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Using Social Media For Media Relations

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How to incorporate social media into your media relations planning. .

How to incorporate social media into your media relations planning. .

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  • 1. More than just another tool in the toolbox
    Using Social Media for Media Relations
  • 2. So much to do...
    What is social media?
    The strategy
    Pitching- building relationships
    Facebook Newsroom
    The Social Media Release
    SEO
    Monitoring/Measuring
    Ethics
  • 3. What are social networks?
    • A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, sexual relationships, kinship, dislike, conflict or trade.
    • 4. Social media is information and content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks.
    • 5. Online social networks are where consumers feel comfortable expressing their feelings—good or bad—about companies, products and services
    *thanks to Wikipedia for the definitions.
  • 6. The Strategy
    Where does Social Media fit in a communication plan?
    As a strategy in a larger plan
    BUT
    It requires a strategy on its own...
  • 7. Social Media Strategy
    POST
    People – Who are you targeting and where can you engage them?
    Objectives – What are you trying to achieve and how will you measure it?
    Strategies – If you succeed, what will be different?
    Technology – How will you engage the people?
  • 8. Using Social Media for Media Relations
    Why?
    Because traditional media is dead?
    Hardly. Although online media is growing quickly, there is still an emphasisin many organizations on print media.
  • 9. Using Social Media for Media Relations
    Why?
    Build relationships with those that will distribute your story
    Target niches = more authentic results
    Get your message out quickly
  • 10. Using Social Media for Media Relations
    Why?
    Of journalists surveyed:
    57% find Twitter credible
    70% use social networks...
    69% use corporate websites...
    66% use blogs...
    51% use Wikipedia...
    48% go to online video...
    47% go to Twitter...
    ...TO ASSIST WITH REPORTING!
    Society for New Communications Research (SNCR) survey of journalists
  • 11. Using Social Media for Media Relations
    2 sides of media relations online
    Relationship building – the people
    Getting your story out – the tools
  • 12. Relationship Building
    Social media is designed to build relationships...
  • 13. Relationship Building
    ...but relationships don’t just happen.
  • 14. Relationship Building
    It is still all about personal brand
    It’s more than pushing out a message; it’s a 2-way conversation
    View it as joining a community and letting people get to know you
    Decide where, how and why to broadcast your brand
  • 15. Relationship Building
    Getting Started:
    Figure out your strategy
    Where should you be?
    Who else is there?
    Why should you be there?
    How do you want to participate? Active/passive
  • 16. Relationship Building
    Your Profile
    Look at your profile and decide what message about your value and personal brand you are building.
  • 17. Relationship Building
    It’s a Process…
    Don’t approach it as a “one-off”
    Check it often and keep it up to date
    Find out who is there and how you can connect
  • 18. of Social Velocity
    C
    C
    ommunity
    ontent
    onversion
    onnections
    C
    C
    C
    C
    C
    C
  • 19. ontent
    Think in terms of value and the emotion you will evoke when you create your content
    Start by listening!
    Google Blog Reader
    RSS
    Twitter Search
    Build on content
    Comment on blogs
    Retweet with new/additional info
    Contribute to conversations
    Create your own content – become an expert
    Start blogging
    Ask questions and create the conversation
    Use tools to distribute your information, photos, news, etc.
    Podcast
    Be transparent!
    C
  • 20. ontent
    C
    Do not:
    Pimp client news
    Send irrelevant info to bloggers and journalists
    Use traditional pitches
    SPAM
  • 21. onnections
    Both quality and quantity matter
    Be relevant
    The content you create and share will determine the quality of your connections
    We don’t take journalists for lunch anymore, we engage them in conversations online.
    C
  • 22. ommunity
    This is the hardest part – start by joining others before you build your own.
    Level of community is measured by amount of discussion. Content drives discussion.
    Use content to start a discussion but keep it short – Twitter is 140 characters.
