The problem with the question is that it prompts another one – why do you think you need to have a presence on Twitter?
The reality is that Twitter may not be right for them – or you. Businesses need to be in the same place as their customers, whether that is on Twitter, Facebook, LinkedIn or down the pub!

Recently, I presented ‘how to plan a social media strategy’ to around 40 business leaders at Newcastle Business School at Northumbria University, hosted by the #IOD. You can see my prezi presentation here and the chatter about the presentation on Twitter at #iodsocialmedia.

In essence, the presentation explains the process to preparing a social media strategy….and it goes like this:

Choose your team
Social media territory belongs to more than just those in PR and marketing. Depending on what is being said and to whom, it could be of huge relevance to your customer service team (responding to complaints or questions), human resources (if you have a wayward employee), legal if you spot slanderous content, research and development if what is being said provides useful insight.

Culturally, from the start, it therefore pays dividends to involve all the relevant departments and to set clear expectations around their levels of participation.

Choose a destination
You wouldn’t build an offline marketing strategy without deciding on the objectives first. The same goes for your social media strategy. Ask yourself what you wish to achieve and why. Agree what success looks like. Only then can you begin thinking about building your strategy.

If your marketing objective is to grow the brand – you are looking at increasing awareness by getting attention and reaching more people. If you wish to sell more of your products or services, you need to focus on using social media activity towards generating enquiries, lead or sales. If your objective is predominantly customer loyalty, you will instead be looking to encourage on-going engagement and repeat business. You may decide it is a mixture of the three but it is important to prioritise in order to focus your social media efforts.

Start listening
The first step to engaging with your customer audiences online is to start listening to what they are saying. Every market comprises content, conversations and existing communities. Identify what is being said about you and your competitors, products or services as well as the industry sector as a whole. You may also wish to identify what is being said about you, your senior people, employees and colleagues.

By doing this you will also be able to identify who and what influences them already.

To help you track conversations and content, try these free listening tools – Google alerts, Social mention, Tweetdeck and Hootsuite. Use Google Keyword Tools to identify key words and phrases that your customers use to find you online. It also provides great market intelligence.

Understand your buyer personas
Before you begin any social media activity, consider how you will portray your character online. I say character (rather than image) for a reason. Everyone has an image of people they meet for the first time, but it is only really your friends, close colleagues and family that know your character.

Successful social media interaction requires a business or individual to share their human traits which form their character but organisations are often nervous about doing this. Remember, portraying a more human side of your business does not mean that you have to be less authoritative.

Once you have decided how you wish to portray your character, consider the channels you use to do so e.g. blogs, video posts, blogger relations etc.

Finally, prepare a content plan. Look at the year ahead and decide what events, launches and happenings you must talk about and then consider what else will be of interest to your customer audiences.

Choose your channels and integrate your activity
Next, and only at this point, should you choose your channels e.g. Facebook, Twitter etc. This way your choice of platforms has been evidenced by how your audiences use social media. Think about these channels as an extension to your marketing team and ensure you integrate them with all your offline activity e.g. events, email, etc.

Measure and evaluation
Finally, consider your original goals and measure against them. So if you were looking for greater awareness, you should be measuring greater share of online voice. If your objective was for more sales, website traffic and Facebook commerce will be important – even better you may even have some propriety software that measure website sales from social media traffic. If, however, your wish was to increase loyalty, you may want to measure a reduction in complaints, increased advocacy in blogs or forums and improved engagement in social media channels.
Good online tools to assist with the task of measurement include Google Insights for Search which helps you to measure search volume in chosen sectors, cities and countries and Google Analytics that provides detailed statistics about the visitor to your website.

The challenge of social renewal is more relevant now than it has ever been. We are living in a period of rapid change. Individuals and communities are struggling to cope with difficult questions precipitated by the current economic downturn.

Social Renewal is about responding to the question: how can societies and communities – local, regional, national and international – thrive when faced with rapid, transformational change?

