Newcastle University 2008

PUBLIC RELATIONS IN THE DIGITAL AGE

QUESTION! Who here...

READS BLOGS?

1752 1916 TV & Radio introduced First newspaper published 1930s Now Date sources: Wikipedia PEOPLE BIG COMPANIES

AND THEN SOME...

“ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.”

“… an umbrella term that defines the various activities that integrate technology, Social Interaction , and the construction of words and pictures.” According to Wikipedia, Social Media is…

PERSONAL

Written in a personal capacity

Content usually reflects on day-to-day life

Hobbyists

Generally without advertising

Some garner large followings

PROFESSIONAL

Purpose is to show expertise and thought leadership

Often written in a work capacity

Generally kept on topic to specific subject

Generally don’t cover personal issues

Generally don’t have advertising

PERSO-PROFESSIONAL

Written in both a personal and professional capacity

Topics vary

A good all round feel for the person

Often lots of disclosure

Can use advertising

CORPORATE

For business purposes

Can be used as a communication tool both internally and externally

Content is kept specific to the business

Written by numerous employees at all levels

TRADE

Like a trade publication but with more personality

Often very passionate writers

Growing in influence

Usually contain advertising

CONSUMER

Similar to consumer magazines

Frequently updated

Some are HUGE

Contain advertising

Often written as a group blog

POLITICS

US tends to be serious whereas UK is snarky/tabloid

Biggest topic for blogging in the UK

Political blogs read by Whitehall ministers

Bloggers from Left, Right and Centre

Popular political blogs carry advertising

GOVERNMENT

Written by MPs of all parties

Generally not as popular as the ‘independent’ political blogs

Often criticised for poor content and lack of engagement

No advertising

SPORT

Becoming increasingly popular

Established sport sections (E.g newspapers) still predominantly favourite

Use a variety of sport sources for their content

CELBRITY

Very tabloid-ish (Only nastier! )

Massively popular in the US

Hollywood publicists actively read and engage with celeb bloggers

Carry advertising

“ The social media stuff is probably the most important we do today, from a marketing stand point. The other elements of marketing mix has sort of become more and more transactional and more and more tactical in nature. Social media stuff is much more strategic… “ Use social media to power the fundamental of the business. That’s what we’re focused on.” Andy Lark, Dell VP of Global Marketing & Communications

STUDENT PROTESTS GO DIGITAL

We wanted to make the transition to paying interest smoother. This gets the message across that there is a cost to borrowing, and prepares graduates for the transition from student life to that of a young worker. “ ” HSBC

Like any service-orientated business we are not too big to listen to the needs of our customers. Following the feedback from our graduate account holders we have taken the decision to freeze interest charging on 2007 graduates' overdrafts. “ ” HSBC

X 2

SOCIAL MEDIA NEWS RELEASE