Guest Lecture - Social Media & Public Affairs Communication Flashcards
Typical organisation chart of a member driven lobby association
Overview about different social media platforms
Facebook:
- more useful for private/brand communication, not for informing stakeholders
Instagram:
- humanizing/visualizing tool, but too little information can be transported for public communications
Youtube:
- often technology is used (website implementation)
- more broadcasting than narrowcasting potential
LinkedIn:
- professional exchange network + industry insights
Twitter:
- fast + interactive
- reciprocity not needed despite proximity effect
- narrowcasting and broadcasting thanks to ‘#’
-> LinkedIn and Twitter preferred for public communications purposes
Social media approach for successful communication
- usage of three platforms: Twitter, LinkedIn, own website
- strategy about what you want to reach with your social media interaction
Main types of Twitter users
- The Broadcaster: spreads messages, but does not interact
- The Communicator: uses Twitter for dialogue
- The Networker: tweets, re-tweets, replies and mentions
- The Lonesome wolve: observes, does not interact
The ‘perfect’ tweet
e. g.:
- up to 280 signs
- maximum 2 hastags
- one or two @ mentions, if possible
- ‘negative’ tweets result in more reaction and interaction
- maintain frequency
- pictures help + action words (‘click here’)
Possible goals with social media communications
- website clicks -> or conversions
- followers (count)
- awareness for a topic
- tweet engagement
Practical example:
Trade member organisation: Social media communication strategy
- only one element in the lobby mix
- resources, monitoring, engagement
- focus on Twitter and LinkedIn
- if topic is not interesting enough for a press release, a tweet can do
- infographs, video and great PPT’s are helpful
- balance quantity with quality of followers -> building a community
