
Commitment to social media
strategy, integration and training
• Social media integration under implementation.
• Appointment of social business-savvy director at board
level. Management team have budgetary and
managerial power for social media integration, and
a social media lead for the integration process.
• Full commitment to ongoing training required for
social media integration in production, management,
communication, marketing, sales, human resources
and innovation.
• Social media strategy rolled out through cross-
functional, multi-department teams.

4
7
Full turnaround, seamless integration
• Employees and management not learning about
social media, they are living it. No distinction
among new or old staff in social media-savviness.
• Company transformed into a “social business
engine.”
• Processes in place where social media is a primary
source of revenue-generation.
• Management decisions flow from a social media
perspective, all business processes are fully
integrated with social media platforms and channels.
• All internal and external communication is rich with
community elements; constant feedback loop;
transparent and accountable processes in place.
Engagement: Richness and reach
REACH
RICHNESS
Strong potential to explode
- Devoted social team, tight
community
- Seeding conversations,
adding value
- Risk-averse, conservative
and not open to new ideas
Eg: Viral videos
- May not reflect your brand
values
- Easily forgotten
- If badly executed can do
damage to your reputation
- Flashy, bells and whistles
but no real tangible ROI
Social media complacency
- No resources devoted to
actually connect with
audience
- Ignore online complaints
and feedback
- Poor response times
Real connection with real
people
- Followers are brand
ambassadors
- Your community will defend
you in times of crisis
- Listen, connect, add value
and measure engagement
- Take engagement seriously

5
9
Social media: strategic planning
1.Objectives = the broad goals and the
measurable steps to achieve them
2.Identify key target audiences, platforms
3.Tactics = the activities, apps, tools,
channels you will use, including offline
activities
4.Resources: internal, external
5.Budget
6.Metrics, KPIs, success criteria
10
1a. Objectives: Examples
• Improve internal
communication
• Improve external
communication with
media, vendors,
suppliers, partners
• Connect and engage
with present customers
where they are
• Increase customers,
generate leads, drive
sales
• Reach and educate
new customers
• Build awareness of
products and services
• Humanize brand,
service, management
team
• Establish thought
leadership, become
subject matter expert,
go-to industry
spokesperson

6
11
1b. Objectives: Specifics
Example: Improve external
communications with the media
– Challenges: Media lacks information
about our products and services, technical
expertise to cover event
– Execution: Set up a closed group to reach
specific reporters to connect informally,
educate and inform them about new
products and services that may result in
stories in media
12
2. Identify key audiences, platforms
• Objective: Connect and engage with
present customers where they are.
– Challenge: Unaware of which social networks
customers are using and what they are saying
– Execution:
• Run a survey of present customer base
• Listen and monitor conversations
• Follow product ‘keywords’
• Determine content shared in which platforms
• Identify critics, rivals
• Identify gaps in which you can add value

7
13
Spectators/Watchers
Sharers
Commenters
Producers
Curators
Engagement pyramid
Source: Open Leadership, Charlene Li
14
Advocacy: Help the fanbase
Fanboy/girls: People who
help promote your brand or
product or service online
because they like it.
“Help them help you.”
Ideas: Blogger/Facebook fan outreach
programme. Provide content they can use,
link, share, mashup, send to others.Eg:
videos, widgets, free fun apps, games, prizes
for their readers.

8
15
3. Tactics and methods
• Choose platform: Blogging, Facebook,
Twitter, Pinterest, Instagran, YouTube
• Apps or tools: Free or custom-built
• What activities?
– Contests, conferences, events, concerts
themed monthly features, video uploads,
community activities
• Offline activities:
– Outreach programmes, tweetups,
exclusive giveaways for loyal customers,
community gatherings
16
3. Tactics: Examples
Platform Description Objectives
Internal blog
Multiple individual/group
blogs
Gauge social media talent:
For employees and interns
only
Internal forums Technology discussions
Better communication, support
for customers
LinkedIn Business networking
Engagement: Make
employees, partners, suppliers
upload profiles, start a group
Facebook Group Collaborative publishing
Improve knowledge database
– open to employees,
partners, customers, students
Facebook Page
Showcasing new products,
services, launches, events
Engagement with advocates
Twitter Microblogging, open
Engagement, brand
awareness, media relations
YouTube CEO’s speeches, talks
Promote CEO thought
leadership, start conversations

