Social Media Plan

I am a mere 46 days away from graduation. When I am not scrambling to complete my work and school assignments, I am on the hunt for a job. Many of these positions require Social Media experience, which comes as no surprise. I have been surprised by the number of applications looking for individuals to create social media plans for their business.

I am well aware of social media, between personal experience, school and work requirements, I know how to handle myself on a variety of platforms. However, I have never made a true social media plan. Here is some information I found on socialmediatoday and thought would be helpful to others.

1.       Paint the big picture of the opportunities Social Media can provide

Suggestions include beginning your plan with startling statistics/quotes about social media and how many people are moving away from traditional media and towards social media.

2.       Define Social Media

Social media has so many meanings to people based on their knowledge and experience. Provide a specific yet all encompassing definition will provide a level platform to begin expressing ideas too. I really like the definition provided by socialmediatoday:

“Social media is user-generated content on the internet.  It’s created with free or inexpensive technology, is easy to update, and can reach a niche audience or millions.  It can be mere words in a blog, but also user-generated videos, photos, and audio.  It can be interactive with unfiltered comments from visitors.  And as user-generated content, it does away with controls associated with traditional media – and most of all, it removes the need for big media.”

3.       List tangible business goals

Upper management may not initially see the benefits of social media. This is the part of the plan where you should high light HOW social media will improve business. This can include building awareness, strengthen relationships, improve customer service, generate sales, etc.

4.       Plan a timeline of steps

This is your chance to plan the objectives. Have measureable/attainable goals set and when they will be accomplished by. This shows management you are working and not playing, while also giving you a timeline to accomplish things by.

5.       Set realistic Expectations

Make sure your management realizes that social media not guaranteed to do anything. Explain how it takes time to get a loyal following, some platforms may not pan out, etc.

6.       Ask for resources

Asking for training, help, a budget to get help make the best effort, etc. Unlimited access to the web via smart phone and laptop (if you don’t already have those)

7.       Decide who will be in charge of Social Media

Doing it internally, hiring a consultant group, etc. Lay out what you think the best options would be.

8.       End with an urgent call to action

End you plan with a call to action that shows the need to join social media. 

Klout Score

Recently, I've been running across mentions of a Klout Score. I probably shouldn't admit it, but I had no clue what they were referring to. So to enlighten my other readers who may not know, these are my findings and understanding of the Klout Score.

The Klout Score is a way for you to measure your online influence. Influence is defined as your ability to drive action which means responses, shares, etc. 

To break down what goes into the measurement, here are the three concepts considered: 

True Reach: How many people you influence

Amplification: How much you influence them

Network Impact: The influence of your network

Using services, such as the Klout Score, will be beneficial to both individuals and businesses. Online presence is everything and we should be aware of the influence of our online actions. An interesting tidbit, the common score is 20. When I linked this blog, my Twitter and Facebook accounts, my score was 12. Obviously needs improvement, but I'll keep working on it.

Crisis Communication....thoughts from an undergrad

Everyone can remember a situation that was handled badly in the press. Think BP Oil Spill, Ashlee Simpson caught lip synching on SNL….
Now, imagine what would have happened if the people involved would have been better prepared. I’m not saying you can predict everything that will happen, but having a person designated to answer questions when in a sticky situation, or at least a strategy (ex. wait to answer the media until executives contacted) can help. All communication needs to be done quickly, but buying yourself a little time is not a crime. Having a well thought out answer, rather than Simpson’s “My band started playing the wrong song, so I did a little jig to lighten the mood,” is soooooo much better then rambling and having to retract statements.
Just as bad as losing credibility is trying to act like nothing happened. How long did it take before BP owned up to what really happened in the Gulf? By the time they did, the whole world was angry because of the media’s coverage of dying animals, polluted waters/beaches and towns that were in risk of bankruptcy because they couldn’t fish and tourists weren’t going to visit. Once someone with a brain stepped up, the outlook for BP improved.
In my opinion, during a crisis situation you should say this is what happened and this is how we’re trying to make it right. No deflecting, hiding or lying- just be straight forward with the media, the public and with your own employees. Employees will help spread the word because you know that all their friends and family will ask what happened. Briefing EVERYONE, not just executives, will be beneficial to overcoming the crisis.
If you’re interested in crisis communications, especially in health care, check out this blog.

For my PR folks...

Whenever I have free time at my internship, I have been reading/catching up on my PR blogs and interesting information. Here are some of the links I found most interesting in the past week.


This blog is all about how to make your pitch stand out. Very valuable information for those of us who don't have media contacts yet!


This one is social media tips for the New Year. Although we're about to start February, it's ok to just begin New Years resolutions!


This blog is an interesting little nugget I found online about new ways the FBI is looking to patrol social media.


This has more information about social media.


Sorry readers....Not my best writing on display here. This is good information though and should definitely be read by those interested in PR and Marketing!

Sprinkle some inspiration in my direction...

Lately, I’ve noticed that I’ve become un-inspired with life it seems. The stress of graduation, end of semester strain and the normal stresses of life have really worn me down lately. I’ve noticed it takes me much longer to do school work then it should, especially basic projects that should have me very excited about the future.

I’ve decided to combat this stress with an inspiration journal. One of my favorite blogs, NYC PR Girls, recommended keeping the journal as a way to stay sharp in the field. I’d never considered something as simple as inspiration to get me through these last few weeks as a full time college student (Next semester will consist of an internship and two classes). But we’ll see how it goes!

Although my journal/blog will not be centered wholly around PR, inspiration in the rest of one’s life will carry over to their professional life.

As my first Inspiration entry, I chose several quotes :

 Courage doesn't always roar. Sometimes courage is the quiet voice at the end of the day saying, "I will try again tomorrow.”

                -Mary Anne Radmacher

 “Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

                -Steve Jobs

Twenty years from now you will be more disappointed by the things you didn't do than by the ones you did. So throw off the bowlines, Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream.

-Mark Twain

 Here' to the crazy ones. The misfits. The trouble makers. The rebels.....You can quote them, disagree with them, glorify or vilify them. But the only thing you can't do is ignore them....Because the people who are crazy enough to think they can change the world, are the ones that do.

 -Steve Jobs

Perhaps imagination is only intelligence having fun.

 -George Scialabra

Once I get started with quotes, it is very difficult for me to stop! I could have gone on for hours :) Hope these have left some others feeling inspired, I'm off to finish some school work!