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Navigating the Social Media Maze. IABC/Houston ESIG June 12, 2008. Today’s Panel. Pam McConathy Principal Foresight Communications Group Alan Deeter Account Director Spur Digital Christy Lee Account Manager Storyteller Communications. Program Outline. Introductions

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Navigating the social media maze l.jpg

Navigating the Social Media Maze


June 12, 2008

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Today’s Panel

  • Pam McConathy


    Foresight Communications Group

  • Alan Deeter

    Account Director

    Spur Digital

  • Christy Lee

    Account Manager

    Storyteller Communications

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Program Outline

  • Introductions

  • Background/History Social Media

  • Some Social Media Tools

  • Changing Communications Landscape

  • Context for Communicators

  • Examples and Case Studies

  • Takeaways

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The Changing Media Landscape

  • Declining print readership

  • Shifting focus of broadcast outlets

  • Audiences moving to online information sources

  • Emergence of mobile and global media market

  • Outlets are sharing stories = fewer story slots

  • Smaller, overworked, confused staffs

  • The age of “infotainment”

  • Growth of Social Media – blogging, shared information sites, online communities

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Communicators are just nowramping-upon social media.

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IBM’s Social Media Lab

Studying social networking in-house (2 yrs):

  • Dogear (like social bookmarking

  • Blue Twit (like Twitter) microblogging

  • Beehive (like Facebook) 30,000 users and top executives


  • Global company; 400,000 employees

  • Social tools enable personal connections

  • Help strengthen far-flung teams

  • Recruiting and retention

  • Competition

  • Leadership positioning

    Goal: Boost sharing of knowledge and expertise, and ultimately innovation

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More Examples

Best Buy

  • Blue Shirt Nation (employee social networking)

    British Telecom

    • Wikis (Wikipedia technology)

      • Write software, map cell-phone base stations, launch branding campaigns

      • Company spots teams that form organically, find idea generators

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Recap: Takeaway Tips

  • Assess needs/preferences of your audiences; organization temperature

  • Experiment yourself and learn

  • Work within client/company limitations

  • Accept transition (it’s messy)

  • Align efforts with organizational goals

  • Use the right tools for the job

  • Champion effective communications first; social media tools, second

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  • LinkedIn

  • Twitter

  • Facebook

  • MySpace

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It is not the strongest of the species

that survives, nor the most intelligent,

but the one most responsive to change.

— Charles Darwin

Sources l.jpg (June 2, 2008 issue)

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