Embed Size (px)
DESCRIPTION
Creating Your Social Media Playbook: A Pre-Season Training Camp Are you ready to jump into the social media game, but you don’t know all the X’s and O’s to get a win for your team? This pre-luncheon seminar will help you assemble a playbook sure to make you the company MVP. Learn social media tactics from all-pro social media scholar and practitioner Kaye D. Sweetser, Ph.D., APR. Dr. Sweetser will coach you on a mix of best practices and case studies covering a wide range of social media tools, including Twitter, Facebook and search engine optimization, among others. We’ll watch game tape of what others have done - both successfully and not so - in social media spaces to develop plays that will have your fans cheering in no time. Join us, and go from powder puff to pro.
Citation preview
#UGAsocialmediaPublic tweets with this hashtag during pre-lunch win:
•$50 off S.O.S. registration, Oct. 24 in Atlanta
•$25 off Connect registration, Sept. 19 in Athens
Don’t just say good things …
Do good things.
We know who they are …. We know why we care!So now let’s talk about what to do.
@jspepper Sunday Morning QB
Don’t be afraid
Monitoring
Hosting & Engaging
Metrics
Social Networks
Hosting … but wait!
Why do you want to use this network?
Is this the best network?
Should we build our own network?
Are the terms of service okay?
Will they accept us?
What is our time commitment?
Step 1: Monitoring
Set up a systematic monitoring process
Search daily Misspellings Leadership Variations on company name
Determine what elements you want to examine
Step 2: Engaging
These are your friends, treat them so
Don’t inward promote too much
Always include a call to action
Set conditions for 2-way communication
Be conversational
Step 3: Host
This isn’t Newsroom Redux
Friend others like you
Pull content from other areas Twitter Flickr Ross
Build & foster relationships
Cross promote
Encourage interactivity Let them post wall comments Solicit memories or input Allow user-generated uploads (vids)
Possible metrics
# fans
# posts/wall comments/etc
Ration of new members to # left
# new members weekly (monthly, etc)
Facebook metrics
Page views
Unique views
Total interactions
Wall posts
Discussion topics
Fans – new, removed
Reviews
Photo views, audio plays, video views
Understand it, don’t just record it
Did spike coincide with new content?
Promote it!
Add to e-mail signatures
Cross post on other platforms
Announce at conferences, events
Twitter 101
140 characters
“What are you thinking …?”
You follow people
People may follow back
RT means retweet
@username links to that user
DM means direct message
Make your tweets understandable to the whole – not just the person you @
Step 1: Monitoring
Are people talking about you?
Is someone pretending to be you?
Are they talking about your company?
Is your demographic on Twitter
Step 2: Host
Stay well under 140
Be human!
Use company logo as avatar (tight)
Don’t use personal account as company
Retweet!
Leave lots of room for RT’ing
Message should be simple
Include link (bit.ly)
Ask people to RT
Say please
Thank people (DM or publically)
What are my chances …?
Break news
Interesting facts or info
Lists of things
Info about Twitter!
Links to resources or stories
Step 3: Engaging
Not everything is internal content
Begin conversations
Have weekly questions
Jump in when appropriate
Tweet as a human
Avoid tweeting every new blog post
Have a bio
Note who is tweeting
“Hey what should I do?” umm, no
Check your @ replies
Pitch it
Use as few characters as possible
Build relationship first
Individualize pitch – don’t send same pitch to same people
Don’t send pitches all in a row
Avoid buzzwords & acronyms
Following
Have 20 interesting tweets before you follow people
Find 10 people
Add 10 people for every tweet
Follow people back
More people that talk to you, the more exposure others will have to you!
Follow real people back
Make sure your account is open
Avoid auto-DMs
Metrics
Always use shortener with tracking
Classify with Eric Peterson’s categories: Reference others Links to URLs Hashtags RT
What to track
Name of person who tweeted
Date & time of tweet
Peterson typology
Issue
Did item mention company or just issue?
