Using Social Media For Media Relations
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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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    Using Social Media For Media Relations Using Social Media For Media Relations Presentation Transcript

    • More than just another tool in the toolbox
      Using Social Media for Media Relations
    • So much to do...
      What is social media?
      The strategy
      Pitching- building relationships
      Facebook Newsroom
      The Social Media Release
      SEO
      Monitoring/Measuring
      Ethics
    • 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.
      • 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.
      • 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.
    • 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...
    • 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?
    • 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.
    • 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
    • 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
    • Using Social Media for Media Relations
      2 sides of media relations online
      Relationship building – the people
      Getting your story out – the tools
    • Relationship Building
      Social media is designed to build relationships...
    • Relationship Building
      ...but relationships don’t just happen.
    • 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
    • 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
    • Relationship Building
      Your Profile
      Look at your profile and decide what message about your value and personal brand you are building.
    • 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
    • of Social Velocity
      C
      C
      ommunity
      ontent
      onversion
      onnections
      C
      C
      C
      C
      C
      C
    • 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
    • ontent
      C
      Do not:
      Pimp client news
      Send irrelevant info to bloggers and journalists
      Use traditional pitches
      SPAM
    • 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
    • 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
    • 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
    • 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.
    • 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
    • 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
    • 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.
    • 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
    • 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
    • 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
    • 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
    • The Social Media Release
      Taking the entire press kit and putting it on one page!
    • SMR – an example
    • 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
    • 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
    • SMR – The Tools
      RSS
      Create a feed of relevant company information, news, comments, etc.
    • SMR – The Tools
      Video
      Link to company video on YouTube or other video sharing site
      Interviews
      Documentary
      News clips
      Demonstrations
    • SMR – The Tools
      Flickr
      Link to photos of the product, company logos, key personnel, etc.
    • 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.
    • 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
    • SMR – other examples
      http://smr.newswire.ca/en/
      http://www.news.ontario.ca/newsroom/en/
      http://ford.digitalsnippets.com/
    • 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
    • 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?
    • 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
    • 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?
    • Monitoring and Measuring
      Free Tools
      Lexicon – searches Facebook and displays number of times keyword is discussed on walls
    • 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
    • Monitoring and Measuring
      Premium Tools
      dna13
      Allows you to monitor print and online media from one dashboard
      Radian6
      SM2
    • Monitoring and Measuring
    • 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.
    • 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
    • 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/
    • Questions/Comments
      Feel free to contact me any time:
      Tim Shaw
      Quorum Strategic Communications
      905-415-4588
      tim@quorumstrategic.com
      @shaw_tim