Social Media Strategy for PR people

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A No-Nonsense Guide to Social Media Strategy for PR People


  • 1. 1Social MediaStrategyfor PRPeopleA No-Nonsense Guide toSocial Media Strategy forPR People - 2011Dr Paul MarsdenSocial PsychologistSocial Media Strategy

2. 2Okay, so you get social media: its just online media thatsupports social interaction and user contributions 3. 3And you see beyond the jargon; social media is achannel where word of mouth gets published 4. 4Your reputation is what people sayabout you when you leave the roomAnd you get that published word of mouth is importantand that you need to manage it... 5. 5So you have your Facebook page where youre publishingnews, interacting with customers, and collecting Likes... 6. 6And youve a Twitter prole where youre also publishingnews, interacting, and getting followed and re-tweeted 7. 7Youre publishing your news to a blog section on yourwebsite, interacting and getting views and shares too... 8. 8And youre publishing video news to your YouTubechannel and getting more views there... 9. 9You even publish key information about your organisationon Wikipedia and LinkedIn... 10. 102K+ 2K+ 2K+ 2K+And youre measuring it all by counting views, shares,likes, followers and comments 11. 11But what now? Is that it? Is social media just a directnews publishing channel for PR people? 12. 12First, if youre doing these seven things, congratulateyourselves; youre in the top 5% of organisations... 13. 13But you may be missing something.Do you have a strategy? 14. 14Yes, strategy is a fat word... but its the how in how youare going to achieve what you want to achieve 15. 15So to have a strategy, you need an objective 16. 16As PR people, were interested in generating favourablepublicity through media coverage 17. 17Yes, theres so much more to PR than media coverage,but its our core competence, so lets focus on that rst 18. 18If the real-world objective of PR is media coverage, thenthe social media objective of PR is social media coverage 19. 19In other words, social media PR is about maximisingpositive mentions in social media... 20. 20Which in plain language means getting people to talkabout you positively on Facebook, Twitter, YouTube... 21. 21How do we do that? Heres a simple PR strategy formaximising positive mentions in social media... 22. 22First, continue publishing news in the medium you wantto get talked about in, but adapt content to the medium 23. 23And that means doing six things... 24. 24One - adapt your news to the medium by making itsocial by enabling social interaction and sharing 25. 25Two - adapt your news to the medium by making itconversational - informal and brief in style 26. 26Three - adapt your news to the medium by making itreal-time - live and on demand 27. 27Four - adapt your news to the medium by making itmultimedia - with images, video and sound 28. 28Five - adapt your news to the medium by making itmobile - handset-friendly and location-aware 29. 29Six - adapt your news to the medium by making itndable - using search terms people use 30. 30 SOCIAL CONVERSATIONAL REAL-TIME MOBILE MULTIMEDIASEOSo Part 1 of your 2-part strategy is to continue publishingyour news in social media, but adapting it to the medium 31. 31 PR CAMPAIGNPart 2 is to run regular PR campaigns in social mediadesigned to get people talking 32. 32remarkableadjective/rimrkbl/1. Worthy of note or mention2. Striking, unexpected or unusualAnd that means doing things that are worth talking about 33. 33Whilst there are many ways to skin the social media PRcampaign cat, here are three proven strategies 34. 34One - The Entertain Me strategy:Running PR stunts with social media 35. 35Two - The Help Me strategy:Helping people solve their problems with social media 36. 36Three - The Love Me strategy:Activating fan advocacy in social media with fan exclusives 37. 37 Social Media Strategy for PR 1. Publish Your News in Social MediaSocial After Conversational Social Media MentionsReal-time= 4,500/week Multimedia Net Sentiment = +30BeforeMobile(% +ve - %-ve) SEO Social Media Mentions -> Improved Reputation 2. Run PR Campaigns = 1,500/week in Social MediaNet Sentiment = -10sity ropen(% +ve - %-ve)in px 2 Entertain Meease ro wt hincr-> g12% e nd) mmting Help Mereco nsul ton Co Love Me(BaiOf course, there are many ways you can complicate socialmedia for PR; this is just the simple no-nonsense strategy 38. 38DR PAUL MARSDEN SOCIAL PSYCHOLOGISTSOCIAL MEDIA STRATEGYCONTACT:Ill look forward to helping you apply the strategy in theSocial Media for PR People course. Enjoy. Share. Prot.