how facebook fits in the hamilton county jfs communication strategy

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An important part of our social media strategy

Component of PR Strategy• Public Relations Strategy

– Media Relations– Internal Communications– External Communications

• Speakers Bureau• Newsletter• Events• Social Media

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Social Media Tactics• Live Online Chats• Twitter• BlogTalkRadio• YouTube• Audio podcasts• Blog• Facebook

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Fundamentals• Brand consistency

• Useful information

• Not always selling

• Tie into business goals– Reduce pressure on crowded waiting

rooms and overtaxed phone lines

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Waiting room traffic

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Target audiences

• Opinion leaders• Media, advocates, government, PR professionals

• Customers/potential clients

• Social service community

• Taxpayers

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Action steps• Create fan page and group – January

• Build fan/follower base – January-now

• Consistently post relevant content – January-now

• Evaluate – Quarterly

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Fan page vs. Group• “Groups are great for organizing on a

personal level and for smaller scale interaction around a cause.

• “Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5,000 friend cap.”

--Mashable, May 27, 2009

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Fan page -- 180

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Status updates

Links to articles, videos,

blog posts,

podcasts,photos…

Events

Events

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Notes (Blog posts)

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Videos

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Group -- 94

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Building fan base/Guerilla

• Aggressively friend all Cincinnati contacts– Professional– Personal (church)

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• Invite to join Page and/or Group

Building fan base/advertising

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Overlaps with personal

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Lessons learned

• Comment on status updates, give “thumbs-up,” wish Happy Birthday

• Make this a part of your daily habits

• Selective Twitter #fb

• Ignore causes, games

• Hide posts from distractions

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Evaluation

• Size/makeup of fan base

• Survey

• Comments/interaction

• Does this contribute toward building mutually beneficial relationships with the audiences that could “make or break” the agency?

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Evaluate/Measure

• “On today's crowded Web, the winners are the people who create the most value for both the customer and the business over time. And value happens not when people buy your product but when they use it and love it. Not when they upload a video, but when someone else watches it.”

--Shane Atchison, Click Z

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Resources

• Google• New Media Cincinnati• Cincinnati Social Media• Blogs, with RSS feeds (Strategic Public

Relations by Kevin Dugan)• Twitter• Online publications such as Inside Facebook• www.MikeBoehmer57.wordpress.com

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