Social Media Management (13)

Chapter 13: The Internet & Social Media

Webcasts: any event that involves transmission of information to larger audience

• Can be simple audio or complex audio/visual with PowerPoint and follow-up questions
• 90% use for anything from employee training, briefings, press conferences
• Example of a good one: U.S. Bureau of Engraving

Blogs: post commentary and opinions on various topics

• Ben King, Financial Times: “the exchange of links, comments, and trackbacks knit individual blogs into a dense network of mutual reference and endorsement . . . for bloggers who get it right”
• Organizational Blogs: usually written by executives, official voice of an organization; provide information the audience can use
• Employee Blogs: there are concerns here with liability and proprietary information; transparency, discretion, and identification is key
• Third-Party Blogs: organizations need to monitor/respond to references in other blogs; establish relationships with most relevant/influential bloggers