social media guide

...  Doesthatprospectmakeyoufeelnervous?Good,itshould.Soherearesomequestionstogetyoustartedinyourinvestigation:    www.pr‐squared.com 10 Haveofficial“rulesofengagement”re:bloggersbeendocumentedanddisseminated? Haveallmarketingemployeesreportingtocorporatemarketing(and/ortoabusinessunit)beeneducatedonthe“rulesof engagement”re:externalblogs? Isthereachancethatanyofthebusinessunitmarketinggroupshaveengagedinapaidorunpaidbloggerrelationscampaign already? Ifanyofyourmarketingmanagershavepaidbloggerstowriteaboutourproducts/services,didtheyrequirepublicdisclosure oftherelationship? (Ifyoudigupunsettlinganswers,starttheprocessofdisclosinganypaidbloggerrelationshipsASAP.Youcanworryabout “whatwentwrong”later.) Bytheway,doyoutrulyalreadyhave“rulesofengagement”whenitcomestooutreachtobloggers?Thetipsonthenextpagewill getyoustarted.It’sintheformofabookmark,soyoucanprintoutthepageandtakeascissortoit.AtSHIFT,thereisalaminated versionofthisBloggerRelationsBookmarkoneveryemployee’sworkstation.          Whatabout Social Media Releases? Idon’tsupposeIcouldwriteane‐bookabout Social Media Marketingwithoutmentioningmy“baby,”the Social Media Release (SMR). Whatisa Social Media Release,inessence?A Social Media Releaseconvertsthe100‐yearoldtext‐heavypressreleaseintoablog post,withallofthecoolfunctionsofablog–includingmultimedia,theabilitytocommentandaggregateinboundlinks,etc.SMRs canpoweradirectconversationwithstakeholdersaboutyournews,andgivethemthecontentelementstocarryyourmessage forwardontheirown.Cool,right? Buthere’saradicalsuggestion:don’tputany Social Media Releasesoutoverthenewswires. WhileIsincerelyapplaudhowfarthewireservices(BusinessWire,Marketwire,PRNewswire,etal.)haveprogressedinall‐things‐ social, Iamunconvincedthat“distribution”istheBigIssuefor Social Media Releaseadoption.Thepowerofthe Social Media Releaseisnotaboutdistribution,it’saboutempowermentandconversation.  ...  whichmakesmethinkyoumightlikeTHIS.”    www.pr‐squared.com 0     www.pr‐squared.com 23  SoIrecommendyouputoutawell‐written“traditional”releaseoverthewires,withabuilt‐inlinktothe social media version”at thecompany’sonlinenewsroom.Thusyoucanbypassthewireservices’outsizedSMRfeeswithoutgivingupontheirdistribution platform. Todothis,however,youfirstneedtocreatea Social Media Newsroom,usingabloggingengine. The social media versionofapressrelease,postedtoa social media newsroom,canallowfor everythingfromrippablemultimedia(video,audio,graphics,etc.)tomoderatedcomments. Additionally,witheachnewsitempostedasablogentry,youcanaggregateallconversational elementsaboutthatnewsinonespot,viatrackbacksandother social media trackingtools. Thisapproachofferstheaddedbenefitsofbeingalotlessexpensive;maintainingfullcontrolof brandidentity;andturnsyournewsroom’s“version”ofthereleaseintothetrulyofficialversion. Withsomuchpotentialactivityhappeningaroundeachrelease,it’smorelikelythatanyonewhowritesaboutyournewsonlinewill linkdirectlytothenewsroom,versuslinkingtotheheretofore“official”releasethatcomesfromtheprofessionalnewswires.This boostsSEO.(Infact,youmightalsoconsideranAdWordscampaigntodriveadditionalwebtrafficdirectlytoyourmostimportant newsreleases.) Socializednews,socializedcontent.It’sjustsomuchmorefriendly! Needexamples?Hereare Social Media NewsroomsfromGeneralMotorsEurope,Cisco,Ford,Electrolux(andSHIFT)!    www.pr‐squared.com 12 What’sitlooklikewhenyoudoagoodjobwithBloggerRelations?What’sthevalue?Herearesomegoodexamples:  BloggerRelationsCaseStudy:Mommybloggers Justwhenyouthinkthatmostagenciesarestartingto“get”BloggerRelations,awaveofbad examplespop‐up. Luckily,manyconscientiousPRbloggershavehadthepatiencetoexplainbestpractices,and asanindustrywecanonlyhopeforpositivechange(and/orsomeforbearancefrom justifiablycrankybloggers). Meanwhile,weallcryoutforcasestudies,eh?Here’soneofours: Ourclient,TheNEATCompany,makesahandyportablescanner.Mostofourworkontheaccount,asyoumightexpect,hadbeen focusedonbusinesspeopleand,specifically,roadwarriors.