Presented to COMM 309: Introduction to Public Relations at the University of Delaware in October 2012

1. An Introduction to Social Media:
It’s not all about you.
COMM309
Abby (Stollar) Ecker
October 2012

2. But, for a second, it’s about me…

4. Feel free to “get social” with me!
(Live tweeting encouraged.)
@abbynicole1204
www.pinterest.com/abbynicole1204
www.linkedin.com/in/abbystollar
“PR and Political Communication Commentary”
www.abbystollar.com
“Levels: A Journey through Food & Fitness”
www.levelupfood.wordpress.com

5. Lesson objectives:
- To define social media
- To use social media in a professional setting
- To develop your social media brand
Tweet your questions or thoughts to
@abbynicole1204

6. What is social media?

7. “Monologue has given way to dialogue.”
– Social Media Manifesto, June 2007
“Digital word of mouth.”
– Get a social media boost

8. “Social Media is the democratization of
information, transforming people from
content readers into publishers. It is the shift
from a broadcast mechanism, one-to-many,
to a many-to-many model, rooted in
conversations between authors, people, and
peers.” – Brian Solis
@briansolis

9. @equalman

10. How do you chose?

11. It’s not about
(insert your name here);
it’s about your audience.
@TheAntiMedia

12. Brand or organizational social media:
@briansolis

13. What is the first step of social media?
Listening!
“It’s not something that you apply once at the
beginning of an engagement. It is something we
do throughout the process ad infinitum.” –
Chuck Hemann
@D_and_E

14. New channel, same rules
(Kind of.)

15. Strategic Social Media
- Ask two questions…
- Who are you communicating with?
- Why are you communicating?
- Develop goals & measureable
objectives.
- Differentiate goals for various networks.
@ATIPT

16. Case Study: ATI’s Pinterest Page
- Pre-planning
- Understanding the core Pinterest audience
- Understanding our ATI brand (education)
- Strategic plan development
- Flexibility/adaptability

17. Case Study: ATI’s Pinterest Page

18. Evaluation & Measurement
- Social media ROI
- Ask…
- What are you trying to accomplish?
- How can this be measured?

19. Best Practices
(Brand Social Media)
1. Be human. Have a personality.
2. Two things play well on social media: humor & charity.
(So do gratefulness and playfulness.)
3. Ask questions.
4. Use visuals. Photos get the most engagement, followed
by video.
5. Ask yourself this question before hitting send: Would I
engage with this?

20. Best Practices: Brands
@Zappos @DunkinDonuts
@Starbucks
@Chobani
@tjmaxx @JetBlue

21. Developing your social media brand
(Now it is about you.)

22. Learning Social Media
- Be realistic.
- Be proactive.
- Be flexible.

23. Personal branding:

24. • Treat it like your 8 ½ x 11 resume – it matters more.
• Claim your profile address.
• Ex. www.linkedin.com/in/abbystollar VS.
www.linkedin.com/in/3285876324781267864
• Get at least two to three recommendations.
• Utilize student-friendly features to highlight your
accomplishments.
• Challenge yourself to make connections (use Linkedin
groups).

25. Books

26. Websites