Session 3 Strategic Approaches to Social Media

Session 3 Strategic Approaches to Social Media

Streisand Effect in Effect

http://www.buzzfeed.com/lyapalater/the-fiercest-moments-from-beyonces-halftime-show

Social Media Policy

A document that sets the rules and guidelines for online engagement for its designated or defined staff. It should reflect the company culture and voice, anticipate audience engagement, set guidelines for engagement and prevent and respond to communications crisis on specific social communications platforms. It should always include and define people, rules and guidelines.

Framing Social Media for Clients

Problem solving

1. Identify the problem first

2. Assess the situation

3. Develop a plan of action

4. Acquire the tools to fix the problem

5. Execute your plan

6. Test your results

Getting ready for Social1. Know what to wear: Prepare your message and define channels of

communications based on the social situation.

2. Know who you want to engage: Understand the differences between

niche groups and their roles.

3. Interact with audiences: Audience communications involves both

listening and conversing.

4. Develop relationships: It’s not all about a popularity contest it’s about

engagement and developing meaningful relationships with audiences.

5. Develop an influence through engagement and relationships

The Social Technographics Profile

The Audience Technographics Profile

1. Creators

2. Conversationalists

3. Critics

4. Collectors

5. Joiners

6. Spectators

7. Inactives

Organizers {

Most Influential {

The Majority {

Requires more timeand knowledge of tools

http://empowered.forrester.com/tool_consumer.html

BREAK

5 Steps for developing your social media plan

1. People: Who are you engaging? What are they ready for based on what

they are already doing?

2. Objectives and Goals: What do you want to accomplish by using social

media?

3. Establish Strategy: What is it that you want to change if you are successful

achieving your objectives and goals?

4. Establish Tools and Tactics: Based on people, objectives and strategies,

what will you build and use? How will you use them?

5. Measure Results and Adapt: What are the indicators or metrics that will

help you understand that you have succeeded or need to correct?

Listen & MonitorCollecting info and insights through conversations

Conversing & Talk: Building relationships by creating and participating in conversations--direct engagement

Energizing Supporters to Act: Rallying key supporters towards an action or cause

Sustain: Allowing supporters to help each other

NurturingA Community: Building authority

tools

time

Key Objectives

People Objectives& Goals

Strategy Tools & Tactics

Analysis

Review

1. Social Media Policy

2. Learn how to frame social media to your clients

3. Social Technographics Profiles

4. 5 Steps for developing your social media plan

5. 5 Key Strategies

Homework

1. Read Chapter 3 and write a short response on your blog.

2. Finalize your choice for a Semester Client. Get approval from me and the small

business.