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The role of PR in social media
 

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 The role of PR in social media Presentation Transcript

    • 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
    • What constitutes social mediamarketing?
    • 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:
    • PRis best suited to...
    • 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.
    • What exactly does this all mean?
    • 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.
      Pages
      Blogs
      Sharers
      Channels
      Communities
      Influencers
    • 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.
    • How does the puzzle fit together?
    • 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
    • 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