Exam 2 Flashcards
Stats on social media sharing
100 hours of video to YouTube every 60 seconds
Sharing more than 4.75 billion pieces of content on Facebook every 24 hours
Send 500 million new tweets daily
Essential elements of “sticky” social media
Storytelling: Tap into emotions. Tell a story that helps consumers understand and care about the idea behind it.
Social Currency: How we look to others matters. Create stories that are remarkable & unusual.
Influencers: Maximize people “in the know” who have impact over others.
Sharable: Produce content that is so extraordinary people willingly share it with others. Make it easy to share by including share buttons.
How to make a good first impression with social media
- accessible
- easy to share
- easy to find
Components of an ideal online media center
- press releases
- company backgrounds/statements
- leadership team
- multimedia
- products
- FAQs/fact sheets
- speakers or interview topics
Modern press releases
Contact information
-the headline
The introductory paragraph
-using the standard inverted pyramid
-who, why, what, when, and where
Supporting paragraphs/details
Anchor text links
Facts and stats
MultimediaDeveloping your news release strategy
- research your public’s persona
- develop an editorial calendar for news releases
- implementing a news release strategy to reach publics directly is like publishing an online news service
- big news is great, but don’t wait. Write about pretty much anything your organization is doing.
How to reach your publics directly
- Simultaneously publish your news releases to your website
- The importance of links in your news releases
- Focus on the keywords and phrases your publics use
- Include appropriate social media tags
Content management system (CMS)
A content management system is a computer application that supports the creation and modification of digital content
-it is often used to support multiple users working in a collaborative environment
Post vs. page
Post:
- reverse chronological order
- date driven
- organized with categories and tags
- collected on archive pages (date, category, tag)
Page:
- static content or information
- hierarchical structure
- not part of the date-driven post stream
- have parent pages
- have no categories or tags
5 reasons to use photos in social media campaigns
- people are visual beings
- share photo streams
- tag it
- creative commons
- chat, chat, chat
Creative Commons
Creative common’s tools give everyone from individual creators to large companies and institutions a simple, standardized way to keep their copyright while allowing certain uses of their work
- a "some rights reserved" approach to copyright - which makes their creative, educational, and scientific content instantly more compatible with the full potential of the internet
SEE CREATIVE COMMONS SYMBOLS
SEE CREATIVE COMMONS SYMBOLS
How to address CC
Works published by (name) are licensed under CC: (creative commons licenses)
Photo from (where) by (name) are licensed under CC: (creative commons licenses)
Establishing the groundwork for engagement
- Trust and respect
- Values
- integrity, respect, humility, teamwork, and accountability
- Fluidity
- Avoidance of zero-tolerance
- Lack of jargon
- Sensibleness
- Friendliness
- Consistency
- Clear consequences
Initial entry strategy: passive vs. active
Passive strategy:
- search
- listen
- respond
Active strategy:
- create
- engage
Engagement - principles for success
- participatory
- authentic
- resourceful
- credible
Rules of engagement
- use social media channels as intended
- don’t be a dirty spammer
- assume people don’t care about the product
- have a personality
- provide context when seeking connections
- be transparent
- talk about the topic
- social media profiles are not billboards
- be nice
CC License Variations
Attribution (BY)
Attribution - Share Alike (BY-SA)
Attribution - Non-Commercial (BY-NC)
Attribution - Non-Commercial - Share Alike (BY-NC-SA)
Attribution - No Derivatives (BY-ND)
Attribution - Non-Commercial - No Derivatives (BY-NC-ND)
Millennial-Era Crises
- More than 28% of reported crises spread internationally within 1 hour
- Over 2/3 spread within the first 24 hours
- 50% of communications professionals believe organizations are not adequately prepared to handle such situations
- 94% think that failure to effectively define how to handle online issues leaves an organization open to ‘trial by twitter”
Examples of poor crisis communication
- BP Oil spill
- United airlines
Five Stages of Crisis Management
- Prepare in advance
- create a plan
- set up monitoring tools
- Isolate the origin
- identify where the crisis originated and on which social channels
- don’t fight back - with journalists or consumers
- Evaluate the impact
- take inventory of the situation
- establish a clear chain of command
- Mitigate the crisis
- respond quickly and with empathy
- take appropriate action
- Learn from the crisis
- when it’s over go back and review
Social Media Models and Framework: R.A.C.E. four-step model
Research - Action - Communication - Evaluation
Social Media Models and Framework: R.O.P.E. four-step model
Research - Create objectives - Plan - Evaluation
Social Media Metrics Model
Exposure Engagement Influence Impact Advocacy
Social Media Metrics Model: Exposure
Create potential audience exposure to content & message
Social Media Metrics Model: Engagement
Interaction that occurs in response to content on an owned channel (engaging with you)
Also earned social conversation (talking about you)
Social Media Metrics Model: Influence
Ability to cause or contribute to a change in opinion or behavior
Social Media Metrics Model: Impact
Effect of a social media campaign, program or effort on the target audience
Also value - the financial impact
Social Media Metrics Model: Advocacy
Act of pleading or making the case for something. Includes positive sentiment and pone of the following:
- a recommendation
- a call to action to purchase
- suggested usage or suggested change to opinion
Social Media Measurement Standards
- Content and sourcing
- Reach and impressions
- Engagement and conversation
- Opinion and advocacy
- Influence
- Impact and value
Strategic and Tactical Social Media Plan Template
1. Research
(Goal)
2. Objectives
-specific, measurable, attainable, relevant, and timely
3. Strategy
4. Tactics
5. Implementation, budget, and timeline
6. Reporting and evaluation
