PR and new media
MSc Corporate Communications module
October 2010-January 2011
Agenda
One: Assignment
Two: Talking points
Three: Context
Four: Concepts
Five: Strategy 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
BT; Cisco; Dell; eBay; Ford; HP; IBM; Intel; SAP; Sun
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 one, part 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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