The new director Professor Mark Shucksmith OBE explains the purpose behind the institute:
“In our role as a world-leading civic university, it is our duty to make a difference to the world around us; not only to be a leader in thinking, but also in action. This new institute will try to bring the University’s research expertise to bear on some of the most difficult challenges people face, such as those of unemployment, inequality and opportunity.”

“Newcastle is a world-class civic university with international standing in the social sciences. The institute will help us to bring our knowledge and expertise to bear on the major challenges that impact on people’s everyday lives.

For more information, please visit www.ncl.ac.uk/socialrenewal

Published by Bloomsbury in March, the book has gone straight into the Amazon bestseller lists.

As the media landscape looks increasingly diverse and anarchic, individuals, organisations and governments should not waste time wondering whether they have lost control of their reputations. The simple fact as Stephen and co-author Steve Earl spell out is that they have never had control.

The question is what brands can do about it now, and what they need to consider for the future. The fragmentation of media and the rise of social media has brought brand and personal reputational risk into sharp focus like never before.

Disaffected shareholders, customers and staff are voicing their opinions to a global internet audience. In a brand context it is reputation anarchy.

Brand Anarchy investigates the response from organisations that have faced recent attacks on their reputation such as BP, Research in Motion and Toyota, to discover lessons for the future of reputation.

The book draws on insight from media and PR opinion-makers and shapers such as Greg Dyke, Alastair Campbell, Seth Godin, David Cushman and Francis Ingham to explore how reputations can be better managed and the new challenges that the future of media may bring.

It’s a plain-speaking, shrewd book that pulls no punches. A survival guide for anyone concerned about what others think or say about them.

In addition to those that attended, we tweeted the key points via #iodsocialmedia and received lots of interaction and questions. Great stuff!

The presentation covered how to plan a social media strategy and useful tools in doing so. I promised I would blog with my top tools that I use, so here they are but even better than that, please find the presentation below:

Twitter – http://bit.ly/KqaGNg
Facebook – http://on.fb.me/KqaM7p
Linkedin – http://linkd.in/KuiMoA
Google Alerts – http://bit.ly/JozpR0
Google Analytics – http://bit.ly/IGCrnC
Google Keywords – http://bit.ly/KqavBu
Gooogle Insight – http://bit.ly/KuiXjM
Social Mention – http://bit.ly/Ilub9x
Tweetdeck – http://bit.ly/ISStIB
Hootsuite – http://bit.ly/K1p9lQ
Bitly – http://bit.ly/IFKVgt

Hope you find it useful. I am doing more of these around the country so if you wish to attend one of them please register your initial interest, with your preferred location, via vicky.neill@admiralpr.com.

What do you do to relax?
I enjoy a nice glass of Rose and a night out in the delights of Newcastle Upon Tyne! I also like running, going to the gym and catching up on all of the celebrity gossip so you can often find me in my local Tesco buying those types of magazines. Sad but true!

What is the best piece of advice anyone has ever given you?
It would have to be “Relationships come first, business will always follow.”

What has been your biggest challenge to date?
The biggest challenge career wise has definitely been the jump from account manager to account director level. It is such a big jump and a massive learning curve. A curve I am still learning but that’s great as it means I learn something new every single day which is what keeps me motivated and passionate about PR and servicing clients.

Who are your heroes, both in and out of business?
Out of business, it has to be Victoria Beckham. She represents it all to me – looks, money, family, love, sophistication, dignity and intelligence.
In business, too many to mention, but all those people who have created a very simple product or service that will always be needed and used.

What made you want to work in the PR industry?
I love to communicate. It was what I born to do and that’s what PR is all about, communication. You have to talk to a diverse range of audiences at all times and get the best outcome for all involved.

What has been the proudest moment of your career so far?
Making it to director level and also winning CIPR Outstanding Young Communicator of the Year 2011 for the North East.

What is your key tool in any PR campaign?
Media relationships. You can have the best strategy, the best plan and the best messages but if you can’t sell or communicate all of this effectively, you’re doomed.

