• If you are citizen of an European Union member nation, you may not use this service unless you are at least 16 years old.

  • Want to organize your cloud files? Sign up for a free webinar to see how Dokkio (a new product from PBworks) can help you find, organize, and collaborate on your Drive, Gmail, Dropbox, and Slack files: Weds, May 27 at 2PM Eastern / 11AM Pacific

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




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





Comments (0)

You don't have permission to comment on this page.