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Sevans Strategy: PR and Social Media Fast...
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How should we follow up with media (inclu...
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How can you measure the importance of eng...
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What is the best way to leverage LinkedIn...
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Recommended reading:
 B2B Social Selling...
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3. Your brand has a parent company that m...
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 Social media networks become increasing...
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My go to expert for all things PR and SEO...
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 SocialMention – Analytics
and sentiment...
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Sevans Strategy: PR and Social Media Fast Fire Whitepaper


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This is a compilation of the remaining questions not addressed during the October 21 Fast Fire webinar.

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  1. 1. W: B: E: Sevans Strategy: PR and Social Media Fast Fire Q & A This is a compilation of the remaining questions not addressed during the October 21 Fast Fire webinar. How do I get my older colleagues to become more active in social media? –Christa Conte Never before have we had the opportunity to connect with people in vastly different places beyond the telephone or the email – social media is a vehicle that helps us engage with others in a meaningful way, whether they live next door or a thousand miles away. Change is scary to many people. The thought of having to use a technology that is computer and/or mobile dependent is overwhelming enough. One of the tactics I’ve used in the past is to make a comparison to ways in which one uses a phone versus snail mail or email versus face-to-face communication. Setting context around the communication habits of online tools has resonated with those fearful of social media, regardless of their age. Recommended reading:  Older generations consuming more social media  Study: Ages of social network users  How To Explain The Benefits Of Social Media
  2. 2. W: B: E: How should we follow up with media (including bloggers) via social media? –Katie Marroso Instead of asking “Did you get my press release?” Ask them questions like “How do you like to get your news? Email? Social media?” Respect their deadlines. Simple. (And, if you don’t already, use social media as a place to comment and share their work—authentically.) Recommended reading:  How to Use Twitter for Media Relations
  3. 3. W: B: E: How can you measure the importance of engagement for clients? –Raquel Gonzalez A business might be missing out on opportunities, especially if they don’t have the time or the resources to allocate to social media. Social media takes time, strategy and creativity and the results can be shared via “Return on Engagement” (ROE) as opposed to ROI “Return on Investment” (ROI). Many businesses fear social media simply because they can’t control it and the fear of the unknown is overwhelming. Emerging media is about two-way communication; it’s not just another advertising alternative or push marketing tactic. Businesses can’t just sign up for a Facebook or Twitter account, post items/status updates and talk “at” their audiences. They have to listen, learn how to engage their audience and become part of their conversations…that is if they think that’s a valuable and viable communications tactic. To get into the specifics of measurement, I can think of none other than Jeremiah Owyang of the Altimeter group. See my favorite posts, below. Recommended reading:  Enhancing Net Promoter Score (NPS) with Total Social Customer Value (TSCV)  Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified)
  4. 4. W: B: E: What is the best way to leverage LinkedIn for a B2B strategy? —Jennifer Rademacher Instead of only looking at LinkedIn, I’ve compiled my favorite B2B resources and examples. Think about where or not social is right for your particular B2B and, if it is, what that means. LinkedIn may end up being your “go to” platform, but don’t select it without first taking a quick look at the social landscape for B2B.
  5. 5. W: B: E: Recommended reading:  B2B Social Selling Meets CRM  Measuring the ROI of B2B Social Media  B2B Niches Are Prime Audiences for Podcasting  7 B2B Social Media Tools You Haven't Heard Of  10 Examples of B2B Facebook Fan Pages  Big Company. Personal Touch. What’s your opinion on companies having multiple social media accounts? Example: one account targeting consumers and another for the company’s PR team. Do multiple accounts dilute social media efforts, or do they help focus on individual community needs? —Brandi Neloms This will absolutely vary depending on the business/brand. There are companies like Pepsi, for example, who have multiple sub-brands. Consumers may only identify with one of those sub- brands as opposed to all Pepsi products. Therefore it makes the most sense to have multiple accounts for consumers to interact with. If your brand does not have a built in passionate audience or multiple sub-brands, creating several accounts may not be needed. A few reasons you might need to create multiple social media accounts: 1. Business locations in multiple geographic locations (and your consumers identify themselves by their location) 2. You decide your brand will have both a professional and personal social presence
  6. 6. W: B: E: 3. Your brand has a parent company that most consumers don’t identify Recommended reading:  Managing Multiple Social Media Accounts is becoming a real "Pain in the Arss"… How can higher education best leverage social media? —Carlee Drummer Look for ways to provide helpful resources to students, potential students and other education stakeholders by positioning yourself as an industry expert. This might mean providing tips on “how to” get the most financial aid, to developing student blogs that follow the lifecycle of a student. Using social media as a: recruitment tool for new students; connection tool for current students and engagement for alumni and other stakeholders is possible! Before you start engaging or jumping onto the social media bandwagon:  Think about what your goals are and create a social media plan where all tactics relate back to that end goal  Realize how much time you are able to dedicate to social media – you can’t just push content out and hope for people to respond, you have to be there to engage in the conversation  Create a social media policy, select your social media ambassadors and know how to respond to negative comments Recommended reading:
  7. 7. W: B: E:  Social media networks become increasingly integrated into academics, job market  Leveraging Social Media in Higher Education Marketing  Oregon State University’s Successful Social-Marketing Campaign SEO? Tips, tricks…anything you want to talk about…I am all ears. —Kristen Wesley Search Engine Optimization (SEO) SEO helps you to:  Garner media coverage  Create quality keyword anchor backlinks for your website. (Check out: Creating Website Backlinks and Anchor Texts)  Rank in Google and Yahoo News for your keywords  Bring content to your audience Here’s a post I wrote almost two years ago for Mashable, “10 Ways to Make Press Releases More SEO Friendly.”
  8. 8. W: B: E: My go to expert for all things PR and SEO is Lee Odden. Here are a few of my favorite posts by Lee:  Lowdown on Press Release Optimization  5 Ways to Re-Purpose Content for Blog SEO  Common B2B SEO Mistakes and How to Solve Them Follow up resource  Here’s a link to my Google Reader. This includes all of the PR, social media and journalism blogs I scan in the morning. Additional resources  – URL shortener (  – A shorter version of (they are one and the same…simply a shorter version of its predecessor) (  Google Reader – RSS aggregator (  Google Alerts – Aggregates online mentions (  Addict-o-matic – Digital dashboard (  Blog Pulse – Supplement to Google Alerts to find mentions in blog posts (  Quarkbase – Overview of monthly web visits and other analytics (  Board Tracker – Find brand mentions on online forums and discussion boards (
  9. 9. W: B: E:  SocialMention – Analytics and sentiment (  Twellohood – Find people tweeting by location (  Mail Chimp – Email campaign platform (  Icerocket – Online monitoring tool (  Twtpoll – An easy way to run free online polls and surveys (  Oneforty – A list of all third- party applications (  Tweetdeck – Third-party application to manage Twitter accounts (  – Twitter search (  Twellow – Identify people to follow based off of details in their Twitter bio (  WeFollow – Identify people to follow based off of how they classify themselves (  Tweetphoto – Photo sharing service (  WTHashtag – Top resource for tracking hashtag mentions (  Twitalyzer – Most sophisticated Twitter analytics tool (  Listorious – Aggregator of Twitter lists (  Flowtown – Import current email addresses, locate social networks (  – Aggregate online profiles in one place (  Help a Reporter Out – Media opportunities (  Pitchengine – Social media release and newsroom (  Knowem – Find where your name is available and secure it (  Alexa – Find details about your Web site and audience (
  10. 10. W: B: E: If you haven’t yet, join the Sevans Network. It’s a place for communications students and professionals to help one another grow.