Strategic Social Media Management

I am doing a teleseminar today with PRSA about how to strategically approach social media in a company or organization. I have included the outline and the presentation below.

Situation Audit

– Communication Audit

– Charting

– Environmental Scan

Overcoming Internal Objections

– Get senior management involved

– Cultural integration

– Manage risk

– Analyze opportunities

Become a Reporter

– Editorial strategy

– Relational Objectives

– Social Media Ecosystem

Human resources

– Social media team

– Social media guidelines

– Laws and regulations

Measurement and Objectives

– Setting measureable objectives

– What to measure

– Measurement tools

– Measuring relationships