The Renaissance is Now

2009 Communications Summit

Building a Digital Tapestry: How to Activate Social Media Platforms

Panelists 1. Tara Hall- AS at The Marketing Arm

2. Mike D. Merrill- SAE at New media Gateway

3. Brian Penrod- Program manager for interactive media for Susan G. Komen.

Tips for creating a sustainable conversation online1. Consider what the audience wants to hear 2. Once the conversation is started, NEVER stop3. Get organized. Plan an editorial calendar or strategy

-when’s the best time to reach your audience?

You’ve set up your brands Twitter/Facebook, now what?- Social media is not one size fits all.- Every brand has a personality, every personality is unique.

- Ex. Southwest Airlines- Keep the conversation going in an authentic way that represents

your brand- Have a crisis communication action plan

Building a Digital Tapestry: How to Activate Social Media Platforms

cont…

Measuring the Effectiveness of Social and Traditional Media Campaigns

Speaker: Linda Rutherford, VP of Communication and Strategic OutreachShow me the results!

-What did we get for our effort and expense?

Why Measure- Pinpointing results is essential for the client

-they become supporters when they see results- Serves as a comparison to your competitors

Monitoring Tools- Radian6 Vocus or Google Reader

*ROI on social media can sometimes be small, can we afford not to participate?

• Shift from print to online news has affected the way in which journalists receive news– Embargoed information is no longer acknowledged

• Relationships between editorial and advertising– Is it changing?

• How has social media changed the pitch?– E-mail is still relevant but new platforms allow quicker, more concise

interaction

The Shift of Journalism: The Many Hats Journalists Now Wear