1. Social media The place for risk and new ideas Sarah EvansSevans Strategysarah@sevansstrategy.com Twitter: @PRsarahevans Skype: PRsarahevans AIM: PRsarahevans Linkedin: linkedin.com/in/prsarahevans #socmedrisk

2. I’m not selling snake oil. Hashtag: #socmedrisk

3. Social media are PART OF online communities Social networking (i.e. Twitter, Facebook) Social bookmarking (i.e. Digg, Delicious) Broadband content Gaming (i.e. video games, entertainment) Blogs (i.e. Wordpress, Blogger, TypePad) Consumer generated media Mobile content or gaming access Wikis (i.e. Wikipedia) Video sharing (i.e. YouTube) Photo sharing (i.e. Flickr, Photobucket) Presentation sharing (i.e. Slideshare, Scribd)

4. Corporate Communicators of Yesteryear Message management; “issued” message Disclaim, disclaim, disclaim Scripted Unseen Several levels of approval “Let’s put together a press release.” Newsletters Managing content of corporate website Hashtag: #socmedrisk

5. Corporate Communicators of the NOW! Trusted advisor, “at the table” Start a conversation via multiple platforms Unscripted (for the most part) Build relationships with media Engage stakeholders to share stories and opinions in a public format Multimedia approach PERSONAL relations Available outside 9 – 5 Visible in public Hashtag: #socmedrisk

7. Let’s chat

8. I’m a part of something

9. You’re not hiding

10. Someone heard me

11. Join in/have fun

12. Find the talkers

13. Follow upInstantaneous Conversation Community Transparency Listen Participatory Monitor Respond Hashtag: #socmedrisk

14. ENTER social media enter R I S K Hashtag: #socmedrisk

15. Define risk It doesn’t have to make your legal team cringe What are you WILLING to do? Appropriate risk aligned with your brand Probably not okay for the CDC to make a spoof about getting H1NI from bacon Small steps (but see movement) Print to electronic (save a tree) Register your accounts Ask your community A question For ideas

16. Contests Funniest texting error Win a [insert prize] Personality Colonel Tribune @aplusk & @mrskutcher Different Viral* Buzz Make up words Top Trends #followfriday Top 25 Things meme Don’t be afraid of F-U-N! *I’m going to address “viral” in an upcoming slide.

17. Not the place for disclaimer.

18. What if I make a mistake? You will People are forgiving Monitor and engage Just look at Dell

19. RISK Example #1: Online engagement Allow customers/stakeholders to vote, share opinionsand/or review your products ON your website Monitor sites like Twitter for those talking about you, your competitor(s) or similar topics, then RESPOND Take pictures at an event, post to Flickr, hand out a card to remind people to visit site Identify media outlets and blogs where your customers are, begin posting to articles as an employee

20. RISK Example #2: “We’ve always done it this way.” Make this next giveaway social media-friendly Move from print to electronic Include on your website and make compatible for mobile phones Instead of stickers, design a widget Dedicate advertising $ towards the development of a free iPhone app

21. Viral I’m breaking my own rule. *********DISLCAIMER: You can’t just “go” viral. ********* Humorous and surprising treatment of a topical issue (jibjab “elf yourself”/Officemax) Humorous and surprising treatment of an issue with focused appeal (WoW/Ozzy Osbourne cross-over commercial) Projection of a mundane situation or product in an outlandish light (Messin’ with Sasquatch ads/Beef Jurkey) Entertaining mashup of a classic property(Darth Vader parody) Trainwrecks(Appalachian State) Parlor Tricks (Daft Hands, NFL ‘Choose Me’ campaign) Schmaltz (stuff you get from your mom or dad) -This slide borrowed from Andy Beedle (abeedle.com) (@abeedle)

22. It’s not the be ALL end ALL Don’t underestimate traditional tactics Give it time If you build it they will come, sometimes Show results/successes CREATIVITY matters Don’t force an audience

23. Social media The place for risk and new ideas Sarah EvansSevans Strategysarah@sevansstrategy.com Twitter: @PRsarahevans Skype: PRsarahevans AIM: PRsarahevans Linkedin: linkedin.com/in/prsarahevans #socmedrisk