Dr. Kaye Sweetser, APR, from the University of Georgia discusses social media at Mobile's Red Square Agency on Oct. 6, 2010. Sweetser suggests a 4-step process to adopting social media: policy, planning, connecting & measuring.
3. 1 Let loose!
4 Step Process
2 Case the neighborhood.
3 Connect, but not in a stalkish way.
4 Know that size doesn’t always matter.
4. Did you get the memo?
Dear Corporate America:
You never had control in the first
place. OK, Thanks.
XOXOX,
Your Customers
5. Develop a social policy
Encourage good ethical actions, like:
Transparency
Disclaimers
Respecting copyright, confidentiality & other people
Communicate expectations & train everyone:
Do employees have to report their social sites?
What can employees say online as themselves?
Who speaks about the organization?
Evaluate the ―IT‖ issues & possible risks, but don’t let them
hold you back.
Be inspired by others’ policy, like Coca-Cola.
6. 1 Let loose!
4 Step Process
2 Case the neighborhood.
3 Connect, but not in a stalkish way.
4 Know that size doesn’t always matter.
7. Know before you go
•Monitor the community & note what is
culturally acceptable.
•Follow the rules & community values.
•Know what people are saying about you,
your competitors & your issues before you
jump in.
•Determine your time commitment & set
your goals.
•Make a plan for reporting (metrics), based
on goals.
•You don’t need a social media strategy;
look how incorporate engagement into
campaigns.
8. 1 Let loose!
4 Step Process
2 Case the neighborhood.
3 Connect, but not in a stalkish way.
4 Know that size doesn’t always matter.
9. Friend of a friend …
•Notion of ―six degrees of
separation‖ introduced by author
Frigyes Karinthy in 1929.
•Milgram conducted ―small-world
experiments‖ in 1967, finding 5.5 –
6 degrees of separation.
•Facebook connections remained
on par.
•Twitter argued to bring us closer.
10. And once you connect …
Talk about your audience more than you talk about
yourself. It is not all about the sale.
Talk like a 5th grader, speaking in short sentences & use
simple words.
When you want something, ask. Include a call to action
when appropriate.
You can get someone’s attention when you use his
name. Remember to @ your audience.
Gatorade Mission Control has had 2k+ one-on-one convos.
Structure conversation so that it can continue.
11. Tweets taste good
•Restaurants tweet daily specials.
•Mobile food trucks tweet location.
•Big chains have FT SM staff to
monitor & respond to customers.
•FourSquare rewards loyalty with
―mayor‖ship, badges & discounts.
•Wow Bao in Chicago replied &
issued gift cards to tweeters.
•Restaurant owner Graham Elliot in
Chicago lets tweeters help make
decisions about the restaurant—such
as what music to play.
12. Passion for fashion
•Upload pictures of new
merchandise.
•Create stlyin’ video shorts
highlighting latest fashions or
celebrity/hot looks.
•Ask customers to upload their pix
with your merchandise.
•Follow & friend locals & create
incentive to come to the store
through tweets.
•Reach out to bloggers.
•Create apps that bring value to your
customer.
13. 1 Let loose!
4 Step Process
2 Case the neighborhood.
3 Connect, but not in a stalkish way.
4 Know that size doesn’t always matter.
