Social media overview for a public relations class

1. Social Media
PR Writing

2. SOCIAL MEDIA OVERVIEW

3. What is Social Media?
http://www.youtube.com/watch?v=0eUeL3
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4. What is Social Media?
“Online technologies and practices
people use to share opinions, insights,
experiences and perspectives with
each other.”1
1 Wikipedia

6. Social media have created a shift
from vertical to horizontal
communication on the web.
What does this mean?
Content is user-generated, and shared
among peers (e.g., followers, fans), rather
than generated from the top down.

7. Social Media Conversation
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The conversation is not organized, controlled or onmessage
It is:
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Vibrant
Emergent
Fun
Compelling
Full of insights

8. Social Media & Public Relations
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Social networks have fundamentally changed the
landscape of PR
It’s essential to listen in order to facilitate
conversations between organizations &
stakeholders
Offers a more direct, trusted line of communication

10. SOCIAL MEDIA BUSINESS PLAN

11. Social Media Business Plan
Goals &
Objectives
Competitive
Analysis
Audience
Analysis
Content
Planning
Select
Platforms
Measure
&
optimize
Create
content
Establish a brand
presence
Promote
your
network

12. Goals & Objectives
• What are they & how do you achieve them?
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Goal: broad primary outcome1
Strategy: the approach you take to achieve a goal
Objective: a measureable step you take to achieve a strategy
Tactic: a tool you use to achieve a strategy
1 Forbes

13. Goals & Objectives
1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan

14. Goals & Objectives
• Strategic Planning Steps1
1.
2.
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Select Scope (department, business function)
Identify business goals (specific to the scope)
Define social media mission / purpose
Define social media goals
Define 1-2 objectives related to each goal
Choose tactics for each goal
Determine how you’ll measure each tactic
1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan

15. Audience Analysis
• Key considerations:
• General
• Primary and secondary audiences
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Demographics
Interests
Needs
Expectations
Relationship with your brand/organization
• Other considerations (as they apply)
• Technical background
• Consumer behavior
• Continue learning throughout process

16. Audience Analysis
1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan