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PROPRIETARY & CONFIDENTIAL5/14/13Sandra FathiPresident, AffectEmail: sfathi@affect.comTwier: @sandrafathiUsing Social Media...
PROPRIETARY & CONFIDENTIALAGENDA§  Why Engage Journalists on Social Media§  How to Find Journalists & Bloggers on Social...
PROPRIETARY & CONFIDENTIALJOURNALISTS ON SM§  54% of Journalists cite social media updates from sources they know*§  25%...
PROPRIETARY & CONFIDENTIALDO YOU NEED PROOF?
PROPRIETARY & CONFIDENTIALWHY ENGAGE ON SM?1.  Modern day building relationships – when wasthe last time you actually took...
PROPRIETARY & CONFIDENTIAL5/14/13Finding Journalists & Bloggers on SocialNetworks
PROPRIETARY & CONFIDENTIALNEWSITES & BIOS
PROPRIETARY & CONFIDENTIALDIRECTORIES & DATABASES
PROPRIETARY & CONFIDENTIALTWITTER: SEARCH§  Name§  Location§  Bio§  Tweets§  Hashtags§  & More
PROPRIETARY & CONFIDENTIALTWITTER: WE FOLLOW
PROPRIETARY & CONFIDENTIALTWITTER: MUCK RACK
PROPRIETARY & CONFIDENTIALTWITTER: LISTS
PROPRIETARY & CONFIDENTIALTWITTER LISTS
PROPRIETARY & CONFIDENTIALFACEBOOK GRAPHSEARCH
PROPRIETARY & CONFIDENTIALFACEBOOK PAGES
PROPRIETARY & CONFIDENTIALFACEBOOK PAGES
PROPRIETARY & CONFIDENTIALFACEBOOK GROUPS
PROPRIETARY & CONFIDENTIALFACEBOOK GROUPS
PROPRIETARY & CONFIDENTIALLINKEDIN: SEARCH
PROPRIETARY & CONFIDENTIALLINKEDIN: ADVANCEDSEARCH
PROPRIETARY & CONFIDENTIALLINKEDIN: SEARCHGROUP/COMPANY
PROPRIETARY & CONFIDENTIALGOOGLE+
PROPRIETARY & CONFIDENTIALGOOGLE+
PROPRIETARY & CONFIDENTIAL5/15/13Active Listening: Finding &Taking Advantage of Opportunities
PROPRIETARY & CONFIDENTIALGOOGLE ALERTS
PROPRIETARY & CONFIDENTIALHOOTSUITE
PROPRIETARY & CONFIDENTIALTWEETDECK
PROPRIETARY & CONFIDENTIALRADIAN61.  Monitor Traffic2.  Search for Keywords3.  Spot Trends4.  Respond in theDashboard5.  C...
PROPRIETARY & CONFIDENTIALTWITTER: SEARCH
PROPRIETARY & CONFIDENTIALHARO & PROFNET
PROPRIETARY & CONFIDENTIALFACEBOOK: HARO
PROPRIETARY & CONFIDENTIALSEEK OR SHOUT
PROPRIETARY & CONFIDENTIALTWITTER: HASHTAGS -#JOURNCHAT
PROPRIETARY & CONFIDENTIALFACEBOOK WALL POSTS
PROPRIETARY & CONFIDENTIALLINKEDIN: ANSWERS
PROPRIETARY & CONFIDENTIALLINKEDIN: PROFILES &DISCUSSIONS
PROPRIETARY & CONFIDENTIAL5/14/13Engaging & Building Relationships withJournalists through Social Media
PROPRIETARY & CONFIDENTIALWHERE TO START1.  Provide full disclosure2.  Seek opportunities for relevant engagement3.  Becom...
PROPRIETARY & CONFIDENTIALRETWEETS & MENTIONS
PROPRIETARY & CONFIDENTIALLIKING & SHARING
PROPRIETARY & CONFIDENTIALBLOG COMMENTING
PROPRIETARY & CONFIDENTIALRELEVANT ENGAGEMENT
PROPRIETARY & CONFIDENTIALTHOUGHT LEADERSHIP
PROPRIETARY & CONFIDENTIALPROVIDING VALUE
PROPRIETARY & CONFIDENTIALTAKING THECONVERSATION OFFLINE
PROPRIETARY & CONFIDENTIAL5/15/13Proactive Pitching: The Dos and Don’ts
PROPRIETARY & CONFIDENTIALWHAT TO KNOW1.  Set goals, objectives & strategies2.  Communicate publicly3.  Interaction over d...
