2. Session 3
Review: Previous Lectures and Readings
Introduction: Framing Social Media for Clients
Lectures: Audience Technographics Profile, Step
Plan and Approach to Strategic Development,
Overview of Strategies in the groundswell
Homework

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

4. People’s Use of Social
Technologies
Creating content
Connecting through networks
Collaborating to accomplish something
Reacting to each other events and things
Organizing Content
Accelerating consumption

5. Exercise
1. Pair up with another student
2. Acquire a social media communications instance
3. Review the online communication instance with your group
4. Discuss the impact of content—what is the worst thing that could
happen or the best thing?
5. Develop a policy (rules) and issue guidelines (recommendations) on
how to respond
6. Present and share with the class

6. Framing Social Media for Clients

9. 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

11. Getting ready for Social
1. Know what to wear: Prepare your message and 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

12. The Audience Technographics Profile

13. 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

14. BREAK

15. 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?

16. Key Strategies

17. Key Strategies Nurturing
A Community:
Building authority
Sustainability strategy: Allowing
supporters to help each other
Energizing Supporters strategy: Rallying key
supporters towards an action or cause
tools
Conversing & Buzz strategy: Building relationships by
creating and participating in conversations--direct
engagement
Listening & Monitoring strategy:
Collecting info and insights through conversations
time

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

19. Homework
1. Read Chapter 4 and write a short response on your blog.
2. Research and find an official social media policy of a company or organization. On
your blog, write a response to their social media policy indicating what you found
to be useful or interesting to you. Then, in the same post, answer the following
question in your own words: What is a social media policy and why should a
company engaging on social media have one?
3. Submit your Client Proposal Form for next week.