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Social Media Public Relations

VIEWS: 7 PAGES: 30

									Karen Freberg, M.A.
University of Tennessee,
Knoxville
kfreberg@utk.edu

Created for: National Center
                                         Social Media &
for Food Protection and
Defense
(Prime Award: DHS/2007-ST-061-000003)
                                        Public Relations
What is social media?
Social media combines “a wide range of online, word-of-mouth
forums including blogs, company sponsored discussion boards and
chat rooms, consumer-to-consumer e-mail, consumer product or
service ratings websites and forums, Internet discussion boards and
forums, microblogs” (Mangold & Faulds, 2009, p.358).
 Social media integrates technology & social interaction with
  pictures, videos, words, and audio.
 It also allows people to share different perspectives and sharing
  information / stories / experiences among online communities.
Solis, B. (August 5, 2008). Introducing the conversation prism.
Retrieved from http://www.briansolis.com/2008/08/introducing-
conversation-prism/.
Characteristics of Social Media
 Open

 Conversations & Dialogue

 Relationship Development

 Multiple voices

 Getting the message to stakeholders
     Social media press release
     Video news release
     Internet
     Social networking communities / influencers
     Live steaming
Opportunities in Social Media




Knowledge        Life Sharing     Social            Business           Community
Sharing          • Photos         Networking        Networking         Building
• Blogs          • Videos         • Connect         • Connect          • Collaborate
• Microblogs     • Ex. YouTube,   • Interact        • Interact         • Collect
• Ex. Twitter,     Flickr         • Ex. Facebook,     • Ex. Linkedin   • Ex. Ning (social
  Wordpress,                        MySpace                              networking
  Blogger                                                                communities)
Key terms to remember about social media

 Engagement
 Influencers
 Internet Memes
  Edelman Tweetlevel Site
   • Methodology in calculating Influence,
     Engagement, Trust, and Popularity on
     site.
Key term: Engagement
 Engagement
  Definition: the purpose of listening and interacting
   with your key stakeholders virtually – these
   conversations range from compliments to complaints
   to specific needs.
  Examples of brands that have high levels of
   engagement: Starbucks, Dell, and Toyota
  Why are these brands successful?
   (Engagement DB Report)
   •   The understand that each social media channel (ex.
       Facebook, web sites, blogs, Twitter, etc.) provides
       people a different dimension of engagement.
   •   Centralized coordination of social media throughout
       companies.
   •   Senior management was part of the social media
       process (ex. CEO of Starbucks & MyStarbucks.com)
Key Term: Influence
 Definition: The ability to shape and shift messages that
  grabs a person’s attention and inspires them to act upon this.

 Breakdown of influencers
   Traditional influencers (newsmakers, reporters, analysts, etc.)
   New media influencers
     • These individuals create their own social networking communities
       and have their own followers (bypassing gatekeepers)
     • Bloggers are just the beginning – people are establishing
       themselves as prominent authorities of influence online.
     • Has expert content on their blog, web site , etc. – as well
       developing relationships w/ followers & peer-to-peer
       conversations.

     Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-
     influencers-are-not-traditional-influencers/.
Key term: Internet Meme
 Definition:
   A phrase used to describe a catchphrase or concept that
    spreads quickly from person to person via the Internet.

 Types of Internet Memes
        Self-promotion (usually created by a group / individual to gain
         personal recognition)
        Rumors & Hoaxes (falsehoods spread virally)
        Crisis Communications & Reputation Management

 Examples of Crisis Communication Internet Memes
   Domino’s & YouTube Crisis (#disgustingdominos)
   Amazon Crisis (#amazonfails)
   United Airlines & Guitar – Song by Musician Dave Carroll
Understanding your online stakeholders
                          Publish a blog
                          Publish your own Web pages
     Creators             Upload video you created
                          Upload audio/music you created
                          Write articles or stories and post them

