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Using Social Media - Clemens - 2013 Higher Ed Conference

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by Alex Clemens on 11 December 2013

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Transcript of Using Social Media - Clemens - 2013 Higher Ed Conference

Using Social Media to Achieve Public Affairs and Governmental Relations Objectives
Alex Clemens - Barbary Coast Consulting
Participate, or avoid?
Absolutely
engage.

Long-arc organizational goals remain primary - rep mg't vs. "selling" or speed. Social media is simply another comms channel, albeit direct & powerful. Gain internal consensus about these themes.
ALEX'S SUPER-DUMBED DOWN BEST PRACTICES FOR INSTITUTIONS USING SOCIAL MEDIA
Define voice: create Style Guide with 25 good posts/tweets & 25 bad ones.
Authorize: decide who can update - and who can't.
Discuss, with your authorized team:
What qualifies as content, and what does not? Why?
What is your process for deciding to post (don't set precedents)
Is your communication one-way, or conversational? 24/7? Resources?
Compare and contrast: CNN, Lady Gaga, Tesla Motors, General Electric, the St. Louis Public Works Department. Who's your role model?
1. DEFINE AND PRACTICE, IN ADVANCE.
2. EXECUTE WITH CONSISTENCY.
Multiple eyes on words, every time.
Dual meanings?
Clear and correct?
Who could take it the wrong way?

Timing
Consistency.
Scan the horizon before "go."
NEVER pre-load.
DEFINE AND PRACTICE,
IN ADVANCE.
EXECUTE WITH CONSISTENCY.
And, always: define the operational crisis plan in advance.
WWW.BARCOAST.COM
But only in furtherance of
your
existing
goals.
When in doubt:
don't.
ALEX CLEMENS
3. LESS IS MORE.
www.linkedin.com/in/clemens
Multiple eyes on words, every time.
Dual meanings?
Clear and correct?
Who could take it the wrong way?

Timing
Consistency.
Scan the horizon before "go."
NEVER pre-load.
Don't...
Engage. (Anonymous? NEVER. Individuals? ALMOST NEVER.)
Don't figure out how to make something go viral. It won't work.
Resist the urge to be clever/funny. You're not Takei, and this isn't a conversation.
EXECUTE WITH CONSISTENCY.
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