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What Would Edward Bernays Post On Twitter

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Social media is an important component of today’s public relations toolbox. But is your organization effectively leveraging its use to deliver key messages and accomplish strategic business goals? …

Social media is an important component of today’s public relations toolbox. But is your organization effectively leveraging its use to deliver key messages and accomplish strategic business goals? This program was used for a session at the PRSA-Lookout Chapter\'s annual conference that explores how to take your social media presence beyond simply being present to engaging in conversations that advance your organization while enhancing your target audience’s social media experience.


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  • 1. What would Edward Bernays post on Twitter?
  • 2. “ The three main elements of public relations are…informing people, persuading people, or integrating people with people. … the means and methods of accomplishing these ends have changed as society has changed .” ~ Edward Bernays Crystallizing Public Opinion (1961)
  • 3. What would Edward Bernays post on Twitter? Edward_Bernays Just approached by the @ Pork_Belly_Association …they have too much surplus, prices too low.  What to do?
  • 4. What would Edward Bernays post on Twitter? Edward_Bernays Oh no, now the egg producers are calling, too much surplus, prices too low.  What to do?
  • 5. What would Edward Bernays post on Twitter? Edward_Bernays I got it…The Great American breakfast…Bacon and Eggs…Take that @ Oatmeal !  Whatta ya think @ Uncle_Siggy ?
  • 6. What would Edward Bernays post on Twitter? Edward_Bernays Wonder how it would taste on a biscuit? 
  • 7. What is social media? Social media is content created by people using highly accessible and scalable publishing technologies. It’s a set of technologies, tools and platforms facilitating the discovery, participation and sharing of content. ~Wikipedia.com
  • 8. What is social media? Social Media Revolution
  • 9. Why use social media?
    • Engage audience
    • In real time
    • On their terms
  • 10. Why use social media?
    • Online conversations are happening
    • Join in
  • 11. Why use social media?
    • 78% trust other’s recommendations
    • Increase your Web presence and search rank
  • 12. Step 1: Sell Management
    • Pros and cons
    • Clear guidelines for engagement
    • Corporate SM policy
  • 13. Step 2: What’s your goal? Pick 1: Awareness Sales Loyalty
  • 14. What’s your relationship with audience now?
    • Circle 2:
    • None
    • Aware, no action
    • Single action
    • Repeat action
    • Advocates
  • 15. Step 3: Listen to the Conversation Where’s your audience talking online? What are they saying?
  • 16. Some Monitoring Help
  • 17. Align what you hear with your brand objectives
  • 18. Step 4: Join the conversation
    • Effective social media = participation
        • Labor intensive
        • Building relationships
        • Flexible
  • 19. Step 5: Measure
    • ROI is tough
    • Varies by platform
  • 20. How to join the conversation? Pick one and join in.
  • 21. What about Twitter? social networking tool that lets you follow others and receive “tweets” from them - short messages under 140 characters
  • 22. Before you start: What’s your Twitter personality? Subject expert?
  • 23. Before you start: What’s your Twitter personality? Brand builder?
  • 24. Before you start: What’s your Twitter personality? Customer service?
  • 25. Go to twitter.com and sign up
    • Personalize Your Profile
    • Brief facts
    • Picture/graphic
    • Web address
  • 26. Find your voice
    • Establish your personality
    • Focus on goals
  • 27. Start Tweeting
    • Interesting posts
    • Surveys
    • Questions
  • 28. Find People to Follow Directories: Search and Borrow from others
  • 29. Get People to Follow You Include them in your conversation
  • 30. Use Links
  • 31. Dialogue @replies @comments DMs RTs # hashtags
  • 32. What’s the Twitter ROI Are your goals reached? What role did twitter play?
  • 33. Managing Twitter Clutter Hootsuite Tweetdeck
  • 34. See you on Twitter @akatcher @kvbprhealth @kvbpr
  • 35. Thanks to my friends and Worldcom partners: @mlherman @jaybaer @sietsema @elizabethsosnow @traverscollins @IWGroup @PRTodd Wordsworth Communications
  • 36. Links to other resources: Jay Baer, Convince and Convert Teach To Fish Digital Mashable Hubspot Social Media Today Bliss PR
  • 37. Aileen Katcher, APR [email_address] 401 Church St., Suite 2100, Nashville, TN 37219 615-248-8202 www.KVBPR.com