Index
A
Ad Age Power150, 81
Advertising Value Equivalents (AVEs), 118
Ahatova, Bagila, 1
Air Force Response Chart, 77
Alltop, 81
Alterian, 85
Altimeter Group, 42
American Express, 108
analytics (website), 43-44. See also Relationship Analyzer
anticipating situations and responses, 79-80
The Archivist, 93
Armano, David, 47
attitude, 137
Audience Profile, developing, 89-91
AVEs (Advertising Value Equivalents), 118
B
Bailey Gardiner, 64
Ballard-Reisch, Deborah, 1
Barcelona Principles, 118
benchmarks, 27
Best Buy, 152
best practices
for COMMS (Communications) Organizer, 66-69
for Internal Collaboration Generator, 34-35
for Master of the Metrics, 129-132
for PR Influencers, 138-140, 142-144
for PR Technology Tester, 51-53
for Relationship Analyzer, 97-101
for Reputation Task Force Manager, 114-116
bloggers, building relationships with, 80-81
Blue Key Campaign (UNHCR), 130-131
BP oil spill, 79
brand reputation. See reputation brand sentiment. See sentiment
Brandsphere, 144
Brass Tack Thinking (Naslund), 113
BusinessWire, 50
C
Cashmore, Pete, 147
Casual Friends, 92
Change Agent checklist, 144-145
change talker and motivator, 140-141
change thinker and visualizer, 140
complex change activator, 141
simple change activator, 141
change management, 26
change talker and motivator, 140-141
change thinker and visualizer, 140
Channel Managers, 83
Charles Schwab, 69
charts
comment response charts, creating, 76-78
Social Media Crisis Org Chart, creating, 74-76
checklists
Change Agent checklist, 144-145
COMM Organizer checklist, 69-70
Internal Collaboration Generator checklist, 35-36
Master of the Metrics checklist, 133
PR Influencer checklist, 144-145
PR Technology Tester checklist, 53
Pre-Crisis Doctor checklist, 86
Relationship Analyzer checklist, 102
Reputation Task Force Member checklist, 116-117
social media policy checklist, 22
circles (Google+), 47
Clicky, 43
CMS (Content Management Systems), 48-49
coalitions, building, 26
collaboration and web presentations, 31
collaborative social media platforms, 46-48
@ComcastCares, 79
comment response charts, creating, 76-78
COMMS (Communications) Organizer
COMM Organizer checklist, 69-70
definition of, 3
social media playbook, developing, 63-65
Social Media Purpose Brief, creating, 65-66
Social Media Strategy Wheel, 56-57
Universal Calendar System, creating, 62
communication
collaboration and web presentations, 31
document sharing and project management, 30-31
Enterprise 2.0 collaboration and innovation, 31-32
internal sharing, 28
level of sharing, selecting, 28-30, 32-34
Communications Organizer. See COMMS (Communications) Organizer
community culture, building relationships based on, 93-97
Facebook relationship boosters, 94-95
Google+ relationship booster, 96-97
Twitter relationship boosters, 95
complex change activator, 141
compliance to policy, measuring, 16-19
Content Management Systems (CMS), 48-49
conversation buckets, 76, 77-78
The Conversation Prism, 42
Convince & Convert, 63
core values, helping stakeholders to understand, 108-109
Crisis level of escalation, 75
crisis management. See Pre-Crisis Doctor
Crisis Org Chart, creating, 74-76
Crisis Team, 83
CRT/tanaka, 67
culture, building relationships based on, 93-97
Facebook relationship boosters, 94-95
Google+ relationship booster, 96-97
Twitter relationship boosters, 95
Cyber PR process, 34
D
Dell, Michael, 96
developing
Direct Connect (Google+), 97
direction/growth analysis, 91-93
Dominos Pizza, 79, 103-104, 152
Doyle, Patrick, 104
Drupal, 49
Dunn, Brian, 152
E
Ecomagination initiative (GE), 61
Edelman Digital, 32
employees, social media policy for, 83
The End of Business As Usual (Solis), 142
Engagement phase (metrics), 127-129
Enterprise 2.0 collaboration and innovation, 31-32
Evernote, 47
executives, measuring social media ROI for, 121-124
F
Facebook Insights, 93
Facebook relationship boosters, 94-95
Falls, Jason, 46
FastLane blog (GM), 122
Flagler College, 66
friends. See relationships
