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Social Media Strategies
Jackie Reau & Betsy Ross
Jackie Reau Betsy Ross
Game Day Communications Game Day Communications
Social Media Strategies by Game Day Communications 1
Table of Contents
Social Media Overview....…………………………………………3
A Brief Guide to the Digital World……………………………5
Creating Your Own Social Media Network…………….…8
Sample Social Media Network Plan………………………..10
Social Media Network Planning Guide……………………15
About Game Day Communications
Formed in 2002, Game Day Communications is a sports and entertainment
communications firm, led by former ESPN Anchor Betsy Ross and Jackie Reau. This year,
the firm launched its Social Media Strategies led by Reau and Ross who have presented
on social media topics to numerous organizations including: Cincinnati Enquirer,
Downtown Cincinnati Inc., College of Mt. Saint Joseph, Xavier University and University
of Cincinnati. Additionally, the firm has coordinated traditional communications
campaigns for Cincinnati Flying Pig Marathon, Cincinnati Reds, Cincinnati USA Regional
Chamber, Cincinnati USA Regional Tourism Networks, Great American Group, Madison
Square Garden Entertainment, Marvin Lewis Community Fund and the Anthony Muñoz
Game Day Communications
700 West Pete Rose Way
Cincinnati, OH 45203
(513) 929-4263, office
Social Media Strategies by Game Day Communications 2
Social Media 101: Youtube, Twitter, Linkedin and
Facebook, oh my!
Social Media Networking and What You Need To Know…
1. It’s not just for kids…some 300 million U.S. residents are using social networking
• 200+ million on Facebook, if it were a country, it would be the sixth largest
2. It’s a lifestyle change…a shift of time management and work flow
3. Get in the game, see what others are doing on social networking sites
4. Storyboard your use of social networking; have a purpose, a subject matter
5. Be proactive; update your site with informative information based on your
Who is Social Networking?
• Executives (Bill Gates has admitted a slight addiction to Facebook; John Pepper)
• Experts/Authors (Pete Blackshaw and his new book)
• College Professors (Dr. Linda Schoenstedt/her trip to Beijing Olympics)
• College Coaches (UC’s Brian Kelly; USC’s Pete Carroll)
• Media (Tom Jolly, NY Times Sports Editor; Tom Callinan, Cincinnati Enquirer;
Craig Wilson, USA Today)
• PR People (Peter Shankman, Help A Reporter Out)
What is Social Networking?
• Review of key terms from A (Brief) Digital Guide
Why You Might Consider Social Networking…
• Positions you as a valuable resource in the company
• Attract new readers to your content
• Position yourself as a brand and THE authority in your industry, etc., showcase
• Focus on a few efforts so you can update content and keep audience engaged
• Create your own Social Media Network to organize content
• Camera Phone/Digital Camera
• Flip video recorder
Social Media Strategies by Game Day Communications 3
Review of Social Networking Sites
-200+ million users; the most trafficked social media site in the world
-50 million users update their status daily
-850 million photos are uploaded monthly
-Average Facebook user has 120 friends
-189,906,000 active users; ability to follow and be followed by people with like-minded
interests, hobbies, specialties
- 35+ million users (professionals in 150 industries around the world); most members
are between 30-55 years old, more than 1.4 million members identify as senior
• Youtube.com, Myspace.com, Blackplanet.com, Ning.com
• Create an editorial schedule using social media platforms
• Use traditional sources to invite people to connect with you (email messages and
email signatures, newsletters, signage)
• Measure your success with a quarterly report card
o Use it via personal email for access
o Personal vs. Public use; the Great Wall of China is down!
o Set up a Twitter account
o Search via Tweetdeck, Tweetscan, or Twellow
• Youtube.com & Flickr (to share videos and pictures)
o Create Youtube and Flickr accounts
Social Media Strategies by Game Day Communications 4
A (Brief) Guide to the Digital World
12seconds is the best place online for video status updates. It's a super easy way to
share what you're doing with your friends and family using short video clips. You can use
your web cam or mobile phone. Show your friends where you are, share your thoughts,
or tell them how you're doing.
A web site with regular entries of opinion, commentary with photos and/or graphics.
Successful blogs allow for comment to engage an audience interested in the topic of the
blog. Key resources include: Blogger, Wordpress
The hosting site for the most popular news, articles, posts or other content, voted on by
its users and ranked by popularity. This is considered social news because stories are
ranked by popularity.
A Flip camera is a compact video camera that holds up to 60 minutes of footage, which
is easily uploaded via software to youtube.com.
FriendFeed enables you to keep up-to-date on the web pages, photos, videos and music
that your friends and family are sharing. It offers a unique way to discover and discuss
information among friends.
Help A Reporter Out
A free source for media and PR professionals to connect hosted by Peter Shankman.
Reporters post their queries on his web site: www.helpareporterout.com. Shankman
distributes the queries via email three times per day and uses Twitter.com for urgent
Media people using Twitter
I have yet to find a truly comprehensive list of all reporters on the microblogging site
A web page that serves as an internet forum for a specific topics where users contribute
content, graphics to create a dialogue.
Social Media Strategies by Game Day Communications 5
The sharing of both music and photo files between peers through social networks.