9
17
4. Resources: Internal, external
•What can the company handle?
•What resources can we dedicate
in terms of people, tech, etc?
•Accept that staff, customers may
be critical or negative.
•If the company’s culture is top-
down, command-and-control,
you need to break mold by
seeking third-party expert help.
•Third-party may not have share
authentic voice of company
18
Internal resources: The rollout
• Fail fast: People will appreciate transparency. Don’t fear
failures - first time you screw up, try again.
• Lobby: Personal motivations matter: eg: if there’s someone
wanting a promotion approach them individually. Get them
on board and to champion project early so they can claim
benefit later on. It’s all lobbying skills.
• Champion: Champions come from all depts. Age is not an
issue. Just because someone is young doesn’t mean he/her
is innately ‘digital.’
• Skeptics: Get some pessimists and skeptics
on board. Give them the tools, learn from
their criticisms.

10
19
Scenario 2: SWAT team: Get a small
team sneakily doing something and rack up
some small wins. (This method can backfire
though. Eg: A page that attracts attacks.)
4. Resources: scenarios
Scenario 1: Corporate-wide awareness
training: Drum up support for social media, identify
talent, bring in trainers, speakers.
Scenario 3: Start small with a few
external committed bloggers, social
networkers and tweeters and roll out
wider if necessary.
NOTE: Document successes and failures
and lessons from above.
20
5. Budget
• Agency costs
• Custom-built apps
• Web design
• Additional internal staff
• External freelancers: bloggers, writers,
photographers, videographers, designers
• Prizes and giveaways
• Sponsorship for events

11
21
6. Metrics, KPIs, success criteria
• You cannot improve what you don’t
measure
• Quantitative and qualitive metrics
• Set up monitoring tools to measure
downloads, views, followers, likes,
engagement, sentiment
• Don’t be afraid to set high numbers,
ambitious goals to grow community
• Constantly challenge the team
Measure sentiment
• Presence: Followers, fans, mentions, likes, reactions,
reach, inbound links, blog subscribers
• Engagement: Retweets, social shares, comments,
referral traffic
• Influence: Share of voice, net promoter (vs
detractor), sentiment, number of influencers, post
reach, potential reach, video views
• Action and ROI: Conversions, click-thru-rate, sales
revs, issues resolved, costs per lead, lead conversion
rate, customer lifetime value
Source: https://blog.hootsuite.com/social-
media-kpis-key-performance-indicators/

12
23
On management buy-in
ROI: There is no silver bullet to building a
business case
• The 1st question is often ‘How can this make money?’ but it
should be ‘How can we help our customers?’
• Evaluate the cost to achieve the same by traditional means
ie: print advertising, marketing, support and IT dept costs.
• Justification: “If we don’t, our competitors will take market
share.”
• Financial Dept: Give them the numbers.
• HR: Talk about staff retention.
• IT: Talk about leverage to buy new toys.
• Legal: Aim of legal dept is to reduce risk to zero. Businesses
work by taking and managing risks.
• Executive buy-in will expedite the financial, legal, HR teams
getting on board.
24
Social media policy: example
•Use common sense (don’t piss off
your boss)
•Do not post entries that are
personal attacks or culturally
sensitive or religiously offensive
•Do not discuss unreleased
products and features
•Post a standard company
disclaimer on your blog, profile
page and disclose affiliation to
company or specific projects
•If you post all or parts of an
internal email, conceal the names
of the sender and recipients
• When expressing an opinion,
emphasize that you speak only for
yourself, beginning a sentence
with IMHO
• If you doubt the appropriateness
of a post, ask a peer what they
think and then read it again the
next day as if it were headline in a
newspaper.
• Do not post too much noise (ie:
inane accounts of your boredom
with life)
• Respect the platform, be an adult
• Keep it friendly, and have fun
• Be wary of copyright issues
EG: http://channel9.msdn.com/About/
http://womma.org/blogger/read
http://www.intel.com/sites/sitewide/en_US/social-media.htm

13
25
Dealing with the trolls
Source: Forrester Research
26
Signs of success… on Google
When company or brand is Googled:
1. Leads me to company website, Facebook page, Twitter
account, official blog, other owned media or staff’s social
media pages
2. Leads to news stories, active discussions and commentary
on social media sites on issues related to company
3. Does not lead to something controversial or negative,
(unless a lesson to be learnt)
When staff are individually Googled:
1. Doesn’t come up blank.
2. Leads me to their online blog, webpage or social media
profiles and company is identified.

