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Session 3 Strategic Approaches to Social Media
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Session 3 Strategic Approaches to Social Media
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Streisand Effect in Effect
http://www.buzzfeed.com/lyapalater/the-fiercest-moments-from-beyonces-halftime-show
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Social Media Policy
A document that sets the rules and guidelines for online engagement for its designated or defined staff. It should reflect the company culture and voice, anticipate audience engagement, set guidelines for engagement and prevent and respond to communications crisis on specific social communications platforms. It should always include and define people, rules and guidelines.
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Framing Social Media for Clients
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Problem solving
1. Identify the problem first
2. Assess the situation
3. Develop a plan of action
4. Acquire the tools to fix the problem
5. Execute your plan
6. Test your results
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Getting ready for Social1. Know what to wear: Prepare your message and define channels of
communications based on the social situation.
2. Know who you want to engage: Understand the differences between
niche groups and their roles.
3. Interact with audiences: Audience communications involves both
listening and conversing.
4. Develop relationships: It’s not all about a popularity contest it’s about
engagement and developing meaningful relationships with audiences.
5. Develop an influence through engagement and relationships
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The Social Technographics Profile
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The Audience Technographics Profile
1. Creators
2. Conversationalists
3. Critics
4. Collectors
5. Joiners
6. Spectators
7. Inactives
Organizers {
Most Influential {
The Majority {
Requires more timeand knowledge of tools
http://empowered.forrester.com/tool_consumer.html
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BREAK
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5 Steps for developing your social media plan
1. People: Who are you engaging? What are they ready for based on what
they are already doing?
2. Objectives and Goals: What do you want to accomplish by using social
media?
3. Establish Strategy: What is it that you want to change if you are successful
achieving your objectives and goals?
4. Establish Tools and Tactics: Based on people, objectives and strategies,
what will you build and use? How will you use them?
5. Measure Results and Adapt: What are the indicators or metrics that will
help you understand that you have succeeded or need to correct?
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Listen & MonitorCollecting info and insights through conversations
Conversing & Talk: Building relationships by creating and participating in conversations--direct engagement
Energizing Supporters to Act: Rallying key supporters towards an action or cause
Sustain: Allowing supporters to help each other
NurturingA Community: Building authority
tools
time
Key Objectives
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People Objectives& Goals
Strategy Tools & Tactics
Analysis
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Review
1. Social Media Policy
2. Learn how to frame social media to your clients
3. Social Technographics Profiles
4. 5 Steps for developing your social media plan
5. 5 Key Strategies
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Homework
1. Read Chapter 3 and write a short response on your blog.
2. Finalize your choice for a Semester Client. Get approval from me and the small
business.