1.Internet-based tools for sharing and discussing information among people 2.Internet media that has the ability to interact with it in some way 3.Facilitation and practice of engagement and conversation online TWO-way communications It’s “social” meaning INTERACTION What is social media?
Users create a Profile about themselves and connect with friends. 955m+ users. Facilitates real-time personal “status updates” through short broadcasts to other subscribers. 500m+ users. Online networking community for business people. 161m+ users.
Just another communications tool? Yes! Treat with same caution you would when dealing with media Should be used as part of wider communications strategy Social Media can compliment other PR tools
Social media – the pro’s Free to use Chance to broadcast ‘non news’! Drive traffic to your website Raise awareness of your services/product Direct engagement with customers Increase loyalty amongst customers Can improve customer service
Social media – why is it feared? Audiences TALK BACK and sometimes you don’t like what they say! Leads to an organisation devolving some control over message and brand Requires mix of authenticity, openness and transparency Culture change...
Common issues Giving content a personal, as opposed to a corporate voice Difficult to quantify R.O.I Perception of wasted of time & resources
Waste sector is mainly using… - Reach consumers - Consumers or businesses - Professionals or businesses
Why do they use it? Promoting news about the company Promoting job vacancies Watching competitors - monitoring news/announcements, gossip etc Monitoring customer or public complaints, or any other noise about us and responding if necessary
Why do they use it? Direct, informal engagement Easy way to find target clients Easier to build rapport ‘offline’ if have chatted online first Free and easy to manage Tell customers our news Demonstrate capacity and credibility
Why do they use it? SM allows us to connect directly with our stakeholders in a quick & informal way - if you have no presence - you have no voice
Why do they use it? Helps achieve two-way communications “Social media has changed the way we communicate – we are more open and transparent than ever before” To get corporate messages and news out there We like to share images of our work to show the “real us”
Why do they use it? Few facility in Suffolk Has opposition and it’s own Twitter account 100 followers Site manager tweets updates Promotes openness and readiness to answer questions in public way Nothing to hide
“When you make something with pride people can taste it” – McD Potato Supplier #McDStories When it goes wrong
“I once found a piece of meat in a McDonalds burger” #McDStories “Once I walked into McDonalds and could smell Type 2 diabetes in the air and I threw up” #McDStories “I haven’t been to McDonalds in years because I’d rather eat my own *****” #McDStories
Be selective with media you use Most important rule: ‘Don’t be stupid!’ Broadcast all your good news Monitor what others say about you Don’t slag off your competitors Interact with and respond to your audience ‘Rage Monitor’ - do not fight back or get angry with negative comments How to manage it
Ensure messaging remains clear and targeted to your audiences Create valuable content Respond in good time When responding – personalise it How to manage it