    C
  • 23. onversion
    Think about the reaction/action you want people to have to your brand
    What would they tell others about you?
    What will the result be?
    Will they see your information as important and authentic?
    C
  • 24. Blogger Relations
    Don’t forget, MANY journalists are bloggers too!
    Aggregators, Google Search and News Alerts show high-ranking blog posts
    Read blogs
    Bloggers hate getting irrelevant information.
  • 25. Blogger Relations
    Rules are similar to building any relationship online:
    Be relevant
    Make your pitch personal
    Make their job easy
    Don’t just send the press release, send a summary and links
    Let them get ‘hands-on’
    Send samples or give trials where possible
    Be persistent, to a point
    Do not SPAM them, and make sure they have not written about your story before sending a follow-up
    Be transparent
  • 26. Using Twitter to Pitch
    Can use both public feeds and DM to pitch your story on Twitter
    Only pitch someone that you have a relationship with
    Do not add people only so you can pitch them
    Keep it short
    Use a link to more information
    Invite an email or DM for more information
    Be transparent!
    Identify it as a pitch
    Keep up the conversations
    Don’t pitch more than you tweet
  • 27. Using Twitter to Pitch
    Use #hashtags to stream your pitches
    Set up a unique hashtag for your company, agency or event
    Post all of your pitches to that hashtag
    Easy for bloggers, journalists and content creators to search
    Bloggers, journalists and content creators don’t need to receive each pitch directly
    Use bit.ly to shorten your urls. It allows you to track click-throughs.
  • 28. LinkedIn
    Easiest to add journalists and bloggers if you already have a relationship with them
    Great for researching media
    Connect with journalists that cover your subject matter
    Build a descriptive profile
    Anytime you meet a reporter, add them to LinkedIn
    Join groups where journalists may be
    Create a group for your content that journalists can join
    Similar to the Twitter hashtag
    Use LinkedIn answers
  • 29. Using LinkedIn to Pitch
    Send a message directly to the journalist through LinkedIn
    Make sure the pitch is personalized and relevant
    Have a relationship with the journalist before the pitch
    Make their job easy
  • 30. Facebook
    Similar to LinkedIn, but a more casual feel
    Easiest to add journalists and bloggers if you already have a relationship with them
    Build a descriptive profile
    Anytime you meet a reporter, add them as a friend
    Join groups where journalists may be
    Create a group for your content that journalists can join
  • 31. Facebook – the next level
    Set up your company newsroom on Facebook
    Create a ‘fan page’ on Facebook with your news, videos, pictures and more
    Provide information about your business for customers, bloggers and journalists
    Fan Pages are well suited for newsrooms
    Low barrier of entry, high visibility, numerous customization and automation options and are easy to put together
  • 32.
  • 33. The Social Media Release
    Taking the entire press kit and putting it on one page!
  • 34.
  • 35. SMR – an example
  • 36. SMR – The Tools
    Delicious
    Social Bookmarking tool
    Allows you to create a page of custom bookmarks for your SMR
    Directs journalists and bloggers to related information, past coverage etc.
    Add ‘notes’ to bookmarks for context
    Allows viewers to bookmark your release to their page
  • 37. SMR – The Tools
    Technorati
    Shows links back to blogs on your topic or interviews with your subject matter experts
    Allow bloggers to link back to your release
  • 38. SMR – The Tools
    RSS
    Create a feed of relevant company information, news, comments, etc.
  • 39. SMR – The Tools
    Video
    Link to company video on YouTube or other video sharing site
    Interviews
    Documentary
    News clips
    Demonstrations
  • 40. SMR – The Tools
    Flickr
    Link to photos of the product, company logos, key personnel, etc.
  • 41. SMR – The Tools
    Digg
    Allows audience to ‘digg’ the article
    Digg displays articles based on popularity – a very popular piece will receive thousands of hits from being at the top of the digg list.