PROPRIETARY & CONFIDENTIALWHAT TO AVOID1.  Releasing confidential information2.  Attaching reporters names to irrelevant c...
PROPRIETARY & CONFIDENTIALCONTENT CREATION
PROPRIETARY & CONFIDENTIALFROM TWEET TO ARTICLE
PROPRIETARY & CONFIDENTIALFROM TWEET TO ARTICLE
PROPRIETARY & CONFIDENTIALHASHTAG TO ARTICLE
PROPRIETARY & CONFIDENTIALFACEBOOK POST TO BLOG
PROPRIETARY & CONFIDENTIALSTORY GENERATION TOSYNDICATION
PROPRIETARY & CONFIDENTIAL5/14/13Questions?
PROPRIETARY & CONFIDENTIAL5/14/13Contact Information & Resources:On Slideshare – www.slideshare.net/sfathiSandra FathiPres...
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Using Social Media for Media Relations (Bulldog Reporter Webinar May 2013)

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This presentation is designed for communications professionals who want to use social media to reach journalists and bloggers. It was presented as a Webinar on May 16th, 2013. If you have any questions, please contact sfathi@affect.com

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Transcript of "Using Social Media for Media Relations (Bulldog Reporter Webinar May 2013)"

  1. 1. PROPRIETARY & CONFIDENTIAL5/14/13Sandra FathiPresident, AffectEmail: sfathi@affect.comTwier: @sandrafathiUsing Social Media for Media Relations:New Methods for Generating Story Placements &Online BuzzBulldog Reporter WebinarMay 16, 2013
  2. 2. PROPRIETARY & CONFIDENTIALAGENDA§  Why Engage Journalists on Social Media§  How to Find Journalists & Bloggers on Social Networks§  Active Listening: Finding and Taking Advantage of Opportunities§  Proactive Pitching: The Dos and Don’ts§  What Journalists Want§  Success Stories§  Optimize Yourself
  3. 3. PROPRIETARY & CONFIDENTIALJOURNALISTS ON SM§  54% of Journalists cite social media updates from sources they know*§  25% of Journalists cite social media updates from sources they don’t know*§  83% report having a personal Twitter handle*§  57% reporting having a Google Plus page*§  15% of adults get their news from social networking – then 77% of themclick on links to full news stories! **§  184 news organizations now have designated social media editors**§  2/3rds of Journalists have written a story that originated in social media***§  Journalists named Twitter, Blogs and Facebook as the top 3 most valuableSM sources****Source: 2012 Oriella Digital Journalism Study**Source: Pew Research Center Report: The State of the Media 2013***Source: Brunswick Research: use of Social media Among Business Journalists 2011
  4. 4. PROPRIETARY & CONFIDENTIALDO YOU NEED PROOF?
  5. 5. PROPRIETARY & CONFIDENTIALWHY ENGAGE ON SM?1.  Modern day building relationships – when wasthe last time you actually took a reporter out forlunch?2.  Get to know the media – without being a stalker3.  Reporters are actively seeking sources – helpthem!4.  Find out what they are working on right now5.  Get on the short-list for consideration in theirarticles6.  Spark ideas for journalists7.  Get direct access – hint: it’s less crowded thantheir inbox8.  They expect to find you there
  6. 6. PROPRIETARY & CONFIDENTIAL5/14/13Finding Journalists & Bloggers on SocialNetworks
  7. 7. PROPRIETARY & CONFIDENTIALNEWSITES & BIOS
  8. 8. PROPRIETARY & CONFIDENTIALDIRECTORIES & DATABASES
  9. 9. PROPRIETARY & CONFIDENTIALTWITTER: SEARCH§  Name§  Location§  Bio§  Tweets§  Hashtags§  & More
  10. 10. PROPRIETARY & CONFIDENTIALTWITTER: WE FOLLOW
  11. 11. PROPRIETARY & CONFIDENTIALTWITTER: MUCK RACK
