Lecture 4 21

 Your social media plans are due on May 2nd, and we will
begin presentations on Monday April 28th
 Give a brief presentation on your social media plan:
 1 minute: Organization overview
 1 minute: Social media audit (what organization is already doing)
 3 minutes: Your plan: Social media strategies and tactics for the
organization + video
 Part of your presentation will be a 30sec – 1 minute
YouTube video, or series of Vine/Instagram videos, about
the organization and your social media plan.
 If you have a powerpoint ready, e-mail me the powerpoint
AND the video(s) BEFORE 8am on the day your present.

Quiz!
Raise your hand fast…
Ready?

Where do social media tools fit in, and How?
PR activities should be/have the following…
 Deliberate.
 Planned.
 Performance.
 Public Interest.
 Two-Way Communication.
 Strategic Management of competition and conflict.

What is PRSA’s new definition of public relations?
“Public relations is a…”
“strategic communications process that builds
mutually beneficial relationships between
organizations and their publics.”

Which of Grunig’s 4 classic models of PR do
we try to achieve with social media?
Two-way symmetric!

I have a wedding-cake bakery, and
my goal is to inspire future brides to
come up with their dream cake
designs.
What social media platform(s) should I
use?
Pinterest / Instagram!

List 3 ways of being transparent with
your tweets:
(Don’t raise your hand until you have 3!)
Provide accurate and timely information
Reveal who you are in your Bio
Have a “human face”
Share your dislikes as well as your likes, you weakness and passions
Be consistent
Be accountable for failures
Have a 2-way street

What social media platform has HIGH
self-presentation / self-disclosure but
relatively LOW social presence / media
richness / immediacy?
Blog!

Describe and give an example of a
content community
YouTube, Flickr – where people can create and
share their own content in a community.

 We can use social media to…
 Provide __________________
 Provide __________________ (Hint* special deals)
 Engage audiences’ ________________________ (Hint* )
 Tell _______________________________ (Hint* Hero’s
Journey)
 Encourage______________________________ (Hint*
Listening)

We can use social media to…
 Provide Information
 Provide Exclusivity
 Engage audiences’ Emotions
 Tell Stories!
 Encourage Feedback

How many characters are in a Tweet?
140, silly!
What was the most re-tweeted Tweet this
year (so far)?
The Oscar’s selfie

 In a study by Saffer, Sommerfeldt and Taylor, students
assigned to a high interactivity social media account
(Starbucks) perceived greater
___________________________________________
____ than students assigned to read low interactivity
account tweets (Nike)?
 Trust, control mutuality, satisfaction and
commitment to the brand/organization

Describe the “Think like a Dandelion”
principle of social media
http://www.slideshare.net/PaigeBrown/manship4002-instagram-spreadability-lecture-7

What is a leading edge, and why is it
important in an (Instagram) picture?
http://www.slideshare.net/PaigeBrown/manship4002-instagram-spreadability-lecture-7

Describe social photography.
What has made it possible?
http://www.slideshare.net/PaigeBrown/manship4002-instagram-lecture-8

What are the 4 stages of social media metrics / analysis?
1. E…
2. E…
3. I….
4. A….

What are the 4 stages of social media metrics / analysis?
1. Exposure
2. Engagement
3. Influence
4. Action

Give us a 60sec brief of your Social Media
Assessment Part 2:
How have you improved on social media
this semester?

Lecture 4 21

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Lecture 4 21