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51 Comments

  1. Steve "@PodcastSteve" Lubetkin
    January 8, 2010 @ 7:03 am

    Great list, Deirdre, one step that’s often overlooked by practitioners in their enthusiasm to get clients aboard the social media express.

    Just one question: Why in the world do you spend all that time on the Parkway in this highly connected and remote teleworking age?

  2. Deirdre
    January 8, 2010 @ 8:05 am

    Hi Steve! Thanks for comments on my post. I often ask myself the same question. I try to work from home a couple of days during the week to cut back on drive time 🙂 Hope you are well and 2010 is off to a great start!

  3. Heather Whaling
    January 8, 2010 @ 8:39 am

    Deirdre,

    Love this approach. It’s a great “starter kit” for anyone getting started in social media. The only thing I’d add relates to timing. I’m noticing clients that aren’t accounting for the ramp up time required in social media — from adding interactive/community elements to a website … to building a strong list of bloggers/influencers to approach — all of that requires time. If a company wants to integrate social media into part of a product launch, the social media implementation needs to begin more than the day before the product goes on sale. 🙂

    Great list!
    Heather
    @prTini

  4. Rich Brooks
    January 8, 2010 @ 8:41 am

    Deirdre,

    Great working document. One other thing–and maybe you’ve said it just using other language–is how social media is going to be integrated with other online and offline marketing.

    Often I talk to people who have bought into the hype of social media, but their Web site isn’t ready for any increase in traffic, of they’ve never invested any time in search engine optimization, or they have no way to capture leads coming to the site (assuming this is a goal.)

    Social media is the current shiny object that’s very attractive to businesses and non-profits, but it’s not an island.

    There should also be some specific, measurable goals set up, especially for small businesses who may have limited resources to put into social media, and need to determine what the right ROI looks like.

  5. Kat
    January 8, 2010 @ 8:51 am

    Fantastic list Deirdre! It is great to have a checklist when thinking of any PR 2.0 project and this one is just excellent.

    BTW I read your book – PR 2.0: New Media, New Tools and found it spot on!

  6. Chuck H
    January 8, 2010 @ 9:20 am

    Deirdre, not to be an idiot, but is there an email address I can use to contact you directly? I can’t find one on your site (but that may be because I’m still PR 1.0…). Thanks!

  7. Frances Squire
    January 8, 2010 @ 11:35 am

    Deirdre-
    Thanks for your checklist. Social media is consuming my time these days and it helps to have a guidebook.
    Frances

  8. Deirdre
    January 8, 2010 @ 6:45 pm

    Hi Frances,

    Yes, social media is definitely a commitment. Although I am finding that the more I put into it…the more I get out of it! Thanks for commenting and I’m glad the checklist is helpful.

  9. Deirdre
    January 8, 2010 @ 6:48 pm

    Hi Kat,

    Thanks so much! It’s great to hear the feedback on the PR 2.0 checklist and my book. I really appreciate it 🙂

  10. Deirdre
    January 8, 2010 @ 6:58 pm

    Hi Rich, you make an excellent point. Social media does appear to be a shiny object and no matter the size of the company or the social media program, it is critical to to set up the measurement component. It’s especially important to nail down measurable objectives to determine what the ROI looks like and to set up the proper expectations for your initiative. Thanks for commenting and for sharing your insight!

  11. Deirdre
    January 8, 2010 @ 7:06 pm

    Hi Heather, you are so right! Timing is key and yes, the last minute implementation just doesn’t work! It definitely takes time to to listen and observe communities (the socialogy behind social media) before you engage and to build relationships with influencers, before you reach out to them. Great insight! Thanks for commenting.

  12. Matt
    January 8, 2010 @ 9:33 pm

    Hi Dierdre. Great article with a lot of good general tips for becoming effect at social media marketing.

    I was wondering what you thought of Brian Halligan’s article where he said he wished the word “campaign” would go away:

    1. The word “campaign” goes away. My blood curdles every time I hear someone talk about doing a “social media campaign” or “blog campaign.” Blogs and social media behave like compound interest, so if you treat them like “campaigns,” you lose all the benefits. Marketers should be permanently creating, optimizing, promoting, converting, & analyzing.

  13. Deirdre
    January 13, 2010 @ 9:19 am

    Hi Matt,

    Thanks for commenting on my post. That’s a great topic of discussion! The word campaign does imply “marketing speak” and we all know that when we are participating in conversations in the social sphere, that’s not the way we want to come across. Rather, we should be listening, creating, optimizing, converting, measuring, etc. However, I think that actions speak a lot louder than words. Even if we never used the word campaign again, perhaps we said, program, initiative or effort, if our actions showed that we were purely marketing and not trying to listen and help people, it wouldn’t matter. I just read Social Media Marketing for Dummies by Shiv Singh and Chapter 4 discusses launching the SIM campaign. Although the author uses the word, the book is still very focused on listening and teaching brands how to be a good resource through meaningful interactions with influencers. For me, just like the word “audience” which implies mass communication and demographics (rather than targeted one on one communication and psychographics/behavior) a lot of people didn’t want to hear that word in the blogosphere. The word “audience” is still around, it’s just we know that we have to be more targeted with our communication. So, we may still say marketing, campaign, audience, message, but ultimately our actions will show that we understand the right way to use social media communications to enhance a relationship and bring value to our brands. Thanks!!