future of PR and social media, 146-152
G
General Electric (GE) Ecomagination initiative, 61
General Motors (GM) FastLane blog, 122
GigaOm, 47
Gingrich, Newt, 97
Giver and Taker Friendship, 92
Givers, 92
giving spirit, 137
GoingUp, 43
Google Alerts, 85
Google Analytics, 43, 100, 131-132
Guidelines for Engagement, creating, 15
H
#HAPPO, 127
helping stakeholders understand brand’s core values, 108-109
Hidden Startup, 113
Hybrid Professional, 151
I
IBM, 107
identify, evaluate, test (IET) process, 81-82
in-depth knowledge, 136
industry expertise, 136
influence
advice and best practices, 138-140
definition of, 45
what influence is NOT, 137-138
Influencer. See PR Influencer
Inform phase (metrics), 126
Inspire phase (metrics), 126-127
Intel, 108
Internal Collaboration Generator
collaboration and web presentations, 31
definition of, 3
document sharing and project management, 30-31
Enterprise 2.0 collaboration and innovation, 31-32
Internal Collaboration Generator checklist, 35-36
level of sharing, selecting, 28-30, 32-34
Social Media Strategy Wheel, 23-24
internal sharing, 28
J
JESS3, 42
Joomla, 49
K
knowledge, 136
Kodak social media policy, 9
L
legal counsel, involving in social media policy development, 21
legislation, NLRA (National Labor Relations Act), 20
level of sharing, selecting, 28-30, 32-34
Lithium, 85
Livingston, Geoff, 69
Lutz, Bob, 122
M
Maltoni, Valeria, 47
Marketwire, 50
Mashable.com, 47
definition of, 4
Master of the Metrics checklist, 133
Inform phase, 126
measuring social media ROI, 121-124
six-step metrics process, 124-126
Social Media Strategy Wheel, 119-120
Measure What Matters (Paine), 119
measuring. See also Master of the Metrics
IET (identify, evaluate, test) process, 81-82
metrics
Inform phase, 126
six-step metrics process, 124-126
reputation, 123
social media ROI (Return on Investment), 121-124
website analytics and measurement, 43-44
media relationships, building, 80-81
metrics. See Master of the Metrics; measuring.
mistakes of PR professionals, 129-130
monitoring
motivation, 136
Munroe Regional Medical Center, 17
N
National Labor Relations Act (NLRA), 20
National Labor Relations Board (NLRB), 20
Negative Situation level of escalation, 75
Network Solutions, 67
The Next Web, 47
No Threat level of escalation, 75
The Now Revolution (Baer and Naslund), 63, 113
O
Omniture, 43
Owyang, Jeremiah, 47
P
Paine, Katie, 119
Peer Index, 81
Pending Crisis level of escalation, 75
Pending Situation level of escalation, 75
phases of sharing
collaboration and web presentations, 31
document sharing and project management, 30-31
Enterprise 2.0 collaboration and innovation, 31-32
PitchEngine, 51
CMS (Content Management Systems), 48-49
collaborative social media platforms, 46-48
social media release platforms, 49-50
policy. See social media policy
Policymaker. See PR Policymaker
Posterous, 49
advice and best practices, 138-140
PR Influencer checklist, 144-145
advice from marketing, advertising, and new media attorney, 19-22
definition of, 2
responsibilities, 9
measurement of policy compliance, 16-19
preparation for policy development, 9-12
research and policy writing, 14-16
social media policy checklist, 22
Social Media Strategy Wheel, 9-10
CMS (Content Management Systems), 48-49
collaborative social media platforms, 46-48
definition of, 3
PR Technology Tester checklist, 53
social media influence tools, 44-46
social media monitoring and measurement tools, 41-43
social media release platforms, 49-50
Social Media Strategy Wheel, 37
website analytics and measurement, 43-44
Pre-Crisis Doctor checklist, 86
anticipating situations and responses, 79-80
bloggers, building relationships with, 80-81
comment response charts, creating, 76-78
IET (identify, evaluate, test) process, 81-82
Social Media Crisis Org Chart, creating, 74-76
timeframe for social media crisis, managing, 84
Social Media Strategy Wheel, 72-73
profiles, Audience Profile, 89-91
Provenza, Joseph, 66