14
27
Signs of success on blogs
 They have interesting things to say about your CEO, your
company, products, services and your industry
 They share and link regularly to interesting ideas, stories and
posts from your official accounts
 They provide glimpses into how you are humanizing your
brand for them
 They do not bad-mouth your company or staff (caveat: unless
there is a lesson worth learning)
 They seem genuine and honest in their opinions of your front-
facing staff, company, brand, products, services
Adapted from Boris Epstein, CEO and Founder
of BINC
28
Signs that your social media
strategy is working on Twitter
 You often find positive tweets about your
company, many re-tweets of your posts
 Your replies are viewed positively and seem
genuine and authentic
 Your official account is growing steadily and as
a diverse set of followers
 You keep a healthy balance between personal
and professional tweets
 You engage in discussions related to your
business and seem to be an authority in your
field

15
29
Signs your community is
working on Facebook
 Community is responding well to your regular
updates with increased Likes, Shares, Comments
 Fans sign up on your Events fast
 Fans leave comments and show genuine interest
in wanting to engage with brand and admins
 Fans are enthused and constantly finding new
content to keep conversations fresh.
 Fans find updates relevant to their profession and
industry
30
Signs of success on LinkedIn
Users in your group have complete profiles
They make genuine recommendations
about peers, managers and colleagues
They voluntarily answer questions
They are linking to their employer, blog and
other projects of interest.
They are participating and getting involved
discussion in the community.

16
2016 and beyond
1. It’s early days yet… go for it.
2. Be a sponge: Learn as much as you can, all
day, everyday, from anyone.
3. Begin with the end in mind: Plan how you will
integrate your new skills with workflow
immediately. Have incentives and rewards in
place.
4. There are no shortcuts: Building online
communities around social content takes time;
your entire team AND your community needs to
be behind you.
5. Expect to fail: It is still a period of
experimentation so try, fail, try, fail, try, fail, try
again.
6. You will get better at it.
7. People will care, if you care.
32

BLOGGING – mapping a strategy
Objectives:
Examples of specific target objectives: Launch date: July 1, 2016.
1. Post four blog posts a month.
2. Increase website traffic in terms of unique visitors by 25% every month until Dec 1, 2016.
3. Increase email list sign-ups and RSS feed subscribers by 5000 names by Dec 1, 2016.
4. Increase PR value of print mentions of blog posts by 25% by Dec 1, 2016.
5. Increase Facebook likes and mentions of blog posts to 5000 by Dec 1, 2016.
6. Increase Twitter mentions, retweets, @replies of links to blog posts by 25% by Dec 1, 2016.
7. Increase referral traffic to primary website from blog by 25% by Dec 1, 2016.
8. Identify top 25 influencers on blogs, Facebook and Twitter who help link to current blog posts,
repost, and spread the word via social media and have one offline event every three months
to build relationships by Dec 1, 2016.
9. Post one video per month to tell stories of impact our corporation by Dec 1, 2016.
10. Conduct two audience surveys per year to determine how to expand, grow, and diversify
social media presence for 2016-2017.
Type:
1. CEO Insights
2. Internal staff
3. Technical Support
4. Public Relations
5. Investor Relations
6. CSR, Cause
7. Corporate Culture
8. Green initiatives
9. Brand ambassador/Mascot
10. Employee focus
11. Customer evangelists
12. Direct sales
13. Event-centered
14. How-to, Instructional, Tips
15. Sports
16. Travel
17. Community
18. Health
Authors: Single author | Multiple authors-single blog | Multiple authors and multiple blogs |
Media: The blog will primarily be: Text | Audio | Photos | Video
Platform: Wordpress | Blogger | Tumblr | Drupal | Customised Blog____________
Topic titles:
1. 10 Reasons Why I Like Working For ______
2. How We Learnt To Save Money On ______
3. 10 Ways to Get Customers to Like You.
4. The Secret of Getting the Best Deals/Price for Your _______
5. Top Gadgets We Hope To Get Our Hands On This Year.
6. Is _____ Worth the Money?
7. Everything You Need to Know About _____

