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Social Media and PR Strategies

Explore the impact of groundswell and social media technologies on PR and marketing strategies. Learn about Social Technographics profiles and the importance of engaging various types of contributors in social media interactions.

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Social Media and PR Strategies

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  1. Social Media and PR Strategies • Week Three

  2. Week One recap • What is the groundswell? • What are the social media technologies of the groundswell? • How are people using social technologies? • Why is an understanding of the groundswell and various social media technologies important from a PR and marketing standpoint?

  3. The Social Technographics Profile • What kind of contributor are you to social media? • Not everyone is the same. • One isn’t better than the other; the interactions among different contributors make it all fly.

  4. The Social Technographics profile • Creators- Online consumers who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites like YouTube.

  5. The Social Technographics Profile • Conversationalists-People who, at least once a week, participate in the frequent back-and-forth dialogue that’s characteristic of status updates on Facebook and Twitter or the sharing of images on Instagram.

  6. The Social Technographics Profile • Critics-React to other content online, posting comments on blogs or online forums, posting ratings or reviews or editing wikis.

  7. Collectors-They organize the Web by saving URLs and tags on social bookmarking services like Delicious, vote for sites on a service like Digg or use RSS feeds.

  8. Joiners-People who participate in or maintain profiles on a social networking site like Facebook or Twitter.

  9. Spectators-Consume what the rest produce—blogs, online videos, podcasts, forums and reviews.

  10. Inactives-People completely untouched by social technologies.

  11. The Social Technographics Ladder

  12. The Social Technographics Profile • Why is this important from a PR standpoint? (page 40-41)

  13. The Social Technographics Profile • A one size fits all mentality will doom your social media strategy.

  14. The Social Technographics Profile • Case study: Alpha moms

  15. The Social Technographics Profile • Case study: This classroom

  16. Social Media Policy • Identifies the organization’s culture, voice and values • Anticipates audience engagement • Sets guidelines for online engagement on online social communications technology • Prevents and responds to communications crisis • Adapts over time • http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html

  17. Social Media Policy • PEOPLE + RULES = GUIDELINES • A social media policy is a dynamic document that sets the guidelines for online engagement for designated or defined people within an organization, business or institution. It should reflect the company or client culture & values, anticipate audience engagement, prevent and respond to communications crisis through the social web.

  18. Social Media Policy

  19. Social Media Policy • An employee writes something negative about a higher up on their own personal Facebook Page.  • An employee creates an unofficial twitter account for the company that is discovered but is actually positive and has a large following. • A negative comment by a customer was accidentally published on the company blog. • A customer posts a complaint publicly on company twitter account for the whole twitterverse to read. • Someone on staff had deleted a negative comment from your Facebook page, This has caused further negative reaction on the Facebook Page.

  20. Social Media Policy • Find three examples of real world social media policies and provide an analysis: What is good about each? What more can they do? Document your response on your blog.

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