  12. 12. PROPRIETARY & CONFIDENTIALTWITTER: LISTS
  13. 13. PROPRIETARY & CONFIDENTIALTWITTER LISTS
  14. 14. PROPRIETARY & CONFIDENTIALFACEBOOK GRAPHSEARCH
  15. 15. PROPRIETARY & CONFIDENTIALFACEBOOK PAGES
  16. 16. PROPRIETARY & CONFIDENTIALFACEBOOK PAGES
  17. 17. PROPRIETARY & CONFIDENTIALFACEBOOK GROUPS
  18. 18. PROPRIETARY & CONFIDENTIALFACEBOOK GROUPS
  19. 19. PROPRIETARY & CONFIDENTIALLINKEDIN: SEARCH
  20. 20. PROPRIETARY & CONFIDENTIALLINKEDIN: ADVANCEDSEARCH
  21. 21. PROPRIETARY & CONFIDENTIALLINKEDIN: SEARCHGROUP/COMPANY
  22. 22. PROPRIETARY & CONFIDENTIALGOOGLE+
  23. 23. PROPRIETARY & CONFIDENTIALGOOGLE+
  24. 24. PROPRIETARY & CONFIDENTIAL5/15/13Active Listening: Finding &Taking Advantage of Opportunities
  25. 25. PROPRIETARY & CONFIDENTIALGOOGLE ALERTS
  26. 26. PROPRIETARY & CONFIDENTIALHOOTSUITE
  27. 27. PROPRIETARY & CONFIDENTIALTWEETDECK
  28. 28. PROPRIETARY & CONFIDENTIALRADIAN61.  Monitor Traffic2.  Search for Keywords3.  Spot Trends4.  Respond in theDashboard5.  Connect to ROI
  29. 29. PROPRIETARY & CONFIDENTIALTWITTER: SEARCH
  30. 30. PROPRIETARY & CONFIDENTIALHARO & PROFNET
  31. 31. PROPRIETARY & CONFIDENTIALFACEBOOK: HARO
  32. 32. PROPRIETARY & CONFIDENTIALSEEK OR SHOUT
  33. 33. PROPRIETARY & CONFIDENTIALTWITTER: HASHTAGS -#JOURNCHAT
  34. 34. PROPRIETARY & CONFIDENTIALFACEBOOK WALL POSTS
  35. 35. PROPRIETARY & CONFIDENTIALLINKEDIN: ANSWERS
  36. 36. PROPRIETARY & CONFIDENTIALLINKEDIN: PROFILES &DISCUSSIONS
  37. 37. PROPRIETARY & CONFIDENTIAL5/14/13Engaging & Building Relationships withJournalists through Social Media
  38. 38. PROPRIETARY & CONFIDENTIALWHERE TO START1.  Provide full disclosure2.  Seek opportunities for relevant engagement3.  Become a resource/thought leader4.  Value over noise5.  Bring Online Offline
  39. 39. PROPRIETARY & CONFIDENTIALRETWEETS & MENTIONS
  40. 40. PROPRIETARY & CONFIDENTIALLIKING & SHARING
  41. 41. PROPRIETARY & CONFIDENTIALBLOG COMMENTING
  42. 42. PROPRIETARY & CONFIDENTIALRELEVANT ENGAGEMENT
  43. 43. PROPRIETARY & CONFIDENTIALTHOUGHT LEADERSHIP
  44. 44. PROPRIETARY & CONFIDENTIALPROVIDING VALUE
  45. 45. PROPRIETARY & CONFIDENTIALTAKING THECONVERSATION OFFLINE
  46. 46. PROPRIETARY & CONFIDENTIAL5/15/13Proactive Pitching: The Dos and Don’ts
  47. 47. PROPRIETARY & CONFIDENTIALWHAT TO KNOW1.  Set goals, objectives & strategies2.  Communicate publicly3.  Interaction over distribution4.  Quality over quantity5.  Be relevant6.  Provide value
  48. 48. PROPRIETARY & CONFIDENTIALWHAT TO AVOID1.  Releasing confidential information2.  Attaching reporters names to irrelevant content3.  Blatant flattery4.  Repetitive content5.  Inadvertently outing a reporter’s story
  49. 49. PROPRIETARY & CONFIDENTIALCONTENT CREATION
  50. 50. PROPRIETARY & CONFIDENTIALFROM TWEET TO ARTICLE
  51. 51. PROPRIETARY & CONFIDENTIALFROM TWEET TO ARTICLE
  52. 52. PROPRIETARY & CONFIDENTIALHASHTAG TO ARTICLE
  53. 53. PROPRIETARY & CONFIDENTIALFACEBOOK POST TO BLOG
  54. 54. PROPRIETARY & CONFIDENTIALSTORY GENERATION TOSYNDICATION
  55. 55. PROPRIETARY & CONFIDENTIAL5/14/13Questions?
  56. 56. PROPRIETARY & CONFIDENTIAL5/14/13Contact Information & Resources:On Slideshare – www.slideshare.net/sfathiSandra FathiPresidentAffect989 Avenue of the Americas, 6th FloorNew York, NY 10018212 398 9680sfathi@affect.comTwitter: @sandrafathiLinkedIn, Facebook: Sandra FathiWeb: www.affect.comBlog: www.techaffect.com
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