                         Post ratings/reviews of products/services
                         Comment on someone else’s blog
      Critics
                         Contribute to online forums
                         Contribute to/edit articles in a wiki


                           Use RSS feeds
     Collectors            Add “tags” to Web pages or photos
                           “Vote” for Web sites online



                         Maintain profile on a social networking site
      Joiners
                         Visit social networking sites


                         Read blogs
                         Watch video from other users
     Spectators          Listen to podcasts
                         Read online forums
                         Read customer ratings/reviews



     Inactives           None of the above


                  Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from
                  http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html.
What is the purpose of social media?
                 • Establishing online identity
      • Conducting Research – qualitative and quantitative
       • Launching event & creating awareness of an issue
        •Using media relations practices in reaching both
              traditional and non-traditional media
              •Engaging with customers in dialogue
               •Creating new online partnerships
      •Communications with External & Internal Audiences
          •Crisis Communications & Crisis Management
       •Reputation Management (Corporate and Individual)
      Social Media PR Case: CDC & H1N1




Centers for Disease Control Social Media site. Retrieved from
http://www.cdc.gov/socialmedia/.
CDC & Social Media

                                           Facebook




   Twitter   Video (YouTube)




 MySpace
                  Widgets      Centers for Disease Control Social Media site.
                               Retrieved from http://www.cdc.gov/socialmedia/.
CDC & Second Life




Centers for Disease Control Virtual Worlds site. Retrieved from
http://www.cdc.gov/HealthMarketing/ehm/virtual.html.
      Social media & Mobile Applications




Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from
http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/.
Trendsmap. Retrieved from http://trendsmap.com/.
Fort Hood Shootings
 Overview of Crisis (Nov 2009)

 Areas in Public Relations
     Crisis Communications
     Issues Management
     Risk Communication
     Social Media

 Strategies Army implemented with social media
   Facebook Main Page / “Prayers for Fort Hood”
   Twitter Accounts
Social Media & News response to
Fort Hood Tragedy




Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test. Retrieved from
http://mashable.com/2009/11/05/fort-hood-shootings/.
Social Media Measurement
   What are the goals in
   social media measurement?
 Reputation
   Understanding perceptions and attributes associated with brand or person online
    / positive or negative tags and content online / analysis of conversations

 Awareness
   Brand loyalty / media placements and referrals to social media sites / share of
    conversation / sentiment in posts / interaction with content

 Money
   Speed of online transactions / Referrals to new customers / conversations from
    community

 Engagement
   Looking at specific activity and interactions among followers & brand
   Posts / Threads / Incoming links / Tags / Referrals / Post frequency

 Education
   Learning about stakeholders / being part of the dialogue / creating new
    relationships / strategic issues management
How to measure social media
 Free sites for online tracking and measurement
     People Browsr
     SM2
     Google Insights
     Samepoint
     Social Mention

 Other sites
     Radian6
     CustomScoop
     Viral Heat
     Nielson Buzzlogics
     Cision Social Media
Example: How to track swine flu?
1. Check out what is being presented on the WHO Disease
   Outbreak News Center

2. Set up not only Google Alerts, but also other search
   engine alerts (ex. Backtype, Social Mention, etc.)

3. Track what people are posting via Twitter on
   Trendsmap (look for key words) or Heath Map &
   Flu.gov

4. Look at what are the common #hashtags being
   discussed related to swine flu (ex. #swineflu, #h1n1,
   #CDC, #swineflu vaccination, etc.)
Role of the new PR professional
 Role of a PR Professional
   Contribute valuable content and perspective through
    participation
   We are not only liaisons for our businesses we work for or clients,
    but we become influencers ourselves

 Social creates a new hybrid of PR professionals
     Social Media / Data mining expert
     Market analyst & researcher
     Customer Service
     Relationship marketers
     Viral marketer
     Conversationalist/listener
How PR can be successful with
social media?
 Integrate social media practices as part of the daily routine –
  like checking what is going on in the news or email.

