Social media ragan - joeledits 2


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Social Media landmines

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Social media ragan - joeledits 2

  1. 1. Avoiding Social Media Landmines: Get the RIGHT Bang for your buck Joel Campbell and Susan Balcom Walton Brigham Young University
  2. 2. How to use the clickers…  We will give a series of fascinating and relevant “Social Media Landmine” quiz questions.  When we say “start,” press the button corresponding to the answer you think is correct.  We’ll review the answers.
  3. 3. Let’s practice! How many of you… a. b. c. d. e. Publish blogs. Tweet. Participate in or moderate message boards. Maintain or contribute to a web site. More than one of the above.
  4. 4. Then this presentation is for you!
  5. 5. First, a disclaimer… The information appearing in this presentation is for general informational and educational purposes only and is not intended to provide legal advice to any individual or entity. We urge you to consult with your own legal advisor before taking any action based on information appearing in this presentation.
  6. 6. When it all heads south—getting the wrong bang for your buck  A few cautionary tales – Red Cross Example
  7. 7. When it all heads south—getting the wrong bang for your buck Utah attorney general announces execution via Twitter
  8. 8. When it all heads south—getting the When wrong bang for your buck Kenneth Cole trying to capitalize on Egypt uprising using #Cairo hashtag
  9. 9. How journalists use Twitter and Facebook  What every public relations person needs to know when “Going Social”
  10. 10. How journalists use Twitter and Facebook       Follow officials Follow companies Use for background on stories Use to make connections with sources Many have professional accounts versus private accounts Most consider social media fair game for quotes without permission.
  11. 11. How journalists use Twitter and Facebook      Build a personal brand Invite sources to speak about story Create buzz about a story they are covering Real time coverage of events through Twitter Creating networks among sources
  12. 12. How PR people think Twitter and Facebook should be used  There is a dichotomy..And the implications for PR people  (Joel: I have interviews on this set up with two Pr people for Friday)
  13. 13.  Finding sources:
  14. 14. Establishing relationships with journalists through social media
  15. 15. Social media creates new access to journalists  New points of access  News journalists (such as bloggers)
  16. 16. The mic is always on Good manners, good sense and some good things to avoid…
  17. 17. What’s a PR professional to do?  Control your emotions! Counsel your clients/managers to do the same.  Choose words carefully.  Be accurate and truthful—truth is your best defense.  Stick to the facts as often as possible—if it’s your opinion, say so.
  18. 18. The top “hot water” tips…  Remember the “in print or in court” principle.  Blogs, Tweets and Facebook entries are considered published material.  The 24-hour rule.  Just because it’s on the Internet doesn’t mean you can use it.
  19. 19. The bottom line  Behave as if what you write or say can be published at any time, because it can be.  The mic is always on.
  20. 20.  Planning—what journalists have told us they want and need  Preparation PLUS authenticity  Controlling emotional responses
  21. 21. The “24-Hour Rule”…strategies to avoid saying something you’ll regret later • Physically leave the computer area. • Before sending, call someone you trust and talk it through with them. • Save the draft (or send it to yourself). Reread the next day. • Ask yourself: Would you say this face to face? Would you be comfortable seeing it in print or in court?
  22. 22. Pop Quiz: Online libel Am I protected from libel if someone posts something defamatory on my Web site? a. There is no protection. b. There is limited protection if I edit the libel c. There is protection if I don’t edit the content of posts. 
  23. 23. But what if other people say it on my site?  Remain calm (see the 24-hour rule).  Have a blog moderation policy.  ISPs (but not those who post) protected by Section 230 of the 1996 Communications Decency Act.
  24. 24. Blog moderation policies The best blog disclaimers are—  clear,  noticed,  read, and  reflect what’s actually occurring on the blog. (From “Balance in the Blogosphere,” November 2008 Tactics, used with permission of PRSA.) Use other peoples’ comments or not—but don’t change or edit them.
  25. 25. Pop quiz: Copyright Which of the following could use without violating copyright? a. A photo from any public website b. A photo from any news website c. A photo with Creative Commons license d. A photo you have purchased 
  26. 26. Can you use copyrighted materials? Answer: It depends. How much can you use? Answer: It depends. A general rule of thumb is that there is no rule of thumb!
  27. 27. What kinds of works does copyright apply to?        Plays Movies Music Mime Books Poetry Etc.
  28. 28. Caution! Copyright Caveats In promotional materials, you should have permission/license to…      Use photos, videos, etc., that clearly identify people. Use quotes, testimonials, third-party statements (implied endorsement). Use music. Link to sites (not a legal requirement, but an ethical protocol). Feature other identified brands and trademarks.
  29. 29. Using Social Media to Pitch Stories  Susan will interview some PR folks
  30. 30. The top “hot water” tips…  Remember the “in print or in court” principle.  Blogs, Tweets and Facebook entries are considered published material.  The 24-hour rule.  Just because it’s on the Internet doesn’t mean you can use it.
  31. 31. You’re on your way!  Good luck and “stay classy, and stay compliant”!
  32. 32. Joel—what else do we need to add?