The Key to a Successful Facebook Fan Page: Goals and Strategy

Here at Mason, Inc. we are getting our Facebook Fan Page started and beginning to promote it.

Because we believe in practicing what you preach, and an effective social media strategy is something we preach often, we knew that we needed to go into this with goals and of course, a strategy. We want to point out a few initial goals we set, and outline our process of getting there.

(Basic) Goals:

– Get 100 fans in the first week
– Update the page at minimum 3 times daily
– Provide useful content
– Make the page a point of contact
– Represent the Mason, Inc. brand appropriately

You will see that these are just the basic goals that were put into place while starting our fan page.

We will look at the page in about two weeks, review its progress, and identify any changes and/or improvements we should make. At that point, we will also reassess our goals and put more realistic long-term goals in place.

Our strategy for the initial page launch addressed a few key points that would lead to its success. I want to share what two of them were and how they were put into action.

Content is King:

First, and most importantly, we wanted to make sure that we had content. We did this using two methods. First, we started to actively blog. We are blogging about many topics, everything from traditional PR to New Media and current trends. Blogging not only put this content out there for the world to see, but it also got everyone talking internally and began many brainstorming conversations.

The next thing we did was gather a list of links that we get information from about our industry. This list, right now, is on an excel sheet. However, we are in the process of finding all of the sources on Twitter and creating a list there so that we can easily bring news and links from one network to the other.

Build a Fan Base:

Inviting fans started internally. We began reaching out to people at our company, and then a few of us began to suggest the page to our friends. Identifying close friends and inviting them first improved the chance that they would accept the suggestion and become a fan. To begin, it is a numbers game, it is important to create a base of fans that are influential either in the industry, or within your network online. As the fan base grows, and we provide useful and interesting content, we will see our fans reaching out to their friends and suggesting they should become a fan.

We have done a good job of managing our goals and tasks. We are approaching the point that we will review our page, and make sure we are providing value to our friends. We want to continue to add fans, and now will begin to focus on the next goal… User Generated content.

In a few weeks, I will write a post on User Generated content and its value in the social media world. It goes back to the importance of engagement online and offline.  Feel free to comment here if you want to help me prove a point!


NBC, Meet the Mason Inc. Team!

Our office and some clients recently had the pleasure of touring the new NBC studios here in Connecticut. Unless you’ve been living under a rock lately, or just don’t watch TV, you may have heard that they built a new facility that is the first high definition (HD) studio here in Connecticut.

I could describe it with all sorts of jargon that we tend to avoid like the plague, but I thought I would just for fun. Simply put, the new studio is “state-of-the-art, cutting edge, leading technology, and really is a true solutions provider.” In other words, it’s impressive.

In all seriousness, the tour was informative and an eye opener to how broadcast media is changing and how they’re also utilizing online and social media much more these days, including Twitter. NBC showed off all of its new capabilities, but what was really extraordinary is that the entire building is a studio in itself. There are no walls separating the newsroom from the news studio like the old building and there are also several areas throughout the building that allow for cameras and feeds to go live from, such as the front lobby area.

Truly a great time, but what I enjoyed most was that our clients were able to experience this as well! Here are some pictures capturing the fun! Enjoy.

WVIT News Director Mike St. Peter shows off the new studio set.

It’s not NORAD. It’s the new control room at the new NBC WVIT studio. Impressive!

NBC General Manager Don Doebler explaining the technology and capabilities of the new studio.

Getting miked-up and ready for our big moment. Myself (Derek Beere) and one of our clients, Susan Gates from the Hospital for Special Care, getting some last minute coaching tips from NBC political correspondent Tom Monahan.

A small crowd gathers and waits in anticipation for Susan Gates and Derek Beere to record their promotional segment teaser.

There we go! Recording our first segment teaser and nailing it after (ahem), three or four attempts!

What We Are All About

We take a comprehensive view on public relations. Working with Mason Onofrio Public Relations, you’ll get an experienced team that is focused on objectives and results, and backed by Mason, Inc., a full-service communications agency. Whether you tap into our integrated communications expertise or seek a strategic public relations program, or simply need publicity for a new product you’ll gain a focused partner that is trained to see beyond the tactical.

Mason Onofrio serves a range of clients, assisting them with consumer and business-to-business communications – from strategic planning to media relations programs through product publicity and analyst relations.

Our team understands the power of creativity and the value of building long-term relationships with an organization key publics and stakeholders.

We believe that a well executed public relations program:

* Is linked to an organization’s business objectives.
* Communicates the heart and soul of an organization.
* Protects the brand and enhances its reputation.
* Motivates behavior.
* Helps provide third party endorsement and extends the reach of other communications activities.
* Works as part of the integrated marketing mix when appropriate.
* Paves the way for sales.

Interns Rule!

Interns are always a great asset to any work environment. I personally enjoy their enthusiasm, willingness to learn and ability to make a darn good coffee. Ok, everything but the latter. None of our interns make coffee here at Mason Onofrio. We teach them the skills they need to survive in the “real world”.

Our interns participate in client meetings, conference calls, brainstorms, and more. They do tons of research, contact the media and write press releases, media pitches, advisories and so on.

Our interns rock. Meet Stephen Murray, our summer intern who is a veteran here at M&O. He interned the summer of 2008 and he’s back for more action!

Q: Who are you and where do you go to school?

My name is Steve Murray and I am a senior at Elon University in North Carolina.

Q: For anyone enrolling in college, what advice would you give them?

Be careful what you post to social media sites. Someone (probably someone you don’t want) is always watching.

Q: What do you like most about public relations?

I enjoy the variety of work in public relations. On any given day, I could be asked to help respond to a client crisis, explore a new business opportunity, plan an event, or communicate client news to the media.

Q: You interned with us last summer. How would you explain your experience to someone who’s never heard of public relations?

I helped pitch client news to local and national media outlets, drafted releases for the news to be pitched, and conducted research to support the agency’s current clients and new business proposals.

Q: What did you learn?

A few things:

1) The myth that most reporters are mean and nasty people is just that, a myth.

2) With a range of clients, you need to be able to switch quickly from one to another throughout the day. Each client has its own specific needs.

3) Be open to critique. Your work will improve because of it.

Q: What do you dislike about public relations?

Along with just about everyone else in the PR business, my top gripe is with timesheets, though I recognize they are a necessary evil in the world of PR.

Q: Pepsi or Coke?

Whichever is on sale-I’m still in college!

Q: Any special talents we should know about?

I play both the saxophone and bass guitar.

Q: What’s the best piece of advice you’ve ever been given?

If you’re ever offered a free meal, take it.

Q: Lastly, where would you like to see yourself in 10 years?

Ideally, I’d like to be working somewhere as s senior executive with a public relations agency in the Northeast.

The Client Vendor Relationship- In the Real World. We’re not a taco stand!

It’s Friday, the weekend is here and I’m feeling a little punchy. Hence, the hysterical video you’re about to see. However, before the big show, a word from our sponsor…

Although the video is done in a very humorous manner, it’s very important to understand that the business of a public relations, advertising, branding agency isn’t transactional. There are the good clients who “get it” and then there are those that just don’t understand any of it from the start. They want it all, but aren’t willing to pay for it.

We’re selling a partnership and a relationship. It’s not a commodity or something that can be sold overnight. It’s something far more strategic and big picture and when great clients get together with great agencies, great ideas and campaigns are born.

So with all that said, enjoy the show. I got a good laugh out of this and I’m sure you will too! Happy weekend all.