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PR and new media 2010 5

Page history last edited by Richard Bailey 9 years, 6 months ago

PR and new media

MSc Corporate Communications module

October 2010-January 2011

 

Agenda

 

One: Assignment

Two: Talking points

Three: Context

Four: Concepts

FiveStrategy and policy

Six: Issues

Seven: Sources and reading

 


 

5. Strategy and policy

 

Developing a social media strategy

 

Levels of involvement (90% lurkers, 9% contributors, 1% active users - source: Jakob Nielsen)

Legal issues

People and management

List of actions

Forrester: Social Technographics ladder

Simon Wakeman: do you need a social media strategy?

Andrew Gerrard: developing a social business strategy, The Telegraph

Template Twitter strategy for government departments

 

Social media guidelines

 

BTCiscoDelleBay; FordHPIBMIntelSAPSun

 

See an additional list and discussion here and note the CIPR consultation on its social media guidelines.

 

Mashable: Why Banning Social Media Often Backfires

 

Monitoring, measuring and evaluating social media outcomes

 

Some free tools:

Some paid-for tools: 

The Comms Corner: 10 Free Social Media Tools Every PR Pro Should Master in 2010 part onepart two

Ben Cotton (for Darryl Wilcox Publishing): An Introduction to Social Media Monitoring (pdf)

Jen Evans, Michael Procopio: From talk to action

Katie Paine: How to measure blogs

Katie Paine: Measuring success

 

PR and SEO

 

Econsultancy: Link building for SEO beginners

Edelman: Search Engine Visibility (pdf)

 

Social media and politics

 

Web 2.0 applied to democracy (Chadwick 2008)

Principles are:

  • the Internet as a platform for political discourse
  •  collective intelligence emergent from political web use
  •  the importance of data over particular software and hardware applications
  •  perpetual experimentalism in the public domain
  •  the creation of small scale forms of political engagement through consumerism
  •  the propagation of political content over multiple applications

 

If markets are conversations, then so is democracy

 

 

 

 

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