Communications: How Social Media Changed Everything

Introduction

- Managing Director, Galibier PR- 15 years in PR agencies- Education specialist:

e-assessment providersAwarding bodiesFE, HEPublic and private sector

oc@galibierpr.co.uk07989 410 334

@GalibierPR

Last time…

• How to build relationships with media and other influencers• How to combat/mitigate threats to your reputation• How to build/manage a positive reputation• How to raise the profile of e-assessment on national level

Do nothingOr

Do something

Social media is just…Media

The good news: your social media objectives = your PR objectives

Differences

• Quality• Reach • Frequency• Usability• Immediacy• Permanence

Social media has broken down barriers: more ways to communicate; more personal, spontaneous and informal

Threats

• Less editorial integrity / control• Hard to police / legislate• Influencers could be anyone, anywhere• Your name and reputation can be talked about openly by anyone

Opportunities

• More ways to share:• Ideas• Expertise• Opinions• Knowledge• Best practice• Case studies• News• Advice• Analysis

• And if your content is good, others will be encouraged to interact and share

Outcomes

• Positioning• Reputation• Profile• Engagement• Enhanced relationships with influencers eg media /

policymakers• Measurable/trackable success

How?

• Good content planning: everyone in this room has plenty to say• Appropriate content for appropriate platforms: pick your turf• Engage with influencers and audiences on their terms• Don’t sell• Far more scope for creativity than the old days: think beyond the press release!

Getting started

How might a good social media / PR campaign handle:

• Cheating / proxy testing• Marking delays• Tech failures• Dumbing down• Data security• Cost concerns• Luddism

• Validity• Robustness• Standardisation• Reliability• Efficiency• Risk management• Recruitment and selection

Thank you

• Questions

• One-to-ones