Social Media Poisons and Antidotes (Paula Berg, Linhart Public Relations)

Revolutionizing Corporate Communication

10 Tips for Driving Change

Paula Berg, @paulabergDigital Media Leader @LinhartPR

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PR News 2011 Small PR Firm of the Year

OUR MISSION

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WORLD DOMINATION

Complete integration of social media into every internal and external communication effort in a way that makes sense for our Company and meets Customer expectations.


Third World Social Media

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But…

No VisionNo InfrastructureNo AnalysisNo Momentum

LET’S HOPE THERE’S NOT A CRISIS


&

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1. The Social Media Task Force

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• Slow• Redundant• Indecisive


Social Media Leaders

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CZAR

DICTATOR

TYRANT


2. Social Media Strategies

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• Stagnant• Brand-centric• Don’t account for the unknown


Organizational Philosophies

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SW A

Servant’s Heart

Warrior Spirit

Fun-Loving Attitude


3. Interns

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• Institutional Knowledge• Internal “Klout”• Experience


Seasoned Employees

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4. PR & Marketing

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PR

MARKETING


Remember these folks?

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Customers

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What are your Customers

saying

Need people who can think, speak

and advocatefor them

What do they want


5. Numbers

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Blah, Blah, Blah.


Trends, Patterns, Value

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What are the numbers tying to tell you?

What are you trying to prove?

What should we be doing differently?

What do you going to do about it?

Who cares?


CASE STUDY: Social Media Fare Sale

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77


6. Twitter & Facebook

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Think Beyond

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Leverage all assets In concert

MobileBlogsText

PhotoVideo

ForumsEmail

InternalCommunication


7. Employees

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Employees

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8. Lawyers

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SORRY


Risk & Reward

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Need to recognize exceptions

Build relationships

with your legal team

Balancerisk andreward

“I would rather lose a million dollar lawsuit than ruin my company’s

reputation.”


9. Contests

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Becoming a Social Business

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What other parts of your businesscan benefit from

social media

What value can you provide beyond

fun and games

How can youintegrate your

efforts to across channels to maximize

results


10. Malcolm Gladwell

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“The evangelists of social media seem to believe

that a Facebook friend is the same as a real

friend.” “Online

relationships are weak.”

“Twitter is a way of following (or being followed by) people you may never have

met.”

“Facebook is a tool for keeping up with people you would not

otherwise stay in touch with.”


You

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BRING IT!


CONTACT ME ANYTIME

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[email protected]@paulaberg@LinhartPR


10 Qualities of Your Social Media Managers

1. Instinctively knows your brand, operations, and policies.

2. Understands the inner workings of your organization and has established relationships with leaders and key internal stakeholders - meaning they know how to get information quickly and how to incite internal action when needed.

3. Has a natural gift for messaging.

4. Can think like and empathize with your employees, customers and stakeholders.

5. Can recognize and prevent crises before they occur.

6. Has a thick skin and the maturity to always take the high road.

7. Is willing to personally take it on the chin to protect and defend your organization.

8. Has a hunger to do amazing work and a willingness to put in the extra time and effort to do it.

9. Is social media savvy and possesses general knowledge of digital platforms.

10. Is able to lead and inspire the internal change that will be needed to make your organization a truly social business.

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Social Media Poisons and Antidotes (Paula Berg, Linhart Public Relations)

Technology

Transcript of Social Media Poisons and Antidotes (Paula Berg, Linhart Public Relations)