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Social Networking

Social Networking. Josh Barretto Joe Killinger Alexis King Adriane Leithauser. What’s on the handout?. Definition of social m edia The difference between social m edia and social networking What platforms are brands using? Internal social n etworking

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Social Networking

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  1. Social Networking Josh BarrettoJoe KillingerAlexis KingAdriane Leithauser

  2. What’s on the handout? • Definition of social media • The difference between social media and social networking • What platforms are brands using? • Internal social networking • (not so) Brief history of social media

  3. Emerging Social Media Platforms • Since Vine’s inception in January 2013, it has attracted 40 million monthly users • Videos must be less than 6 seconds and use the Vine app’s video software

  4. LOWE’S: A SUCCESS STORY

  5. Emerging Social Media Platforms • Firms are paying popular vine users $1,000-$50,000 for a single video advertisement • Firms should make videos interesting, such as incorporating the holidays into videos, illustrating the history of a particular products, useful ways to use a product/service, post vine videos as a teaser of a product/service, or create amusing videos that will be shared • Things to consider when dealing with emerging social media platforms: • How does it fit into the firm’s current strategy? • Do current policies/procedures need to be adapted?

  6. www.j6design.com.au/ClientArea/SEOismorethanjustkeywords

  7. SEO and Panda – The rules have changed • Focus on high-quality content • Remove duplicate pages and posts • Remove low-quality content • Fix thin content • Become an information leader • Encourage sharing between SM sites • Post for people, not robots • Excessively mentioning business name hurts rather than helps! searchenginewatch.com/article/2296655/The-Relentless-Pounding-of-Google-Panda-Why-SEO-Band-Aids-Wont-Work searchenginewatch.com/article/2241400/4-Steps-to-Panda-Proof-Your-Website-Before-Its-Too-Late

  8. www.j6design.com.au/ClientArea/SEOismorethanjustkeywords

  9. Social Media Emergency Exercise 1

  10. Background • The Gonzaga MBA program just recently created its own Twitter account for the purposes of developing a stronger sense of community amongst current and prospective students, faculty, and administration. Students were emailed about the technology launch and highly encouraged to participate. The overarching goal was to develop the Gonzaga MBA brand, however, there was no infrastructure to mitigate issues. • After its launch, a couple of highly controversial tweets by current students were sent late Friday night

  11. The Tweets Discuss the following in your group • @GonzagaMBA we all know mbaethics prof #steverson gives top grades to hot girls…nice ethics #isnthemarried • @GonzagaMBA blows. bad profs, pointless classes, useless staff #keepyourmoney • How do you respond? • Are your responses different in these situations? Why? • What do you have to consider? • What actions would you take? Why?

  12. Best Practices • Step 1: Evaluate the situation • Don’t panic and immediately react • Determine the context of the post • Step 2: Determine the appropriate response • Is it necessary to respond • Are there existing policies/procedures to guide the response • Does the post conflict with the organizations values?

  13. Best practices (cont) • Step 3: If necessary, respond • Be strategic • Be timely • Respond publicly • Request to remedy offline When to delete the post: • If it is inappropriate • But be meticulous • www.vocus.com/blog/how-to-deal-with-negative-social-media-comments/ • agsci.psu.edu/communications/web/best-practices/social-media/handling-negative-comments-or-complaints-in-social-media • www.poynter.org/how-tos/digital-strategies/219452/how-to-handle-personal-attacks-on-social-media/ • www.wired.com/dangerroom/2009/01/usaf-blog-respo/

  14. What’s At stake?

  15. Organizational Strategy GAP Business Strategy IT/IS Strategy

  16. What organizational strategies must be in place to effectively engage in a social media strategy? Exercise 2

  17. www.socialmarketingforum.net/2013/01/structure-social-media-team/www.socialmarketingforum.net/2013/01/structure-social-media-team/

  18. Suggested Organizational Strategy • Acceptable use policy in place • All administrators can respond to improper use • Social Media Strategy Manager • Team determines appropriate scope of outreach • New staff member duties include managing high quality content • Assigned duty to engage outside normal work hours • Encourage team to monitor appropriate sites during work hours • Regularly revisit strategy to ensure brand alignment and best outcomes

  19. Conclusion • Social Media (SM) required – tied to Search Engine Optimization (SEO) • Companies often engage SM without a clear strategy • Content is king for SEO • Effective SM strategy must align with business plan • Organizational strategy must adapt to support SM outreach

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