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Basics for Social Media Communica3on
15th July 2015 Civic Centre Convent Sant Agus?,
Barcelona hAp://conventagus3.com/
Basics for Social Media Communica3on
We work with people We communicate with people We share ideas with people We talk, We answer, We …
Basics for Social Media Communica3on
What is Social Media?
Basics for Social Media Communica3on
Basics for Social Media Communica3on
Basics for Social Media Communica3on
Social Networks SNS
Basics for Social Media Communica3on
SNS Primary Framework -‐ Connect people -‐ Sharing content -‐ Curiosity… Peep into the life of the others
SNS Secondary Framework -‐ Connect companies and projects -‐ Sharing interes3ng content -‐ Massive impact
Basics for Social Media Communica3on
Social Networks Personal Use
SNS Private use SNS Secondary use -‐ Communicate with others -‐ Find informa3on -‐ Procras3nate
-‐ Networking -‐ Self promote -‐ Procras3nate
Basics for Social Media Communica3on
Social Networks Company/Organiza3on Use
SNS Private use SNS Secondary use -‐ Increase the presence in the SNS -‐ Pres3ge -‐ Connec3ons
-‐ A change in the strategy of the company -‐ Talk about ouselves and talk about we like
Basics for Social Media Communica3on
Sharing
Basics for Social Media Communica3on
Sharing Lot of sharing plaWorms include some social strategies to engage people.
Basics for Social Media Communica3on
Publishing
Basics for Social Media Communica3on
Publishing Lot of publishing plaWorms include some social strategies to share content.
Basics for Social Media Communica3on
Basics for Social Media Communica3on
1st step Create a Editorial Line
Basics for Social Media Communica3on
1st step : Create a Editorial Line
The purpose of an editorial line is to create a clear opinion/voice for a publica3on.
In Social Media The purpose of an editorial line is to create a clear opinion/voice for communica3on in a mul3ple channels with the same iden3ty.
Basics for Social Media Communica3on
1st step : Create a Editorial Line
The point is to make it easier for readers to an3cipate what kind of content they will find in your communica3on, so that they know they can come to you for a certain type of informa3on. So to know what our own editorial line is, we must understand who our readers are, and who we want them to be.
Basics for Social Media Communica3on
1st step : Create a Editorial Line
3 key points : Audience, Vision and Idea But not in this order ☺
Basics for Social Media Communica3on
1st step : Create a Editorial Line
Idea The editorial line is a whole company strategy, and all team is involved.
Basics for Social Media Communica3on
1st step : Create a Editorial Line
Vision The editorial line is to talk about us and to talk about we like from others. We need to know we like. Talk only about us is a bad way.
Basics for Social Media Communica3on
1st step : Create a Editorial Line
Audience We need answer ques3ons… -‐ Who’s Reading this? -‐ What is this target audience interested in? -‐ Where is your audience? -‐ When do They Read?
Basics for Social Media Communica3on
1st step : Create a Editorial Line
Audience -‐ People we know -‐ People we want to know -‐ People we connect -‐ Companies, friends, collaborators -‐ The invisibles
Basics for Social Media Communica3on
2n step : Users…
We need to know -‐ Not all people interact in SNS… LURKERS -‐ People interact but only for our interests…
CONSUMERS -‐ People interact and share… PROSUMERS
Basics for Social Media Communica3on
2n step : Users…
Our posi3on in the editorial line is PROSUMERS. This help us : -‐ To get a beAer posi3on in SNS -‐ To measure the impact -‐ To get pres3ge, influen3al role, prescript role
Basics for Social Media Communica3on
3rd step : Language
We need to define our posi3on in the editorial line about languages. That is complex and important : -‐ For what we use our local language -‐ For what we use interna3onal language
Basics for Social Media Communica3on
3rd step : Language
One key point in SNS is how we use the language. -‐ Informal ? -‐ Technic ? -‐ Formal, but with a local species ? -‐ … cook our profile.
Basics for Social Media Communica3on
3rd step : Language
One key point in SNS is how we use the language. We need to know how others, like us, use the language.
Basics for Social Media Communica3on
3rd step : Cooking Language
TwiAer : short messages with species (pictures, videos, links to websites, hashtags…). Facebook : more elaborate messages (pictures, videos, links to websites, hashtags…). We need to adapt our editorial line to different channels.
Basics for Social Media Communica3on
3rd step : Cooking Language
The importance of # #hashtags connect with the invisible audience #hashtags help us locate projects in a frame
Basics for Social Media Communica3on
4th step : Bidirec3onal communica3on
The SNS have the dual func3on : -‐ Communica3on -‐ Conversa3on
The both are importants
Basics for Social Media Communica3on
Organiza3onal 3ps
The use of SNS for the organiza3on : -‐ SNS are a resource intensive -‐ Define roles of workers involved in communica3on -‐ Define 3me, intensity, tempus, research -‐ We need to find in our team the beAer skills
