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Practical Issues in Social Media


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Ben Cotton gave a presentation on Practical Issues in Social Media to NHS Graduate Trainee Communicators.

Ben Cotton gave a presentation on Practical Issues in Social Media to NHS Graduate Trainee Communicators.

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  • I’ll be very quickly going over some practical issues in social media complete with examples and considerations
  • It is a relatively new area so some of the definitions are still somewhat ambiguous
  • Does this match with what you thought social media was?
  • Does this match with what you thought social media was?
  • Wikipedia is 7 th most popular website in the world. Microsoft paid people to correct ‘inaccuracies’ on its entry. Unethical, not transparent, bias
  • Wikipedia is 7 th most popular website in the world. Microsoft paid people to correct ‘inaccuracies’ on its entry. Unethical, not transparent, bias
  • It’s a social space and people do not want it encroached by corporations – less to be spammed by them
  • There is always the risk of employees bring their employer into disrepute, many examples e.g. Tim Bresnan All these examples show either organisations or employees not behaving in the correct way. Permanent, immediate, public
  • Organisatons need to have a social media presence
  • Facebook being used for two-way communication, feedback and consultation, Q&As
  • Twitter being used as an emergency comms channel – it reports events before the news agencies does e.g. Hudson plane crash, Balloon Boy, natural disasters
  • IBM do some guidelines
  • Two schools of thought
  • Transcript

    • 1. Practical Issues in Social Media Ben Cotton Leeds Business School
    • 2. What is social media?
      • Kaplan and Haenlein, (2007):
      • "a group of Internet-based applications that build on the
      • ideological and technological foundations of web 2.0, and
      • that allow the creation and exchange of User Generated
      • Content”.
      • Hazleton, Harrison-Rexrode and Kennan (2007):
      • “ social media can include, but is not limited to, email,
      • instant messaging, online groups, blogs, internet social
      • networks and cell phones”.
    • 3. What are the characteristics?
      • Mayfield (2008):
      • Participation
      • Openness
      • Conversation
      • Community
      • Connectedness
    • 4. The major players
      • Brown (2009):
      • Bebo
      • Blogger
      • Delicious
      • Digg
      • Facebook
      • Flickr
      • Friendster
      • Last FM
      • Linked In
      • MySpace
      • Photobucket
      • Twitter
      • Wordpress
      • Youtube
    • 5. And a few more…
    • 6. Benefits of Social Media
      • Lower cost, but not free
      • Reach a large audience, quickly
      • Can communicate directly with audience
      • Social Media can remove traditional channels from the communication process
    • 7. Pitfalls of Social Media
      • Skills/knowledge gap
      • Lack of understanding of etiquette
      • Loss of control
      • Can cause reputational damage
    • 8. Good & Bad
      • Often public, immediate and permanent
      • Viral nature
      • It is now, popular and growing…zeitgeist
    • 9. When Social Media goes wrong!
    • 10. Case study: Microsoft
      • Microsoft Astroturfing on Wikipedia
      • Paid bloggers to edit ‘inaccuracies’ on its Wikipedia entry
      • Against Wikipedia rules
      • Publicly criticised
      • Unethical, lack of disclosure
    • 11. Case study: Habitat
      • Habitat spamming the Iranian election on Twitter
    • 12. Case study: Habitat
    • 13.
      • Thornton’s Manager offended the town he moved to
      Case study: Thornton’s employee
    • 14.
      • GMPTE brandjacked on Twitter
      Case study: GMPTE
    • 15. When Social Media goes well!
    • 16.
      • Barnet Council uses its Facebook page as a forum
      Social Media in the public sector
    • 17.
      • NHS Salford used Twitter to inform patients of which hospital services were available
      • Essex and Kirklees councils created a Gritter Twitter account
      • Reports faster than news agencies
      Social Media in the public sector
    • 18. Social Media Guidelines
      • Do you have them?
      • Do employees know about them?
      • Who wrote them?
      • Are they available?
    • 19. What do you think?
      • Social Media will change the face of Public Relations?
      • Social Media is just another communications tool?
    • 20. The good old press release
    • 21. Die Press Release! Die! Die! Die!
      • In Feb 2006 Tom Foremski blogged about traditional press release
      • Challenged PR industry to come up with something new
    • 22. Social Media Release Tom Foremski (2006): “ Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat on-the-back phrases and meaningless quotes. Often they will contain quotes from C-level executives praising their customer focus. They often contain praise from analysts, (who are almost always paid or have a customer relationship.) And so on...”
    • 23. Social Media Release Template
      • In May 2006 Todd Defren came up with a template for the SMR
    • 24. Traditional Press Release Social Media Release vs.
    • 25. Traditional Elements
      • Headline
      • Core facts
      • Approved quotes
      • Boiler plate
      • Contact details
    • 26.
      • Navigation
      • Hyperlinks in text
      • Links to previous coverage
      • Links to FAQ
      Social Media Elements
      • Multimedia
      • Video
      • Audio
      • Images
      • Social Media
      • Social Bookmarking
      • RSS feeds
      • Technorati tags
      • In bound links
      • Comment with organisation
    • 27. Who are they for?
      • Journalists
      • Bloggers
      • Consumers
      • Bloggers the new journalists?
    • 28. How to pitch to bloggers
      • Still much debate…
      • Bloggers don’t like being pitched to – nor do journalists
      • Email, phone, meet, comment on blog, follow on Twitter
      • Read the blog rules to see if there are guidelines
      • Establish a relationship first, then approach
    • 29. Other considerations
      • May get shown as a bad example
      • Embargoes may not be respected
      • Can be time consuming
      • More work than a traditional press release e.g. you need video, audio, images, social media etc
    • 30. Examples
      • ITV - FA Cup Final
      • Bright One Communications – Unique partnership project seeks illustrative talent to collaborate on exciting youth project
    • 31. What are the benefits?
      • Enriched with multimedia
      • Optimized for search
      • Optimized for conversation
      • Optimized for sharing
    • 32. Social Media Release Conclusions
      • They look nice, but they still need to be newsworthy
      • They are not a substitute for relationships – the usual rules apply
      • Research in PR Week showed journalists prefer SMR, still need to be targeted
      • If it’s unsolicited…it is still spam!
    • 33. Recommended Blogs
      • Steve
      • Brian
      • Neville
      • Ste
      • PR Squared by Todd Defren
      • Mashable
      • Wolftstar
    • 34. Any questions? Q&A
    • 35. Thank you Contact details [email_address] End