Comm 333 (Social Media)
Comm 333 (Social Media) COMM 333-01
U of L
Popular in Social Media
Popular in Communication
This 5 page Class Notes was uploaded by Alli Mayes on Saturday February 6, 2016. The Class Notes belongs to COMM 333-01 at a university taught by Karen Freberg in Winter 2016. Since its upload, it has received 39 views.
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Eugh...this class is soo hard! I'm so glad that you'll be posting notes for this class
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Date Created: 02/06/16
Comm 333-01 Social Media Notes: Week 1 Class Objectives: -Define what Social Media is… -Characteristics of social media and implications that has for StratComm professionals -Differences in types of platforms -Benefits and challenges of social media -Types of media to consider for StratComm professionals 2016 Skills for Social Media: -writing -research -visual -personality -creativity -informed -networked What is The Conversation Prism? -Developed in 2008 by Brian Solis -a visual map of the social media landscape -ongoing study in digital ethnography that tracks dominant/promising social networks -organizes social networks by how they’re used in everyday life 4 Types of Media: Earned -Publicity (media relations, blogger relations, investor relations, influence relations) Earned/Shared -Influencer Engagement (response to detractors, detractors turned to loyalists, loyalists turned to advocates) -Partnerships (charity tie-ins, community service, co-branding) Shared -Social Media (Facebook, Twitter, Linked-in, You Tube, Instagram, Pinterest, Vine, Google+) Paid -Paid Media (Facebook sponsored posts, sponsored tweets, twitter cards, fan acquisition, lead generation, outbrain) Paid/Owned -Incentive (affiliate, brand ambassadors, sponsored content, native advertising) Owned -Content (create from experts, employee stories, customer stories, user-generated content, reviews, brand journalism, webinars, videos, podcasts) Earned/Shared/Paid/Owned -Authority (optimized content, shareable content, engaging content, Google authorship) Social Media Manager: -Job title did not exist 10 years ago -Requires acute attention to detail -Requires journalists eye for storytelling -Requires the ability to stay on top of trends across existing and new social platforms -Can be a company’s voice OR PR nightmare -Hectic daily/weekly schedule Best Practices for Brand Communication on Snapchat: 1. Create a Snapchat account 2. Promote you Snapchat account on other social media platforms (Facebook, Twitter, Instagram, etc.) 3. Reward followers with a use case (contest, product sneak, coupon) relevant to your brand 4. Distribute meaningful visual content through the platform to maintain engagement 5. Leverage – the “my story” feature to reach all followers at once, or send more targeted content directly to followers by selecting from a contact list Digital Trends: -Social media is going to become more fragmented -Communities form based on existing interests -Location is the next context (Ex. Facebook, Google) -Data is key (analytics, trend data, personal data) -Storytelling and personal branding -Analytics (Social and Mobile) -Brand Advocacy Strategy First- Creative Integration-Measure Social media includes ALL technologies! The “old” media environment: -Reporters When Technology How/Advertising 1750’s Newspapers Word of Mouth 1920’s Radio Word of Mouth 1960’s Television Word of Mouth The “new” media environment: -Addition of computer, internet, mobile phone technology How to “spread the word”/advertise today: -Send the message to where your target is -Don’t forget to tell your employees what’s going on -Make friends one person at a time and they will tell friends -Focus on your demographic and you will find the target -Reach the masses and your target will hear about it -If everyone knows what you are about, so will your target -Work with specific publics, especially media and influencers -Develop individual contacts and word of mouth Think outside the box! How to get the word out to your target: Tactics -WordPress, Facebook, Twitter, internet, YouTube Strategies -Guidelines, training and support -Social Research -Monitoring -Business needs -Measurement and ROI -Audience Analysis -Stakeholder Participation -Social Capacity -Content Planning -Social Media Objectives Social Media Trends: -Brands must be global on social media, but sustain a local voice -Great brands connect with audiences for the long term and on the emotional level -Brands have to walk the walk and talk the talk – on a daily basis -Rise of influencers -Visual web is key to driving engagement – content is still king -“Snackable” content that’s visual is booming (i.e. Vine, Instagram) -Responsive Marketing – new standard in social media -Attention and experience economy Things to Think About Strategy: -Determine the mission, value proposition, and objective -Define the context as it relates to the organization -Decide on the voice or voices of the organization -Discover where your existing customers already are -Determine where your potential customers might be -Decide which technologies could reach them -Listen to what is already taking place in the space -Figure out how you can add value to what they do -Decide what your expected outcomes might be
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