 Connecting with people online (establishing relationships).

 Creating a dialogue through an online channel.

 Start having a conversation with online stakeholders from the
  very beginning – incorporate into corporate culture.

 Being consistent with content across all social media
  platforms as well in traditional media outlets.

 Social media is not for the short term – it is a long-term
  process and investment.

 Educate your organization & community about social media
Other PR tips to success
 Talk like a person, not a computerized robot!

 Be helpful and bring value to the conversation and
  relationship.

 Remember each time that you are talking, posting, or
  conducting a business exchange online – you are
  contributing to the personality and reputation of the
  agency / corporation you are representing, as well as
  your own reputation.
Why is it important to understand social
media from a PR perspective?

 Being aware of the latest technologies to implement our
  communication messages and campaign strategies
 Know how people are getting their information and stories
  and effectively communicate and share meaning with
  audiences
 To build networks with fellow PR professionals - you never
  know who you are going to meet!
 Understanding the key online influencers and opinion leaders
 A way to understand our target audiences and how to best
  communicate with them
 A tool to use to manage online reputation for our client as
  well as ourselves
    Future of social media




Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from
http://www.baekdal.com/articles/Management/market-of-information/.
  Social Media Resources
 Mashable: http://www.mashable.com

 Brian Solis (PR 2.0): http://www.briansolis.com

 PR Squared: http://www.pr-squared.com/

 Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/

 Groundswell (Christine Li / Forrester Research):

  http://blogs.forrester.com/groundswell/

 Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-
  media/

 Online Reputation Management
   Top 10 Free Tools for Monitoring Your Brand’s Reputation:
    http://mashable.com/2008/12/24/free-brand-monitoring-tools/
   How to build the ultimate social media resume:
    http://mashable.com/2009/01/13/social-media-resume/
 Other useful research tools
 Twitter
     Twitter Search - Search keywords on Twitter which "self-refreshes". See what's
      happening — 'right now'.
     TweetScan - search for words on Twitter
     Twit(url)y - see what people are talking about on Twitter
     TweetBeep - Track mentions of your brand on Twitter in real time.
     Twitrratr - Rates mentions of your search term on Twitter as
      positive/neutral/negative
     TwitScoop – Through an automated algorithm, twitscoop crawls hundreds of tweets
      every minute and extracts the words which are mentioned more often than usual
      and creates a tag cloud.
     Twilert - Twitter application that lets you receive regular email updates of tweets
      containing your brand, product, service.
     Twitnest – look at who is following who on Twitter
     Twitratr – measures positive, negative, and neutral tweets for a particular Twitter
      user
     Twitscoop – tool to see what issues are being discussed the most on Twitter
     TweetStats – statistics on Twitter
     Twitlocal – find people in local area on Twitter
     Twazzup – Twitter search engine but with real feed

 Monitoring discussions / comments
   Backtype
   Tweetmeme
      References
   Allen, N. (November 5, 2009). Seven dead in shooting at Fort Hood military base in Texas. Retrieved from
    http://www.telegraph.co.uk/news/worldnews/northamerica/usa/6510855/Seven-dead-in-shooting-at-Fort-Hood-military-base-in-
    Texas.html.

   Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from
    http://www.baekdal.com/articles/Management/market-of-information/.

   Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from
    http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/.

   Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from
    http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html.

   Centers for Disease Control Web site. Retrieved from http://www.cdc.gov/about/stateofcdc/html/2008/Intro-Message.htm.

   Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/.

   Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365.

   Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test. Retrieved from
    http://mashable.com/2009/11/05/fort-hood-shootings/.

   Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from
    http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/.

   Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-
    conversation-prism/.

   Tools for Measurement. Retrieved from http://measurementcamp.wikidot.com/tools-for-measurement.

   Trendsmap. Retrieved from http://trendsmap.com/.

								
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