Understanding social media strategy opportunities and challenges for emerging professionals objectives what is social media strategy challenges and opp w social media summary points to note about social media final thoughts q and a strategy a plan of action to achieve a major goal the conversation prism different dynamics and types of social media platforms social media open dynamic engages online community share concepts stories online lots of opportunities where do you want to get your voice heard as a brand personally and professionally make sure interconnected established message linked back to overall message spin sucks gini dietrich how do journalists look at the new media environment earned shared owned paid media 7 opportunities challenges for emerging professionals 1 you are on the front line if you are a reporter public relations manager if ciris happens you are the face of your news organization your magazine agency look at position addressing multiple voices on social media digital footprint whatever you post tracked for later use 2 social media has layers we see platforms on circle but lot of depth w understanding what social media is audience analysis more info about audience important to know what audience projecting to a asking people what they are looking for what they want to hear b having a conversation to establish relationships c moving at a timely pace d crisis history social media and crises need to understand 3 everyone under a digital microscope having consistent integrated presence is important a digital footprint ton organization b what would be the possible reactions before people read this 4 Survival of the fittest at times lots of sharks out there lots of pple who may may not like what you are posting lots of challenges involved 5 social data can help guide strategies and innovation a what s being shares focus on audience who does your audience influence interpret what you are able to collect Real time Marketing RTM means reacting in real or near real times looking at right messages at the right times relevant messaging in the right platform at the right time social media composed of tools platforms while real time marketing is a mindset chris kerns trendology ex katy perry at the superbowl brands trying to interject themselves w newsworthy stories interjecting conversations 6 There is a time and place for engaging on social media ethical practices what are those challenges when to join the conversation consequences for interjecting inappropriately Fear of missing out brands sometimes trying too hard interjecting but organizational goals not aligned w that particular strategy does it have a meaning behind it its noe things to be part of the conversation where it s appropriate but its another to oreo effect you can still dunk in the dark cases where did make an impact there is a interject self into a conversation time and place for this ex Robin Williams death need to be aware of emotional state of pple sesame street happy quote for robin williams did work Types of RTM applications planned and proactive spontaneous conferences media events customer events advances prep few surprises need a rational reason to interject other examples 7 Embrace and acknowledge the unexpected in social media social media crises zombie spread like a virus rapidly from one person to another network rise in buz discussion eats reputations both for organization and individual zombies spreads like a virus eats brains traditional crises vs social media crises traditional speed of info media print broadcast sorry angles presented in one format unbiased objective info time to get back to info and feedback social media spread in a matter of seconds why use social media crises info key influencers community members are the voices in crisis story angles are revived and multimedia focuses emotion and personal connections rapid fire feedback addressing negative feedback is crucial info real life witness accounts of events real time sharing info minimize the impact for an organization tailored and focused to direct info in personalized manner bypass gatekeepers of info w user generated context diff b t and statements and personal statements Generic saying something for the sake of saying something ex Boston bombing epicurious suggesting scones not a message you personalized tailored to the situation want to hear during this crisis always search hashtag or you can create your own crisis responded in a personal way 5 points to remember for social media strategy having a strategic mindset so many opportunities to connect the dots understanding how to achieve your goals share stories that strike an emotional cord tell them their stories but ask for stories ask what they are looking for ignite creative spark how can we apply this how can we be creative offering a helping hand to formulate networking relationships building relationships establishing a human connection measurement for the future looking at impact reach relevance and sentiment what do we want to gain in the future in the realm social media world full of opportunities and challenges cyber attacks false info rumors karen freberg louisville org