Communications Question

Communication StrategiesConsumers
News Media
Review
Lecture Objectives
Executing Your Plan
Developing Your Toolkit
Social Media: Engagement
Social Media: Content
KLM Royal Dutch Airlines (2016)
Social Media Channels
Social Media Channels
Social Media Channels
Social Media: Building Audience
Silver Oak Cellars (2016)
Social Media Optimization
• Be a thought leader
• Be authentic and
transparent
• Create links
• Encourage contact
• Participate
• Be easy to find
• Try new things
Scott (2012); pp. 286
Social Media: Measure Success
Social Media: Reputation Reigns
Review
Review
Thank you
for your
attention
References
Lafferty, J. (2015, May 22). KLM’s Social Efforts Generated €25 Million in 2014 — A
Look Inside The Strategy. Social Times. Retrieved from
http://www.adweek.com/socialtimes/klms-social-efforts-generated-e25-million-in2014-a-look-inside-the-strategy/620691
KLM Royal Dutch Airlines (2016, May 4). “KLM Meet & Seat.” [Image]. Retrieved from
https://www.klm.com/travel/us_en/prepare_for_travel/on_board/your_seat_on_bo
ard/meet_and_seat.htm
Scott, David Meerman (2012). “Social Networking as Marketing” (Chapter 15, pp.
259-294). The New Rules of Marketing and PR, 5th Edition. Hoboken, NJ: Wiley &
Sons.
Silver Oak Cellars (2016, March 15). “Every picture tells a story … what’s yours?”
Facebook. [Image]. Retrieved from
https://www.facebook.com/SilverOakCellars/?fref=ts
Communication Campaigns
Consumers
News Media
Review
Objectives
Communicate with Purpose
Attracting Audiences
National Community Church (2016)
Attracting Audiences
National Community Church (2016)
Aligning Goals
National Community Church (2015)
Aligning Goals
The
Right
Fit?
Search Engine Optimization
google.com/adwords
searchenginewatch.com
Monitoring Conversations
Reputation & Brand Management
Presenting Your Plan
•
•
•
Translate success into
business objectives
Be clear
Address the
“bottom line”
Vocus PR (2010)
Review
Review
Thank you
for your
attention
References
Batterson, M. [@MarkBatterson] (2016, April 4). RE: “you are THE ONLY
BIBLE some people may ever read. are you a GOOD TRANSLATION?” [Twitter
post]. Retrieved from

you are the ONLY BIBLE some people may ever read. are you a GOOD TRANSLATION? https://t.co/Omz0OIZhdt

— Mark Batterson (@MarkBatterson) April 4, 2016

National Community Church (2016, May 11). Latest Message: God’s
Worksmanship. [Image].Retrieved from www.theaterchurch.com
National Community Church (2016, May 11). Lincoln Theater.
[Image].Retrieved from http://theaterchurch.com/location/lincoln
National Community Church (2015, January 25). 2016 State of the Church.
[Image]. Retrieved from http://theaterchurch.com/media/state-of-thechurch
Scott, D.M. (2012). “Make it Happen” (Chapter 24, pp. 407-419). The New
Rules of Marketing and PR, 5th Edition. Hoboken, NJ: Wiley & Sons.
Vocus PR (2014, June 10). Measuring Social Media Success. [Video].
Retrieved from
https://www.youtube.com/watch?v=l7ENLpMWTbE&feature=youtu.be
Question 1
The primary benefit of having a Google Plus profile for your business is to improve your
search engine rankings.
True
False
Question 2
Social networks require two-way communication.
True
False
Question 3
Individual social media platforms are not as valuable as company social media platforms.
True
False
Question 4
A profile on LinkedIn does not mean you have a presence on LinkedIn.
True
False
Question 5
Nonprofit organizations should not encourage employees to establish personal pages on
Facebook sharing details about the cause.
True
False
Question 6
When measuring social media impact, brand is more important than reputation for your
company.
True
False
Question 7
Author David Meerman Scott recommends _______ percent of your social media interactions
be original written or visual content.
10 percent
20 percent
30 percent
40 percent
50 percent
Question 8
Participation in social media puts you at risk of increasing the chance of having bad things
said about your company. (page 411)
True
False
Question 9
Most companies underinvest in social media and overspend on advertising and sales.
True
False
Question 10
Examples of nontraditional users of social media include churches, IBM, and the CIA.
True
False
Question 11
Social media marketing and communication often requires support in the form of traditional
marketing channels such as advertising.
True
False
Question 12
Social and mobile media is disrupting digital media in a different way than digital media
disrupted traditional media.
True
False
Question 13
The reason most business legal departments forbid employees from starting a blog or using
social media comes down to one of these factors.
Wasting work time
Influencing stock prices
Revealing inside secrets
Human Resources violations
Lack of trust
Question 14
Thanks to social media, inbound marketing is replacing outbound marketing.
True
False
Question 15
The single basic aspect of Twitter account branding many people miss is:
How often they should tweet
What they should tweet about
Using hashtags in the wrong way
What their page looks like
Linking to a blog or website
Question 16
Which answer is NOT a way to optimize your social networking page?
Create lots of links
Make it easy to find you
Make your bio a mini-resume
Encourage participation
Be a thought leader
Question 17
Shopping sites like Amazon and review sites like Yelp are not social networking and they
should not be part of a marketing and public relations plan.
True
False
Question 18
Benefitting from new social media networks comes primarily from:
Participating in them
Listening and learning
Trying to take advantage early
Learning the rules first
Finding new audiences
Question 19
The best live events are the ones that integrate social media into their activities.
True
False
Question 20
Marketing and public relations professionals need to translate social media metrics into
business metrics to get buy-in from senior management.
True
False