A No-Nonsense Guide to Social Media Strategy for PR People

1. 1
Social Media
Strategy
for PR
People
A No-Nonsense Guide to
Social Media Strategy for
PR People - 2011
Dr Paul Marsden
Social Psychologist
Social Media Strategy
http://viralculture.com

2. 2
Okay, so you ‘get’ social media: it’s just online media that
supports social interaction and user contributions

3. 3
And you see beyond the jargon; social media is a
channel where word of mouth gets published

4. 4
Your reputation is what people say
about you when you leave the room
And you get that published word of mouth is important
and that you need to manage it...

5. 5
So you have your Facebook page where you’re publishing
news, interacting with customers, and collecting ‘Likes’...

6. 6
And you’ve a Twitter profile where you’re also publishing
news, interacting, and getting followed and re-tweeted

7. 7
You’re publishing your news to a blog section on your
website, interacting and getting views and ‘shares’ too...

8. 8
And you’re publishing video news to your YouTube
channel and getting more views there...

9. 9
You even publish key information about your organisation
on Wikipedia and LinkedIn...

10. 10
2K+ 2K+ 2K+ 2K+
And you’re measuring it all by counting views, shares,
likes, followers and comments

11. 11
But what now? Is that it? Is social media just a direct
news publishing channel for PR people?

12. 12
First, if you’re doing these seven things, congratulate
yourselves; you’re in the top 5% of organisations...

13. 13
But you may be missing something.
Do you have a strategy?

14. 14
Yes, strategy is a fat word... but it’s the ‘how’ in how you
are going to achieve what you want to achieve

15. 15
So to have a strategy, you need an objective

16. 16
As PR people, we’re interested in generating favourable
publicity through media coverage

17. 17
Yes, there’s so much more to PR than media coverage,
but it’s our core competence, so let’s focus on that first

18. 18
If the real-world objective of PR is media coverage, then
the social media objective of PR is social media coverage

19. 19
In other words, social media PR is about maximising
positive mentions in social media...

20. 20
Which in plain language means getting people to talk
about you positively on Facebook, Twitter, YouTube...

21. 21
How do we do that? Here’s a simple PR strategy for
maximising positive mentions in social media...

22. 22
First, continue publishing news in the medium you want
to get talked about in, but adapt content to the medium

23. 23
And that means doing six things...

24. 24
One - adapt your news to the medium by making it
‘social’ by enabling social interaction and sharing

25. 25
Two - adapt your news to the medium by making it
‘conversational’ - informal and brief in style

26. 26
Three - adapt your news to the medium by making it
‘real-time’ - live and on demand

27. 27
Four - adapt your news to the medium by making it
‘multimedia’ - with images, video and sound

28. 28
Five - adapt your news to the medium by making it
‘mobile’ - handset-friendly and location-aware

29. 29
Six - adapt your news to the medium by making it
‘findable’ - using search terms people use

30. 30
SOCIAL
CONVERSATIONAL
REAL-TIME
MOBILE
MULTIMEDIA
SEO
So Part 1 of your 2-part strategy is to continue publishing
your news in social media, but adapting it to the medium

31. 31
PR CAMPAIGN
Part 2 is to run regular PR campaigns in social media
designed to get people talking

32. 32
re·mark·a·ble
adjective /riˈmärkəbəl/
1. Worthy of note or mention
2. Striking, unexpected or unusual
And that means doing things that are worth talking about

33. 33
Whilst there are many ways to skin the social media PR
campaign cat, here are three proven strategies

34. 34
One - The “Entertain Me” strategy:
Running PR stunts with social media

35. 35
Two - The “Help Me” strategy:
Helping people solve their problems with social media

36. 36
Three - The “Love Me” strategy:
Activating fan advocacy in social media with fan exclusives

37. 37
Social Media Strategy for PR
1. Publish Your
News in Social Media
Social After
Conversational Social Media Mentions
Real-time = 4,500/week
Multimedia
Net Sentiment = +30
Before
Mobile
(% +ve - %-ve)
SEO
Social Media Mentions -> Improved Reputation
2. Run PR Campaigns
= 1,500/week
in Social Media
Net Sentiment = -10 sity
ropen
(% +ve - %-ve) in p x 2
Entertain Me ease ro wt h
incr -> g
12% e nd )
mm ting
Help Me reco nsul
to n Co
Love Me (Bai
Of course, there are many ways you can complicate social
media for PR; this is just the simple no-nonsense strategy

38. 38
DR PAUL MARSDEN
SOCIAL PSYCHOLOGIST
SOCIAL MEDIA STRATEGY
CONTACT:
I’ll look forward to helping you apply the strategy in the
‘Social Media for PR People’ course. Enjoy. Share. Profit.