Presented by Beth Harte to the Greater Fort Worth, TX Public Relations Society of America (PRSA). Topic: Planning, implementing and measuring social media.

1. @TheForefront: Successfully Navigating Social Media Image source: iStock Presented to:

2. Public Relations 1.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie

3. Public Relations 2.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie, opensalon.com, http://www.blackglass.com.au

9. Becoming Social One Step at a Time Image source: www.harmonichealth.net

11. Typical Measurement & Value of PR Image sources: harperstudio.typepad.com, 4.bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com

12. PR & SM are not Measured the Same

13. SM Measurement = Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net

14. Monitor/Listen Image source: iStock. Search Marketing Gurus, AdAge

15. Where to Listen Image source: Brian Solis, PR 2.0.com

17. Analyze: Usage ● ● ● ● Daily Usage ● ● ● Weekly Usage (2-3 times) ● ● Bi-weekly Usage ● Monthly Usage ○ Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Twitter ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Flickr ● ● ● ● ● ● ● ○ ● ● ● Ning ● ● ● N/A ● ● ○ ● ● ● ● YouTube ● ● ● ● ● ● ● ● ● ○ ● ● ● ● ● ● Facebook ● ● ● ● ● ● ○ ○ ● ● ● ● ● ● Yelp ● ○ ○ ○ ● ○ Forums N/A N/A ● ● ● ● ● ● ● ● ● ●

18. Analyze: Tonality & Messaging KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

21. The Goal of Being Social… Image source: om.netregistry.net

26. Write Objectives for each Public KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

35. Implement the Plan

36. Benchmark & Measure Changes Before: After: Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /KM ● /KM Twitter ● ● ● ● / KM ● ● ● / KM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /KM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /KM ● ● ● ● /KM ● ● / KM Yelp ● / NKM ○ /NKM ○ /KM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

49. Questions? Image source: sixminutes.dlugan.com