  • 42. SMR – The Tools
    Distributing the release
    SMR lives on a website
    Best case: lives on your site
    Drives traffic
    CNW has built a customizable SMR service
    Expensive
    Prweb has free online distribution option
    Not very efficient
    Email SMR to select journalists and bloggers
    Distribute through your networks
    Twitter, LinkedIn, Facebook
  • 43. SMR – other examples
    http://smr.newswire.ca/en/
    http://www.news.ontario.ca/newsroom/en/
    http://ford.digitalsnippets.com/
  • 44. Search Engine Optimization (SEO)
    High search rankings increases visibility, online reputation
    Attracts analysts, journalists and bloggers to your content
    Set benchmarks
    Do your research
    Choose keywords that reflect your content but also rank high in searches
    Google Keyword Search is a great tool
    Do not write to rank, write to inform
    Use keywords in alt tags of images, especially links
    Analyze
    Google Analytics is free
  • 45. Monitoring and Measuring
    How do you measure social media?
    Listen
    Which channels have the most buzz?
    Who are the influencers?
    What are the influencers saying?
    Which bloggers and media outlets are covering your issues?
    What type of comments are being left on blogs and articles about your company?
  • 46. Monitoring and Measuring
    What’s important for your company?
    Qualitative metrics
    Conversations, corporate reputation or customer satisfaction
    How are we being talked about in comparison to competitors?
    Are we being proactive in contributing to relevant conversations?
    Quantitative metrics
    Online buzz, web traffic or search engine ranking
    Number of site visits per months
    Where visitors are coming from
    Number of comments content is generating
    Number of mentions in blogs and online media
    Number of social bookmarks per month
  • 47. Monitoring and Measuring
    Measuring your media relations:
    Not much different from offline media relations measurement for online news and blogs
    How many mentions?
    What was said?
    How was it said?
    Where was it said – large readership?
    Online includes comments!
    How many comments?
    Positive or negative comments?
    Online includes links!
    How many links to blogs/articles by bloggers and journalists?
    How many links back to your content?
    How many views of your content?
  • 48. Monitoring and Measuring
    Free Tools
    Lexicon – searches Facebook and displays number of times keyword is discussed on walls
  • 49. Monitoring and Measuring
    Free Tools
    Google Alerts
    Email alerts for news and blog posts on your keywords
    BlogPulse
    By Nielsen Buzzmetrics
    Search by conversation, keywords, links back to url
    Trendpedia
    Search by keywords
    Allows you to compare results with other keywords (ex. Search Ford compared with Toyota)
    Twitscoop and Twitter search
    Search keywords on Twitter
  • 50. Monitoring and Measuring
    Premium Tools
    dna13
    Allows you to monitor print and online media from one dashboard
    Radian6
    SM2
  • 51. Monitoring and Measuring
  • 52. Ethics
    SPAM
    Transparency
    Astroturfing
    Stick to your company’s social media guidelines
    AND
    Don’t forget that social media is SOCIAL. You will be called out for any of these.
  • 53. I’ve used info from:
    http://blogs.forrester.com/groundswell/2007/12/the-post-method.html
    http://blog.journalistics.com/2009/70-percent-of-journalists-use-social-networks-to-assist-in-reporting/
    http://www.toprankblog.com/2006/10/blogger-relations-101/
    http://mediapitch.ning.com/profiles/blog/show?id=1625905:BlogPost:382
    http://mashable.com/2009/09/18/facebook-newsroom/
    http://www.toprankblog.com/2007/10/search-engine-optimization-basics/
    www.dna13.com
    www.radian6.com
  • 54. Useful Links
    http://www.google.com/alerts
    http://www.thenewpr.com/wiki/pmwiki.php
    http://www.mediaontwitter.com/
    http://www.journalistics.com/
    http://social-media-university-global.org/
  • 55. Questions/Comments
    Feel free to contact me any time:
    Tim Shaw
    Quorum Strategic Communications
    905-415-4588
    tim@quorumstrategic.com
    @shaw_tim