PRWeb, 50
purpose brief, creating, 65-66
Q-R
Radian6, 85
Ragan Communication, 114
reach, 45
ReadWriteWeb, 47
Reinvigorate, 43
definition of, 4
Relationship Analyzer checklist, 102
relationships, building based on community culture, 93-97
Facebook relationship boosters, 94-95
Google+ relationship booster, 96-97
Twitter relationship boosters, 95
responsibilities, 89
Audience Profile development, 89-91
direction/growth analysis, 91-93
Social Media Strategy Wheel, 88
Audience Profile, developing, 89-91
with bloggers, building, 80-81
building based on community culture, 93-97
Facebook relationship boosters, 94-95
Google+ relationship booster, 96-97
Twitter relationship boosters, 95
direction/growth analysis, 91-93
relevance, 45
reputation. See also Reputation Task Force Member
helping stakeholders understand brand’s core values, 108-109
importance of, 105
measuring, 123
definition of, 4
Reputation Task Force Member checklist, 116-117
responsibilities, 106
growing Reputation Task Force Team, 112-114
helping stakeholders understanding brand’s core values, 108-109
monitoring and measuring sentiment, 109-112
Social Media Strategy Wheel, 105
Reputation Task Force Team, growing, 112-114
resonance, 45
responses, anticipating, 79-80
Return on Investment (ROI), measuring, 121-124
Robertson, Mike, 17
ROI (Return on Investment), measuring, 121-124
Rules of Engagement, 13
S
Schick, Jeff, 107
Search Engine Optimization (SEO), 42
SEO (Search Engine Optimization), 42
Sevan’s Strategy, 82
“share” book, developing, 63-65
sharing
collaboration and web presentations, 31
document sharing and project management, 30-31
Enterprise 2.0 collaboration and innovation, 31-32
internal sharing, 28
level of sharing, selecting, 28-30, 32-34
social media playbook, developing, 63-65
Universal Calendar System, creating, 62
Shatner, William, 97
Shockeley-Zalaback, Pamela, 1
Shonali Burke Consulting, 129
Simon, Valerie Merahn, 127-128
simple change activator, 141
SimpleNote, 47
situations, anticipating, 79-80
six-step metrics process, 124-126
Smart Business, Social Business (Brito), 32
Smith, Kevin, 116
SMR (Social Media Release), 50
Social Crisis Response Matrix, 85
Social Media Crisis Org Chart, creating, 74-76
social media, future of, 146-152
social media influence tools, 44-46
social media playbook, developing, 63-65
social media policy. See also PR Policymaker
advice from marketing, advertising, and new media attorney, 19-22
and first amendment rights, 20-21
Kodak, 9
measuring policy compliance, 16-19
preparing for policy development, 9-12
social media policy checklist, 22
Social Media Purpose Brief, creating, 65-66
social media release platforms, 49-50
Social Media Release (SMR), 50
social media ROI (Return on Investment), measuring, 121-124
Social Media Strategy Wheel, 5, 157
COMMS (Communications) Organizer, 56-57
Internal Collaboration Generator, 23-24
Master of the Metrics, 119-120
PR Technology Tester, 37
Relationship Analyzer, 88
Reputation Task Force Member, 105
SocialMention, 85
Sparks (Google+), 47
SpringPad, 47
stakeholders, helping to understand brand’s core values, 108-109
Starbucks, 61
T
Taker with Good Info, 92
teams
Reputation Task Force Team, growing, 112-114
TechCrunch, 47
Technographics Ladder, 150
Technology Tester. See PR Technology Tester
TEKGROUP, 97
Thomas, Jesse, 42
timeframe for social media crisis, 84
tools
social media influence tools, 44-46
social media monitoring and measurement tools, 41-43
website analytics and measurement, 43-44
Topsy, 85
Touch Graph, 93
trust, 136
Trusted Confidantes, 92
TweetReach, 93
TweetStats, 93
Twenty Feet, 93
Twiangulate, 93
U
UNHCR Blue Key Campaign, 130-131
Universal Calendar System, creating, 62
universal sharing, COMMS Organizer, 62
US Airways, 74
V
Vignette, 49
Viral Heat, 85
Virgin, 108
W-X-Y-Z
web presentations, 31
website analytics and measurement, 43-44
WebTrends, 43
Whole Foods, 108
WhoTweetedMe, 93
winning attitude, 137
WordPress, 49