A presentation for JRN 450.

1. Creative
Commons: Matt
Hamm
http://ow.ly/ffvUm
A Crash Course:
Social Media Strategy
With Rachel Esterline Perkins

2. My Experience

5. Creative Commons: Technovore - http://ow.ly/ffx7K

7. Keep In Mind…
 Not every network is right for every
company or organization
 Have a goal in mind
 Decide how to measure success
before implementing a social media
program
 Focus on engagement, not
broadcasting

8. Step 1: Research/Audit
 Basic keyword search
◦ Use quotes to narrow down results
 See what is being said about the client
and how people are talking about the
industry

9. Sampling of Sites to Search
 Brand’s website  SlideShare
 Google  Social Mention
 Google Images  Delicious
 Google Blogs  Diigo
 YouTube/Vimeo/Viddler  Quora
 Twitter  LinkedIn
 Flickr  Paid options:
 Ning ◦ Radian6
 StumbleUpon ◦ Vocus
 Digg ◦ Sprout Social
◦ UberVu
 Scribd
 Global sites
 MySpace
◦ Renren (China)
 Pinterest ◦ Orkut (Brazil, India)
 Yelp ◦ Xing (Europe)

14. Competitor Audit

15. Key Findings
 CCFA and IPR are  Two Facebook
not currently Groups
utilizing social ◦ Integrative Public
media to promote Relations (158
the program members)
 Need to increase ◦ CMU Integrative
Public Relations
results on search Alumni (186
engines (SEO) members)
 Competitors are  4,339 people on
actively using LinkedIn
social media

16. Step 2: Objectives/Goals
 What does the client  Who does the
want to achieve? client want to
reach?
Creative
Commons: Khalid
Alibaih

17. Hypothetical Goal:
Position CMU as a leader in the
field of public relations education
and engage IPR students and
alumni

18. What are your ideas?

19. Potential Recommendations
 Blog  YouTube
◦ Showcase current ◦ Upload interviews with
students and their students, alumni,
achievements faculty and employers
◦ Showcase alumni ◦ Create videos with
◦ Publish blog posts useful advice for
written by faculty that students/young
demonstrate professionals
knowledge of current  SlideShare/Scribd
best practices ◦ Share presentations,
◦ Publish guest posts by documents, resources,
alumni and guest etc. w/ CMU IPR
speakers branding

20. Potential Recommendations
 Student Facebook  Twitter
Group ◦ Post links to relevant
◦ Post internship/job articles/blog posts
postings, ◦ Host Twitter chats
scholarships and  #PRstudchat
volunteer  Pinterest
opportunities
◦ Create and post
◦ Set a weekly
infographics with a
discussion topic and
tie to PR, social
encourage
media, marketing,
participation
etc.
◦ Repin “inspiration”
for campaigns,
designs, etc.

21. Potential Recommendations
 Alumni Facebook Group
◦ Post job postings
◦ Post opportunities to engage with students
◦ Set a weekly best practices discussion topic
and encourage participation
 Social media monitoring and engagement
◦ Monitor mentions related to program and
respond to build engagement

22. Endless Opportunities
 Podcasts  Tumblr
◦ iTunes  Wikipedia
◦ BlogTalkRadio  Social gaming
 Flickr
 FourSquare
 Diigo/Delicious
 StumbleUpon/Digg
 Ning
 Google+

23. Creative
Commons: Matt
Hamm
http://ow.ly/ffvUm
Social media is just part of
the bigger picture…

29. Creative
Commons: Vicki’s
Pics
http://ow.ly/fg6U6
Writing for Social Media

30. The “70-20-10” Rule
 70% of the time, focus on sharing with
your community.
 20% of the time, focus on interaction.
 10% of the time, blatantly self promote

31. Tips for Developing Content
 Find inspiration
◦ Consider the audience. What questions are
customers/clients asking? What are they
passionate about? What concerns them?
 LinkedIn Answers, Quora, Google
◦ Write about company news, culture and
events
◦ Share customer stories and testimonials.
◦ Find industry-related news and blogs
 Create a content calendar
◦ Plan out 2-4 weeks in advance
◦ Enables you to be more strategic

32. Tips for Developing Content
 Be consistent, post regularly
 Include various media (images, video,
audio)
◦ Make it Pinterest-worthy
 Encourage conversation
◦ Ask questions
◦ Ask people to share ideas, photos, etc.
 Keep SEO in mind
◦ Think of how people would search for a
post
◦ Example: Saginaw hospital, hospital in the

33. Tips for Developing Content
 Include a “call to action.” What do you
want people to do?
◦ Subscribe? Buy? Attend? Request more
information?
 Analyze the data and evolve your
strategy
◦ See where people are going on your
website with Google Analytics
◦ Use Hootsuite to receive reports on clicks
of link
◦ Engagement & sentiment > # of

34. Creative
Commons: Matt
Hamm
http://ow.ly/ffvUm
Questions?

35. Connect with me
RachelEsterlinePerkins@gmail.com
@RachelEsterline
facebook.com/rachel.m.esterline