Presentation made to a group of consumer advocates, business owners, teachers and students at a whole-day seminar organised by the Department of Trade and Industry, Siquijor Province, Philippines.

1. SOCIAL MEDIA MANAGEMENT,
PUBLICITY & MEDIA RELATIONS
Mark Raygan E. Garcia
www.smarkbites.com

2. MY EXPERIENCE
➤ Social Media Management
➤ Public & Media Relations
➤ Crisis Communications

3. GETTING THE MESSAGE RIGHT
➤ Divide yourselves into 3 groups: Group 1 is the curator; Group 2 is the messenger; Group 3 is the audience
➤ Group 1: identify an artist; Groups 2 & 3: identify a leader each
➤ Group 1: with the help of your group mates, draw your interpretation of the topic that Annie will share
with you. You have 10 minutes. (Groups 2 & 3: Should not know the topic. Ideally, you should stay out of
the room.)
➤ Group 1: After 10 minutes, call Group 2 in — but not Group 3 (they will continue to stay outside). Group 1
will present the drawing to Group 2.
➤ After seeing the drawing, Group 2: assume that you are writing a Facebook post. Write a post based on your
understanding of what is obvious in the drawing. You have 5 minutes.
➤ After 5 minutes, call Group 3 in. Show Group 3 the (a) drawing and (b) the caption — you can read out the
caption.
➤ Group 3 will will react based on the following: (a) Is the message consistent with the drawing? (b) Is the
message clear? (c) As a consumer, what does the post want to accomplish?

4. Mao ne ang Isla sa Siquijor where you
can find charms and fortunes, A
mixture of fantasy, thrill and
adventures.
So come and visit the beauty of the
Island of Fire - Siquijor.

5. LESSONS LEARNED
➤ What are your realisations?
➤ What is the impact of wrong information?
➤ How important is coordination?
➤ What role do you play as social media manager? How important is it?

6. SOCIAL MEDIA MANAGEMENT

7. WHAT IS SOCIAL MEDIA?
➤ An internet-based form of communication
➤ Social (interaction) + media (public channel)
➤ Social media platforms allow users to have conversations, share information and
create web content
Source: University of San Francisco

8. WHAT ARE THE DIFFERENT SOCIAL MEDIA PLATFORMS?
➤ Social network sties(Facebook [personal, business/page], Instagram, Twitter,
LinkedIn, WhatsApp)
➤ Websites
➤ Blogs

9. WHAT IS THE PROPER WAY OF HANDLING SOCIAL MEDIA?
➤ Promote something positive
➤ Disseminate truthfully
➤ Engage constructively
➤ Correct misinformation
➤ Inspire action and good practices
➤ Praise when deserving; condemn
when needs change
•

10. WHICH SOCIAL MEDIA PLATFORM SHOULD I USE THEN?
➤ Facebook
➤ Over 2 billion active users worldwide
➤ Over 70 million active users in the
Philippines
➤ 53% are females, 47% are males
➤ 97% of internet users report via
Facebook
Source: https://www.talkwalker.com/blog/social-media-statistics-philippines

11. WHICH SOCIAL MEDIA PLATFORM SHOULD I USE THEN?
➤ Instagram
➤ Close to 15 million Filipino users
➤ 43% - 18-24 years old
➤ 20% - 55-65 years old use IG
➤ 64% female, 36% male
➤ 14% - can be reached via IG
Source: https://www.talkwalker.com/blog/social-media-statistics-philippines

12. INSTAGRAM: SOCIAL MEDIA VS REALITY

13. WHICH SOCIAL MEDIA PLATFORM SHOULD I USE THEN?
➤ LinkedIn
➤ 7.4 million Filipino users
➤ 11% can be reached on LinkedIn
➤ Quarterly growth at 10%
➤ User ratio of men to women: 1:1

14. WHICH IS BETTER: VIRTUAL OR TRADITIONAL?
Virtual (Internet-based)
Traditional
(Print, TV, Radio)
Handy
Bulky; not always
easily accessible
Wider reach Target audiences
Convenient & fast
sharing
Verbal relay; message
recall
Feedback feature Usually one-way

15. WHICH IS BETTER: VIRTUAL OR TRADITIONAL?
Source: https://www.amic.media/media/files/file_352_2142.pdf

16. WHICH IS BETTER: VIRTUAL OR TRADITIONAL?
Source: https://www.amic.media/media/files/file_352_2142.pdf

17. ANALYSE THE FIGURES
➤ Trash traditional media then?
➤ What does the information tell
us?
Source: https://www.amic.media/media/files/file_352_2142.pdf

18. WHICH SOCIAL MEDIA PLATFORM SHOULD I USE THEN?
➤ Ask:
➤ Who are my audience?
➤ Where do I think my audience
source information?
➤ Where can I better engage my
audience?

