Online tools that people use to share content , profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. These tools include blogs, message boards, podcasts, micro blogs, bookmarks, networks, communities, wikis, and vlogs. (WebProNews.com)
Media designed to be disseminated through social interaction , using highly accessible and scalable publishing techniques...They support the democratization of knowledge and information and transform people from content consumers to content producers. (Wikipedia)
A new set of internet tools that enable shared community experiences , both online and in person. (Technology in Translation)
TRUTH: Most sites are free to participate, and there are a lot of free tools, but you still need to invest in advertising to drive traffic. You should also plan to invest a considerable amount of time into building your social media presence…and time=money.
MYTH: Social media will give my business an immediate boost.
TRUTH: For almost all businesses building a loyal following takes time. Monetizing the following takes even longer. Plan on no monetization for at least 6-12 months.
MYTH: Your number of Fans and Followers matters.
TRUTH: Quality, not quantity, means business. Just because you have a big number of followers doesn’t mean they are engaged with the brand and interacting with it, or considering doing business with you.
TRUTH: Just like a website, until you promote and drive traffic to your social media, your content is a ‘tree falling in the forest.’
MYTH: Social media isn’t measurable.
TRUTH: There are a variety of tools and methods to measure mentions, sentiment, comments, traffic and click-thrus to your website, among other metrics.
MYTH: Social media killed traditional marketing.
TRUTH: People still watch TV, visit websites, read email, etc. You need these media to inform your audience of your social media profiles. You need social media to support your other marketing efforts.
Websites that allow users to build online profiles, share information and connect with people who share interests. Sites usually consist of a profile of each user, his/her social links, and a variety of other services.
Like blogs, microblogs are platforms for people to post thoughts about topics but on a much smaller scale . A microblog entry could consist of nothing but a short sentence fragment, or an image or embedded video.
An online message board or an online discussion site where users gather to discuss subjects or topics. There can be hundreds of topics being discussed on one forum and there is usually a moderator that sets guidelines for posting.
Examples: Fodors, The Fashion Spot, Mac Rumors, Bodybuilding.com
A directory or collection of topical articles posted for other sites to use and distribute as content. Articles normally include a slugline at the end that includes a description of the author and link to their site.
Universal sought to communicate the new theme park to ensure acceptance and buy-in by the loyal fan base.
Identified top 7 webmasters & owners of the biggest Harry Potter fan sites and message boards.
"Secret" email invited them to a live webcast at midnight with Scott Trowbridge, SVP of Creative Services at Universal, and Stuart Craig, production designer of the Harry Potter movies for an announcement.
After the webcast, news spread immediately across fan sites, online news sites, blogs and social media. This intensified after the original participants received video highlights.
Over 1,000 pieces of coverage within 24 hours
More than 18,000 blog posts
350 million impressions
All from 7 bloggers.
Case Study: Wal-marting Across America In 2006, a blog called Wal-Marting Across America was born. It featured the journey of Laura and Jim, a couple on a trip in an RV, capturing lives and stories as they journey across the US, and park for free at Wal-Mart stores. Jim turned out to be a photographer for the Washington Post. Laura was a writer. The blog was funded by a fake organization created by Wal-mart's PR agency. Bloggers called them out. The media crucified them. Stories appeared in Business Week, Fortune, Washington Post, Associated Press, Advertising Age, Media Daily, PR Week, Dow Jones and more. The agency behind it, Edelman, had their membership in the Word of Mouth Marketing Association placed in review. They have since started a real blog, but it took years to gain back credibility with their influencers and consumers in social media. “ Last week, Wal-Mart took a hit when bloggers on the Internet attacked the behemoth’s effort to burnish its image via its own bloggers, who were receiving compensation from the retailer for their efforts. The episode may turn out to be an even bigger public relations disaster for Edelman, the retailer’s PR firm.” [Business Week, 10/17/06]
Musician Dave Carroll said United Airlines’ baggage handlers broke his $3,500 Taylor guitar.
He went through the proper channels to be compensated but three employees he dealt with showed complete indifference.
His fruitless negotiations with the airline lasted 9 months.
So he wrote a song and recorded a video for YouTube.
The YouTube video amassed 150,000 views within one day and over 8 million by March 2010. United contacted Carroll and said it would do the right thing.
Attempting to put a positive spin on the PR nightmare, a United spokesman called the parody "excellent" and asked Carroll's permission to use the video internally for training. They also issued a public apology to him and paid him $3K.
WATCH THE VIDEO: http://www.youtube.com/watch?v=5YGc4zOqozo
FirePath Services for Small Businesses Social Media Audit We’ll look under the hood of your existing social media program and analyze your profiles, content, videos, photos and all other assets you currently have in place. Then we will create a report with critical findings, recommendations, optimization and enhancement opportunities. We’ll present this report with you in detail in an hour-long consultation call where you can ask questions, voice concerns or gain insights into social media. $425 ($375 for students)
Presented by 13830 Oneida Dr. Suite F2 Delray Beach, FL 33446 561.404.1097 www.firepathcommunications.com [email_address] Twitter: @firepathinc LinkedIn: http://www.linkedin.com/in/kristinwarner