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Social Media Tactics

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by

Katie Ramirez

on 15 March 2016

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Transcript of Social Media Tactics

Social Media Tactics
Trends in Mass Media
Social Media Etiquette: Permission vs. Interruption
Interruption:
companies purchase the right to interrupt people and demand their attention
includes advertisements in magazines, on billboards, pop-ups and radio
focuses on selling

Permission:
earn attention from your target audience by presenting content that adds value to their life
includes opt-ins like newsletters, RSS feeds, following, text alerts

Berlow Communications Model
Elements of a Messaging Cycle:
Source
Message
Channel
Noise
Receiver
Feedback
Ethics in Social Media:
Honesty
Transparency in all things
Privacy
Don't release/collect info without consent
Respect
Treat everyone as an equal, even complaints
Responsibility
Acknowledge: seek the issue, take responsibility
Apologize: apologize if warranted
Act: change company behavior/policy
How to Communicate on Social Media:
Two types of engagement:
Passive:
starts with listening, is good for beginners
"Thank you" and "What can I do for you?" responses

Active:
create content and engage in conversations
ComM 283: PR Tactics
Update info quickly
Foster interactivity
Aids in in-depth research
Fewer limitations on space/time
Cost-effective
Niche markets reached
24/7 access

Benefits of Internet Tactics:
:online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other

Creates shift from vertical to horizontal communication

Social Media
How to Use Social Media in PR:
Audience research/crowd sourcing
Media/blogger relations
Awareness
Promotion
Damage control
Scanning
Invites for events
Linking to web pages
Connect with reporters
Internal communication
Social Media Etiquette: Controlled vs. Uncontrolled Media
Controlled media:
content is paid for by the organization and the message is crafted and appears exactly as it was sent
includes advertising initiatives
typical adult is exposed to between 600-625 ads per day
Uncontrolled media:
content is crafted by the organization and pitched to third-party gatekeepers who decide whether or not to endorse it
includes public relations initiatives
Consumers are online for 3 reasons:

1. Connect with people
2. Get information
3. Be entertained
Participatory:
interact, ask questions, thank responders

Authentic:
people do business with others they know, like and trust

Resourceful:
provide helpful info, take care of customers

Credible:
be transparent and be a leader
PARC Principles of Success
1. Use as intended: know the lingo
2. Don't spam: ask before adding/sending
3. Assume apathy: Tell them why they should care/what's in it for them
4. Have a personality: remember to be a human
5. Provide context for connects: tell them why you want to connect
6. Be transparent: duh!
7. Talk about the topic: two-way communication
8. Don't be a billboard: don't use your/others platforms to promote
9. Be nice: Being polite is free and good business
Rules of Social Media Communication:
Creating Social Media Guidelines:
Why do you need them?
For social media, there is no way to know exactly what situations may arise, but that doesn’t mean we can’t plan

Here are a few general issues:
Employee and/or client confidentiality, labor relations issues, brand jacking, misscommunication, spamming, etc.

Tips for Creating a Guide:
Use a team approach
Focus on creating a culture
Consider legal ramifications
Separate overall policies from site-specific ones
Don’t reinvent the wheel
Include external regulations
Create two policies
Emphasize education
Ask a lawyer to review it
Don’t let it collect dust

Full transcript