PR(Evolution) Session Three Closed Social Media
-
Upload
jacob-summers -
Category
Business
-
view
322 -
download
2
Transcript of PR(Evolution) Session Three Closed Social Media
PR(evolution)Building 21st Century Relationships
“Closed Social Media”
®Jessica Ayers | Jacob Summers
Review
®Jessica Ayers | Jacob Summers
Social media is the next step in the evolution of PR
Social media can be broken down into three categories:1. Closed2. Semi-Open3. Open
®Jessica Ayers | Jacob Summers
Social media users have the ability to be more selective than traditional media users
Unless you represent a large well-known company, semi-open and open social media efforts will not be overnight successes
Because social media is based on community concept, “word of mouse” publicity is the first step to a successful campaign
Obstacles to Social Media Success
Closed Social Media
®Jessica Ayers | Jacob Summers
Any online tool that facilitates two-way communication whose content cannot be found through a Google
search.
Advantages of Closed Social Media Assurance that you control the message
The ability to respond personally and privately to criticism and complaints
Low risk
Easy to persuade management of its benefits
®Jessica Ayers | Jacob Summers
Closed Social Media Tools
Often viewed as internal communication tools,
closed social media applications can be used to enhance a community
of loyal followers
Tools E-mail: internal and external
communication, e-newsletters, pitches to blogs and other media
File sharing: internal collaboration
Wikis: internal collaboration
Text chat: internal and external communication
Video chat & video conferencing: internal and external communication
®Jessica Ayers | Jacob Summers
Examples E-mail: Gmail, Yahoo Mail, AOL
File sharing: Google Docs, SlideShare
Wikis: Google Pages
Text chat: Gchat, AOL Instant Messenger, Yahoo Messenger, Ning Messengers
Video chat & conferencing: Gchat, Skype, ooVoo
®Jessica Ayers | Jacob Summers
Using Closed Social Media
To update and inform current consumers, so that they feel more connected to the organization and form the foundation for a social media campaign
®Jessica Ayers | Jacob Summers
The Goal
Using Closed Social Media
®Jessica Ayers | Jacob Summers
Research
What percentage of my consumers
use the internet?
How many consumers visit my Web
site?
What do my consumers want to
know and participate in?
How will communication benefit my
consumers?
Using Closed Social Media
®Jessica Ayers | Jacob Summers
Planning
Which tools accomplish my specific
goals?
How will I initiate the conversation?
How will my audience continue the
conversation?
How will I expand the conversation?
Using Closed Social Media
®Jessica Ayers | Jacob Summers
Implementation
Add value
Meet your audience more than
halfway
Be personal, be consistent
Once you expand to other social
media, don’t abandon the
foundation
Using Closed Social Media
®Jessica Ayers | Jacob Summers
Evaluation
Was the goal accomplished?
(increase in numbers, loyalty, etc.)
Did the audience respond?
What is the next step to engaging
the audience?
Online survey of audience effective
means for suggesting next step
Examples
®Jessica Ayers | Jacob Summers
Review
®Jessica Ayers | Jacob Summers
Social media success does not happen overnight Closed social media is interaction with an already engaged
audience Closed social media is a way of fostering a community of
brand ambassadors to be a foundation for future social media efforts
Next Time
®Jessica Ayers | Jacob Summers
• Semi-Open Social Media
• Two weeks from today, on March 6
Thank You.
®Jessica Ayers | Jacob Summers