Running a Social Media Newsroom

Presented by Jackie ReauTwitter: @gamedayjreau

What is social media…today?

http://www.youtube.com/watch?v=sIFYPQjYhv8

Presented byJackie Reau, Game Day Communications

More Social Media Mind-Blowing Stats

• Facebook claims that 50% of active users log into the site each day. This would mean at least 175m users every 24 hours.

• Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.

• LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since

July/August last year.

Social Media & You• Define your purpose on social media. What expertise will you

share and how will you engage your audience.• Decide which social media platform(s), you will use and use

them well.• Craft a plan that complements your marketing, business or PR

plan. • Engage fans. Monitor message. Measure activity.

SMN: Why?• To launch a social media newsroom, it’s important to leverage

a milestone event or happening, i.e. annual event, shareholder’s meeting, etc.

• Use your social media platforms for breaking news during an event rather than constant updates on the website.

• Social media newsrooms should always be linked back to your website with a landing page for web traffic and as a resource.

SMN: How?• Set up your social media platforms well in advance of the

social media newsroom.• Strategically engage fans through search or traditional

marketing methods.• Create an editorial schedule with staffing assignments. Divide

it by platform: Facebook, Twitter, etc.

Getting started• Purpose/objective

– Marketing/positioning/branding– Customer service engagement

• Retrain your brain – Incorporate social media into your lifestyle

• Develop a strategic yet spontaneous editorial schedule for your social media conversation

• Recruit and train your staff, colleagues to help• Educate your customers/clients on where to find you and

how to use social media with traditional effortsPresented byJackie Reau, Game Day Communications

SMN: Who?• Current “fans:” customers, employees, board members.• Influencers: media, industry leaders, business associations

(Chambers, etc.).• New “fans:” search keywords to find like-minded or

interested new fans, i.e. the Flying Pig Marathon will follow those in Ohio who call themselves runners.

SMN: Engage.• They are nosy! They want to know information first!• They want exclusive opportunities and access to you and your

brand.• Use the platforms for customer service interaction.• They don’t want you to be a one-way, marketing machine.• Be transparent, genuine and real.• Ask them for their thoughts, insight.

Tips for Facebook• Create a fan page not a profile for a company or organization.• Enter information in as you would Google your company or

organization: search friendly.• Share photos, videos, industry/interesting media or blog links

often.• Upload photos from live events from smart phone.• Consult your editorial schedule.

Tricks for Facebook

• Create a fan page for general consumer use and a group for specific consumer use

• Add applications

Presented byJackie Reau, Game Day Communications

Tips for Twitter• Keep a balance of not more than 250 followers/following

– Following: 600– Followers: 517

• Add yourself with keywords to wefollow.com.• Use Twitter friendly symbols for search:

– At a #socialmedia program with @gamedayjreau @nkychamber #learningstuff

• Send messages, Twitpics via smart phone.• Monitor key words associated with your brand and

competitors using Tweetdeck.• Consult your editorial schedule.

Create, connect and manage your community

• Search for industry influencers based on key words in Twitter, Linkedin– Use personal notes with your invitations

• Use free applications to engage your community– Tweetdeck for Twitter

• Add yourself/organization to www.wefollow.com to connect with like-minded people

• Tag social media content like you would GooglePresented byJackie Reau, Game Day Communications

Create, connect and manage your community

• Search for industry influencers based on key words in Twitter, Linkedin– Use personal notes with your invitations

• Use free applications to engage your community• Add yourself/organization to www.wefollow.com to

connect with like-minded people• Tag social media content like you would Google

Presented byJackie Reau, Game Day Communications

Tips for Youtube• Buy a flip camera for $149 and keep it in your bag.• Get out there and get/post video to Youtube.• Properly edit/tag all videos with keywords.• Share video links on Facebook and Twitter.• DVR your scheduled news hits, Flip them and post on

Youtube.• Consult your editorial schedule.

Tricks for Youtube

• Always link social media to your web site• Create your own content with videos, photos and

upload• Recruit expert bloggers for your site to create your

own “beat” writers• Use social media newsroom sites, i.e. Pitchengine,

CNN’s i-report, CBS’ Bleacherreport to share your content

Presented byJackie Reau, Game Day Communications

Tips for a social media release• Social media release provides a platform for a traditional

media release to incorporate social media elements: links, photos, embedded video, Twitter messages.

• Use PitchEngine.com, as a free source.• Share your social media release link on Facebook, targeted

groups on Linkedin and Twitter.• Consult your editorial schedule.

Create and share your social media network

• Always link social media to your web site• Create your own content with videos, photos and

upload• Recruit expert bloggers for your site to create your

own “beat” writers• Use social media newsroom sites, i.e. Pitchengine,

CNN’s i-report, CBS’ Bleacherreport to share your content

Presented byJackie Reau, Game Day Communications

Tips for a FourSquare• Register to use it and learn how it works.• Check-in as you feel safe.• Add tips for your business.• Offer perks for those you check in as well as your Mayor.• Create promotions for customers to unlock badges at your

establishment.

Social Media Sites & Business

• Create and name your own channel• Purchase a $100 mini video camera for the office• Upload videos regularly, per your schedule

– Testimonials– New projects, new staff, new menu items, etc.

• Tag and name videos properly• Share your videos via Facebook, Twitter

Measurement

• Create a quarterly or as needed scorecard to add to your marketing matrix– Web site traffic– Facebook Fan Page fans, offers, engagements– Twitter followers, engagements– Youtube views, comments– Blog views, comments– Response to exclusive offers with promo codes

Cincinnati Playhouse in the ParkSocial Media Audit4/13/10

Name of Organization

Facebook Fan Page

# of fans Youtube channel (Y/N)

Twitter(Y/N)

Linkedin Profile

Playhouse in the Park

Y 1,840 Y, four videos posted with 352 total views

Y, 1,442 followers

Y

Cincinnati Shakespeare

Y 921 Y, one video posted with 644 total views

Y, 512 followers N

Ensemble Theatre

Y 579 Y, one video posted with 908 total views

N N

Cincinnati Symphony Orchestra

Y 1,456 Y, 55 videos are posted with 41,231 total views

Y, 381 followers Y

Cincinnati Ballet

Y 1,992 Y, 23 videos posted with 14,484 total views

Y, 912 followers Y

Cincinnati Art Museum

Y 4,611 Y, 4 videos are posted with 15,128 total views

Y, 6,487 followers

Y

CAC Y 2,747 Y, 38 videos with 33,905 total views

Y, 2,357 followers

Y

Taft Museum Y 667 Y, 9 videos with 311 total views

N N

Cincinnati Opera

Y 1,518 Y, 36 videos with 39,501 total views

Y, 2,292 followers

Y

Resources for staying fresh

• Mashable.com• Socialmediab2b.com (blog)• Google alerts with key words of industry interest• HARO, Help A Reporter Out• Your local Social Media Breakfast• WOMMA, Word of Mouth Marketing Association