• Flickr is a popular program for sharing photos
• LimeWire is a popular music downloading tool (copyright and pirating issues are
still a concern)
PitchEngine offers a full suite of Web 2.0 tools for the creation of the social media
release (SMR) used by PR professionals and journalists (i.e. links to your social network
profiles, video and audio capabilities, etc…). Readers may opt to receive a release on any
social networks to which they belong.
A podcast is similar to broadcasting, a series of digital media produced for portable
media players or computers. Podcasts are becoming more popular due to free
downloads on i-tunes.
RSS (Really Simple Syndication)
Users subscribe to blog posts, news headlines, podcasts or other stories that are
frequently updated using a RSS Reader or aggregator.
Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
Both promote a web site by increasing visibility in search engines such as Google and Yahoo; can
also involve strategic key words or key phrase placement.
Social Networks link people or organizations together to communicate and exchange thoughts,
ideas, multi-media in one on-line space.
• Facebook.com, Myspace.com
• Niche sites such as AsianAvenue.com, BlackPlanet.com are gaining popularity
• Ning.com is a newer platform where users can create their own social network based on a
type of share interest
A blog search engine that ranks blogs into categories; can search for blogs or specific
Social Media Strategies by Game Day Communications 6
A microblog that allows users to connect through brief messages (140 characters). Users
“follow” others through their profile.
• www.twitpic.com is tool that allows users to post pictures on twitter or other
• www.tweetscan.com allows users to scan the “twitterverse” for key topics or
• www.twellow.com is a search engine for people on Twitter.com.; searches can
be by topic, key word or name/location.
• www.tweetdeck.com allows users to manage their tweets, direct messages and
A videocast is similar to a podcast but uses video rather than audio.
Web 2.0 refers to bringing creativity to the web through collaboration; users creating
content for the web through video, text, audio, etc.
A visual or virtual application that acts as a mini web page or tool of information that
reverts to alternative places or offers valuable information without visiting a web site.
Widgets can house various information and capabilities such text, videos, photos.
A collection of web pages from collaborative efforts by allowing anyone who accesses it
to contribute or modify content. Wikis can be used by corporations as part of an
internet, as free encyclopedia accessible to anyone (Wikipedia) and can be edited by a
group of people.
A video sharing web site users can watch, upload and share video; bought by Google in
2006. Youtube is free and is the most popular video web site.
Social Media Strategies by Game Day Communications 7
Creating Your Own Social Media Network
In the last year, some 800 U.S. reporters have left their beats due to downsizing at daily
newspapers. Many of these positions are not being replaced due to decreasing
newspaper advertising revenue. The days of the event preview/review story, live TV
interviews and radio interviews are fading—and fading fast, because the news holes are
shrinking. Traditional media is becoming more and more non-traditional--using digital
and social media platforms to reach new and current audiences.
“Small is the new big” is a common mantra among social media experts. A small but
influential consumer audience is certainly more attractive than 1,000+ page views from
a random group of people. For instance, if you are selling media advertising, a pool of 45
media buyers with whom you social network is more attractive than 500 random
readers/listeners who don’t have ad purchasing power. It takes time to create these
influential networks but once they are created, they are a powerful network in which to
disseminate your message.
Creating Your Own Social Media Network
While social networking may seem like a tool used to reach only the Millennials or Gen Y
and perhaps, Gen X; it is a growing force among all audiences, including Boomers who
have the time and growing interest in using the internet.
Your Media Network may consist of the following key tools used to communicate to
your current network (influencer database, email database, etc.). However, as you plan
to launch your Media Network, it must be permission-based—targeting those already in
your database or those who want to receive your content.
A successful Social Media Network will:
• Provide updated, engaging content
• Will be interactive, responsive
• Will be transparent (identify the owners of the Network)
Social Media Strategies by Game Day Communications 8
A Social Media Network may include but not limited to the following:
• Regular email blasts to your base encouraging them to get engaged and
connected in your Media Network
• Weekly or regularly scheduled blog from your executive, PR rep or face of the
• Use your web site to communicate information about your organization and use
Facebook to communicate event information, photo galleries, etc. Both can work
together to promote your message.
• Create a Youtube.com channel for your organization by using a flip video
camera. Make two-minute videos and post them directly on Youtube.com; also
share this link to your Facebook page (free uploads on Youtube.com).
• Use Twitter.com to send “breaking news” or immediate updates; link your
Twitter account to Friendfeed so it links to your Facebook page.
Measuring a Social Media Effort
For each effort—and they are on-going efforts not campaigns, we create a scorecard to
measure the effectiveness of the campaign. Scorecard elements might include the
following but not limited to:
• # of qualified names in the e-database
• # of web site unique site visits
• # of blog entries with comments
• # of posted videos with videos/comments
• # of posted podcasts with downloads
• # of Facebook fan page friends
• # of Twitter posts/followers
Social Media Strategies by Game Day Communications 9
Your Social Media Network
Objective of Your Network
Target Audience(s) (who do you want to reach?)
You might begin with: who are your Top 100 Influencers?
Organization or Brand Name/Subject Matter (what do you want to promote?)
Timeline for effort? (launch date, milestones? Or is it an on-going general
brand awareness campaign?)
Which platforms will you use and how?:
Social Media Strategies by Game Day Communications 10
How will you promote your social media campaign in your traditional
How will you measure the campaign?
Social Media Strategies by Game Day Communications 11