Social Media
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Social Media Presentation Transcript

  • 1. Social Media & Public Relations Karen Freberg, M.A. University of Tennessee, Knoxville [email_address] Created for: National Center for Food Protection and Defense (Prime Award: DHS/2007-ST-061-000003)
  • 2. 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” (Mangold & Faulds, 2009, p.358).
      • 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.
  • 3. Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/ .
  • 4. 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
  • 5. Opportunities in Social Media
  • 6. Key terms to remember about social media
    • Engagement
    • Influencers
    • Internet Memes
      • Edelman Tweetlevel Site
        • Methodology in calculating Influence, Engagement, Trust, and Popularity on site.
  • 7. 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)
  • 8. 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.
    Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/ .
  • 9. 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
  • 10. Understanding your online stakeholders Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html . Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages 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 Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  • 11. 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)
  • 12. Social Media PR Case: CDC & H1N1 Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
  • 13. CDC & Social Media Twitter Video ( YouTube ) MySpace Widgets Facebook Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
  • 14. CDC & Second Life Centers for Disease Control Virtual Worlds site. Retrieved from http://www.cdc.gov/HealthMarketing/ehm/virtual.html .
  • 15. Social media & Mobile Applications Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/ .
  • 16. Trendsmap. Retrieved from http://trendsmap.com/ .
  • 17. 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
  • 18. Social Media & News response to Fort Hood Tragedy Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test . Retrieved from http://mashable.com/2009/11/05/fort-hood-shootings/.
  • 19. Social Media Measurement
  • 20. 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
  • 21. 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
  • 22. Example: How to track swine flu?
    • Check out what is being presented on the WHO Disease Outbreak News Center
    • Set up not only Google Alerts, but also other search engine alerts (ex. Backtype, Social Mention, etc.)
    • Track what people are posting via Twitter on Trendsmap (look for key words) or Heath Map & Flu.gov
    • Look at what are the common #hashtags being discussed related to swine flu (ex. #swineflu, #h1n1, #CDC, #swineflu vaccination, etc.)
  • 23. 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
  • 24. 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
  • 25. 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.
  • 26. 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
  • 27. Future of social media Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/ .
  • 28. Social Media Resources
    • Mashable: http://www.mashable.com
    • Brian Solis (PR 2.0): http://www.briansolis.com
    • PR Squared: http://www.pr-squared.com/
    • Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/
    • Groundswell (Christine Li / Forrester Research):
    • http://blogs.forrester.com/groundswell/
    • Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-media/
    • Online Reputation Management
      • Top 10 Free Tools for Monitoring Your Brand’s Reputation: http://mashable.com/2008/12/24/free-brand-monitoring-tools/
      • How to build the ultimate social media resume: http://mashable.com/2009/01/13/social-media-resume/
  • 29. Other useful research tools
    • Twitter
      • Twitter Search - Search keywords on Twitter which "self-refreshes". See what's happening — 'right now'.
      • TweetScan - search for words on Twitter
      • Twit(url)y - see what people are talking about on Twitter
      • TweetBeep - Track mentions of your brand on Twitter in real time.
      • Twitrratr - Rates mentions of your search term on Twitter as positive/neutral/negative
      • TwitScoop – Through an automated algorithm, twitscoop crawls hundreds of tweets every minute and extracts the words which are mentioned more often than usual and creates a tag cloud.
      • Twilert - Twitter application that lets you receive regular email updates of tweets containing your brand, product, service.
      • Twitnest – look at who is following who on Twitter
      • Twitratr – measures positive, negative, and neutral tweets for a particular Twitter user
      • Twitscoop – tool to see what issues are being discussed the most on Twitter
      • TweetStats – statistics on Twitter
      • Twitlocal – find people in local area on Twitter
      • Twazzup – Twitter search engine but with real feed
    • Monitoring discussions / comments
      • Backtype
      • Tweetmeme
  • 30. References
    • Allen, N. (November 5, 2009). Seven dead in shooting at Fort Hood military base in Texas. Retrieved from http://www.telegraph.co.uk/news/worldnews/northamerica/usa/6510855/Seven-dead-in-shooting-at-Fort-Hood-military-base-in-Texas.html .
    • Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/ .
    • Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/ .
    • Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html .
    • Centers for Disease Control Web site. Retrieved from http://www.cdc.gov/about/stateofcdc/html/2008/Intro-Message.htm .
    • Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
    • Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52 , 357-365.
    • Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test . Retrieved from http://mashable.com/2009/11/05/fort-hood-shootings/.
    • Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/ .
    • Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/ .
    • Tools for Measurement. Retrieved from http://measurementcamp.wikidot.com/tools-for-measurement .
    • Trendsmap. Retrieved from http://trendsmap.com/ .