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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

Navigating the Social Media Maze


June 12, 2008

today s panel
Today’s Panel
  • Pam McConathy


Foresight Communications Group

  • Alan Deeter

Account Director

Spur Digital

  • Christy Lee

Account Manager

Storyteller Communications

program outline
Program Outline
  • Introductions
  • Background/History Social Media
  • Some Social Media Tools
  • Changing Communications Landscape
  • Context for Communicators
  • Examples and Case Studies
  • Takeaways
the changing media landscape
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
ibm s social media lab
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

more examples
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
recap takeaway tips
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
self branding marketing
  • LinkedIn
  • Twitter
  • Facebook
  • MySpace
“It is not the strongest of the species

that survives, nor the most intelligent,

but the one most responsive to change.

— Charles Darwin

sources (June 2, 2008 issue)

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