Notes from social media discussion from workshop at American University.

1. INTEGRATING SOCIAL MEDIA INTO YOUR PUBLIC RELATIONS CAMPAIGN
Strategic Communications Plan
• “Big Picture”
• Incorporate online and social media
Information Awareness Program
• Everyone’s a communicator
• General Info or Heads Up
Strategic Communications Web Site
• “Toolkit” of templates, useful information and links important to everyone who communicates
• Landing page that captures email addresses and links to social media, blogs.
Deeper Dive: Strategic Communications Plan
• Conduct communications audit. Develop questionnaire to gather pertinent information on available resources, status and
effectiveness of communications efforts
• Identify and clarify brand and key themes and messages
• Identify key goals and objectives
• Delineate demographics of target audiences
• Develop a “big” picture communications plan, including strategies to place your brand at the forefront in the use of online and
electronic forms of communications (Web, E-Mail, Social Media) to reach external and internal audiences
• Make general recommendations for improved communications
Information Awareness Program
• Recommend strategy for widely disseminating information on identity standards and effective techniques to appropriate
audiences, since technology and social media have accelerated communications-related efforts by many who do not consider
themselves communicators
Rebecca Bustamante
Feb. 13, 2013

2. INTEGRATING SOCIAL MEDIA INTO YOUR PUBLIC RELATIONS CAMPAIGN
• Develop and recommend techniques for sharing information and efforts among diverse units, including how to build awareness
of strategic communications tactics.
Tables 1, 2, and 3: Traditional Outlets, Print Distribution, Online/Web
Table 1 Costs Benefits Best For Consider Beware
Newspaper Low for news, can Credible, News of interest to Type and quality of News can cut both
be high for Widespread general audiences “hits” ways
advertising distribution
Television Low for news Credible, Visually interesting Is the story Poor quality.
coverage, video Widespread news of interest to “visually” Message can get
production and distribution. Huge general audiences, interesting? lost.
paid ads are potential audience ads
expensive
Radio Low for news Credible, News of interest to Tell your story in a Generally does not
Widespread niche or peer soundbite give multiple hits
distribution audiences
Periodicals/Journals Low Credible, Targeted News of interest to Target audience Effort vs. cost
distribution specialized interest
audiences
Wire Services Low Credible, News of interest to General interest Effort vs. cost
Widespread general audiences level of news
distribution
Rebecca Bustamante
Feb. 13, 2013

3. INTEGRATING SOCIAL MEDIA INTO YOUR PUBLIC RELATIONS CAMPAIGN
Table 2 Costs Benefits Best For Consider Beware
Print Pubs Comparatively Tangible item, Industry magazines Combining with Postage adds
high commemorative, Some invitations & digital options for additional cost
preferred by older programs maximum More is not better
audiences readership
Digital Pubs Low, but skilled Highly cost- Younger audiences, HTML requires No attachments:
personnel time effective, fast widespread technical assistance virus alert
isn’t cheap distribution Skill required
Direct Contact Low, but very Can be the most Legislators, Personnel costs Careful personnel
time intensive effective form of major donors, selection is key
communication opinion leaders
Snail Mail Comparatively Effective for some Alumni and Replacing with html Ineffective mailings
high, particularly audiences and targeted audiences e-mail blasts when and outdated
with postage campaigns feasible address lists
costs
Rebecca Bustamante
Feb. 13, 2013

4. INTEGRATING SOCIAL MEDIA INTO YOUR PUBLIC RELATIONS CAMPAIGN
Table 3 Costs Benefits Best For Consider Beware
E-mail Low Inexpensive, fast, Audiences with Combining with Outdated
targeted “good” e-mail print options for addresses, spam
addresses maximum filters, overloading
effectiveness audiences
Web Low for basic sites, Reaches nearly Detailed and often Requires technical Video, Flash, and
but skilled every audience, a updated assistance other add-ons
personnel time isn’t “must have” information for all significantly
cheap audiences increase costs
Social Media Low, but time Effective with some “Fun” campaigns & Legal/liability Post carefully and
intensive audiences, fast, information concerns, time well
“personal” feel invested vs. returns
Some Best Practices
• Post regularly and reasonably often. The buzz now is to post later in the day, and later in the week, but watch your own network to see
when people respond best.
• Integrate multiple channels – Twitter, Facebook, Google maps, Blogs, Flickr, WordPress, YouTube.
• Utilize multiple sources of content, both by professionals and by your audience members. Share, share, share.
• Maintain a sense of humor while retaining professionalism, but most importantly, use YOUR own authentic voice.
• Stay open to change and adjust in response to what folks are liking or following. MEASURE your results using analytics.
Writing and Engaging Followers on Twitter
• Post regularly –Three to four tweets per day, blog, post to facebook and provide consistent, ongoing and relevant content.
Committed, ongoing effort over several months.
• Be retweetfriendly —Limit tweet characters so that your message can be rebroadcast or retweeted. This will allow your
message to be virally sent out and still refer to your original site. 130 characters. Brand your hashtag.
Rebecca Bustamante
Feb. 13, 2013

5. INTEGRATING SOCIAL MEDIA INTO YOUR PUBLIC RELATIONS CAMPAIGN
• Retweet—Retweet relevant material from your campaign and external sources. It builds a relationship between other media
sources and followers and establishes you as a valuable source of information.
• Acknowledge followers —When possible, a direct message thanking a follower for following your account builds rapport.
Helpful Hints and Links:
You can find the CFNPS YouTube Presentation on both my Slideshare and at http://www.Slideshare.net/WIFV-DC. Some good decks on
Slideshare about social media:
** http://www.slideshare.net/tuckalumni/tuck-alumni-services-social-media-guide
** http://www.slideshare.net/Rebecca1Reb/you-tube-201-v6-rb
Practice mind mapping your strategy:
1. A blank piece of paper – landscape orientation
2. Place the strongest word/image for your film at the center
3. Draw curving lines out from this center.
4. Combine images with words for the strongest map
5. Use color to help think with the right side of your brain.
** Mind maps were invented by Tony Buzan. They help us go from “linear” (one-dimensional) thinking through “lateral” (two-dimensional)
thinking to “radiant” (multi-dimensional) thinking. Think about your actual brain – the connections are not straight but radiate out in a multi-
dimensional network. Develop your own style of mind-mapping that fits how YOU think.
Rebecca Bustamante
Feb. 13, 2013