social media strategy cprs independent practitioners
DESCRIPTION
A presentation delivered to the Canadian Public Relations Society Calgary chapter, independent practitioners group.TRANSCRIPT
Social Media Strategy
November 19, 2009by Doug Lacombe, MBA
What is social media?
“Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”
Joe Thornley, President and CEO Thornley-Fallis
Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation.
Doug Lacombe, President and CEO communicatto
Definition continued
The Three Cs (or more)Content
Collaboration
Community
Other “Cs” include conversation, consistency, commerce, communication, and context.
Impact of social media
Societal implications
Strategic framework
The social media BUMPP
• Brand• Understand• Monitor• Policy• Participate
SERVICES AND PLATFORMSDon’t fall in love with the gizmos
Types of social media
Social media “mix”
Video didn’t kill radio
• Website
• Newsletter
• News releases
• Photos• MSM• Earned/
Paid
• Self-publishing
• Videos
• Events
• Social media
Integrated platform
Blog-centric approach
Social media etiquette
Cocktail party metaphor
Generosity
Attribute, credit, share and forward (RT)
Dialog not broadcast
Ratios: 3-1-1, 80/20
Twitter:
No auto-DMs, ever
No “CMJ”
Strongly consider no auto-follows
Profile and bio important; photo if possible, name(s), web link
According to Hoyle
http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/
CRISIS, DEFINITION
An unanticipated event or disclosure that threatens your organization’s reputation
(Shel Holtz, ABC)
Crisis examples
• OLD SCHOOL
• NEW SCHOOL
Crisis preparedness
✴ Playbook✴ Quarterback ✴ Identified spokespeople✴ Lists, lists, lists
Staff/execs, home #s Media contacts Stakeholders, authorities E-mail lists Websites and services, usernames
and passwords Photographer/cameraman/
podcaster War room, venues, conference site
✴ Content “in the can” ✴ Run scenarios✴ Run drills
Google Analytics
Facebook Insights
Twitter Grader
Wordpress
Commercial solutions
• AND MANY MANY MORE!
Next steps
Reserve your organization’s name!http://www.namechk.com
Start monitoringhttp://google.ca/alerts, commercial options
Dip your toes in - low risk lurking
Liberate some content (YouTube?)
Start a Twitter account
Create social media guidelines & policy
Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans
QUESTIONS?
