Social Media Strategyfor PR People
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A No-Nonsense Guide to Social Media Strategy for PR People - 2011
Dr Paul MarsdenSocial PsychologistSocial Media Strategyhttp://viralculture.com
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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And you get that published word of mouth is important and that you need to manage it...
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Your reputation is what people say about you when you leave the room
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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And you’re publishing video news to your YouTube channel and getting more views there...
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You even publish key information about your organisation on Wikipedia and LinkedIn...
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And you’re measuring it all by counting views, shares, likes, followers and comments
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2K+ 2K+ 2K+ 2K+
But what now? Is that it? Is social media just a direct news publishing channel for PR people?
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First, if you’re doing these seven things, congratulate yourselves; you’re in the top 5% of organisations...
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But you may be missing something. Do you have a strategy?
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Yes, strategy is a fat word... but it’s the ‘how’ in how you are going to achieve what you want to achieve
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So to have a strategy, you need an objective
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As PR people, we’re interested in generating favourable publicity through media coverage
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Yes, there’s so much more to PR than media coverage, but it’s our core competence, so let’s focus on that first
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If the real-world objective of PR is media coverage, then the social media objective of PR is social media coverage
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In other words, social media PR is about maximising positive mentions in social media...
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Which in plain language means getting people to talk about you positively on Facebook, Twitter, YouTube...
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How do we do that? Here’s a simple PR strategy for maximising positive mentions in social media...
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First, continue publishing news in the medium you wantto get talked about in, but adapt content to the medium
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And that means doing six things...
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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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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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SOCIALCONVERSATIONAL
REAL-TIMEMOBILE
MULTIMEDIASEO
Part 2 is to run regular PR campaigns in social media designed to get people talking
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PR CAMPAIGN
And that means doing things that are worth talking about
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re·mark·a·bleadjective /riˈmärkəbəl/1. Worthy of note or mention2. Striking, unexpected or unusual
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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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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BeforeSocial Media Mentions
= 1,500/week Net Sentiment = -10
(% +ve - %-ve) 12% incre
ase in prop
ensity
to recommend -> gr
owth x 2
(Bain Consul
ting)
Social Media Strategy for PR1. Publish Your
News in Social MediaSocial
ConversationalReal-timeMultimedia
MobileSEO
AfterSocial Media Mentions
= 4,500/week Net Sentiment = +30
(% +ve - %-ve)
2. Run PR Campaignsin Social Media
Entertain MeHelp MeLove Me
-> Improved Reputation
I’ll look forward to helping you apply the strategy in the ‘Social Media for PR People’ course. Enjoy. Share. Profit.
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DR PAUL MARSDENSOCIAL PSYCHOLOGIST
SOCIAL MEDIA STRATEGY
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