As I was working on a strategy memo yesterday, I started noodling with Venn diagrams (I love those things) to illustrate what a truly social PR strategy should look like.
Why? Because I think we often talk about how such a program should work, but for a lot of people – clients included – it’s hard to really understand that unless there’s some kind of visualization involved.
What is a bit frustrating is when clients don’t understand how it should work because their agencies haven’t explained it to them properly… and nine times out of 10, that’s because the agency itself doesn’t really have a clue. It’s seen and heard enough to do a cut-and-paste job on a PowerPoint deck, slap some logos on it and present it as a “social media strategy.”
But most of the time, social media is only used to push pre-approved messaging out, and there’s nothing strategic about it.
I’ve been trying to figure out why this is still happening. And the sad truth, I think, is that it’s not uncommon for practitioners to still think of social media strategy as something that is separate from the greater communication or PR strategy. And I believe this happens primarily because even today, many practitioners do not understand the mechanics of social networks, let alone the interplay between traditional and social media. As a result, they have no idea how to strategically integrate the two.
But no one puts Social in a corner.
So, as I Venn’d away, I thought this might be interesting and useful to you. Plus, I’d love to know if you can help me improve upon this. If you can, please let me know in the comments, and then I’ll create an updated version of the diagrams. And if you do find them useful and want to use them, as long as you give credit where it’s due you’re welcome to do so!
Before
This is typically how things look before you embark on a social PR strategy. Everything is basically separate, or siloed. The left hand’s not talking to the right, forget about doing the Hokey Cokey. You’re probably pursuing a pretty traditional PR program (not that there’s necessarily anything wrong with that), and social media lives separately.
You have no idea who your community is, or where they are, so you’re definitely not engaging with them. Nothing is integrated, and even if you have a content calendar, it’s not really doing anything for you. If you find your agency is talking a lot about “generating buzz” and “promoting tweets” and “using Edgar,” this is probably the state of affairs you’re in.
After
Hallelujah! Somehow it happened! You got social… or, perhaps, Social got You. Maybe you’ve been reading some great books, maybe you’ve attended a really good workshop on social PR (heh!), and you realize that if everyone’s not playing nicely, there’s not much point to the game. You start to focus on inbound and outbound tactics, you make an effort to listen, converse and respond, and you start to build community.
You know that you want something to happen as a result of all your (or maybe your agency’s, or both) efforts… not just “buzz” thanks to “Edgar” (just so you know, I have nothing against Edgar). You are being diligent about educating yourself about metrics and analytics, and starting to use those insights to improve your programs. Your social PR program is a lean, mean, dancing machine.
I think the diagram is self-explanatory, but I do want to point one thing out: you see how the circle with “your own assets” just got quite a bit larger than in the “before” scenario? This is intentional.
Because as you start to integrate your efforts and socialize them, your awareness and reliability as a content source starts to grow. So you slowly start to acquire a larger piece of the overall conversation (yellow circle), which is exactly what happens when you build thought leadership… which is a large part of what PR – and social PR – is about.
Bringing Paid into the mix
And if you decide you really want to ramp things up, you realize that paid media inevitably has to be part of the mix these days, else all the content you and your team are working so hard to create is going… nowhere. In that case, your program probably looks something like this.
There you have it. Before social PR, after social PR, and when you get to a truly PESO state of mind.
What do you think?
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KensViews I’m not seeing the problem here… Gini Dietrich
Shonali So now I’ve got to do the whole lie down in front of you, prostrate on the floor? Heretofore the only who’s insisted on that kind of reverential greeting is GiniDietrich
KensViews So now every time you see me you’ll have to bow deeply. Oh wait, I guess that’s no different than how you had to greet me before. ;)
Seriously, though – thank you! Also, I have to admit I had way too much fun playing with Venn diagrams. I was reaching for my protractor – do they still use those in schools?
McMasterMCM That’s very true. mmangen JamboTw
JamboTw Souper!
shonali Not well… Great! :)
shonali Exactly! (especially with diagrams…otherwise they become confusing) mmangen JamboTw
JamboTw You too! Did it start off well?
fisher_vista Thanks for sharing!
VoxOptima Thanks!
McMasterMCM Me too! I was trying to figure out if I needed to make it “more,” but sometimes less is more. No? mmangen JamboTw
shonali I love a nice Venn diagram! mmangen JamboTw
shonali Very nice! And the Venn diagrams were very illuminating, driving yr points home. Great job as always :-)
shonali My pleasure, have a great week!
Well done, Shogun*! I was delighted to share this via my social media channels because it so quickly gets to the heart of the issue, simplifies it, and makes it so approachable. I’ll be referring back to it in the future with my few clients (PR agencies) who are resisting PESO. And I LOVE Venn Diagrams! (*My hip hop name for Shonali!)
aliya_Hshah MeghanMBiro jennielynn35 kathikruse leaderswest ShellyKramer rhogroupee TYVM for sharing!
mmangen JamboTw Thanks for sharing! McMasterMCM What did you think of the graphic?
VoxOptima What did you think of that graphic? And thank you for sharing!