Strategies & best practices in implementing social media in public by bKvSFpe


									    Strategies & best practices in implementing    
        social media in public relations courses

Karen Freberg, Ph.D.
Assistant Professor
Department of Communication
University of Louisville
Twitter: @kfreberg

National Communication Association
Annual Convention
New Orleans, LA
November 17 – 20th, 2011
 Public relations continues to play an essential and changing role in
    society, requiring the regular reassessment of the education of
    future public relations practitioners.
 The demands of the current economy and the ever-changing digital
    environment is challenging public relations practitioners and scholars
    to constantly evolve their research and practices in the discipline to
    meet the expectations of their stakeholders.
 Having social media incorporated throughout the public relations
    courses will allow professors to feel more connected and up-to-date
    with their students.
 Social Media in
 the Classroom

Growing trend in implementing new
technology into the classroom as well
as engaging in conversation outside the
                Purpose of Paper

 Understanding new technologies that focuses on how to
   communicate to various publics like social media does also
   creates a link to theoretical foundations and applied
   principles of PR.
    This paper will explore the background of both social media
     and public relations while discussing the strategies and various
     activities that can be used in the classroom.
    Overview of strategies and assignments to implement social
     media into courses for future PR professionals
        Setting up Course Tumblr site
   Spring 2011; Dr. Courtney
    Childers & Karen Freberg
       Course: Social Media for
        Advertising and Public
       Social Media sites for
        Course: Tumblr & Twitter
        (@490Social Media)
       Hyperlinked Student Blogs
       Students contributed one
        post related to the week’s
        discussion for the week
       Were to provide at least
        two comments to each
        weekly post by the other
       Wide range of assignments
        and activities during course
                   Course structure
 Undergraduates and graduate students Sample of Topics
    Intro to Social media, ethics and legal implications, Privacy, social
       networking, microblogging, visual and video sharing, social
       gaming, crisis communications, virtual worlds, augmented reality,
       mobile technologies, and small business / politics in social media
       to name a few.

 Assignments
   Personal blog
   Managing online reputation
   Foursquare Assignment
   Presentations
   Campaign Proposal
Personal blogs
     “No matter what, the very first piece of social
     media real estate I’d start with is a blog.”
                 Chris Brogan, New Marketing Labs

  Student Personal Blog for Course
    The students were all asked to maintain and
       personalize their own blogs during the course
       of the semester.
    One of the more established forms of online
       media presently among advertising and public
       relations professionals are blogs.
    During the class, students were asked to
       create their own personal blog to write
       insightful, well-researched, and thorough blog
       posts on topics related to social media in
       advertising and public relations.
  Requirements for Introduction to Blog Assignment (New Bloggers)             Requirements for Introduction to Blog Assignment (Veteran
1.    Set up a Personal Blog on either of the following platforms: 1)                                    Bloggers)
      Blogger ( 2) WordPress                       1.    Write an introduction post on your blog introducing yourself,
      ( or 3) Tumblr (             where you are from, goals after graduation, areas of interest in
2.    Create a name for your Blog and claim your domain name (ex.              PR / Advertising                                              2.    Reflect and discuss where you see your blog going for the
3.    Choose a template and theme that you like and reflects your              upcoming year – what are areas you want to focus in on for
      personality and reputation. (Choosing a Blog Theme for                   your blog topics? How does your blog reflect your online
      WordPress)                                                               reputation? What are your long term goals for the blog (ex.
4.    Set up an About Page for your Blog where you have a:                     recognition in the industry, profession, school, etc)
             Professional picture of yourself                           3.    Set up a Sitemeter Account (Traffic Analyzer) for your blog
             Email Address                                                    ( - Free Account Option.
             Twitter Username (ex. @kfreberg)                           4.    Add an additional widget for blog such as widget
             Brief Introduction of yourself (ex. education,                   ( , Twitter feed (if you have a Twitter Account),
              professional interests, etc)                                     or a LiveFeedJit Feed ( ). – or embed a
5.    First Blog Post: Write an introduction post on your blog                 video introduction of yourself in your introduction blog post for
      introducing yourself, where you are from, goals after                    the class.
      graduation, areas of interest in PR / Advertising, goals for the        Optional: widget ( Set up a Sitemeter
      upcoming semester in Social Media Class, and what are your               Account (Traffic Analyzer) for your blog
      long term goals for your blog – will you continue it after this          ( - Free Account Option., Twitter
      class and graduation?                                                    feed (if you have a Twitter Account), or a LiveFeedJit Feed
             Optional: Can also do a video blog introduction of               ( ).
              yourself and embed video in blog post.                          Optional: Create a blogroll where you list five advertising and
6.    Set up a Sitemeter Account (Traffic Analyzer) for your blog              five PR blogs you would like to link to your blog this semester.
      ( - Free Account Option.
     Optional: widget ( Set up a Sitemeter
      Account (Traffic Analyzer) for your blog
      ( - Free Account Option., Twitter
      feed (if you have a Twitter Account), or a LiveFeedJit Feed
      ( ).
     Optional: Create a blogroll where you list five advertising and
      five PR blogs you would like to link to your blog this semester.
    Managing Online Reputation
   One of the important elements in being a social media professional and
    practitioner is not only being aware of your corporate or business online
    presence, but also being aware of your own online presence as an individual and
    professional in advertising and public relations.