Did item link to company?
Did item mention company Twitter acct
Circulation
Click throughs
Are you kidding?Nope. Helps identify key users & virality.
Metrics for company account
# new followers
# of quitters
# of RTs
# click throughs
Blogs
Step 1: Monitor
Create a list, but be open to additions
Best management is through RSS
ID blogs through keyword searches
Include blogs that talk about your issues, not just your brand specifically
Set up Google Alerts
Don’t obsess on A List blogs
Know what to do when you find a blog
Who needs gut when you have science?
Tone of item
What was the topic mentioned
Did the item link back to company?
# comments responding to that post
Overall tone of comments responding
# other blogs that link back to post
Company source quoted?
Step 2: Engage
Be transparent
Be honest
Correct the record
Don’t add blogger to distro automatically
Don’t ask bloggers to link to site
Personalize EVERY pitch
Engage in conversations
C’s of blogger relations from Brian Solis
Concept
Context
Consumption
Credibility
Community
Conversation
Step 3: Host
Can be the company voice or employees
Host on official Web site Use free services but don’t host there
Clearly label that is official
Be transparent in authorship
Collaborate & share the work load!
Post bios for each blogger
Have terms of service
Be committed to project
Maintain branding
More tips!
Post updates at least 3 times a week
Keep posts personal & human voice
Use blog to get feedback from publics
Don’t promote until you have a library
Include multimedia
Post comment policy If moderated, approve in 24-48
hours
Constantly monitor
Join in other conversations
Employee blogs
Adhere to company values
Identify yourself
Disclaimer
Avoid copyright & trademark breaches
Don’t impersonate someone else
Metrics
Install analytics program
HITS suck
Unique visitors
Time on site
Bounce rate
Unique visitors segmented by primary & secondary stakeholders
Most visited content on site
Referring sites
Keywords used to get to the site
Track monthly with goals
@prblog Sunday Morning QB
Video Sharing
Step 1: Monitor
The new search engine
Create list of keywords
Do regular searches
Understand that for some companies it gives you insight into your publics or employees
Step 2: Engage
Give quality comments, not just “great vid”
Competition Many say they don’t work Think about the time & effort it take
(internalizes)
Step 3: Host
Never use copyrighted materials
Identify your audience then make something w/message for them
Be ethical!
Storyboard first
Determine the appropriate length
Put important info in the video (not just tags)
Promote through various channels
Allow your vids to be embedded
Include a call for action
Photo Sharing
Step 1: Monitor
Keyword searches
Step 2: Engage
Consider starting a group for others
Invite others to the pool
Step 3: Host
Pick a username that makes sense
Titles of images should be keywords
Tie image back to site to generate traffic
Be accurate with keywords
Keep tags consistent
Be maximally inclusive with tags
Create album
Link profile back to company site
Metrics
FlickrPro account shows Popular pics Referrals
Most popular images reveal what is most salient & interesting to your publics
SEO
Tips
Determine keywords
Unique titles each page
Put keywords in titles
Have diversity in words on page
Be descriptive in titles
Use metadata
Make a goal to be #1 for something specific
Umm, say what…?
All tactics listed at kayesweetser.com
Join PR Open Mic
Follow experts
Get involved in the communities Follow @PRSAGeorgia Join PRSA Georgia LinkedIn
Group Fan PRSA Georgia on
I need M
OR
E!
1-d
ay S
OC
IAL M
ED
IA se
min
ar
Atla
nta
Satu
rday, O
ct. 24
Focu
s on stra
tegie
s & ta
ctics
Co-le
d w
ith D
r. Kare
n R
usse
ll
http://www.grady.uga.edu/social
[email protected]’t be a stranger.
![Prsa philly 1.0[1]](https://img.pdfslide.net/doc/110x75/54c0420b4a795954368b458e/prsa-philly-101.jpg)
