Social Media 101
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Social Media 101



A primer for PR people on social media.

A primer for PR people on social media.



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    Social Media 101 Social Media 101 Presentation Transcript

    • Social Media 101 Jeremy Pepper, Director of Communications
    • The Rise of Social Media
      • Blogs – both corporate and news
        • Networks include WIN, Gawker Media, B5 Media
        • Individual blogs having influence
      • Podcasts and Vidcasts – the rise of the online VNR and ANR
      • Social Networks – from MySpace to Facebook to LinkedIn
      • Wikipedia – the knowledge and ignorance of the masses
      • Bookmarking – Delicious, Digg, Sk*rt, Magnolia
      • Y! and Google Groups – still powerful, still influential, still social
      • Message Boards/Newsgroups/Forums – the original social media, with large readership and influence
      • Messaging – from AIM to YIM to Twitter to Pownce
      • Simple, to the point, paragraph
        • Use name
        • Be upfront and honest and simple about the reason you’re emailing
        • Let them know why you are contacting
      • Same with Message Boards
        • Do not SPAM or go into boards
        • Look for admin email address
          • Let them know why they should care
          • Short and to the point
      How to do Outreach
      • Social Media is not an end-all, be-all
        • Part of the communications mix
      • Should be treated like another tactic
        • Unlike media, cannot be controlled
        • Unlike media, cannot be harnessed
        • Unlike media, does not honor NDA or embargos
        • Unlike media, bad pitches are mocked & exposed
      • Transparency
        • Hot button issue is full transparency
          • Lack of transparency easily backfires
      From a PR POV
    • Best Practices
      • The basic rules of social media outreach
        • Honesty and transparency
          • Be upfront and truthful when working with bloggers, podcasters and other social media outreach
        • It is not about the corporate marketing message
          • It is about sharing information and access
        • Social media outreach needs to be very on point to specific, appropriate bloggers
        • Bloggers have sweet spots and points of interest, and they need to be taken into consideration before any outreach is done
        • Readers can syndicate content easily via RSS (Real Simple Syndication) feeds
    • Rules of Engagement I
      • Become involved in the community
        • Read appropriate blogs and comment with insightful comments
        • Blogs are written in first person, require a full time commitment, and must not be ghost-written
      • The purpose of blogging is to let the personality come through
        • The best blogs are ongoing, interesting and have a distinctive point of view
      • Beyond blogging are the comments with each post
        • Comments are part of the conversation and community
        • Need to be responded to in a timely manner
    • Rules of Engagement II
      • Forget what you know about PR
        • Social Media is about relationships and friendships and being human
      • Social Media can be cranky
        • If the pitch is bad, expect to be exposed
      • Bloggers can be overly cynical and critical
        • Avoid “marketing” at all costs
        • Be open, upfront and honest in your pitch
        • Tailor the angle to focus on blogger’s niche
        • Be knowledgeable, timely and succinct
        • Gauge interest, gain permission to send material
        • Always include relevant links for more info
      • Tread very cautiously
        • Be sure what you’re pitching is super-relevant
        • Digital cameras for Photo enthusiasts, food and events for foodie bloggers, political books for activist bloggers, etc.
    • Rules of Engagement - III
      • Be prepared to be ignored and/or insulted
        • No corporate speak, marketing or overt messaging
        • No press releases as cut-and-paste or attachment
        • Provide links to appropriate material
        • Short and to the point
      • Monitor conversation in real-time
      • Forget about the follow-up call / email
      • Keep expectations realistic
      • It is about engaging the community
        • Two-way dialogue, a conversation
        • Comment only when appropriate – do not comment for comment sake
    • Message Boards: Two Types
      • Model A
        • Go through the moderators of message boards
        • Be very informal and friendly
        • Offer yourself up as a conduit to the company
        • You are the go-to person to get what they want
        • Offer up information / access / samples
      • Model B
        • Join the message board
        • Be fully transparent - who you are, what you are doing
        • Participate and answer questions in a timely manner
        • ABA - always be available
    • What’s Next?
      • The growth of Widgets and Virtual Goods
        • Tools for bloggers and Websites – also known as blog bling
        • Can range from video widgets to weather – almost anything you want
        • Desktop or Website widgets – live on the desktop, in Google Deskbar, in Mac OSX, etc
        • Virtual Goods are an offshoot - gifts you can give on any site
      • The growth and convergence of social networks
        • From Bebo to MySpace to Vox to LinkedIn to Facebook to Ning
        • Getting to the community, wherever they are
    • Take Aways
      • Blogs are not a fall-back if the traditional press does not bite
        • The press needs to write
        • Bloggers choose to write
      • It is about “community”
        • Moreso than journalism
        • If you are not part of the community, you are an interloper / intruder
      • It is not MR – it is CR
        • Media relations is not social media, it is traditional media
        • Social media is community relations – think of how you work in the community