I hope everyone is recovering from a busy last week and enjoying the weekend. Congratulations, again, to the Theatre Team for doing a great job with their plan. I hope you’re all feeling energized for the next phase of the project! Meanwhile, I’m looking forward to the Music Team’s presentation this week.
As promised, here is your blog prompt for this week’s entry:
For this week’s blog post, you should critically reflect on the readings and this week’s topic of how to build and maintain online community and conversation. What are the lessons that Groundswell, in particular, teaches us about engaging online communities? What are your favorite case studies from the book that illustrate effective engagement? Furthermore, based on our other readings, our guest speaker, your own campaigns, what do you think are the critical components of engaging publics on social media? Where do you think most campaigns go wrong?
For next week’s assignment, you should start your Twitter account, if you haven’t already, and begin tweeting. For the next week (i.e. at least September 22 – 26), you should tweet at least once per day on the subject matter of your choosing. You may tweet about things you’re thinking about, respond to someone else, comment on a recent event, etc. Pay special attention to which of your tweets get retweeted, if any, and/or generate comments from other users.
Spend some time exploring Twitter. In order to participate in the conversation on Twitter, you must identify 5-10 other handles than interest you and begin following them (unless you’re already heavily engaged in this platform). Also, connect with your classmates from this class.
You should also connect your Twitter feed to your Blog page. In WordPress, under “Appearance” go to “Widgets” and there will be a widget for Twitter (essentially a small App or computer program). Click and drag this to the right side of the page (the “primary widget area”) and provide any information requested.
For this week’s blog post, discuss some of the conversations that are happening on this platform that interest you. Also, reflect on Twitter as a public relations tool, specifically discuss the value you think it has a public relations tool. What are some good examples of organizations using Twitter effectively? What about bad examples of its usage? Also, what new insights did this week’s readings give you regarding Twitter?
Meanwhile, in the weeks to come you will be required to live tweet from an event, so start thinking about what might make a good event from which to do so.
Have a great weekend!
As you all know your Fact Sheets and presentations are due this Thursday. The assignment, as previously discussed is included below. One thing to note, I will not REQUIRE a Powerpoint/Prezi for this presentation. Since you will be spending time on the platform you’re analyzing (i.e. for demonstration), it may be too cumbersome or confusing to also navigate through a Powerpoint/ Prezi, as well. I will leave that up to you in terms of what you think will aid you in being a most effective communicator.
Each student will comprehensively review a social media platform and become a subject matter expert, explaining its history, effective practices, etc. Students will be assigned a social media channel including social networking sites, blogs, Pinterest, Instagram, vines, etc. Students will create a single-spaced fact sheet, using headings & bullet points, to address the significant things professional communicators need to know about these platforms. Your Fact Sheets must be 1 -2 pages long and you must create handouts of the Fact Sheets for all class members. Presentations should be between 7 -10 minutes long.
- Introduction to the platform with some basic information about who is using it and for what (users and marketers). Include data like reach (how many people are active users) and user demographics.
- Brief demo on how to use the platform;
- How do brands or businesses successfully communicate on this platform (show at least 2 examples);
- Specific user elements that are important to the platform (likes, hashtags, etc.); How do you use the platform to provoke responses or engagement?; What level of engagement is realistic or achievable on this platform (refer to your examples)?;
- What risks are inherent to this platform? How can syntax (limitations on size of messages for example) increase risk?
- What are the top ways to build followers on this platform? What tips can you offer brands that will allow them to develop loyal, engaged and committed followers that spread positive WOM for them?
- Your advice and recommendations for using this platform to communicate with customers or potential ones.
What makes a good blog? As we prepare for next week’s topic, let’s do some investigating of our own.
For next week’s blog post, I would like you to find 2-3 other blogs about a topic that interests you, and critique these blogs. These blogs can be about any topic, such as fitness (Michael Contrereas) or cars (Kelvin Cao), for example. Specifically, discuss the tone and content of the writing, and the blog layout and design. How would you describe the writing tone/voice of the blog? What makes the layout attractive (or not)? Does the blog post a lot of photos or other visual “eye candy” or not? Do you notice any commonalities across the blogs? What do you think works really well in these blogs, and what doesn’t? Also, note the level of engagement on these blogs. Are readers commenting a lot? Most importantly, what ideas can you take away from these blogs to improve your own?
Remember, your blog is a work in progress and I encourage you to improve it as the semester progresses. Think of this, also, as an opportunity to consider your own voice and your own personal brand.
For next week’s post, I would like you to reflect critically on the Goundswell (Li & Bernoff, 2011) readings you’ve completed thus far. Reflect on the first 5 chapters of this book. Which ideas do you find particularly interesting? What take-aways have you gotten that might influence your approach to designing a social media campaign? Is there anything you disagree with or think needs updating?
Use this blog post to engage with the content thoughtfully. You do not need to summarize the material, and avoid generalizations. Instead, I want to see you engaging with the material, and critically thinking through the ideas presented in the text.
This jam-packed, exciting semester will get a jump-start tomorrow with our Client visits. At 5pm, Professor Tromovitch from Theatre Arts will be visiting with our class to debrief us on her needs as related to social media and the upcoming performances. At 6pm, Professor Hatschek from the Music department will join us to discuss the upcoming album drop and their needs vis-a-vis social media.
To remind everyone of the process: tomorrow will be our Client debriefings in which our Clients will explain their needs and concerns. This is also our opportunity to ask all of our questions related to their upcoming campaigns. Therefore, between tonight and tomorrow, you should really start thinking about their “products”/events and how you think social media can be used to help them achieve their objectives.
Therefore, you should also be considering all the components that will go into your social media plans. You must consider: research; goals; objectives; key messages; audiences; strategies; and tactics. Start thinking seriously about your content strategy. Remember, you should think beyond using social media for one-way messaging (i.e. “old-fashioned” promotion); instead, think about how to use these platforms to engage. You can also jump ahead in Groundswell and read on page 68, key objectives the authors identify for organizations to pursue online. These are: 1) listening; 2) talking; 3) energizing; 3) supporting; and 5) embracing. Consider which ones might be most appropriate for your Client in this context.
As mentioned yesterday, you want to show up to your Client meetings knowing all you can about their business. You want to maximize the precious time you have with your Client, and ask questions that cannot easily be answered on your own. I.e. do your own research now on their current social media properties, past events/product launches; etc. Read the scripts, if you are working on the theatre campaign. When working with Clients, you want to demonstrate that you care as much about their business as they do. So, please take time to prepare for these meetings tomorrow.
The fun is just getting started!