What is the best thing about social media?
It allows instant access to a global audience and provides a very effective and rapid way of spreading your message/word.

What is your favourite aspect of your job?
Getting results for a client and proving your worth each and every single day.

Favourite quote
“Others can stop you temporarily, but only you can do it permanently.”

As I am sure a lot of you will know, The Hoppings is an iconic event in the North East that takes place every year and is Europe’s largest travelling fun fair. It will start on Friday 22nd June and run through to 30th June 2012 and a significant PR and marketing campaign is planned across all forms of media which we are greatly excited about.

Keep an eye or ear out for the phrase “Keep Calm Hopping On!” as no doubt you will be seeing and hearing this everywhere you go as the fair’s arrival fast approaches.

This year, we plan to ensure The Hoppings gets its highest turn out in recent decades. What’s more, it celebrates its 130 year anniversary. Yes, it really has been around that long!

Remember to visit The Hoppings’ Facebook and Twitter page to keep up to date on what’s happening this year – so many new rides and attractions are planned, it’s going to be better than ever!

Now remember, Keep Calm Hopping On! and we hope to see you there.

1. Do they understand your business and the industry you work in?
2. Are they happy to set targets and be reviewed regularly and do they meet or exceed these targets?
3. Have they reviewed messaging and is messaging analysis linked to their targets?
4. Do they have the ear of the senior team?
5. Are they proactive?
6. Are they on top of the media agenda?
7. Do they really get social media?

If your answer is yes to all or most of the above, the chances are they are doing a good job for you but if you don’t recognise these points, you may want to have a chat with them. Before giving them notice, first ask yourselves some questions about how you (or your team) manage them.

My experience in the industry tells me that where consultancies excel, it is as much about how well they are managed as it is about the skills of their teams. Sure, the agency needs to have a culture of measurement and evaluation, but the relationship and chemistry between client and consultancy is equally, if not more, important.

The reality is that people work with people and if one client is approachable, interested, supportive, intelligent, strategic and genuinely wants to work in partnership with their consultancy, they get better results than a client who is not those things.

When considering appointing an agency therefore, here are my top tips:

 Do your homework – make sure you shortlist those consultancies who have a track record in your industry and have a similar ethos and culture to you;

 Try to find a consultancy where you are a bigger fish in a smaller pond;

 Don’t be hoodwinked by an all singing dancing presentation by the managing director, check out the pitch team will be the actual team working on the account;

 Ask them to respond to a brief and look for their strategic thinking, as well as evidence that they can deliver;

 Ask them to suggest targets. These can be media coverage, web hits, increased positive conversations on social media channels, increase in sales (particularly relevant for clients selling products directly to the consumer) and delivery of priority messaging in priority target press; and

 Check out their social media skills – most consultancies say they understand but many are still grappling with it. Look for evidence of previous successful social media campaigns.

Most importantly, take a view on whether you want to work with the individuals. Chemistry will keep the relationship on an even keel when things inevitably go wrong from time to time. With this in mind, don’t underestimate how important it is to market the consultancy internally to the senior management team. Changing consultancy is expensive, time consuming and distracting. Try and find a consultancy that you can imagine working with for the long-term and be clear about what success looks like. If you and your PR consultancy have chemistry and clarity, you are off to a good start.

For example, every week Richard Kay presents his own news-based radio show, called Have You Heard The News?, on local radio station ALL FM. He dissects the week’s regional and national news, coloured by his fascination for current affairs and social issues.

Meanwhile, Oliver Chesher leads an occasional second life as a motoring journalist, but only, as he says, because that means he gets to borrow lots of flash cars. He writes for a series of regional glossy lifestyle magazines, and claims only to be interested in the fastest and fanciest vehicles he can lay his hands on. But the discipline of thinking and writing like a journalist is a useful one for a PR professional.

Another of our accomplished writers is Stephen Waddington, whose latest co-authored work, Brand Anarchy, is in bookshops now. Having begun his career as a journalist, he shares our view that a creative outlet outside the day job can be of benefit: it can keep the mind sharp and enhance the professional reputation.

