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The role of PR in social media
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The role of PR in social media

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An explanation of the specific role PR can play in the delivery of successful social media marketing activity

An explanation of the specific role PR can play in the delivery of successful social media marketing activity

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The role of PR in social media Presentation Transcript

  • 1. What role does PR play in social media marketing?
  • 2. 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
  • 3. What constitutes social mediamarketing?
  • 4. 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:
  • 5. PRis best suited to...
  • 6. Relationships and content…
    PR agencies have traditionally been good at:
    • Developing relationships with editorial contacts; and
    • 7. 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
  • 8. 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.
  • 9. What exactly does this all mean?
  • 10. 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.
  • 11. 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.
    • 12. 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.
    Pages
    Blogs
    Sharers
    Channels
    Communities
    Influencers
  • 13. Advice and Direction…
    What does a social media strategy involve?
    • Creating a pathway for your social media activity to fit seamlessly within your overall marketing and communications approach.
    What does social media training / mentoring involve?
    • This can involve introductory training to help internal team members better understand the role of social media channels or can be an on-going thing, providing advice and tips when necessary.
  • Creation and Activation…
    What does content creation involve?
    • Blog posts, status updates, videos, interviews, infographics – anything that can be consumed online.
    What does engagement involve?
    • Blogger outreach, influencer relationships, collaboration and more.
    What does community management involve?
    • Facebook pages, Twitter followers, blog commentators / participants and more.
    Note: SEO is also a key strategic / tactical element of PR.
  • 14. How does the puzzle fit together?
  • 15. 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
  • 16. Keep up to date with all the latest communications news, insights and trends at
    www.paratuscommunications.com
    http://www.facebook.com/ParatusComms
    http://twitter.com/ParatusComms