1. Goals, Objectives,
Strategies and Tactics
PBRL 3150 Social Media for Strategic PR
Jan. 31, 2012

2. Why Do We Care?
• Prevents any misunderstandings
• Emphasizes why social media is relevant
to your business’s overall goals.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

3. Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

4. Definitions
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR
Goals
Objectives
Strategies
Tactics

5. Prerequisites
• Have a reason. “Everyone else is doing it”
is not a good reason.
• Understand social media is a long-term
commitment, not a marketing gimmick.
• Secure upper-management buy-in.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

6. Research, Research, Research
• Develop a list of platforms where you can
potentially engage with people.
• Determine relevancy.
• Listen, identify and understand your
target audience.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

7. Sample Goals
• Increase targeted traffic/sales.
• Become a resource/authority.
• Increase online visibulity.
• Establish your brand online.
• Manage online reputation.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

8. Keep it S.M.A.R.T.
• Specific
• Measurable
• Attainable
• Realistic/Relevant
• Timely
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

9. Sample Objectives
• Increase targeted traffic by 10 percent.
• Get 1,000 active members in a private
social network.
• Increase sales by 5 percent.
• Respond to all customers within 6 hours.
• Raise search engine rank to Top 10.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

10. Sample Tactics
• Offer special deals.
• Share news and buzz.
• Find and follow relevant people.
• Tweet and retweet regularly.
• Participate in conversations.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

11. Case Study: Threadless.com
Threadless.com wanted to have more awareness on
social networks, particularly on Facebook. They knew
that in order to increase awareness on Facebook, they
had to attract more fans to their page. They felt that
awareness meant attracting at least 50,000 fans to their
Facebook page. Their strategy to attract fans was 3 fold.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

12. Goal: Awareness
1. Create a Facebook badge on the front page
of their website that would link directly to
their Facebook page.
2. Add links at the bottom of every email
newsletter and write an article about the
Facebook page.
3. Actively post to the Facebook page and
clearly state goals to fans.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

13. Case Study: Starbucks
Starbucks was seeing customers leave their brand.
Sales were shrinking because of a number of factors and
one of these was company perception. So Starbucks went
to work. They honed their listening skills and developed
several systems for responding to customer concerns.
Goal: keeping customers loyal (customer retention).
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

14. Goal: Customer Service
1. Make a community.
2. Utilize Twitter to monitor customer
sentiment in real time.
3. Develop a dashboard to filter keywords.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

15. Case Study: Lisa Genova
Genova is the author of Still Alice, a novel about a young woman’s
descent into dementia due to early-onset Alzheimer’s disease. After
writing the book, Genova could not find a publisher to bring her text to
market. So she used the internet and her networking skills to team up
with the Alzheimer’s Association to endorse her book and market it
through her blog. Content on her blog and social networks tied back
into her passion for Alzheimer’s awareness, which made her book all
the more relevant. Her book has sold over 250,000 copies and has
reached the New York Times Bestseller list.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

16. Goal: Targeted Marketing/PR
1. Reach influential bloggers and traditional
media spokespeople.
2. Contact industry mavens and establish
relationships.
3. Monitor secondary market conversations
for product tie-ins.
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR

17. Discussion
Goals, Objectives, Strategies and Tactics
PBRL 3150 Social Media for Strategic PR