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A presentation for JRN 450.
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A Crash Course:Social Media Strategy
Creative Commons: Matt Hammhttp://ow.ly/ffvUm
With Rachel Esterline Perkins
My Experience
Creative Commons: Technovore - http://ow.ly/ffx7K
Keep In Mind…Not every network is right for
every company or organizationHave a goal in mindDecide how to measure success
before implementing a social media program
Focus on engagement, not broadcasting
Step 1: Research/AuditBasic keyword search
◦Use quotes to narrow down resultsSee what is being said about the
client and how people are talking about the industry
Sampling of Sites to Search
Brand’s website Google Google Images Google Blogs YouTube/Vimeo/Viddler Twitter Flickr Ning StumbleUpon Digg Scribd MySpace Pinterest Yelp
SlideShare Social Mention Delicious Diigo Quora LinkedIn Paid options:
◦ Radian6◦ Vocus◦ Sprout Social◦ UberVu
Global sites◦ Renren (China)◦ Orkut (Brazil, India)◦ Xing (Europe)
Competitor Audit
Key FindingsCCFA and IPR are
not currently utilizing social media to promote the program
Need to increase results on search engines (SEO)
Competitors are actively using social media
Two Facebook Groups◦ Integrative Public
Relations (158 members)
◦ CMU Integrative Public Relations Alumni (186 members)
4,339 people on LinkedIn
Step 2: Objectives/GoalsWhat does the client
want to achieve?Who does the
client want to reach?
Creative Commons: Khalid Alibaihhttp://ow.ly/ffwC4
Hypothetical Goal:
Position CMU as a leader in the field of public relations education and engage IPR students and alumni
What are your ideas?
Potential RecommendationsBlog
◦ Showcase current students and their achievements
◦ Showcase alumni◦ Publish blog posts
written by faculty that demonstrate knowledge of current best practices
◦ Publish guest posts by alumni and guest speakers
YouTube◦ Upload interviews
with students, alumni, faculty and employers
◦ Create videos with useful advice for students/young professionals
SlideShare/Scribd◦ Share presentations,
documents, resources, etc. w/ CMU IPR branding
Potential RecommendationsStudent
Facebook Group◦ Post internship/job
postings, scholarships and volunteer opportunities
◦ Set a weekly discussion topic and encourage participation
Twitter◦ Post links to relevant
articles/blog posts◦ Host Twitter chats
#PRstudchat
Pinterest◦ Create and post
infographics with a tie to PR, social media, marketing, etc.
◦ Repin “inspiration” for campaigns, designs, etc.
Potential RecommendationsAlumni Facebook Group
◦ Post job postings◦ Post opportunities to engage with
students◦ Set a weekly best practices discussion
topic and encourage participationSocial media monitoring and
engagement◦ Monitor mentions related to program and
respond to build engagement
Endless OpportunitiesPodcasts
◦ iTunes◦ BlogTalkRadio
FlickrFourSquareDiigo/DeliciousStumbleUpon/
DiggNingGoogle+
TumblrWikipediaSocial gaming
Social media is just part of the bigger picture…
Creative Commons: Matt Hammhttp://ow.ly/ffvUm
Writing for Social Media
Creative Commons: Vicki’s Picshttp://ow.ly/fg6U6
The “70-20-10” Rule70% of the time, focus on sharing
with your community. 20% of the time, focus on
interaction. 10% of the time, blatantly self
promote
Tips for Developing ContentFind inspiration
◦Consider the audience. What questions are customers/clients asking? What are they passionate about? What concerns them? LinkedIn Answers, Quora, Google
◦Write about company news, culture and events
◦Share customer stories and testimonials.◦Find industry-related news and blogs
Create a content calendar◦Plan out 2-4 weeks in advance◦Enables you to be more strategic
Tips for Developing ContentBe consistent, post regularlyInclude various media (images, video,
audio)◦Make it Pinterest-worthy
Encourage conversation◦Ask questions◦Ask people to share ideas, photos, etc.
Keep SEO in mind◦Think of how people would search for a post◦Example: Saginaw hospital, hospital in the
Great Lakes Bay Region, mid-Michigan ER
Tips for Developing ContentInclude a “call to action.” What do
you want people to do? ◦Subscribe? Buy? Attend? Request more
information? Analyze the data and evolve your
strategy◦See where people are going on your
website with Google Analytics◦Use Hootsuite to receive reports on clicks
of link◦Engagement & sentiment > # of
Likes/followers
Questions?
Creative Commons: Matt Hammhttp://ow.ly/ffvUm
