Strategic Communication 101: Digital and Social Media Strategy - Social Media Content Strategy PESO Paid Earned Shared Owned

What This Is

Social Media Content Strategy is a crucial aspect of public relations, advertising, and marketing that involves creating and disseminating content across various media channels to achieve organizational objectives. Effective social media content strategy can enhance an organization's reputation, build relationships with stakeholders, and drive business results. For instance, Johnson & Johnson's crisis communication response to the Tylenol recall in 1982 set the gold standard for crisis communication, demonstrating the importance of transparency, accountability, and swift action in mitigating reputational damage.

Key Theories & Models

• Image Repair Theory (Benoit): This theory proposes five strategies to repair an organization's image: denial, evasion, reducing offensiveness, corrective action, and mortification. Practitioners should choose the most suitable strategy based on the severity of the crisis and available evidence. Strategic implication: Effective image repair can restore an organization's reputation and credibility.
• PESO Model: The PESO model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). Practitioners should plan integrated campaigns across all four categories to maximize reach and impact. Strategic implication: A well-integrated PESO campaign can create a cohesive brand message and engage diverse audiences.
• Social Media Listening: This involves monitoring social media conversations about an organization to identify trends, sentiment, and potential issues. Strategic implication: Social media listening can help organizations anticipate and respond to crises, as well as identify opportunities to engage with stakeholders.
• Influencer Marketing: This involves partnering with influencers to promote products or services to their followers. Strategic implication: Influencer marketing can increase brand awareness, drive engagement, and reach niche audiences.
• Content Marketing: This involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Strategic implication: Content marketing can establish an organization as a thought leader, drive website traffic, and generate leads.
• Crisis Communication: This involves planning and executing communication strategies to mitigate the impact of a crisis on an organization's reputation. Strategic implication: Effective crisis communication can minimize reputational damage, maintain stakeholder trust, and ensure business continuity.
• Social Identity Theory: This theory proposes that individuals derive a sense of identity and belonging from group membership. Strategic implication: Organizations can leverage social identity theory to create engaging content that resonates with their target audience.
• Diffusion of Innovations: This theory proposes that innovations spread through social networks. Strategic implication: Organizations can use social media to facilitate the diffusion of innovations and encourage adoption.

Step-by-Step Application

1. Conduct a Social Media Audit: Analyze an organization's social media presence, including content, engagement, and follower growth. Identify areas for improvement and opportunities to enhance the brand's online reputation.
2. Develop a Social Media Content Calendar: Plan and schedule content across various social media platforms to ensure consistency, relevance, and engagement. Consider using a mix of promotional, educational, and entertaining content.
3. Create a Crisis Communication Plan: Develop a plan to respond to potential crises, including identifying key stakeholders, establishing communication channels, and developing key messages.
4. Measure Campaign ROI: Track the effectiveness of social media campaigns using metrics such as engagement rates, follower growth, and website traffic. Use data to inform future content and advertising decisions.
5. Engage with Influencers: Identify and partner with influencers who align with an organization's values and target audience. Collaborate on content creation and promotion to increase reach and credibility.
6. Monitor Social Media Conversations: Use social media listening tools to monitor conversations about an organization, including sentiment, trends, and potential issues. Respond promptly to address concerns and maintain stakeholder trust.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders through transparent, honest, and consistent communication. Effective PR can enhance an organization's reputation, credibility, and trustworthiness.
• Misconception: "Advertising is dead."
• Correction: Advertising remains a crucial component of marketing and public relations strategies. However, the rise of social media and content marketing has shifted the focus from traditional advertising to more nuanced and engaging content.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can occur unexpectedly, and organizations must be prepared to respond promptly and effectively. Developing a crisis communication plan and conducting regular risk assessments can help mitigate reputational damage.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze real-world scenarios, including crisis communication, social media campaigns, and influencer marketing.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes; CSR and shared value; and symmetric and asymmetric communication.
• Demonstrating strategic thinking: Show how you would apply theoretical concepts to real-world scenarios, considering stakeholder needs, organizational objectives, and available resources.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge and apologize: Issue a prompt statement acknowledging the incident and expressing regret for any offense caused. 2. Conduct an investigation: Launch an internal investigation to determine the facts and circumstances surrounding the incident. 3. Communicate key messages: Develop and communicate key messages to stakeholders, including employees, customers, and the media, to address concerns and maintain transparency.

Rationale: This response is grounded in Image Repair Theory, which proposes that organizations should acknowledge and apologize for wrongdoing to repair their image. Conducting an investigation and communicating key messages helps to establish credibility and maintain stakeholder trust.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories.
• Image Repair Theory: Five strategies to repair an organization's image (denial, evasion, reducing offensiveness, corrective action, mortification).
• Social Media Listening: Monitoring social media conversations about an organization.
• Influencer Marketing: Partnering with influencers to promote products or services.
• Content Marketing: Creating and distributing valuable, relevant, and consistent content.
• Crisis Communication: Planning and executing communication strategies to mitigate the impact of a crisis.
• Social Identity Theory: Individuals derive a sense of identity and belonging from group membership.
• Diffusion of Innovations: Innovations spread through social networks.
• APR Code of Ethics: Public relations professionals should act with integrity, honesty, and transparency.
• FTC Guidelines: Advertisers must clearly disclose sponsored content and avoid deceptive advertising practices.
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."