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Social Media Workshop

Created by Standing Partnership

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Social Media in Plain English

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Table of Contents• Overview of the Landscape• Focus on a Few Tools to:

– Connect– Listen– Engage– Publish– Evaluate

• Considerations – Before You Engage

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Social Media• Critical to SEO (search engine optimization – the art of

making Web pages attractive to search engines).• Serves as a tool for internal collaboration and

knowledge sharing.• Allows direct conversation and relationship building with

your community.• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.

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Why Integrate Social Media?• Brands that are the most engaged in social media

saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.

http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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The Mass Media Model

Edited and controlled content broadcast to mass audiences.

– Mike ArauzThoughts on New Media and Assorted Links

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The Social Media ModelIdeas shared, adapted, changed and shared again, and again, and …

– Mike ArauzThoughts on New Media and Assorted Links

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Social Media Continuum of Tools

PublishConnect Listen Engage

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Focus Efforts on a Few

The “Big Three”

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Connect: LinkedIn

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Connect and Engage: Facebook

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Listen: Follow Online Content• The quickest way to monitor content on the Web is to

use a feed reader.

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Listen: Tools

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Connect and Engage: Twitter

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Publish: Search Engine Optimization• “Neither a press release nor a full-page ad in the

New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”

— Robert Scoble and Shel Israel Naked Conversations

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Social Media: Evaluate Success

• Define Goals

• Measure Progress

• Celebrate Success

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Social Media: Before You Engage• Establish social media policy for team members• Create a plan including goals that are SMART (specific,

measurable, actionable, realistically high and time-bound)

• Decide what your focus area will be; for each campaign, what is the one thing you plan to achieve

• Review measurement tools on a regular schedule; tweak plan to align with strategy and meet goals

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Thank You

Questions?

www.standingpr.com/blog