  14. scheffey (Scheffey Marketing )
    January 18, 2010 @ 3:32 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://bit.ly/8a1X1T

  15. davidtheprguy (davidtheprguy)
    January 27, 2010 @ 4:20 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  16. davidtheprguy (davidtheprguy)
    January 30, 2010 @ 5:29 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  17. davidtheprguy (davidtheprguy)
    February 2, 2010 @ 5:07 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  18. davidtheprguy (davidtheprguy)
    February 13, 2010 @ 6:50 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  19. davidtheprguy (davidtheprguy)
    March 2, 2010 @ 1:33 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  20. PortableFlack (Cortland Coleman)
    March 2, 2010 @ 4:20 pm

    (Important social media considerations) RT @davidtheprguy PR 2.0 checklist: Be prepared before U launch campaign http://tinyurl.com/yd259az

  21. Brandtlc (Teresa Breitbach)
    March 26, 2010 @ 6:48 pm

    Companies should double check this list B4 they launch! PR 2.0 Checklist – https://deirdrebreakenridge.com/2010/01/pr-2-0-checklist/

  22. davidtheprguy (davidtheprguy)
    April 4, 2010 @ 11:11 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  23. RFIPR (Ruder Finn Israel)
    May 4, 2010 @ 2:03 pm

    #PR 2.0 Checklist: http://bit.ly/8a1X1T #socialmedia

  24. RFIPR (Ruder Finn Israel)
    May 4, 2010 @ 10:21 pm

    #PR 2.0 Checklist: http://bit.ly/8a1X1T – Great post. #socialmedia

  25. davidtheprguy (davidtheprguy)
    May 18, 2010 @ 12:22 am

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  26. davidtheprguy (davidtheprguy)
    June 14, 2010 @ 10:56 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  27. davidtheprguy (davidtheprguy)
    June 18, 2010 @ 2:06 am

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  28. davidtheprguy (davidtheprguy)
    July 9, 2010 @ 9:07 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  29. orcacomm (Orca Communications)
    July 9, 2010 @ 9:08 pm

    Nice! RT @davidtheprguy: PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  30. Wellons Communications
    July 26, 2010 @ 12:56 pm

    Thank you for your insightful social media guide! Social media is very important, and your list will certainly help with managing social network engaging and relationship building. This will definitely be applied to our social media networks, like our Twitter at http://twitter.com/Wellons_PR.

  31. davidtheprguy (davidtheprguy)
    August 7, 2010 @ 2:31 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  32. FeistyPR (FeistyPR)
    August 7, 2010 @ 3:12 pm

    Great idea! RT @dbreakenridge RT @davidtheprguy: PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  33. 2cre8 (Kathy Meyer)
    August 7, 2010 @ 4:00 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az RT @davidtheprguy

  34. LUKIKA (Judy)
    August 7, 2010 @ 4:07 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az RT @davidtheprguy @2cre8

  35. ameliachen (Amelia Chen)
    August 8, 2010 @ 1:40 am

  36. Reina
    August 25, 2010 @ 7:16 pm

    Thanks for this list, it will come in handy for my next client meeting.

    Reina

  37. KensieSmith (Kensie Smith)
    August 30, 2010 @ 11:21 pm

    @DrakeJMC class- looking to the future RT:@thePRguycom PR 2.0 checklist:Be prepared before you launch a campaign http://tinyurl.com/yd259az

  38. davidtheprguy (davidtheprguy)
    September 18, 2010 @ 4:13 am

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  39. Victoria Sins
    October 12, 2010 @ 3:41 pm

    Great post. I am student with the UCLA Extension Program for Broadcast Journalism. I am in a Social Media course as we speak. This checklist is a great tool for implementing social media from a campaign and time standpoint. For me being new to the Social Media arena this list is very helpful to intergrate, launch a product or company with a clear understanding and move forward with a postive outcome.

  40. Deirdre
    October 12, 2010 @ 7:04 pm

    Hi Victoria! Thanks for commenting on my post. I’m really happy that the PR 2.0 Checklist is helpful and that you can integrate it into your PR program, whether it’s a company or product launch. I hope your social media class is going well and keep in touch! Best of luck this semester 🙂

  41. davidtheprguy (davidtheprguy)
    October 15, 2010 @ 12:08 pm

    PR 2.0 checklist: Be prepared before you launch a campaign http://tinyurl.com/yd259az

  42. Pam Web Infosolutions
    December 18, 2013 @ 10:08 am

    PR 2.0 checklist is very essential for every social media/ Online marketing professional. If you will go through this list you will get a good exposer in your brand, products or client products. I enjoyed a lot with this post.

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