“Gotoabusinesslunch,thenscanthereceiptonthefrontseatofyour rentalcarbeforeyouleavetheparkinglot;buildyourexpensereportas‐you‐go.”Wegottonsof inkforthisstraightforwardpitch. Butonereporterwhomwe’dbeentalkingtohappenedtoleaveherpostatatechieoutletto MarthaStewartOmnimedia.Wonderofwonders,NEATreceiveda join hahigh‐profilehitwithMart Stewart:whichpromptlycausedtheNEATscannertohit#1onAmazon.com,swampingthe company’se‐commercesystemforaday. BetweentheMarthaStewartcoupandafewsubsequent“lifestyle”hits,wequicklyfiguredout thatthissleekli’lscannerwasahitwithstay‐at‐homemotherswhoneededaneasywayto capturetheirkids’drawings,theirhouseholdreceipts,familyrecipes,etc.Lo!Anewmarketwasborn.    www.pr‐squared.com 17 • ...  Doesthatprospectmakeyoufeelnervous?Good,itshould.Soherearesomequestionstogetyoustartedinyourinvestigation:    www.pr‐squared.com 10 Haveofficial“rulesofengagement”re:bloggersbeendocumentedanddisseminated? Haveallmarketingemployeesreportingtocorporatemarketing(and/ortoabusinessunit)beeneducatedonthe“rulesof engagement”re:externalblogs? Isthereachancethatanyofthebusinessunitmarketinggroupshaveengagedinapaidorunpaidbloggerrelationscampaign already? Ifanyofyourmarketingmanagershavepaidbloggerstowriteaboutourproducts/services,didtheyrequirepublicdisclosure oftherelationship? (Ifyoudigupunsettlinganswers,starttheprocessofdisclosinganypaidbloggerrelationshipsASAP.Youcanworryabout “whatwentwrong”later.) Bytheway,doyoutrulyalreadyhave“rulesofengagement”whenitcomestooutreachtobloggers?Thetipsonthenextpagewill getyoustarted.It’sintheformofabookmark,soyoucanprintoutthepageandtakeascissortoit.AtSHIFT,thereisalaminated versionofthisBloggerRelationsBookmarkoneveryemployee’sworkstation.          Whatabout Social Media Releases? Idon’tsupposeIcouldwriteane‐bookabout Social Media Marketingwithoutmentioningmy“baby,”the Social Media Release (SMR). Whatisa Social Media Release,inessence?A Social Media Releaseconvertsthe100‐yearoldtext‐heavypressreleaseintoablog post,withallofthecoolfunctionsofablog–includingmultimedia,theabilitytocommentandaggregateinboundlinks,etc.SMRs canpoweradirectconversationwithstakeholdersaboutyournews,andgivethemthecontentelementstocarryyourmessage forwardontheirown.Cool,right? Buthere’saradicalsuggestion:don’tputany Social Media Releasesoutoverthenewswires. WhileIsincerelyapplaudhowfarthewireservices(BusinessWire,Marketwire,PRNewswire,etal.)haveprogressedinall‐things‐ social, Iamunconvincedthat“distribution”istheBigIssuefor Social Media Releaseadoption.Thepowerofthe Social Media Releaseisnotaboutdistribution,it’saboutempowermentandconversation.    Social Media Releasev1.0 Social Media Releasev1.5 www.pr‐squared.com 22    www.pr‐squared.com 38 13.Includealink(notahyperlink)toyourwebsite.Makesuretoincludethe http://oftheURL. 14.Ifthereleasehasasubhead,makesureitincludesakeywordphrase. Searchenginesgivemoreweighttoboldedtext(i.e.headline,subhead). 15.Optimizeyourboilerplate–alwaysincludelinksandkeywords. 16.Resistthetendencytoshortenterms.Forexample,ifyouarewriting aboutyourcompany’sbrandeddatamanagementsoftwareproduct,you’llbe inclinedtomakethesecondmention“thesolution”or“thesoftware.” However,peoplelookinginsearchengineswilltypein“datamanagement software.”Repeating“datamanagementsoftware”asakeywordphrasewill helpyourreleasebefound,while“thesolution”willnot.(But,trytokeepthe writingas“natural”aspossible.) 17.Ifyourcompanyorproductfallsintoaparticularindustrythatisoften referredtobyanacronym,includeboththefulltermandabbreviationthroughouttherelease.Forexample,“CustomerRelationship Management”shouldbereferencedbyits“fullname,”and,“CRM.” 18.Postallreleasesontheirownpermalinkedpageonyourwebsitein additiontosendingitoutoverwireservices. 19.Beconsistentwithkeywordusebothinpressreleasesandonyour website.Thewebsiteshouldhaveakeyworddensityofbetween2‐8%.This tool,www.keyworddensity.com,allowsyoutoenteryourURLandchosen keywordforacompletekeyworddensityanalysis. 20.BuyAdWordsforthosekeywordsthatareverydifficulttogetinthefirst pageofresults(i.e.thosethataremoregenericandcolloquial,orcommon industryterms).Puttingthisextracashtodrivetraffictoapressreleasecouldbevitaltohelpingtheimpressionsoftherelease, increasingvisibilityandthepossibilityofgreaterpickup.     www.pr‐squared.com 25 ReachingDigitalNativesviaFacebook Firstoff,someoftheFacebookgroupsthatmarketersoughttocheckout,toincrease(andshare!)theirgeneralknowledge,include: •...

