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This is a presentation for a lecture given to students in the Lutheran College Consortium on the social media trends in the public relations industry.
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THE INTERNET & SOCIAL MEDIA
Hadley Dreibelbis, Widmeyer Communications
“Social networks are all about a
shift from vertical to horizontal
communications on the web.”
- David Bowen, Financial Times
Before we begin…
What sources do you use to get news and learn
about trends?
Do you use social media as a news-gathering
tool?
What types of social media do you use?
What is your favorite corporate social media
account and why?
Today’s roadmap
Social media
Content creation
Platforms
Content best practices
Digital media
Platforms
Influencer outreach
Sentiment and share of voice
Activity and discussion
SOCIAL MEDIA IS ABOUT
LISTENING, NOT TALKING
Strategic content creation
Listening
Engagement Optimization
Measurement
& Analysis
Content
Curation &
Development
Measurement
All measurement needs to be tied to clear goals
Numbers mean nothing without a context
Data gathered should inform other activities beyond
that platform
Microblogging site with posts of 140 character
length
Used by reporters as a way to gather stories, look
for sources and pay attention to trends
Used in public relations to promote an
organization’s news, initiatives, refute rumors,
promote positive content and engage users
Has a reach far beyond the platform
Conversational and engaging
Promotion on Twitter
Targeting on Twitter
Audiences can be segmented in the following ways
for the most optimized promotion:
Followers
Location
Look-alikes
Device
Interests
Gender
Keywords
Hashtags
Expand the reach of your post
Can be used to brand/tag content
Can also prompt user engagement
Useful in Twitter chats, where you can engage users
through conversation about salient topics in your
industry
Tweetdeck
Facebook in the United States
Every day…
128 million users
101 million people on mobile
72% of monthly active users return daily
Every month…
179 million people, which is 74% of internet users in
the US
142 million people on mobile, which is 58% of mobile
phone users in the US
Facebook for your client
Opportunity to gain consumer insights, build brand
awareness and create audience loyalty
Creating two-way engagement through asking for
audience participation: contests, photo submissions,
questions in updates that encourage responses
Using Facebook advertisements as a way to target
specific audiences and build a loyal base
How Facebook hashtags work
Facebook hashtags appear as clickable links
Clicking on a hashtag opens up a feed where you’ll
see stories from the Pages and people who have
posted with the same hashtag
People can also find posts related to specific topics
or interests by searching on Facebook for relevant
hashtags
These hashtags can be created through writing a
status update
Get followers by including a “follow me” button on other properties and linking users to the Instagram web profile
Use @ mentions to reference a specific user – this will link to the user’s Instagram profile and give him or her a notification
Extend conversation into the Facebook and Twitter communities by sharing the content posted on Instagram to Facebook pages and Twitter feeds
Use photos that tell a story and remain authentic to the client’s organization
Can be used for both personal and client purposes
Personal
Update profile with job experience, awards, skills
Follow companies that interest you for updates and job opportunities
Look for mutual connections with employees of desired companies and make sure to follow up with contacts
Client
Use LinkedIn to research journalists, establish a company page with frequent thought leader posts, and make sure all employees are connected to the page through their personal profiles
Video platforms
YouTube
One in four Americans watches a video online every
day
500 million visitors/month with 90 billion page views
Clients can use this medium to tell brand stories
Vine
Six-second videos produced for humor and viral sharing
When used carefully by brands, can complement
Twitter engagement
CONTENT BEST PRACTICES
Post succinct content
Your friends’ and fans’ newsfeeds contain a lot of
information – and they have a limited amount of
time to read it
Keep posts short whenever possible
Posts between 200-250 characters (less than 3 lines
of text) see about 60% more likes, comments and
shares
Post photos and videos
Rich media tends to draw attention more than
simple text
Posts including a photo album, a picture or a video
generate about 180%, 120% and 100% more
engagement than the average post, respectively
Give access to exclusive information
and behind-the-scenes views
Reward your friends and fans for liking your client’s
Page
Give special access to behind-the-scenes
information and exclusive content
Consider making announcements on social media
before anywhere else or posting exclusive photos
from events on your client’s Page
Be timely
Your audience is more likely to engage with your
posts if you talk about topics that are already top
of mind for them, such as current events, holidays or
news
For example, posts mentioning Independence Day
on July 4th generated about 90% more
engagement than all posts published on that day
Post “fill in the blank” posts and use
hashtags to join conversations
Asking your fans to finish your sentence is a simple
way to encourage engagement
This type of post is particularly useful if you want to
get people to talk about specific attributed of your
message, such as why they support it
Fill in the blank posts generate about 90% more
engagement than the average post
Post regularly
Your fans are more likely to engage with your
content if you remain top of mind
Only you can know what the right cadence is for
your audience and for your message, but make sure
to post regularly
General guidance is 1-3 times per day
Be selective
Decide which social media platforms are best for
your client – have a strong presence on select
mediums, rather than a broad but shallow presence
Create a strategy for your client – how frequently
you will post, the tone and nature of posts and a
crisis plan in case of company controversy
Be authentic and stay true to the client’s voice
THE POWER OF DIGITAL
MEDIA
Webinars and podcasts
Clients can use these to launch new products,
position themselves as thought leaders in a field of
expertise, and engage with an audience online
These can also be used to live-stream events to
supporters
Advantages of a podcast:
Cost-effectiveness
Ability to access 24/7
Portability
Blogs
Cost-effective way to reach large numbers of people
Have gained increased credibility
Corporate or organizational blogs
Official voice, often written by executives
Employee blogs
“Insider” perspective from company workers
Third-party blogs
Postings on external blog sites – establishing relationships with influencers
Conversation influencers
An influencer is an individual who consistently posts
or tweets about your client’s topic or issue, has a
high number of followers, and whose content is
shared widely
These can be bloggers, social media mavens, or
even reporters with a digital presence
REACH
A measure of an
individual’s digital/social
connections including
number of friends,
followers, and backlinks
RESONANCE
A measure of how much
activity an individual’s
content provokes in terms
likes, retweets, comments,
and shares
RELEVANCE
The most heavily weighted
metric, relevance is a
measure of how “on topic”
an individual is in terms of
keyword and phrase usage
Ally conversion process
Unknown Unengaged
- Key issue monitoring
- Event & conversation tracking
- Listening
Known Unengaged
- Opportunity identification
- Key influencer identification
- Analysis of conversations
- Message development
Known Engaged
- Social engagement metrics
- Communications initiated
- Event participation
Actively Engaged
- Responses to tweets
- Engagement on Facebook
- Site revisits
Measuring conversation
Not only can you measure the hard numbers of
postings and engagement, you can analyze the
sentiment and share of voice of these posts
Sentiment: whether the post expresses positive,
neutral, or negative feelings about the client
Share of voice: In the salient conversation topics,
how much of a presence does the client have?
Sentiment
Share of voice
NOW, IT’S YOUR TURN
Assignment
Get in groups
Pick a client – made up or real
Create three tweets (don’t forget a unique
hashtag!), one Facebook post and a concept for
another social media platform (blog post, YouTube
video, etc) based around an event promotion
Get creative!
Discuss
QUESTIONS?