8. Seven Audacious and Creative Ideas
9. How to Get More _____ in Half the Time
10. A Funny Thing Happened Today
11. Seven Tips I Would Give A _____
12. What I Learnt From This (Movie Star/Celebrity/Icon/Leader/Employee)
13. 10 Ways You Can Improve Your _______
14. Plan the Perfect/Ultimate ______
15. 10 Things To Do When You Are Bored in ______
16. What To Do When You Lose Someone You Love
17. 7 Signs You Need to Change Your _______
18. 10 Myths About (Product/Service/Industry/Employees/CEO)
19. Is_____ a Dying Breed?
20. How to Beat the Fear of _____
21. 10 ____ Scams and How to Avoid Them
22. How to Secure Your _____
23. 7 Most Scary Facts About ____ And How To Overcome Them
24. Get Rid of Your _____ Once and For All
25. What Your ____ Is Not Telling You About _______
26. Beware of ______ and How to Spot them
27. 10 Ways Not to Lose Sleep Over ______
28. Why I Loved This (Movie/TVSeries/Book/Show/Performance)
29. The Unseen/Biggest Dangers of _____
30. Dos and Don'ts of _____
31. 21 Ways to Screw Up on _____
32. 7 Danger Signs That You Are _____
33. Facts and Fiction About _____
34. Truth, Lies Videotape
35. What Everyone Ought to Know about ______
36. Take Our Personality Test
37. The Secret of Successful _____
38. How to Spot a Fake ______
39. Special Report On Our Latest (Product/Service/Launch/Event)
40. Tricks of the Trade
41. Our Secret Method That is Helping to _____
42. 10 Tips From The Experts On ______
43. Best and Worst _____of 2016
44. The World’s Worst Ever _____
45. Conversations With My Team on _____
46. My Interview With _____
47. Why I Learnt Since I Started _____
48. What I Would Do If I Became (President/Prime Minister/Head of)
49. Why We Want To Improve The _____
50. Our Best Ideas in 2016
Measurement Tools: Google Analytics | Customised Tracker | External Audits
___________________________________________________________________________
Quantity: Pageviews, unique visitors, time spent, PR value, number of comments, number of
subscribers, number of likes, number of mentions, number of re-tweets, number of downloads,
number of embeds, savings generated from support costs, sales revenue
Quality: Issues resolved, positive comments generated, learning points, increased engagement,
crisis averted, discovered new cost-savings method, understand customer pain points better
Link
65 ways to drive traffic to your blog: http://bit.ly/65ways

Twitter channel – mapping a strategy
Objectives:
Examples of specific target objectives: Launch date: July 1, 2016.
1. Post ____ tweets a month.
2. Increase referral traffic to primary website from twitter channel in terms of unique
visitors/pageviews by 25% every month until Dec 1, 2016.
3. Increase followers by 5000 by Dec 1, 2016.
4. Increase RTs, @mentions or replies by 1,000 by Dec 1, 2016
5. Increase PR value of print mentions of Twitter account by 25% by Dec 1, 2016.
6. Increase Facebook likes and mentions of blog posts to 1000 by Dec 1, 2016.
7. Increase newsletter email list sign-ups by 5000 names by Dec 1, 2016.
8. Increase referral traffic to primary website from blog and Twitter acct by 25% by Dec 1, 2016.
9. Identify top 25 influencers on Twitter who help RT or @mention tweets and spread the word
via social media and have one offline event every three months to build relationships.
10. Post 300 photos a month via Twitter and measure pageviews.
11. Post four videos per month and measure impact via Twitter.
12. Conduct two audience surveys per year to determine how to expand, grow, and diversify
social media presence for 2016-2017.
Type of channel:
1. CEO
2. One-to-one customer resolution
3. Media channel: Connecting with
journalists/editors
4. Investor support
5. Professional networking
6. CSR: Cause, Foundation, Charity
7. Green initiatives
8. Brand ambassador/Mascot
9. Photo stream
10. Specific event run-up
11. Contests
12. Internal employee communication
13. Proactive monitoring and crisis
management
14. Community Engagement
15. Direct sales or lead generation
16. How-to, Instructional, Tips
17. Insider views
18. Mentoring or recruitment
19. Health or Sports issues
20. Promote blog, Facebook Brand
Page, Website
Resources: Who will tweet
1. Single author: CEO | Spokesperson | Social Media Lead | Fictional character |
Mascot | Brand Ambassador
2. Multiple authors: Single department | Social Media Team | Cross-department
leads
3. Multiple authors and multiple twitter channels:________________
Media: The Twitter channel will primarily be: Text | Audio | Photos | Video

