PR 2.0 checklist van Deirdre Breakenridge

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Jody Koehler
11-01-2010
Vorige week stuitte ik op een PR 2.0 checklist opgezet door onze PR 2.0 vriendin Deirdre Breakenridge. Op haar blog, PR 2.0 strategies, omschrijft Deirdre hoe ze op dit idee kwam na het beluisteren van een radio-interview met een arts van een Eerste Hulp. Deze vertelde over de noodzaak van checklists en hoe deze lijsten in hectische situaties levens kunnen redden. "Of course there's a big difference between what I do and the surgeon who saves lives," schrijft Deirdre, "but nonetheless it's important to prevent any emergency or damaging situation from occurring in any industry." En daarom dit handige overzicht.  

PR 2.0 checklist
En zeg nou zelf eens, hoe belangrijk is het stellen van de juiste vragen? Of het nemen van beslissingen op basis van goede informatie? Deirdre's eerste aanzet voor een PR 2.0 checklist (in het Engels):
  • Ask the question, "Why social media and what are we expecting to get out of engaging in the social sphere."
  • Develop a social media policy
  • Which executives will participate in the program and determine the their time commitment
  • Share the policy with members of your organizations (build internal brand champions by establishing a participatory culture)
  • Set up monitoring and tracking of your brand, products and any trends that relate to your market (via free tools and paid software)
  • Listen to conversations in various social networks to see if your customers or other stakeholders are active in those communities and to pinpoint conversations relevant to your brand
  • Continue to observe communities for culture and interaction between community members
  • Identify who are the important influencers you would like to reach (from A-list bloggers to trendsetters and the magic middle) and what issues concern them
  • Decide who in the organization is going to manage information and direct continuous conversations and relationships (a community manager or social media manager)
  • Dissect information gathered in communities and share with other members/departments in your organization
  • Process the information within your organization and use it to provide insight and feedback in communities (and to also develop your communication strategy and content to share) or to place back into your product development cycle to enhance your offering for customers.
  • Determine a measurement strategy for engagement (participation could include leads/sales, conversations, registration, membership, education, authority, etc.)
  • Think about your budget and resources before you start your social media program.

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