What role does PR play in social media marketing?
i INTRODUCTION When it comes to social media, one of the most common questions asked is: “Who does what?” Should brand marketers take the lead? Is it the domain of digital agencies? Where does advertising fit? And, how about PR? What role do PR professionals play in the delivery of social media marketing? We’re firmly of the belief that each discipline has a role to play. The following slides outline where we see PR, our primary background, fitting within the social media machine. Paratus Communications
Social media is…. Paid Earned Owned Internet Advertising PPC – Search Marketing Mobile Advertising Sponsorships Paid Applications Brand and Product Websites Mobile Brand and Product Websites Proprietary Mobile Applications Customer Care Services Proprietary Digital Content Proprietary Blogs Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships …more than just Facebook and Twitter. http://www.presentationadvisors.com/ Source:
Relationships and content… PR agencies have traditionally been good at:
Developing relationships with editorial contacts; and
Creating editorial content that can be published by these contacts
In other words, PR has always been about the management and optimization of mutually influential relationships. Message Media Audience
The specific focus for PR is on... Content and relationships are two vital ingredients of successful social media marketing, whether these are via earned audiences or owned channels. Earned Owned Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships Customer Care Services Proprietary Digital Content Proprietary Blogs …editorial content optimization.
Roles and responsibilities... Advice and direction Creation and activation Analysis and insight Social media audits Listening and monitoring Strategy Training / mentoring Content creation Engagement Community Mgmt SEO …listen, engage, analyse.
Analysis and Insight… What does a social media audit involve?
Benchmarking your social / digital presence, getting a clear picture of which conversation drivers are most important to your business.
Or, it could involve looking at a specific sector and identifying who will have the biggest reputational impact on the activity in question.
What does social media monitoring involve?
This can performed in real-time and retrospectively. This includes manually monitoring blogs, forums, social networks and communities for keywords and relevant conversations.
A summary of integrated responsibilities “Editorial content” – structure, search, production, relationships / reputation Communications / PR ‘Paid for’ content i.e. promotions – production, placement Technical delivery / support Marketing / Brand Web / Digital Customer relationships (escalating upwards when appropriate) Customer Service Each discipline has a role to play
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