Here is a list ideas to share and post:

• Links to your blog
• Links to articles you are reading
• Youtube videos
• Insightful commentary on trending topics or current events
• Company news
• Links to company news coverage
• Photos from an event or every-day life
• Information about upcoming events
• Inspirational quotes
• Life lessons

For examples of this type of content in action, follow the Bolt PR team on Twitter at http://twitter.com/BoltPR or become a fan on Facebook at http://www.facebook.com/BoltPR.

One thing to remember is that you don’t need to worry about producing all of the content because the “social” aspect of social networking is crucial.  Jump in, compliment and chat with others in your networks about their content and before long, producing content becomes second nature.

Myth 1: We lose control over the message. It is crucial for schools to share accurate information and messages that reflect their mission statements and unique philosophies. To take control of your messaging on social networks, designate a social media coordinator that you trust and that understands your mission to manage your online presence.

Myth 2: We don’t have the time or resources. Social networking does take some time to learn and manage (as do most new tools), but you have options to make it more efficient, including outsourcing or hiring a professional to manage the effort.

Myth 3: Only students and Generation Y are active social media users. This is far from the truth. The number of users on Facebook ages 35 -55 has grown 190.2% from January to June 2009, according to iStrategyLab. Parents, prospective families, current and potential donors, local media and your school’s community members are likely active on either Twitter or Facebook, or both. Rather than risking your news getting caught in email spam or tossed in the trash, communicate directly with your community online.

Myth 4: Students’ privacy will be violated. Rather than focus on individual students and their every move, post information about the school. Topics can include information about admissions, the school’s mission, links to educational articles that provide value to your community, links to press coverage about your school, sports and activities schedules, major announcements, and acknowledgement of volunteers and supporters.

Myth 5: Negative comments. People will talk about your school whether your school is on social networks or not. With Twitter and Facebook, your school can more readily uncover concerns and resolve any issues immediately.

*Published today in Tech & Learning’s EdTech Ticker: http://www.techlearning.com/editorblogs/22598

The key to credible, revenue-generating awareness for start-ups and small businesses across the board is PR that incorporates Twitter and other online social media with media relations.  I believe the heart of public relations involves a third party endorsement and others telling your story for you.  Traditionally, this has been editorial coverage through TV and print.  Now, however, the storytellers can be a number of media – including Twitter.  With Twitter and Facebook becoming so popular among marketers, many small business owners are ready to throw their marketing and pr budgets to the wind and hop on the social media bandwagon for some free publicity.  Sure, Twitter users will tell your story for you, but only if they are familiar with you and trust you (unless you offer something incredibly funny and outrageous, in which case, people will share for the entertainment value).  So before you ditch PR, know that a good PR team will capitalize on media coverage via traditional media relations and social networking to build your credibility and foster interaction that prompts the creation of brand/business evangelists.
For more on how to integrate social media with your PR efforts, see previous blog entry, “5 Ways to Integrate Social Media with Public Relations.”

1.       Take Time to Listen. It’s unwise to jump in without understanding the conversations that are already taking place about your industry, company and competitors. Determine what you will add to the conversation, not what you will regurgitate.

2.       Identify Spokespeople. Social media, like traditional communications strategies, requires knowledgeable spokespeople who can speak to various aspects of an organization and its products/services. Every organization should have a social media policy in place prior to launching a social media campaign that outlines the organization’s expectations of its employees’ social networking use and offer employees guidance on where to defer questions regarding social media. This is similar to how a communications department would implement policies regarding media inquiries and interviews.

3.       Communicate the Strategy. Once you’ve identified spokespeople and implemented a policy, communicate the strategy to the entire organization. Let people know what’s going on; the more informed people are and the more opportunities they have to share ideas with spokespeople, the more the social network sites will reflect the true personality of an organization.

4.       Set Priorities and Goals. As with any marketing initiative, priorities and goals must be set. Don’t confuse quantity with quality, particularly when it comes to the number of followers/fans and the number of posts/tweets. Just as public relations efforts are targeted, have a strategy behind social networking to reach your target audience and achieve your desired goals.

5.       Provide Consistent, Valuable Content. Don’t simply self-promote. Instead, share knowledge, ideas, insights, tips and industry news. This not only positions you/your organization as a thought-leader, but it also engages people and makes them want to hear more. Then, when the time is appropriate to promote a product/service announcement, you’ll have a captive audience of followers/fans who are willing to listen and even become your brand evangelists.

6.       Be Prepared for Success. The power of social networks in spreading your message is unlimited. Make sure you can handle the influx of Website traffic, sales calls and new business inquiries. On the flip side, also know that social networking takes time. Be prepared for a long-term commitment to garner this level of success. It doesn’t happen overnight. Much like in-person networking, trust must be established through social networking before you can expect prospects to buy. As the Vocus whitepaper says, “Don’t be a Twitter Quitter” – love that!

7.       Measure Results. Evaluate Website traffic and the increase in sales over time. Monitor what postings/information generates the most traffic and interest. Know what motivates people to talk positively about your brand. Also know what doesn’t spark such positive conversation so you can avoid going there.

8.       Monitor. Avoid an #amazonfail situation by constantly monitor public perception to your brand on the social networks. Respond immediately to criticism and find solutions. People will talk about your brand whether you’re on these social networks or not, so you better be monitoring it and responding as needed.

As with all marketing efforts, don’t go into the practice of social networking for business blindly. Do get involved now so you don’t get left behind. 

A major trending topic on Twitter was #amazonfail. Hashtags like this are used to track conversations on Twitter. Had Amazon been tracking its social media presence, it could have reached out via Twitter immediately to apologize and prevent the spread of a detrimental hashtag.

Twitter was not the only network with expressive users; there were outcries on Facebook, blogs and other channels. Two lessons to take away from this:

• Monitor your brand on Twitter
• Respond to tweets relating to your brand immediately

Not sure how to use Twitter or monitor your social media presence? Please feel free to email me with questions at anne@boltpr.com. At Bolt, we love to be a resource and offer social media consulting services or channel management.

By: Anne Carr

Happy Tweeting and don’t forget to follow Bolt PR http://twitter.com/boltbuzz108.

Posted by: Anne Carr, anne@boltpr.com