19. WHICH SOCIAL MEDIA PLATFORM SHOULD I USE THEN?
➤ So where are they?
Group A Group B Group C

20. HOW SOCIAL MEDIA MARKETING WORKS

21. CHOOSE THEIR (SOCIAL) MEDIA
➤ So where are they?
Group A Group B Group C

22. WHY IS GOING ‘SOCIAL’ IMPORTANT?
➤ Filipinos are world’s No 1 social media users
➤ 76 million active media users, 71% penetration, 13% year-over-year increase
➤ 72 mobile social media users, 67% penetration, 16% year-over-year increase
➤ Average time spent on social media: 4 hours and 12 mins
•

23. HOW WILL I BENEFIT FROM IT?
➤ Personal
➤ Building relationships
➤ Communication / Exchange
➤ Self-expression
➤ Entertainment; Shopping
➤ Professional
➤ Knowledge transfer and exchange
➤ Networking
➤ Organisational
➤ Promotions
➤ Feedback
➤ Client relations

24. WHY DOES IT MATTER TO ME WHEN CONSUMERS GO ‘SOCIAL’?
•
➤ More data, please…
•

25. (LET’S GET OUR HANDS DIRTY)

26. WHAT CONTENT ARE YOU PUTTING OUT?
➤ Complete
➤ Covers the 5Ws and 1H; and answers the
most important question: “So what?”
➤ Accurate
➤ It’s consistent, correct or updated, and does
not confuse
➤ Informative
➤ Provides something new or additional
knowledge
➤ Facilitates action or decision-making

27. WHAT CONTENT ARE YOU PUTTING OUT?
➤ Write/Post in the language that your audience
understands
➤ Put yourself in the shoes of your audience when
making a post
➤ Ensure your post does not only tell a story but
also adds value
➤ When it requires reaction, highlight call to action

28. GET THAT INFO OUT
➤ You have 1 hour for this activity.
➤ Divide yourselves into 4 groups. Each group selects a leader.
➤ All 4 leaders discuss and agree on the following:
➤ Top 12 consumer-related activities or initiatives that you want featured or highlighted
on social media.
➤ Which 3 of the 12 each of the 4 groups will handle. Each group will have 3 activities or
initiatives.
➤ Create a social media post — photo and caption — about each of the 3 activities/
initiatives. Pick a good photo.
➤ Each group will present. Everybody contributes towards improving the posts by giving
comments and suggestions.

29. WHEN & HOW FREQUENTLY DO I POST?
➤ When?
➤ Studies say between 1PM and 3PM on weekdays and on Saturdays; higher on
Thursdays
➤ How frequently?
➤ 3 times a day
➤ If daily, no more than twice.

30. SOCIAL MEDIA CALENDAR
➤ Determine when, what and where to post
Date Goal
Nature of Post
(Informative / Invitation / Call
to Action)
Key Info / Messages Caption Photo/Graphics Channel

31. PUBLICITY & MEDIA RELATIONS

32. WHO ARE THE MEDIA?
➤ “Fourth Estate”
➤ Journalists — newspaper, TV, radio,
online

33. WHAT IS PUBLICITY?
➤ Public attention, public awareness, public visibility, online presence
➤ Good or bad
➤ Via word of mouth, traditional media or social media
➤ Getting your organisation out there

34. HOW TO GET GOOD PUBLICITY?
➤ Making your “brand” (including mission,
goals, values) known
➤ Organising activities that are useful to the
public
➤ Ensuring continuing relevance
➤ Developing and nurturing champions or
ambassadors
➤ Avoiding compromising situations

35. WHY ARE THEY IMPORTANT?
➤ They are your partners; media tend to promote advocacies
➤ They have the influence and the resources (channel) and a captive audience
➤ They provide free promotion
➤ They can your ally in your campaigns

36. HOW DO I KNOW THEM?
➤ Obtain a media list from the
Philippine Information Agency and
Department of Trade and Industry
➤ Build up your media list from your
own events (develop a media
participation list in every event)
➤ Leverage your connection with key
partners by working with them in
identifying essential media contacts

37. HOW DO I ENGAGE THEM?
➤ Establish their point of contact in your organisation
➤ Provide them with the contact details of the point
person
➤ Regularly send them press releases
➤ Invite them to your events (as much as possible, do
not be selective)
➤ Be quick to reply and provide them with needed
information
➤ Do not be antagonistic towards them; don’t fight
(with) them
➤ Show gratitude

38. HOW DO I GET THEM TO KNOW US?
➤ Write them a brief note introducing the organisation and
the point person
➤ Invite them to your events (personal invitation, calls)
➤ Partner with key government agencies and establish
organisations and get your organisation promoted to
media during events
➤ Issue regular press releases
➤ Issue press statements on relevant local issues (as the
need arises)

39. QUESTIONS?
markraygan@yahoo.com