1. Briefing
Building F
B ildi a Framework for
kf
New Media and Social Media Engagement
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0

2. Briefing Contents
• Wh I A
Who Am
• How New Media and Social Media are Changing
Organizational Communications
• What Social Media and New Media Can Accomplish
• Which Online Communications Channels Can Help
You Achieve Our Corporate Objectives
2

3. My Background and Experience
New Media Strategy Clients:
New Media Training Cli t
N M di T i i Clients:
New Media Communications Clients:
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4. Organizational Communications: Pre-Internet
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industryy Communityy
Relations Relations
Analyst Relations
4

5. Content and Conversations as Marketing
Websites New Media
Microblogging Email
Monitoring SEO
Content Social
Blogs/Podcasts
Networks
N t k
Social Media Pure Social
Networks
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6. Search and Reputation
1
2
3
Source: Universal McCann
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7. SEO
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8. Email Communications
Source: Universal McCann
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9. B-to-B Social Media
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10. B-to-B Social Media
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11. B-to-B Social Media
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12. Scaling Challenges
Source: Universal McCann
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13. Edgework
Source: Cobalt123
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14. Social Media Policies
People Policy Process Technology
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15. Guidance Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
y Confidentiality
During
Diplomacy
Emergencies
Conflict
Disclaimers
Resolution
15

16. Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
16

17. Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
17

18. Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
18

19. Leveraging Existing Data
19

20. Data Visualization Sharing
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21. Data Visualization Sharing
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22. Data Visualization Sharing
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23. FEMA: Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
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24. Open Platform
Color
Coded by
Size
Outage
Street Level
Detail
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25. News is the Frequent Updating of Information
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26. Conversations Shape Reputation
1 s t D raft: Reputa tion
D a
2nd Draft: News Media
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Source: Shel Holtz

27. PSNH Case Study: Process Detail
27

28. Measurement and Analysis
Cairo Speech
Cairo Speech “Obama” Peak
Obama Peak “Freedom” Peak
Freedom Peak
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29. Online Communications Strategy
Regulations Resources Policy Best Practices
Social Media
New Media
Linkedin
Websites
Twitter
SEO
APS.com Facebook
Email
YouTube
Visualization
l
Blogs
Objectives
Informational Transactional Social
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30. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com
[ ] p [ ] Email
schwartzmanpr.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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