PR Forum 2011

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HELLO

This is a presentation about before Facebook

The first thing you should do before you decide to do Facebook is…

STOP

think

&

evaluate

Introducing Corporate Social Media Readiness

What do you think is your biggest obstacle in delivering social media relations excellence?

THE INDUSTRY

YOUR BOSS

THE IT DEPARTME

NT

YOUR CLIENTS

YOUR CUSTOMER

S

THE COUNTRY

THE CLIENT’S

BOSS

FILL IN …

FILL IN …

FILL IN …

FILL IN …

In more than 90% of

cases SME is unachievable because the organization resists it

How do you evaluate SME?

Who? (who uses SM in our organization)What for? (personal, business, internal, external, limited to certain communities, closed, open, monitored, is it a strategic goal, is it tied to business objectives, is it performance based)

Consider the importance of involving a SM component in RECRUITMENT

iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills

iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills

How do you evaluate SME?What? (is it forums, FB, all SNs, blogs, intranet, mailings)For whom? (is our target SM active? Do we evaluate and measure volume and engagement? Do we link engagement with business objectives?)

iPressroom, 2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills

The four key factors:

-Senior management commitment-Part of business objectives-Included in corporate knowledge indicators-Tied to industry and customer SM level

Before doing

anything else you need to measure

SMR

test

Making the measurement matter:

- Go qual and quant – involving only senior management may look like you’re trying to seem more important- Work with the research department- Include SM indicators in performance and bonus considerations- Include a SM dimension in job descriptions

Provide tailored

solutions

Thanks!