STRATEGIC APPROACHES TO SOCIAL MEDIA

FRAMING SOCIAL MEDIA FOR CLIENTS AND FRAMEWORKS FOR PLANNING

DUE TODAY

Chapter 1 & 2 of the Groundswell and responses on your blog

3 Examples of Social Media Policies

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.

SOCIAL MEDIA POLICY

FRAMING SOCIAL MEDIA FOR CLIENTS

How do your clients understand social media?

It’s not about the tools. It’s about the relationships you build.

As a strategist, you are working as a problem solver for your client

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

SOCIAL MEDIA & PR

Develop your own philosophy and use metaphors to provide contexts

PREPARE YOUR CLIENTS FOR SOCIAL MEDIA

1. 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 difference between key social influencers, niche groups and their roles.

3. Interact with audiences: Audience communication involves both listening and conversing.

4. Develop relationships: It’s not all about a popularity content, it’s about engagement and developing meaningful relationships with audiences.

5. Develop and nurture your influence through engagement and relationship building.

THE SOCIAL TECHNOGRAPHICS PROFILE

Knowing who to engage and where…

1. Creators

2. Conversationalists

3. Critics

4. Collectors

5. Joiners

6. Spectators

7. Inactives

Most Influential {

Organizers {

The Majority {

Requires more time and knowledge of tools

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

THE SOCIAL TECHNOGRAPHICS PROFILE

THE SOCIAL TECHNOGRAPHICS PROFILE

5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-A

People

Objectives & Goals

Strategy

Tools & Tactics

Adapt & Analysze

5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-A

People

Who do you want to engage?

What are they ready for?

Where are they?

What are they doing?

What are they talking about?

5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-A

Objectives

What do you want to accomplish?

What are the steps?

5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-A

Strategy

What will change if you are successful with your objectives and goals?

How will your public relations change?

What will be your path?

How will you get there?

What are the steps?

5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-A

Tools & Tactics

What platforms will you use?

How will you use them?

How will you prioritize them?

What will be achieved?

5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-A

Adapt & Analyze

What are the indicators of success?

What are your metrics?

What are you trying to measure?

What needs to change?

What are your next steps?

Listen Collecting info and insights through conversations

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

Energize Rallying key supporters towards an action or cause

Supporting Allowing supporters to help each other

EmbracingBuilding authority

tools

time

5 KEY SOCIAL MEDIA OBJECTIVES

Q: HOW DO WE DETERMINE OUR OBJECTIVES & STRATEGIES?

A: By determining our client’s business goals

SOCIAL OBJECTIVES

Listening

Talking

Energizing

Supporting

Embracing

BUSINESS GOALS

Research

Marketing

Sales

Support

Development

SOCIAL STRATEGIES

Monitoring

Conversing

Rallying

Sustaining

Nurturing

Q: HOW DO WE DETERMINE SPECIMEN’S SOCIAL MEDIA OBJECTIVES & STRATEGIES?

A: By asking Ian about his goals business goals

SOCIAL OBJECTIVES

Listening

Talking

Energizing

Supporting

Embracing

BUSINESS GOALS

Research

Marketing

Sales

Support

Development

SOCIAL STRATEGIES

Monitoring

Conversing

Rallying

Sustaining

Nurturing

People Objectives& Goals

Strategy Tools & Tactics

Adapt & Analysis

Business Goal:

To increase sales of current product on the market

Social Media Objective:

?

REVIEW• Understand your client’s perspective and provide a

framework for social media

• Develop your own philosophy and use metaphors to help communicate your ideas about social media

• Social Technographics Profiles help you determine who and how you will engage with online audiences

• The P-O-S-T-A 5 Step Method will help you begin creating a social media plan

• Understand that your plan begins with your client’s business goal and can be mapped out using the 5 key social media objectives and strategies.

HOMEWORK ASSIGNMENTS

Due Next Week:

Read Chapter 3 of the Groundswell and provide a response on your own blog. Email me the link to your response

Complete your Client Agreement Form

Due Today:

Blog Response to Chapters 1 & 2

3 Examples of Social Media Policies