   In other words, students in public relations have to be aware of their overall
    online personal and reputation rather about what ideal self they strive to be.

   A reputation has many attributes, but for the most part it is a latent construct
    that encompasses the “character, conscience, or credibility” of the individual or
    entity in question (Jackson, 2004, p. 43).
     Social media such as Facebook and Twitter have become tools for managing
         reputation online, with both positive and negative outcomes.
   Overview of Managing Online Reputation Assignment: Discuss your overall goals for your online reputation
    management practices for this class and beyond. Some examples can be establishing credibility and trust as a resource
    in social media community on specific topic or industry, engaging in online community by sharing expertise and
    knowledge, get mentions and other references to blog from others, managing proactive reputation to obtain a job
    after graduation, etc. Make sure to state specific objectives that you have set in regards to your online reputation
    management efforts.
    Personal Reputation Online Overview: Discuss and analyze your online bio presented through social media sites –
    blog, Facebook, Twitter, LinkedIn, YouTube, etc. This includes providing the bio that you list yourself on each of these
    sites. This can be visualized through a table in your paper.

   Online reputation monitoring and analytics: Reflect on your overall traffic and mentions on blog posts, Facebook,
    Retweets, Followers on Twitter, LinkedIn connections, etc. How many mentions have you had on your blog,
    comments, or site visits over the course of this semester so far, Klout score (

   Reflections on online reputation building: Discuss how your blog and the information you are sharing with others
    through social media is enhancing your online reputation – both personally and professionally.

      o    Discuss the characteristics that you consider you possess that has helped build your online reputation (ex.
           personality characteristics, information sharing behavior, engaging consistently and professionally with
           followers and others through social media, etc).

      o    Think about future trends and goals you have for your online reputation for the rest of the semester and once
           you graduate, etc.

      o    What were your perceptions before and after this assignment in regards to online reputation management?

   Other: Items to include in your paper: 1) List of profiles on social media 2) Tables and screen shots displaying social
    media traffic or influence via social media; and 3) Tables listing URLS and Profiles of Social Media Outlets (ex.
    Facebook / Twitter / LinkedIn / Blog)
Other Assignments
       Foursquare Assignment
             Analyze local business or company using Foursquare from a critical
              perspective + addressing potential issues and challenges (privacy and
              ethical consideration)
             Interview professional in charge of Foursquare account (PR and
              Marketing professional)

       Graduate Student Presentations
             Graduate students in course presented 30 min presentation on topic of
              the week
             Video recorded presentation + made copies for students to bring to job
              interviews or show employers their potential in discussing and
              presenting on social media topics
             Incorporated into personal blog + online portfolio

       Crisis communication and social media scenario activity

       Campaign Group Presentations & Proposals

       Future assignments
             Infographics (Resumes / Topics)
             Guest blog posts
             Mobile apps / augmented reality applications for PR
             Data mining
                        Best Practices
   Integrating research and practitioner perspectives with social media.

   Provide students with real examples and professionals to come into class to talk
    about social media implementation.
       PR / Advertising / Consultants
       Face-to-face / Skype & Google+

   Being part of the online community – Social Media Club.

   Online reputation management practice and exposure.

   Being an expert in social media means living, breathing, and tweeting it every day.
    Take same approach with looking at technology trends like the local, national, and
    international news.

   Stay on top of latest trends – evolve and change syllabi accordingly (ex. mobile
    technology and case studies related to this).

   Don’t be afraid to test new assignments and ideas in course.
                  Best practices, cont.
   Promote participation-collaboration environment in and outside of class.

   Technology is indeed changing, but it is also changing how we teach public relations.
    Content is still king and defining the experiences among our key audiences, students,
    and ourselves in the profession.

   Importance of exploring avenues and mediums that shape and influence perceptions
    and experiences for audiences within PR.

   Viewing social media and networks as your personal switchboard and operating system
    – all medium channels are interconnected across networks and mobile devices

   Participation in curating and co-creation of knowledge and experiences to share

   Provide students with resources they can use beyond the class.

   Evaluate and measure opinions and attitudes in class throughout class

   Keep in contact with students after class – job opportunities and internships based on
    course work and presentations

 Overall – in order to be successful with social media in PR

   “There are no magic wands, no hidden tricks, and no secret
   handshakes that can bring you immediate success, but with
   time, energy, and determination you can get there.”
               Darren Rowse, Founder of Problogger
Any questions or comments?
      Thank you very much.

      Karen Freberg, Ph.D.
      Twitter: @kfreberg

      Social media resources

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