Hippos, hashtags, and integrating social media: What you need to know about strategic social media use in Public Relations. Examples from @Swedish, #hcsm, and tips on integrating social media into your organization.
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Presentation to PRSA in Eugene, Oregon on April 9, 2012
1. Hippos, hashtags, and
integrating social media:
What you need to know about strategic
social media use in Public Relations
Dana Lewis | @DanaMLewis | Dana.Lewis@Swedish.org
9. Integrating social media into PR
1. ENGAGE your audience
2. AUGMENT traditional thinking
3. MANAGE your digital strategy
10. Social media isn’t what you think it is.
(and it’s not what you think that matters.)
11. Blog posts, stories, events, in the news, Q&A
Physician videos, flash mob, robotic videos
First news releases, gradually more
engagement & RTs, health articles
1. ENGAGE ( with interesting content)
23. Measure this…
• Pre-registrants
• Google Analytics for tab views
• Clicks, shares, likes
• New patient signups at the event
• …how many registrants became
patients long term
26. 26
Why we involve employees:
• They’re on the front lines, treating patients
• Tap into incredible knowledge base
• Best brand ambassadors/advocates
• They WANT to get involved!
27. 27
How to get employees involved:
• Education
• Internal social media group
• Ask them for ideas, content
• Involve them in planning
• Feature their stories
31. 31
Don’t forget to educate!
Set your own (internal and external) policies
• Set standard for ethical and legal
behavior in social media
• Blaze the path
• Have internal policies in place in
addition to tools, trainings, and
resources.
• Be clear with your communities
regarding commenting/posting
policies
32. 1. ENGAGE your audience
2. AUGMENT traditional thinking
3. MANAGE your digital strategy
33. • Figure out what works (not everything does)
• One size does not fit all
• Don’t be afraid to try again
Step 1: Have a vision
34. "The best tools in your social media
toolkit begin with 'e': education, energy,
enthusiasm, and encouragement.”
-@DanaMLewis
Step 2: Get others on board
35. Resources and tools for employees –
no matter how they use it
(or if they don’t)
“E”ducation
36. If you're not excited about what
you're doing, and willing to work hard
at it, why should anyone else?
“E”nergy
“E”nthusiasm
37. It's a lifelong learning process.
You never reach the "guru" stage.
Support yourself and others.
“E”ncouragement
38. Lessons learned:
• “Doing social media” is scary
• Those naturally interested & excited do best
• Wade in rather than dive
39. What to do: stop marketing
• Build your channels
• Engage
• Get off the bullhorn
40. What to do: stop marketing
• Facebook isn’t a bandaid
• Since you’ve built up channels, utilize them!
• Make sure your strategy for social media
aligns with bigger picture marketing, PR,
and business strategies and objectives
41. 10 Things We’ve Learned
1. If you’re not producing content….
2. SM can lead to mainstream media
attention.
3. Connect your experts to the community via
SM.
4. Invest in SM relationships the way you
invest in mainstream media relationships.
5. Integrate SM into your campaigns.
42. 10 Things (continued)
6. It takes a village.
7. Package your SM efforts.
8. Use SM as a listening tool.
9. Don’t be afraid to facilitate or own SM.
10. Be prepared for it to take work.
43. 1. Know who you’re engaging with.
2. Know where they are (and why)
3. Know what they’re doing.
NOW you can connect.