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January 26, 2010 presentation in Edmonton, AB
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TRADITIONAL MEDIA
MEETS SOCIAL MEDIA
Diane Bégin, NAIT Corporate Communications
ADVANCED LEARNING INSTITUTE
JANUARY 26, 2010
TRADITIONAL MEDIA MEETS SOCIAL MEDIA
• Traditional media relations = relationship between communicator &
broadcast & print journalists
• Content creation: advisory, release, backgrounder, speaking notes,
Q & A, report/document, pictures, expert interviews...
• Other corporate communications content: website, articles, videos,
interviews...
• Repurposing generated content for various social media
• Social media should be integrated into planning and where possible
supplementing most communications efforts
OVERVIEW OF THE PRESENTATION
• NAIT corporate communications social media history
• Communications planning
• Ten social media tactics
• Five lessons learned
• Tracking and measurement
• My three favourite social media tools
TODAY
• Social media advisory
committee (reputational vs.
academic)
• NAIT social media guidelines
• NAIT.ca/socialmedia• Blogs• Facebook
(profiles, groups, pages)• Flickr• Instant messaging• iTunes• Open Table• RSS• Twitter• YouTube
COMMUNICATIONS PLANNING
• Audiences: government, business and industry, alumni, donors,
friends, community organizations and students
• Included in various sections + its own section
• Blogging
• Blogger relations
• Social tools
• Community relations
• Social media news release & social media newsroom
(p. 266, PR 2.0 Breakenridge interview with Solis)
• Vision 2013-14: NAIT will be a local leader in social media as it will
be integrated in all of our communications.
COMMUNICATIONS PLANNING cont.
Objectives:
• Enhance the newsroom & news releases to be more social media
friendly.
• Build on blogger relations.
• Continue to build an active presence within the social media
community.
• Expand current social tools and seek other opportunities with
social/technology trends in mind.
• Encourage a blogging format for content being created within our
team and in other departments.
• Establish benchmarks and measurement methods to inform
future social media strategies that meet business objectives.
TEN SOCIAL MEDIA TACTICS
1. Create content even when you don’t get the call.
www.nait.ca/44782.htm
www.youtube.com/techlifemag
2. Provide and repost content.
communities.canada.com/edmontonjournal/blogs/eatmywords/archive/2009/12/16/de-boning-a-turkey.aspx
twitter.com/NAIT/status/6802914579
TEN SOCIAL MEDIA TACTICS cont.
3. Address other unexpected social media opportunities.
www.flickr.com/photos/nait
TEN SOCIAL MEDIA TACTICS cont.
4. Post once and have it feed to multiple sources.
TEN SOCIAL MEDIA TACTICS cont.
www.nait.ca/newsroom
www.nait.ca/socialmedia
www.twitter.com/nait
www.linkedin.com/groups?gid=1413867&trk=myg_ugrp_ovr
www.techlifemag.ca
5. Make social media part of the story.
www.youtube.com/watch?v=BTGViXjN8Fk
TEN SOCIAL MEDIA TACTICS cont.
6. Whenever possible reuse content and post elsewhere.
en.wikipedia.org/wiki/Avro_arrow
www.techlifemag.ca
twitter.com/NAIT/status/6669267608
TEN SOCIAL MEDIA TACTICS cont.
7. Always be looking and ready for opportunities.
www.edmontonjournal.com/news/NAIT+workshop+aims+prevent+school+shootings/2133163/story.html
TEN SOCIAL MEDIA TACTICS cont.
8. Tailor content and make it convenient for bloggers.
TEN SOCIAL MEDIA TACTICS cont.
9. Involve many colleagues and create a similar brand for your channels.
www.twitter.com/NAIT/naitaccounts
www.nait.ca/facebook
TEN SOCIAL MEDIA TACTICS cont.
10. Co-brand your personal presence with your organization.
TEN SOCIAL MEDIA TACTICS cont.
www.twitter.com/kvern
FIVE LESSONS cont.
2. Be willing to poke fun at yourself.
www.connect2edmonton.ca/forum/showthread.php?p=122600#post122600
FIVE LESSONS cont.
3. Don’t get put off by swearing.
FIVE LESSONS cont.
4. Face-to-face interaction is just as important as online.
www.twitter.com/edmontontweetup
FIVE LESSONS cont.
5. Most comments are neutral.
• 3% positive, 2% negative, rest is neutral (Georgia Tech case study
by KD Paine)
TRACKING AND MEASUREMENT
• Media Relations Points (MRP)
• Twitter:
• Publish Date
• User
• Location
• Prov
• Type (if known)
• Followers (similar to reach)
• Positive/Negative/Balanced
• Comment + Notes
• Action
OTHER REPORTED METRICS
• YouTube (video + channel views)
• Flickr (image + video views)
• Twitter (followers + click throughs)
• Facebook (fans)
• Highlights!
MY THREE FAVOURITE SOCIAL MEDIA TOOLS
• SlideShare slidecasts
(PD: Paradox of our Profession: Valuable but not Valued, Dr. Terry
Flynn, McMaster University, 52:53)
• Flickr application + functionality
• LinkedIn applications (SlideShare, blog, events, TripIt, box.net)
CONTACT
Diane Bégin, Communications specialist, NAIT
780.491.3142
www.twitter.com/dibegin
www.linkedin.com/in/dibegin
www.delicious.com/dibegin
www.slideshare.net/dibegin
www.facebook.com/dianebegin
www.wheretobegin.ca