Andrew Shearer has just begun training as a Special Constable with Northumbria Police helping to keep the streets safe at the weekend.

Both Georgie Cameron and Vicky Neill have taken up a new language. Georgie is learning Spanish, probably to help her buying powers when it comes to her new caviar business, while Vicky is challenging herself by taking Mandarin classes, probably one of the most difficult languages in the world. Good luck!

What do you do to relax?

I know it sounds like a strange answer to a question about relaxation but after a long day in the office I really like going to the gym! I obviously don’t hit the gym seven days a week though, so whenever I’m not there I like to indulge in lots of TV. I’m addicted to the new series of The Apprentice at the moment.

What is the best piece of advice anyone has ever given you?

Practice is the master of all things.

What has been your biggest challenge to date?

Trying to find a permanent, full-time job in the North East was a really big challenge. I knew I wanted a job that not only related to my degree but one that I would enjoy. Luckily I didn’t give up and was offered a great opportunity with Admiral and I haven’t looked back since!

Who are your heroes, both in and out of business?

In business, I am amazed by the Candy brothers. They took a £6,000 loan from their grandmother and worked hard to get on the property ladder. Their hard work paid off and they now own one of the best-known interior design and property development companies in the world, working in some of the most luxurious and exclusive locations!

Out of business I’d have to say Kate Middleton. I have no reason for this other than I think she is amazing.

What made you want to work in the PR industry?

During my second year of University, I was introduced to PR and was immediately interested in it above all other topics. It interested me so much I actually wrote my dissertation on it. When it came to looking for a job, I wanted something that could keep me interested and challenged, PR worked at Uni so I thought it was a sensible place to start! Turns out I was right.

What has been the proudest moment of your career so far?

I’d have to say it’s a tie between delivering my first new business pitch with the team and winning national and regional awards for our clients and the consultancy. Presenting is something I was really afraid of in school but something I found myself really enjoying in a real life situation and as for the awards, celebrating success with the team is always great!

What is your key tool in any PR campaign?

Knowing the end goal and the strategy for the client, if you don’t know what the client wants to achieve then how can you plan and carry out an effective PR campaign?

What is the best thing about social media?

Its ability to pick up news stories and topics of interest as and when they happen, in other words the real-time updates it offers. Twitter is great at doing that, the trending topics alone could keep you pretty much up to date with the day’s developments.

What is your favourite aspect of your job?
Working with a great team and getting results for clients. Feeling a sense of achievement is really important to me and it ensures job satisfaction, as well as client satisfaction!

Favourite quote

To become old and wise, you first have to be young and stupid!

We were honoured to be asked by our client Central Manchester University Hospitals (CMFT), the NHS Foundation Trust that cares for over a million patients a year in the North West, to help direct a once-in-a-lifetime Royal visit.

The Queen and the Duke of Edinburgh came to see huge crowds of flag-waving staff and patients at the hospitals last week, as the first stop on their Diamond Jubilee visit to Manchester. The visit coincided with the first day of scorching Spring sunshine, and marked the culmination of years of planning on the part of the client, and weeks of preparation from Admiral.

Our team coordinated everything from the decorations and catering to the temporary structures and photography, thanks to our network of the best suppliers the North of England has to offer. In partnership with the Trust’s communications team we entertained a full-house of national and regional media, and best of all, we are now producing a professional film of the event with our partner Seveer Media.

We commissioned a 15-man crew from Seveer to capture live footage of the Royal visit, which was broadcast on big screens for our VIP guests to enjoy on the day. This footage is now being edited into a souvenir DVD for the Trust’s 12,000 staff, plus patients and the public who wish to re-live the special day.

CMFT is a client we’ve always enjoyed working with, and we’re very grateful to them both for the prestigious brief and also for the very kind words of thanks we’ve since had from all levels of the organisation. The event was described as a “triumph”, and it’s certainly something we’ll be dining out on for years! We can’t wait to see the finished film.