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TOPIC 5. Social Media & Public Relations

Social media combines online forums like blogs, reviews, discussion boards, and social networks that allow users to share information. It integrates technology, social interaction, and user-generated content like photos, videos, and text. Some key characteristics of social media include being open platforms that enable conversations, relationship development, and the sharing of diverse perspectives from multiple voices. For public relations, social media provides opportunities to distribute messages to stakeholders through various online channels and communities. Measurement of social media involves both qualitative metrics like engagement and tone of dialogue as well as quantitative metrics such as followers, views, and key term searches. The goals of social media measurement include understanding reputation, brand awareness, engagement levels, and educational impacts.

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35 views27 pages

TOPIC 5. Social Media & Public Relations

Social media combines online forums like blogs, reviews, discussion boards, and social networks that allow users to share information. It integrates technology, social interaction, and user-generated content like photos, videos, and text. Some key characteristics of social media include being open platforms that enable conversations, relationship development, and the sharing of diverse perspectives from multiple voices. For public relations, social media provides opportunities to distribute messages to stakeholders through various online channels and communities. Measurement of social media involves both qualitative metrics like engagement and tone of dialogue as well as quantitative metrics such as followers, views, and key term searches. The goals of social media measurement include understanding reputation, brand awareness, engagement levels, and educational impacts.

Uploaded by

Marina Ivannikova
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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TOPIC 5.

Social Media &


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”
 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.
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
Wordpress, MySpace (social
Blogger networking
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.
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


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
CDC & Social Media

Facebook

Twitter Video (YouTube)

MySpace
Widgets
CDC & Second Life
Social media & Mobile Applications
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

Blogs
Talk shows Huffington
Today Network TV Post
CNN
Newspapers Show Displ
New York Times First
Fort Hood
Used network ayed
Shootings local to create Twitt
like had breaking
updates
news er
news
from other sour lists
news
Twitter
ces news on
organization
s in Texas for account home
and story (@cnnbrk page
incorporate )
d citizen for with
2.8
journalists Twit million
break
ter viewers ing
list news
.
Social Media Measurement

Qualitative Quantitative
Measurement Measurement # Downloads /
Discussion online Views

Online reputation Fans / Followers

Engagement with Key terms


followers searches / #

Tone of digital Online Revenue


dialogue

# Social
Relationships bookmarks
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

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