aps social media briefing
TRANSCRIPT
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Briefing
B ildi F k fBuilding a Framework for New Media and Social Media Engagement
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
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Briefing Contents
Wh I A• Who I Am
• How New Media and Social Media are Changing Organizational CommunicationsOrganizational Communications
• What Social Media and New Media Can Accomplish
• Which Online Communications Channels Can Help You Achieve Our Corporate Objectives
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My Background and Experience
New Media Strategy Clients:
N M di T i i Cli tNew Media Training Clients:
New Media Communications Clients:
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Organizational Communications: Pre-Internet
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Industry yRelations
yRelations
Analyst Relations
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Analyst Relations
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Content and Conversations as Marketing
Websites New Media
Microblogging Email
Monitoring SEO
Blogs/PodcastsContent SocialN t k Blogs/PodcastsNetworks
Pure SocialNetworks
Social Media
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Networks
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Search and Reputation
112
3
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Source: Universal McCann
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SEO
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Email Communications
8Source: Universal McCann
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B-to-B Social Media
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B-to-B Social Media
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B-to-B Social Media
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Scaling Challenges
Source: Universal McCann
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Edgework
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Source: Cobalt123
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Social Media Policies
People ProcessPolicy Technology
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Guidance Transparency of Information Intended for
Public Release
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters
DiplomacyDuring Emergencies
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DisclaimersConflict Resolution
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Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav
by
ain
Nav
by
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av
for
dia
av
for
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
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ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
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Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
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Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav
by
ain
Nav
by
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av
for
dia
av
for
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
aM
ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
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Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
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Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav
by
ain
Nav
by
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av
for
dia
av
for
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
aM
ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
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Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
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Leveraging Existing Data
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Data Visualization Sharing
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Data Visualization Sharing
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Data Visualization Sharing
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FEMA: Closing the Credibility Gap
23FEMA Social Media Deep Dive Podcast
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Open Platform
Color Color Coded by SizeCoded by Size
Outage Street Level Detail
Outage Street Level Detail
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News is the Frequent Updating of Information
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Conversations Shape Reputation 1
st
DDra
ft: Rep
utaa
tion
262nd Draft: News Media
Source: Shel Holtz
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PSNH Case Study: Process Detail
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Measurement and Analysis
Cairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak
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Online Communications Strategy
PolicyResourcesRegulations Best Practices
WebsitesTwitter
LinkedinNew Media
Social Media
APS.comSEO
YouTube
FacebookEmail
lBlogs
Visualization
Objectives
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SocialInformational Transactional
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Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
schwartzmanpr.com Website
ontherecordpodcast.com Podcastp
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook/
Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
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Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0