Social Media Management - Exam 1
How has social media changed public relations Before social media?
-public relations relied on traditional communications channels, such as print, TV and
radio
-Journalists served as gatekeepers to the news
65% of PR departments are responsible of the social media presence of their company
The characteristics that set social media apart from other digital media?
-stories
-AI powered customer service
-personalization
Social media makes it easier for businesses to?
-Engage in two-way dialogue
-Learn about their customers
-Track sentiment and perception
-Build online communities and turn customers into brand advocates
-Target niche markets and demographics
-Increase visibility and reach untapped markets
Describe best practices for the ethical use of social media?
-no defamation
-no copyright or trademark infringement
-no plagarism
-ask permission before reposting others content
-fair use
Identify and describe the steps to build a social media strategy. Evaluate why they're
important
1. Researching & auditing
-internal audit and analysis (You want to understand what you're doing well and what's
not working before you develop your strategy or plan)
-audience audit and analysis (Who is your customer? •Potential customers? •What
platforms are they using?•Who are you reaching? )
-competitive audit and analysis (What are your competitors doing well? •What content is
working? What's not working?•How can you use this info? )
2. Setting goals & objectives•
-SMART objectives
-Outcome and output objectives
-set KPI's (quantifiable metrics used to measure success in reaching your objectives.)
and benchmarks
3. Defining your brand voice and persona•
-What adjectives describe your brand? How would you like your customers to describe
you?
-What's your key message? What's your point of differentiation? What's your one thing?
