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

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The role of PR in social media

  1. 1. What role does PR play in social media marketing?<br />
  2. 2. i<br />INTRODUCTION<br />When it comes to social media, one of the most common questions asked is: “Who does what?”<br />Should brand marketers take the lead?<br />Is it the domain of digital agencies?<br />Where does advertising fit?<br />And, how about PR? What role do PR professionals play in the delivery of social media marketing?<br />We’re firmly of the belief that each discipline has a role to play.<br />The following slides outline where we see PR, our primary background, fitting within the social media machine.<br />Paratus Communications<br />
  3. 3. What constitutes social mediamarketing?<br />
  4. 4. Social media is….<br />Paid<br />Earned<br />Owned<br />Internet Advertising<br />PPC – Search Marketing<br />Mobile Advertising<br />Sponsorships<br />Paid Applications<br />Brand and Product Websites<br />Mobile Brand and Product Websites<br />Proprietary Mobile Applications<br />Customer Care Services<br />Proprietary Digital Content<br />Proprietary Blogs<br />Social Media (Pages and Feeds)<br />Word of Mouth<br />User Forums<br />News, PR, Announcements<br />Blogger Relationships<br />…more than just Facebook and Twitter.<br /><br />Source:<br />
  5. 5. PRis best suited to...<br />
  6. 6. Relationships and content…<br />PR agencies have traditionally been good at:<br /><ul><li>Developing relationships with editorial contacts; and
  7. 7. Creating editorial content that can be published by these contacts</li></ul>In other words, PR has always been about the management and optimization of mutually influential relationships.<br />Message<br />Media<br />Audience<br />
  8. 8. The specific focus for PR is on...<br />Content and relationships are two vital ingredients of successful social media marketing, whether these are via earned audiences or owned channels.<br />Earned<br />Owned<br />Social Media (Pages and Feeds)<br />Word of Mouth<br />User Forums<br />News, PR, Announcements<br />Blogger Relationships<br />Customer Care Services<br />Proprietary Digital Content<br />Proprietary Blogs<br />…editorial content optimization.<br />
  9. 9. What exactly does this all mean?<br />
  10. 10. Roles and responsibilities...<br />Advice and direction<br />Creation and activation<br />Analysis and insight<br />Social media audits<br />Listening and monitoring<br />Strategy<br />Training / mentoring<br />Content creation<br />Engagement<br />Community Mgmt<br />SEO<br />…listen, engage, analyse.<br />
  11. 11. Analysis and Insight…<br />What does a social media audit involve?<br /><ul><li>Benchmarking your social / digital presence, getting a clear picture of which conversation drivers are most important to your business.
  12. 12. Or, it could involve looking at a specific sector and identifying who will have the biggest reputational impact on the activity in question.</li></ul>What does social media monitoring involve?<br /><ul><li>This can performed in real-time and retrospectively. This includes manually monitoring blogs, forums, social networks and communities for keywords and relevant conversations.</li></ul>Pages<br />Blogs<br />Sharers<br />Channels<br />Communities<br />Influencers<br />
  13. 13. Advice and Direction…<br />What does a social media strategy involve?<br /><ul><li>Creating a pathway for your social media activity to fit seamlessly within your overall marketing and communications approach.</li></ul>What does social media training / mentoring involve?<br /><ul><li>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.</li></li></ul><li>Creation and Activation…<br />What does content creation involve?<br /><ul><li>Blog posts, status updates, videos, interviews, infographics – anything that can be consumed online.</li></ul>What does engagement involve?<br /><ul><li>Blogger outreach, influencer relationships, collaboration and more.</li></ul>What does community management involve?<br /><ul><li>Facebook pages, Twitter followers, blog commentators / participants and more.</li></ul>Note: SEO is also a key strategic / tactical element of PR.<br />
  14. 14. How does the puzzle fit together? <br />
  15. 15. A summary of integrated responsibilities<br />“Editorial content” – structure, search, production, relationships / reputation<br />Communications / PR<br />‘Paid for’ content i.e. promotions – production, placement<br />Technical delivery / support<br />Marketing / Brand<br />Web / Digital<br />Customer relationships (escalating upwards when appropriate)<br />Customer Service<br />Each discipline has a role to play<br />
  16. 16. Keep up to date with all the latest communications news, insights and trends at<br /><br /><br /><br />