Online PR Handbook

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Un mic manual de comunicare si promovare prin social media, oferit participantilor la training-ul Online PR Boot Camp.

Transcript of Online PR Handbook

Page 1: Online PR Handbook

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Page 2: Online PR Handbook

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Cuprins

1. INTRODUCERE IN PR ONLINE .............................................................................. 4

Ce inseamna Online PR? ........................................................................................................................ 4

Ce este un Social Media Specialist ....................................................................................................... 4

Lectura obligatorie pentru orice om de PR .......................................................................................... 5

2. CE ESTE SOCIAL MEDIA? ..................................................................................... 5

Cum folosesc romanii retelele sociale ................................................................................................... 5

Mass Media vs Social Media .................................................................................................................. 6

Cum sa promovam pe social media ...................................................................................................... 6

Cum pot afla mai multe despre Social Media ....................................................................................... 8

3. RETELE SOCIALE ................................................................................................... 8

Facebook (www.facebook.com) ............................................................................................................ 8

Facebook Pages .................................................................................................................................... 8

Facebook Groups .................................................................................................................................. 9

Facebook Causes .................................................................................................................................. 9

Facebook Events ................................................................................................................................. 10

Facebook Questions ............................................................................................................................ 10

Cand sa postezi pe Facebook: ............................................................................................................ 11

Twitter (www.twitter.com) .................................................................................................................... 11

Ce sunt hashtag-urile .......................................................................................................................... 12

Ce sunt ReTweet-urile ......................................................................................................................... 12

Ce sunt listele pe Twitter ..................................................................................................................... 12

20 de sfaturi pentru interactiunea pe Twitter: ...................................................................................... 12

Instrumente de masurare pentru Twitter: ............................................................................................ 12

Google Plus ................................................................................................................. 13

Circles .................................................................................................................................................. 14

Sparks .................................................................................................................................................. 14

Hangouts ............................................................................................................................................. 14

Huddle ................................................................................................................................................. 14

Foursquare (www.foursquare.com) .................................................................................................... 14

Quora (www.quora.com) ...................................................................................................................... 14

LinkedIn (www.linkedin.com)............................................................................................................... 14

Personalizati si promovati profilul personal ......................................................................................... 14

Cum se dezvolta reteaua de pe LinkedIn ............................................................................................ 15

10 sfaturi pentru profilul personal: ....................................................................................................... 15

10 sfaturi pentru profilul companiei: .................................................................................................... 15

Interactiune pe LinkedIn: ..................................................................................................................... 15

Photo Sharing ........................................................................................................................................ 16

Video Sharing ........................................................................................................................................ 16

4. BLOGGING ............................................................................................................ 16

Platforme de creare a blogurilor .......................................................................................................... 16

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Anatomia bloggerilor ............................................................................................................................. 17

Care este profilul bloggerilor din Romania ......................................................................................... 17

6 bloggeri evanghelisti .......................................................................................................................... 17

Tipuri de bloggeri .................................................................................................................................. 17

5. BLOGGER RELATIONS ......................................................................................... 18

Cum folosesc companiile relatiile cu bloggerii .................................................................................. 18

4 pasi in relatia cu bloggerii.................................................................................................................. 18

Cum ascultam? .................................................................................................................................... 18

Cum interactionam? ............................................................................................................................. 19

Cum comunicam? ................................................................................................................................ 19

“Must have” in comunicare ................................................................................................................... 20

Top Influencers ...................................................................................................................................... 21

6. ACTIVITATI SOCIAL MEDIA .................................................................................. 23

Branding personal ................................................................................................................................. 23

Monitorizarea online .............................................................................................................................. 24

7 motive pentru care ajuta o companie ................................................................................................ 24

Sfaturi pentru o monitorizare online de succes .................................................................................... 24

5 intrebari inainte de a incepe un Social Media Monitoring ................................................................. 24

Instrumente de monitorizare online ...................................................................................................... 25

Social Media Landing Pages ................................................................................................................ 25

Social Media Press Release.................................................................................................................. 26

Social Media Newsroom ........................................................................................................................ 26

Social Media Policy ............................................................................................................................... 26

Social Media Audit ................................................................................................................................. 27

Social Media Sponsorship .................................................................................................................... 27

SOCIAL MEDIA DASHBOARDS ............................................................................................................ 28

Marketingul Viral .................................................................................................................................... 28

Social Media Metrics ............................................................................................................................. 30

7. STRATEGII SOCIAL MEDIA .................................................................................. 31

SWOT in social media ........................................................................................................................... 31

Strategia in social media ....................................................................................................................... 32

Social Media Strategy Framework Overview ...................................................................................... 32

8. GESTIONAREA CRIZELOR IN SOCIAL MEDIA ................................................... 33

5 idei in gestionarea crizelor ................................................................................................................ 33

Cum ne pregatim? ................................................................................................................................ 33

Cum se gestioneaza o criza? ............................................................................................................... 33

Monitorizare ......................................................................................................................................... 33

Dezvoltare ............................................................................................................................................ 34

Pregatire ............................................................................................................................................... 34

Raspuns ............................................................................................................................................... 34

Promovare ............................................................................................................................................ 34