Tweet Ideas:
1. Set a theme every week/month then tweet accordingly
2. Quotes from the CEO
3. 10 reasons why you should invest in__________ #1
4. 5 things you didn’t know about (Product/Service/Launch/Event)
5. Customer testimonials
6. A funny thing happened at work today
7. Tips for getting the best deals on________
8. How to save money on_______
9. Ask a question every ________day, eg: What did you learn on your last holiday?
10. Organise weekly giveaways with quick tweet quizzes.
11. Top gadgets in your locale
12. Twitter tricks using your mobile phone
13. Everything you need to know about ________ but were afraid to ask
14. Work tips: How to get more from ________
15. 10 ways you can improve your ________
16. What I learnt from this (Movie Star/Celebrity/Icon/Leader/Employee)
17. Why I loved this (Movie/TVSeries/Book/Show/Performance)
18. 10 myths about our (Product/Service/Industry/Employees/CEO)
19. 10 ____ scams and how to avoid them
20. 7 most scary facts about ______ and how to overcome them
21. Dos and don'ts of _____
Scheduling:
1. How often will you tweet: ____________ per day/week/month.
2. Who will monitor tweets on off-work hours: Alternate staff | Third-party | Automated
Monitoring and Measurement Tools:
Free tracker | Customised Tracker | Third-party Audits
___________________________________________________________________________
Quantity: Number of tweets, number of re-tweets, number of mentions, number of tweet
conversations, number of followers, pageviews, unique visitors, link popularity, savings
generated from support costs, sales revenue
Quality: Issues resolved, positive tweets generated, learning points, increased engagement,
crisis averted, discovered new cost-savings method, tips from followers, understand customer
pain points better
Budget:
Web designer: ______________
App developer: _______________
Monitoring or tracking tool: ________________
Third-party audit:_______________
Paid tweeters to cover an event:______________
Tweetups:________________
Examples:
@zappos
@jetblue
@comcastcares
@mayoclinic
@starbucks
@dominos
@scottmonty
@CIMB_Assists
@MaxisListens

1
Social Media Strategy – template
This guide covers all the elements necessary for pulling together your strategy such as:
setting objectives, agreeing on principles, developing messages and branding,
prioritising audiences, choosing channels and platforms, planning activities, estimating
time, estimating budget and evaluating success.
1. Objectives of Social Media Campaign
A very a short summary/statement of the programme/campaign
You do not need to restate the full objectives of the programme itself. It is important to
remember that we are already aware of these. This should be the publicity 'pitch' for the
programme – concise, clear, engaging and user friendly.
2. Communications objectives, principles and key messages
A clear detailed statement of the objectives in communicating the principles underpinning this
strategy and your key messages. These should be aligned with the objectives of the
programme/campaign.

2
3. Key Audiences
Who are you communicating with – a detailed description of your key audience and target
user groups. What are your priorities? Include what they already may know about you. What
do you think they should know? And do break down the users into sub-categories and add
engagement already made, if any on current social networks.

3
4. Target audience ranked by
importance
Preferred/appropriate channel of
communication
How are you going to communicate, what is the most appropriate channel – blogging, social
networks, microblogging, photo-sharing, video-sharing, mobile networks, gaming platforms.
Consider offline ways you may want to engage as well: a newsletter, a large conference,
networking lunch, workshop, an evening outreach reception, promotional literature, regional
seminars?
You will probably have several channels that are appropriate

4
5. Achieving your objectives – working project plan
Full details of all the relevant communications activities developed into a working project plan
with deadlines and responsibilities. Remember to include key milestones and review dates,
think carefully about cost, include staff and consultants, also how will you evaluate success?
Below are some suggested groupings, the table is led by activity but you may well want to
have one for each year of activity.
Social Media Communications plans are living documents and will need regular reviewing
and updating.
Activity Budget
/resources
Deadline/timeframe Success criteria
Identity/Branding
Subtotal
Internal
communication
Subtotal
Media relations
Subtotal
Marketing
Subtotal
Publicity materials

5
Subtotal
Events
Subtotal
Website design
Subtotal
Total
6. Evaluating Success
How will you know if you have succeeded and met your objectives? How are you going to
evaluate your success, what performance indicators and evaluating measures will you use.
Break it up into quantitative (eg: Page views, Number of comments, Downloads, Followers,
Fans, Embeds, Mentions, Trackbacks, Number of RT, savings in support costs) or
qualitative: (Were comments, positive/negative/neutral? Did we learn something about our
customers that we didn’t know before? Did our customers learn something about us?
Were we able to engage our customers in new conversations?)
Day/Week/Month Platform 1 Platform 2 Platform 3 Platform 4
Pageviews
Unique Visitors
Average timespent
No. of Downloads
No. of Embeds
No. of Comments
No. of Followers
No. of Following
No. of Fans
No. of Likes

Social Media PR, Day 3, PR Bootcamp 2016

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