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Dr. Kaye Sweetser, APR, from the University of Georgia discusses social media at Mobile's Red Square Agency on Oct. 6, 2010. Sweetser suggests a 4-step process to adopting social media: policy, planning, connecting & measuring.
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Kaye Sweetser, Ph.D., APRAssociate Professor // University of Georgia
UNLEASH YOUR SOCIAL MEDIA MOJO
Pure pwnage. Social media can be overwhelming.
4 S
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Case the neighborhood.
Connect, but not in a stalkish way.
Know that size doesn’t always matter.
Did you get the memo?
Dear Corporate America:
You never had control in the first place. OK, Thanks.
XOXOX,
Your Customers
Develop a social policy Encourage good ethical actions, like:
Transparency Disclaimers Respecting copyright, confidentiality & other people
Communicate expectations & train everyone: Do employees have to report their social sites? What can employees say online as themselves? Who speaks about the organization?
Evaluate the “IT” issues & possible risks, but don’t let them hold you back.
Be inspired by others’ policy, like Coca-Cola.
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Case the neighborhood.
Connect, but not in a stalkish way.
Know that size doesn’t always matter.
Know before you go•Monitor the community & note what is culturally acceptable.
•Follow the rules & community values.
•Know what people are saying about you, your competitors & your issues before you jump in.
•Determine your time commitment & set your goals.
•Make a plan for reporting (metrics), based on goals.
•You don’t need a social media strategy; look how incorporate engagement into campaigns.
4 S
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roce
ssLet loose!1
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Case the neighborhood.
Connect, but not in a stalkish way.
Know that size doesn’t always matter.
Friend of a friend …•Notion of “six degrees of separation” introduced by author Frigyes Karinthy in 1929.
•Milgram conducted “small-world experiments” in 1967, finding 5.5 – 6 degrees of separation.
•Facebook connections remained on par.
•Twitter argued to bring us closer.
And once you connect …Talk about your audience more than you talk about
yourself. It is not all about the sale.
Talk like a 5th grader, speaking in short sentences & use simple words.
When you want something, ask. Include a call to action when appropriate.
You can get someone’s attention when you use his name. Remember to @ your audience. Gatorade Mission Control has had 2k+ one-on-one
convos.
Structure conversation so that it can continue.
Tweets taste good•Restaurants tweet daily specials.
•Mobile food trucks tweet location.
•Big chains have FT SM staff to monitor & respond to customers.
•FourSquare rewards loyalty with “mayor”ship, badges & discounts.
•Wow Bao in Chicago replied & issued gift cards to tweeters.
•Restaurant owner Graham Elliot in Chicago lets tweeters help make decisions about the restaurant—such as what music to play.
Passion for fashion•Upload pictures of new merchandise.
•Create stlyin’ video shorts highlighting latest fashions or celebrity/hot looks.
•Ask customers to upload their pix with your merchandise.
•Follow & friend locals & create incentive to come to the store through tweets.
•Reach out to bloggers.
•Create apps that bring value to your customer.
4 S
tep P
roce
ssLet loose!1
2
3
4
Case the neighborhood.
Connect, but not in a stalkish way.
Know that size doesn’t always matter.
25%
of page views came from top social networks. Wow.
Holla at your girl.Dr. Kaye Sweetser University of Georgiahttp://[email protected]
