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Social Media for PR

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Sarah VanSlette

on 22 June 2011

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Transcript of Social Media for PR

Social Media for PR TOPICS Social media is the way people share ideas, content, thoughts, and relationships online. Social media differ from so-called “mainstream media” in that anyone can create, comment on, and add to social media content. Social media can take the form of text, audio, video, images, and communities. (Scott, 2010) Types of SM Social News Sites
Digg & Reddit
Social Networking
Facebook, LinkedIn, MySpace
Social Bookmarking
Delicious, Diigo
Social Sharing
YouTube & Flickr
Social Events
Eventful, Meetup
Twitter (related: bit.ly and tinyurl)
Forums and Message Boards Dr. Sarah VanSlette Review a classmate’s personal online identity
google/google images/videos
LinkedIn Review a “client’s” online identity
google/google images/videos
Flickr PR is no longer a field where great efforts are spent by companies to communicate exclusively to a handful of reporters who then tell the company’s story, generating a clip for the PR people to show their bosses. Now, great PR includes programs to reach buyers directly. The Web allows direct access to information about your products, and smart companies understand and use this phenomenal resource to great advantage.

Scott, David Meerman (2009, p. 10). The OLD rules of marketing and PR: The NEW rules for SM in marketing and PR • Marketing is more than just advertising.
• PR is for more than just a mainstream media audience.
• You are what you publish.
• People want authenticity, not spin.
• People want participation, not propaganda.
• Now we deliver content when your audience needs it.
• Not just mainstream marketing to the masses
• Not about TV airtime- it's about contact with buyers on the web
• Focus on great online content.
• Tools: Blogs, online video, e-books, news releases
• The lines between marketing and PR have blurred.

Scott, David Meerman (2009). The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly • Marketing simply meant advertising.
• Advertising needed to appeal to the masses.
• Advertising relied on interrupting people.
• Advertising was one-way: company-to-consumer.
• Advertising was exclusively about selling products.
• Advertising and PR were separate.
• The only way to get ink and airtime was through the media.
• Companies communicated to journalists via press releases.
• Nobody saw the actual press release.
• Companies had to have significant news before they were allowed to write a press release.
• The only way buyers would learn about the press release’s content was if the media wrote a story about it.
• The only way to measure the effectiveness of press releases was through “clip books."
• PR and marketing were separate. 1. Listen and Learn
2. Understand the norms
3. Find the gatekeepers/influencers
4. Avoid marketing to the community
5. Come bearing gifts 1. Understand your market/audience
2. Research where your audience is
3. Define your goals
4. Decide who owns what
5. Create Strategy and Tactics
6. Implement and Measure
7. Tweak or Stop if it’s not working 1. Realize the benefits of monitoring
2. Engage in conversations
3. Understand the power community members hold
4. Be humble
5. Create fans and evangelists Blogs:
-number of subscribers to blog
-ratio of comments to posts
-positive and negative sentiment
-number of times posts are submitted to social news, microblogging sites, bookmarking sites, social networking sites, etc.
-number of links to post Facebook:
• Number of friends or fans acquired
• Number of comments made on updates
• Number of photos or videos added by fans or group members
• Number of photos or videos you’ve been tagged in
• Number of discussions started on your fan or group page
• Number of responses to questions or topics posed
• Traffic from social networking site(s)
• Time visitors stay on your site
• Number of pages visited from initial referral from social networking site Twitter:
• Number of followers acquired
• Real followers who hold conversations
• Number of replies you get to your tweets or plurks
• Number of retweets your tweets receive
• How much conversation happens around a hashtag you start
• Positive and negative conversation
• Traffic to the website, web pages, blog, or blog posts from tweets YouTube:
• Number of times a photo/video is viewed
• Number of times a photo/video is commented on
• Positive and negative sentiment
• How highly a photo/video is rated
• Number of links or embeds of a video/photo
• Number of times a photo/video is a favorite
• Number of friends or subscribers acquired
• Number of times a photo/video is added to groups
• Number of times a photo/video is submitted to other social media sites Your Online Identity Introduction to SM Changes in Marketing and PR Rules of SM for PR and Marketing Blogs, FB, YouTube, & Twitter Finding Your Online Publics Planning a SM Campaign Monitoring the Conversation Online Measuring the Effectiveness of SM First impressions?
Creating accounts that represent you in a responsible way.
Creating accounts that are appropriate for their respective audiences.
Monitoring what is said about you on the web
Creating content and responding to negative content United Breaks Guitars
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