... managing events. Rather than spending a lot of time retooling-the system, I used Upcoming.org as a social CMS for this one bit of content, which helps make event management easy, which reaching ... managing events. Rather than spending a lot of time retooling-the system, I used Upcoming.org as a social CMS for this one bit of content, which helps make event management easy, which reaching ... everywhere aggregate Then simply aggregate your content on your website. Aggregate for the dozens of social networking sites where you can share your photos, events, resume, profile, ideas, and more. ...

... Word 3 Choosing PayPal for Social Media Isn’t This a Wallet? Where PayPal Fits in Social Media The Last Word Part 2 CHOOSING SOCIAL MEDIA PRESENCE 4 Mapping the Social Media Landscape and Key Websites Getting ... to Social Media, you will learn the following: • How to navigate the social media landscape • The best way to plan and implement a social media branding strategy • How to create content for social ... through social media and viral marketing. PayPal recognizes this, and helps serve merchants who are eager to fully utilize social media to grow their businesses. In The PayPal Official Insider Guide...

... Yo u n e e d t h e No Bullshit take on social media marketing. Part I: Social Media Is for Hippies. Social Media Marketing Is for Business.” The social media purists laid a healthy foundation ... online social efforts. • Chapter 11,“It’s All About the Benjamins: Social Media Marketing Drives Sales”—How many social media evangelists have told you that you can’t sell through social media? ... the social media marketing world now knows that companies need business outcomes from their social media efforts, namely increased sales, profits, and market share. When the early social media...

... communications@ncsbn.org. 11/11 A nurse must understand and apply these guidelines for the use of social media. A Nurse’s Guide to the Use of Social Media T he use of social media and other electronic communication is ... against the nurse. Common Myths and Misunderstandings of Social Media While instances of intentional or malicious misuse of social media have occurred, in most cases, inappropriate disclosure ... sharing information via social media may appear to blur the line between one’s personal and professional lives. The quick, easy and efficient technology enabling use of social media reduces not...

... Author Introduction: The Real Purpose and Benefit of Social Media So, What IS Social Media? Success In Social Media The 5 Step Strategy to Social Media Success A Closer Look: Facebook A Closer Look: ... IS Social Media? Simply put: any interaction through web- based or mobile devices which creates a dialogue between two or more people is considered social media. The key to quality social media ... It’s simple, straightforward, and effective. Success In Social Media Before we get into the nitty gritty of ‘success’ learning how to leverage social media to start increasing business profit we must...

... http://www.osma.org/files/documents/tools-and- resources/running-a-practice /social- media- policy.pdf. Accessed September 17, 2011. White Paper: A Nurse’s Guide to the Use of Social Media. https://www.ncsbn.org/11_NCSBN_Nurses _Guide _Social_ Media. pdf. Updated ... Section Four Guidelines for the Appropriate Use of Social Media and Social Networking in Medical Practice The following guidelines are recommended for physicians who use social media and social ... unprofessional.  Refer, as appropriate, to an employer’s social media or social networking policy for direction on the proper use of social media and social networking in relation to their employment....

... Rules to Follow 3 Social Media Guidelines when Posting as an Individual 4 Social Media Guidelines When Posting on Behalf of the University of Michigan 5 Safety Tips for Social Media Networking ... GUIDELINES FOR THE USE OF SOCIAL MEDIA January 2010 Revised July 2010 GENERAL GUIDELINES Sharing U-M news, events or promoting faculty and student work through social media tools ... Regents of the University of Michigan, Ann Arbor, MI 48109 SOCIAL MEDIA GUIDELINES WHEN POSTING AS AN INDIVIDUAL U-M uses social media to supplement traditional press and marketing eorts....

... opportunity via the social media. Social media is communication. Social media is not just the communication tool of the future, it is the communication of now. Many of your clients use social media as their ... ingenuity and the power of social media. The Linked Photographers’ Guide to Online Marketing and Social Media1 0 Figure 1.4 The U.S. government arranged a contest for people to use social networks to ... of the concepts behind social media. Thank you Rosh for joining this project—your expertise in social media took this book to an entirely new level. Thank you to my social network. To my Twitter...

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