The role of PR in social media

What role does PR play in social media marketing?

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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.
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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

The role of PR in social media

by Paratus Communications on Mar 05, 2011

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The role of PR in social media — Presentation Transcript