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Michelle Lambert’s social media roundtable

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By guest blogger Sarah Jansen

Michelle has been talking about social media since 2006. Her experience (and I'm sure a lot of people’s) is that there are lots of consultants out there doing social strategies although a lot are not doing it well. When she couldn’t find any good guidelines, she and her team made their own which is a huge spreadsheet called the Social Media Field Guide.

In 45 minutes, she attempted to give us a high-level overview version of her usual full day workshop thing. Here’s my overview of her overview.

Social media overview

Rupert Murdoch said in 2006 that technology was shifting power away from editors, publishers, the establishment and the elite. We’re seeing that coming true. Now some of that power is in social media—relationshipping on steroids.

It’s not all about young people either: middle aged women are the fastest growing demographic of social media users. She has lots of great statistics on social media use in Australia (what about the rest of the world?) that will probably be available somewhere soon. I’ll post an update when I have a link. Or just follow #actkm11 on Twitter and someone will tell you at some point.

Public sector social media examples

She did a great comparison of the social media activity of Queensland’s Department of Transport and Main Roads and Victoria’s VicRoads. TMR is using social media as a broadcast channel (their social media details are available on their website under “newsroom”). VicRoads is actually engaging with people (they have a customer service Facebook page with a link from the “contact” page of their website).

POST framework

Michelle uses the POST framework when talking to her clients about creating their social media strategy:

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People: Who is your audience, how many of them are there, what’s the demographic(s), where are they, what are their preferred communications methods, what level of technical skills do they have?

Objectives: What are you trying to achieve? What is success? Often gets people tackle questions they have been avoiding.

Strategy: Often defensive, not productive.

Tools: What do you need, what is your audience already using, what suits you, do you have skills and time available to manage and maintain the tools you choose, keeping in mind that different tools require different levels of resourcing.

She then got the group to write down their ideas for these four areas for their own organisations and post them up to share and exchange their ideas for everyone's benefit. Except me, because I was busy typing this up and didn't hear. Anyone else?

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