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Twitter for PR Pros

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How can Twitter help PR pros be more effective? This presentation offers some tips to help PR people connect with reporters, spot trends and network -- all key parts to successfully doing your job. …

How can Twitter help PR pros be more effective? This presentation offers some tips to help PR people connect with reporters, spot trends and network -- all key parts to successfully doing your job. [Delivered to the Ohio State University.]

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  • 1. A PR Pro’s Guide to Twitter Heather Whaling • @prTini [email_address] prTini.com facebook.com/GebenCommunication
  • 2. http://on.mash.to/A2GDAW
  • 3. Connect with Reporters
    • Use Twitter lists to track & interact with key reporters
    • Follow @ProfNet and @HelpaReporter
  • 4. Land a Job
    • Make your profile “Twitter friendly”
      • Include a bio with your job pitch
      • Professional-looking avatar & background
      • Link to your bio or online portfolio
    • Follow job boards on Twitter:
      • Companies: @MTVNetworksJobs, @ATTJobs
      • Industry: @PRSAJobCenter
    • Help a PR Pro Out (#happo)
    • Build a network before you need it.
  • 5. build new relationships Twitter chats: #pr20chat #prStudChat #u30Pro #internchat
  • 6. Create Opportunities
    • 80% of Geben’s new business comes from relationships that began on social media, mostly Twitter
    • Outback Bowl “social media correspondent”
  • 7.  
  • 8. this was my idea of travel …
  • 9. nothing can prepare you for the devastation …
  • 10.  
  • 11. Columbus Marathon: a social media case study
  • 12. Priorities
    • Communicate with marathoners/supporters when & where they want
    • Foster engagement with & between marathoners
    • Take the “scare” factor out of marathoning
    • Sustain Columbus Marathon community year round
    • Improve customer service
  • 13. Nail the Basics nail the basics
  • 14.
    • facebook.com/columbusmarathon
    • Off season: Update 4-5 times per week
    • Training season: Update twice daily
    • Emphasis on facilitating conversation among marathoners
  • 15.
    • @cbusmarathon
    • Limit: 3-4 scheduled tweets per day
    • Focus on being conversational, providing moral support
    • Heavy use of lists & local search
  • 16. www.columbusmarathon.com/blog
    • “ Maintenance mode” during off season
    • Blogging team provides real-life perspective.
    • Bloggers include:
      • Board member/sponsor
      • Local media personality
      • Mom walking to lose pregnancy weight
      • First-timer
    • 2-3 posts per week
    • 30 Tips, 30 Days ( see here )
  • 17. after you nail the basics, add some sizzle
  • 18. Virtual Scavenger Hunt
    • Drive traffic to the new website
    • Establish new connections with potential marathon runners/walkers
    • Offer positive reinforcement for participants, in the midst of grueling training
    • http://bit. ly/CbusMarathonHunt
  • 19.  
  • 20. Ask the Race Director
    • Live broadcast on Ustream
    • Solicited questions on Facebook,Twitter, blog & enewsletter
    • 45 minutes, over lunch hour
  • 21. day-of interactions
  • 22. Results
    • 2010 race sold out faster than ever
    • 2011 sold out again
    • 37% of columbusmarathon.com traffic in 2010 was referred by social media
    • Facebook referrals increased 95% from 2009 to 2010
    • Improved customer service by responding to 25+ Facebook questions the week of the marathon
  • 23. say hello to the new telephone
  • 24.
    • Heather Whaling • @prTini
    • www.GebenCommunication.com
    • [email_address]
    • subscribe to my blog:
    • bit.ly/prTini
    Collaboration. Integration. Social Good.

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