2. Session 3 Strategic Approaches
to Social Media

3. Streisand Effect in Effect
http://www.buzzfeed.com/lyapalater/the-fiercest-moments-from-beyonces-halftime-show

4. Social Media Policy
A document that sets the rules and guidelines for
online engagement for its designated or defined
staff. It should reflect the company culture and
voice, anticipate audience engagement, set
guidelines for engagement and prevent and respond
to communications crisis on specific social
communications platforms. It should always include
and define people, rules and guidelines.

5. Framing Social Media for Clients

8. Problem solving
1. Identify the problem first
2. Assess the situation
3. Develop a plan of action
4. Acquire the tools to fix the problem
5. Execute your plan
6. Test your results

10. Getting ready for Social
1. Know what to wear: Prepare your message and define channels of
communications based on the social situation.
2. Know who you want to engage: Understand the differences
between niche groups and their roles.
3. Interact with audiences: Audience communications involves both
listening and conversing.
4. Develop relationships: It’s not all about a popularity contest it’s
about engagement and developing meaningful relationships with
audiences.
5. Develop an influence through engagement and relationships

11. The Social Technographics Profile

12. The Audience Technographics Profile
Most Influential { 1. Creators
2. Conversationalists
Organizers { 3. Critics
4. Collectors
Requires more time
and knowledge
of tools
The Majority { 5. Joiners
6. Spectators
7. Inactives
http://empowered.forrester.com/tool_consumer.html

13. BREAK

14. 5 Steps for developing
your social media plan
1. People: Who are you engaging? What are they ready for based on what
they are already doing?
2. Objectives and Goals: What do you want to accomplish by using social
media?
3. Establish Strategy: What is it that you want to change if you are
successful achieving your objectives and goals?
4. Establish Tools and Tactics: Based on people, objectives and strategies,
what will you build and use? How will you use them?
5. Measure Results and Adapt: What are the indicators or metrics that will
help you understand that you have succeeded or need to correct?

15. Key Objectives Nurturing
A Community:
Building authority
Sustain: Allowing supporters to
help each other
Energizing Supporters to Act: Rallying key
supporters towards an action or cause
tools
Conversing & Talk: Building relationships by creating and
participating in conversations--direct engagement
Listen & Monitor
Collecting info and insights through conversations
time

16. Objectives Tools
People Strategy Analysis
& Goals & Tactics

17. Review
1. Social Media Policy
2. Learn how to frame social media to your clients
3. Social Technographics Profiles
4. 5 Steps for developing your social media plan
5. 5 Key Strategies

18. Homework
1. Read Chapter 3 and write a short response on your blog.
2. Finalize your choice for a Semester Client. Get approval from me and the small
business.