Social Media
Define Social Media
activities, practices, and behavior among communities of people who gather online to share information, knowledge, and opinions using conversational media
Sticky
gain user attention to increase the possibility of sharing content
Twitter- Remember when asking questions
-Relevance Matters -Responsiveness Reigns - Retweeting should be simple -Reach is expanded by flexibility
Youtube- Capturing Audience attention
-create regular content -remember that first impressions rule (first 10 seconds and screenshot) -Know production value matters (audio and visual) -Use annotations - Make content meaningful -create playlists -buy an ad
Reciprocal interactions on LinkedIn
-messages -InMail -Recommendations -Endorsements
3 simple decrees of Cluetrain
1. Be authentic to stakeholders- talk like actual people. Don't use buzz words 2. Have fun and laugh 3. Above all, listen
5 steps to a successful company linkedIn
1. Be creative 2. Start conversations 3. Share with others 4. Show off a little 5. Extend your reach
7 Platforms in order
1. Facebook 2. Twitter 3. LinkedIn 4. Youtube 5. Google+ 6. Instagram 7. Pinterest
Top 2 areas marketers want to master
1. Facebook 2. Instagram ?? (Page 39)
2 Rules of effective Bloggers
1. Follow, listen, and interact- establish good relationships with other bloggers 2. Be a good story teller- be genuinely useful and exciting
5 helpful blogging tips
1. Keep posts between 250-600 words 2. Brevity counts. Short headlines are key 3. Take part and encourage conversations (negative comments can be an opportunity to develop relationships) 4. Become part of a blog community by participating in other blogs 5. Be authentic. Your online community will see through marketing strategy
4 Quadrants of PR
1. Media- publicity, traditional and social press 2. Community- internal, external, online, employee, and consumers 3. Business- investor relations, social care 4. Government- political, lobbying, public affairs, issues management
5 Stages of Crisis management in Digital age
1. Prepare in advance (create a plan) 2. Isolate the origin (identify where the crisis started) 3. Evaluate the impact 4. Mitigate the crisis (respond quickly with empathy) 5. Learn from the crisis (go back and review)
Circular Model of SoMe
1. Share- participate, connect, build trust 2. Optimize- listen and learn 3. Manage- quick responses, real time interactions 4. Engage- where is the audience and how do we reach them
Common Ethical Dilemmas
1. Spamming 2. Public feuds 3. lying 4. misrepresentation 5. Disclosing sensitive company or client information
4 overarching areas of developing sharable content
1. Storytelling 2. Social Currency 3. Influencers 4. Sharability
Top 5 SM questions marketers want answered
1. Tactics- what is most effective 2. engagement- best way to involve/ connect with people 3. measurement- how do we know if its working 4. audience- how do we find our target audience 5. tools- best social management
5 Content forms marketers want to learn more about
1. Video 2. Blogging 3. Visual images 4. live video 5. Podcasting
Significance of video use
60% of marketers use video and 73% plan on increasing this use (especially live video)
Creating a company page
??
Advertising, Marketing, PR
Advertising- Selling of the product Marketing- Price, Product, Promotion, Placement PR- Manages relationships between organization and publics
10 steps before starting a company blog
Determine... 1. blog team 2. purpose 3. target audience 4. persona and voice Develop... 5. meaning 6. editorial calendar 7. publication schedule 8. rules 9. Content curation plan (presents lots of content in a meaningful way) 10. promotional plan (How are others going to see it
EdgeRank
EdgeRank is the name commonly given to the algorithm that Facebook uses to determine what articles should be displayed in a user's News Feed
Most important platform
Facebook- What businesses use their pages Primarily to do
Facebook provides a place to share information and interact with it. Used to build communities and engage with customers.
Facebook- number of active users
More than 1.19 billion
Viral
PR, marketing, or social media techniques that induces users to pass messages to other users with potential exponential growth
Platform businesses are most interested in
Snapchat???
Contagious
Users spreading messages through SM, PR, and marketing to get people talking and sharing
Significance of video
platform for rapid response and engagement sneak-peaks, special offers, celebrity takeovers, Q and A, insider looks