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DEVISING A COMMUNICATIONS

PLANUSING WEB 2.0

AND SOCIAL MEDIA

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By Kaaren Thompson

WHICH SITE IS MORE AUDIENCE CENTERED?

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WHICH SITE IS MORE AUDIENCE CENTERED?

A)

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WHICH SITE IS MORE AUDIENCE CENTERED?

B)

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COMPARING THE TWO…

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COMMUNICATIONS PLANSThe integration ofofficial space withSocial Media usingVarious Audience Centric Content Blogs Micro blog RSS Podcasts Vodcasts

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VARIOUS SOCIAL MEDIA TOOLS

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SUPPORTING RESEARCH Both Heiberger &

Harper (2008) and the Higher Education Research Institute (2007) found that time spent on social networking websites was correlated with indices of student engagement.

Ellison, Steinfield, and Lampe (2007) discovered that Facebook use was related to an increase in engagement with students’ supportive social ties.

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FACTS ABOUT OUR YOUNG DEMOGRAPHIC

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GOAL IN USING FACEBOOK Strengthen relationship through

communications and knowledge sharing Provide a consistent message to

customers/followers Communicate (dates, questions,

information) Engage with customers/followers in their

personal space Suggest Facebook groups and other pages

for customers/followers to connect with Builds our internal resources and capacity

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TODAY’S MODULE

Facebook “Official” FAN Pages

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FACEBOOK PAGE OPTIONS Facebook Personal Pages Facebook “Official” (FAN) Pages Facebook Group and Community Pages Facebook Groups

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PERSONAL FACEBOOK PAGE

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FACEBOOK PERSONAL GROUP

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FACEBOOK GROUP/COMMUNITY

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FACEBOOK “OFFICIAL” PAGE

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FACEBOOK OFFICIAL PAGES Known as an “Official Page” of a

company/organization.

Need 25 fans to receive a Vanity URL: www.Facebook.com/MyVanityURL

Indexed by the major Internet search engines such as Google, Bing, Yahoo etc. and keywords in the text are visible to them.

There can be an unlimited amount of Fans to an “Official Page”.

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FACEBOOK OFFICIAL PAGES Cost of setting up an “Official Page” is

Free.

“Official” pages are supported and maintained by assigned administrators.

When an administrator posts on this “official” business page, the profile picture is the business logo so anyone designated as an administrator can post as the business.

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FACEBOOK OFFICIAL PAGES People do not need to be a registered

Facebook user to the see the page.

In order to “Like” or post to the page visitors need to be a registered Facebook user.

A fan of your business doesn’t have to be one of your Facebook friends.

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FACEBOOK OFFICIAL PAGES Provides Passive Social Media marketing

Once an administrator posts, the message will appear on the wall of people who have “liked” the page in their personal news feed.

When shared, this message and conversation shows up in their network of friends

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EXAMPLE ….JANE SMITH

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JANE SMITH – PERSONAL PAGE

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K.THOMPSON – PERSONAL PAGE

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K.THOMPSON “SHARES A STORY”

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STORY “LANDS” IN FRIENDS NEWS FEED

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CRITICAL QUESTIONS What types of posts / information could

we provide on our Facebook page to support our organizations goals?

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CRITICAL QUESTIONS What type of interaction do we predict

we would receive from the types of posts we proposed?

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CRITICAL QUESTIONS What strategies could we use to

encourage followers to “share” information with their network of friends?

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ENGAGING OUR COMMUNITY How could we measure our

communication strategy for success to guide our next steps?

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