Media Relations in a Social Media World By Julie DeBardelaben Deputy Director of Public Affairs CAP National Headquarters

The Takeaways 5 Steps to Social Media Success 5 Steps to Social Media Success How to build a Social Media Command Center How to build a Social Media Command Center Why Monitoring Is Important. Why Monitoring Is Important.

Social Media’s Reach Facebook has more than 900 million active users. Twitter generates over 500 million tweets and handles over 1.6 billion search queries per day. Four billion videos are streamed per day on YouTube.

Top Social Media Sites

How Teens Use Social Media

5 Steps to Social Media Success Know your audience. Before planning your approach, study your potential and current audiences and how they use social media. Research their habits and determine the best way to interact with them.

Know Your Audience. What are target audiences saying about you? Find out where fans and critics express their opinions.

Identify your goals. The most important question when developing a social media plan is, “why?”

Develop a social voice. Social media is about relationships. Don’t use these tools for a marketing message; use them to have conversations with people interested in your brand.

Measure Your Performance. Track your success according to your goals. Use monitoring tools to measure progress.

Evaluate content. Determine what’s working and adjust your strategy based on performance.

Building a valuable social media presence takes time and dedication.

Trend Monitoring You don’t need to have a big budget to achieve awareness and engagement benefits.

Social Media Command Centers Set up digital tools and the information will find you: Create Google Alerts with keywords. Create Google Alerts with keywords. Google Trends provides top-10 regional topic searches with baseline metrics. Google Trends provides top-10 regional topic searches with baseline metrics. Google Reader organizes relevant RSS fees you want to track. Google Reader organizes relevant RSS fees you want to track. Good Analytics provides website stats. Good Analytics provides website stats.

Social Media Command Centers Customer relationship management (CRM) systems integrate a contact’s social streams, along with and phone histories.

Social Media Command Centers NutshellMail s provide daily summaries of your social mentions.

Monitor Trends Use your social command center to look for: Trends and unique interests. News trends emerge as you monitor industry influencers and competitors.

Monitor Trends Communication triggers – Refer to media databases to learn journalists’ contact preferences and the social channels they use, but study their behavior to learn what they want.

Case Studies Use social media to build brand love. Oreo Moments’ campaign asked customers to share their Oreo experiences. Oreo Moments’ campaign asked customers to share their Oreo experiences. Oreo acted as a media company. Oreo acted as a media company. Oreo’s Facebook grew from 2 million to 60 million. Oreo’s Facebook grew from 2 million to 60 million.

Use Social Media to Announce Breaking News Twitter Twitter Unique logo Unique logo Facebook Facebook Website Website Blog Blog PayPal Account PayPal Account Result: Disputes misinformation, discourages speculation, provides forum for media requests.

The Takeaways Social Media is about the relationships! Conversation rules! Talk back.

The Takeaways Plan for Social Media success through research, goal setting, monitoring and evaluating progress. And, along the way, REMEMBER TO HAVE FUN!