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Alli Mowrey
Alli Mowrey

Social media overview for a public relations class

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Social Media PR Writing
SOCIAL MEDIA OVERVIEW
What is Social Media? http://www.youtube.com/watch?v=0eUeL3 n7fDs
What is Social Media? “Online technologies and practices people use to share opinions, insights, experiences and perspectives with each other.”1 1 Wikipedia
Social media have created a shift from vertical to horizontal communication on the web. What does this mean? Content is user-generated, and shared among peers (e.g., followers, fans), rather than generated from the top down.
Social Media Conversation • The conversation is not organized, controlled or onmessage It is: • • • • • • Vibrant Emergent Fun Compelling Full of insights
Social Media & Public Relations • • • Social networks have fundamentally changed the landscape of PR It’s essential to listen in order to facilitate conversations between organizations & stakeholders Offers a more direct, trusted line of communication
SOCIAL MEDIA BUSINESS PLAN
Social Media Business Plan Goals & Objectives Competitive Analysis Audience Analysis Content Planning Select Platforms Measure & optimize Create content Establish a brand presence Promote your network
Goals & Objectives • What are they & how do you achieve them? • • • • Goal: broad primary outcome1 Strategy: the approach you take to achieve a goal Objective: a measureable step you take to achieve a strategy Tactic: a tool you use to achieve a strategy 1 Forbes
Goals & Objectives 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
Goals & Objectives • Strategic Planning Steps1 1. 2. 3. 4. 5. 6. 7. Select Scope (department, business function) Identify business goals (specific to the scope) Define social media mission / purpose Define social media goals Define 1-2 objectives related to each goal Choose tactics for each goal Determine how you’ll measure each tactic 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
Audience Analysis • Key considerations: • General • Primary and secondary audiences • • • • • Demographics Interests Needs Expectations Relationship with your brand/organization • Other considerations (as they apply) • Technical background • Consumer behavior • Continue learning throughout process
Audience Analysis 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan

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Social Media Overview

  • 3. What is Social Media? http://www.youtube.com/watch?v=0eUeL3 n7fDs
  • 4. What is Social Media? “Online technologies and practices people use to share opinions, insights, experiences and perspectives with each other.”1 1 Wikipedia
  • 5.
  • 6. Social media have created a shift from vertical to horizontal communication on the web. What does this mean? Content is user-generated, and shared among peers (e.g., followers, fans), rather than generated from the top down.
  • 7. Social Media Conversation • The conversation is not organized, controlled or onmessage It is: • • • • • • Vibrant Emergent Fun Compelling Full of insights
  • 8. Social Media & Public Relations • • • Social networks have fundamentally changed the landscape of PR It’s essential to listen in order to facilitate conversations between organizations & stakeholders Offers a more direct, trusted line of communication
  • 9.
  • 11. Social Media Business Plan Goals & Objectives Competitive Analysis Audience Analysis Content Planning Select Platforms Measure & optimize Create content Establish a brand presence Promote your network
  • 12. Goals & Objectives • What are they & how do you achieve them? • • • • Goal: broad primary outcome1 Strategy: the approach you take to achieve a goal Objective: a measureable step you take to achieve a strategy Tactic: a tool you use to achieve a strategy 1 Forbes
  • 13. Goals & Objectives 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
  • 14. Goals & Objectives • Strategic Planning Steps1 1. 2. 3. 4. 5. 6. 7. Select Scope (department, business function) Identify business goals (specific to the scope) Define social media mission / purpose Define social media goals Define 1-2 objectives related to each goal Choose tactics for each goal Determine how you’ll measure each tactic 1 http://searchenginewatch.com/article/2202307/Social-Media-ROI-How-To-Define-a-Strategic-Plan
  • 15. Audience Analysis • Key considerations: • General • Primary and secondary audiences • • • • • Demographics Interests Needs Expectations Relationship with your brand/organization • Other considerations (as they apply) • Technical background • Consumer behavior • Continue learning throughout process