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Social Media Strategy for PR people
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Social Media
Strategy
for PR
People
A No-Nonsense Guide to
Social Media Strategy for
PR People - 2011
Dr Paul Marsden
Social Psychologist
Social Media Strategy
http://viralculture.com
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Okay, so you ‘get’ social media: it’s just online media that
supports social interaction and user contributions
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And you see beyond the jargon; social media is a
channel where word of mouth gets published
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Your reputation is what people say
about you when you leave the room
And you get that published word of mouth is important
and that you need to manage it...
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So you have your Facebook page where you’re publishing
news, interacting with customers, and collecting ‘Likes’...
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And you’ve a Twitter profile where you’re also publishing
news, interacting, and getting followed and re-tweeted
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You’re publishing your news to a blog section on your
website, interacting and getting views and ‘shares’ too...
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One - adapt your news to the medium by making it
‘social’ by enabling social interaction and sharing
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Two - adapt your news to the medium by making it
‘conversational’ - informal and brief in style
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Three - adapt your news to the medium by making it
‘real-time’ - live and on demand
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Four - adapt your news to the medium by making it
‘multimedia’ - with images, video and sound
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Five - adapt your news to the medium by making it
‘mobile’ - handset-friendly and location-aware
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Six - adapt your news to the medium by making it
‘findable’ - using search terms people use
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SOCIAL
CONVERSATIONAL
REAL-TIME
MOBILE
MULTIMEDIA
SEO
So Part 1 of your 2-part strategy is to continue publishing
your news in social media, but adapting it to the medium
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PR CAMPAIGN
Part 2 is to run regular PR campaigns in social media
designed to get people talking
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re·mark·a·ble
adjective /riˈmärkəbəl/
1. Worthy of note or mention
2. Striking, unexpected or unusual
And that means doing things that are worth talking about
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Whilst there are many ways to skin the social media PR
campaign cat, here are three proven strategies
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One - The “Entertain Me” strategy:
Running PR stunts with social media
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Two - The “Help Me” strategy:
Helping people solve their problems with social media
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Three - The “Love Me” strategy:
Activating fan advocacy in social media with fan exclusives
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Social Media Strategy for PR
1. Publish Your
News in Social Media
Social After
Conversational Social Media Mentions
Real-time = 4,500/week
Multimedia
Net Sentiment = +30
Before
Mobile
(% +ve - %-ve)
SEO
Social Media Mentions -> Improved Reputation
2. Run PR Campaigns
= 1,500/week
in Social Media
Net Sentiment = -10 sity
ropen
(% +ve - %-ve) in p x 2
Entertain Me ease ro wt h
incr -> g
12% e nd )
mm ting
Help Me reco nsul
to n Co
Love Me (Bai
Of course, there are many ways you can complicate social
media for PR; this is just the simple no-nonsense strategy
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DR PAUL MARSDEN
SOCIAL PSYCHOLOGIST
SOCIAL MEDIA STRATEGY
CONTACT:
I’ll look forward to helping you apply the strategy in the
‘Social Media for PR People’ course. Enjoy. Share. Profit.