Adding New Media to Your PR Toolbox SOCIAL MEDIA 101 Lauren Beyer – April 2, 2008
“ Syllabus” <ul><li>How communication is changing </li></ul><ul><li>Define the buzz words  </li></ul><ul><li>Talk about di...
Communicating with Audiences <ul><li>Has evolved from oral traditions… </li></ul><ul><li>to printing presses… </li></ul><u...
What is 2.0?   <ul><li>PR 2.0 is the understanding & practice that communications is a  2-way process.   </li></ul><ul><li...
Defining Social Media  <ul><li>Wikipedia: Social media uses the “wisdom of crowds” to connect information in a collaborati...
Defining Social Media  <ul><li>My definition:  Social media is about people coming together in community spaces, both  onl...
Defining Social Media  <ul><li>Social Media is a business tool to help communicate with your intended audiences:  </li></u...
More Buzz Words <ul><li>COMMUNITY: The new term for “audience” </li></ul><ul><li>CONTENT: Words, audio, pictures, etc. tha...
TAGS <ul><li>Think of the internet as a giant file cabinet with millions of files. Tags are the labels that help sort thos...
New Media Applications
Who’s Using Social Media? <ul><li>75%   of college students surf social networking sites (bizreport.com, 2007) </li></ul><...
How can it work for you? <ul><li>INTERNAL  </li></ul><ul><ul><li>Exec blogs, collaboration tools, RSS  </li></ul></ul><ul>...
NEW/OLD TRICKS <ul><li>New online tools are splinters of existing tools.  </li></ul><ul><li>THEY ARE NOT REPLACEMENTS   </...
WHY? <ul><li>People are having these conversations anyways. Social Media tools can be used to capture the conversation and...
Elements of Social Media  <ul><li>PRODUCE & PUBLISH </li></ul><ul><li>PROMOTE </li></ul><ul><li>MEASURE </li></ul>
GET STARTED EASILY… <ul><li>You don’t need to create new or special content to make it fit with social media. </li></ul><u...
 
 
Find the Conversations <ul><li>Use keyword monitoring tools to begin locating the conversations that are taking place abou...
Toes in the Water… <ul><li>Begin by reading gurus’ blogs. Follow them on Twitter. Follow their followers.  </li></ul><ul><...
 
 
 
 
 
 
 
Missed Opportunities <ul><li>Showing a look from behind the scenes </li></ul><ul><li>Sharing the information you gather in...
Final Thoughts <ul><li>You have to be transparent when you’re doing social media. No hidden agendas. Don’t hide yourself o...
Questions?  <ul><li>Lauren Beyer </li></ul><ul><li>ltbeyer@gmail.com  </li></ul><ul><li>http://passthekoolaid.wordpress.co...
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Social Media 101 for PRSA

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This Social Media 101 presentation I gave to the Oregon Capital PRSA Chapter at their April 2008 meeting. It covers the change in reaching communities, buzz word definitions, and how to start learning & applying social media personally and professionally.

Published in: Technology, News & Politics

Social Media 101 for PRSA

  1. 1. Adding New Media to Your PR Toolbox SOCIAL MEDIA 101 Lauren Beyer – April 2, 2008
  2. 2. “ Syllabus” <ul><li>How communication is changing </li></ul><ul><li>Define the buzz words </li></ul><ul><li>Talk about different social media tools </li></ul><ul><li>Ways you can get started </li></ul>
  3. 3. Communicating with Audiences <ul><li>Has evolved from oral traditions… </li></ul><ul><li>to printing presses… </li></ul><ul><li>to broadcasting via radio and TV… </li></ul><ul><li>and now, the Internet. </li></ul>
  4. 4. What is 2.0? <ul><li>PR 2.0 is the understanding & practice that communications is a 2-way process. </li></ul><ul><li>Incorporates the tools, principles, strategies, and philosophies for reaching, engaging, guiding, influencing, and helping people directly… </li></ul><ul><li>IN ADDITION TO the traditional cycle of PR influence. </li></ul>
  5. 5. Defining Social Media <ul><li>Wikipedia: Social media uses the “wisdom of crowds” to connect information in a collaborative manner. </li></ul><ul><li>Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. </li></ul>
  6. 6. Defining Social Media <ul><li>My definition: Social media is about people coming together in community spaces, both online and off, to participate in creating, managing and sharing content through conversation. </li></ul>
  7. 7. Defining Social Media <ul><li>Social Media is a business tool to help communicate with your intended audiences: </li></ul><ul><ul><li>Share ideas </li></ul></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Communicate more by doing less </li></ul></ul>
  8. 8. More Buzz Words <ul><li>COMMUNITY: The new term for “audience” </li></ul><ul><li>CONTENT: Words, audio, pictures, etc. that are published online </li></ul><ul><li>BLOG: Self expression via text </li></ul><ul><li>PODCAST: Self expression via audio </li></ul><ul><li>SOCIAL NETWORK: An online space where people with similar interests or activities gather to create a community. </li></ul>
  9. 9. TAGS <ul><li>Think of the internet as a giant file cabinet with millions of files. Tags are the labels that help sort those files. Except, instead of categorizing a resource with only one label, you can apply more than one tag to help organize your page, content or file. </li></ul>
  10. 10. New Media Applications
  11. 11. Who’s Using Social Media? <ul><li>75% of college students surf social networking sites (bizreport.com, 2007) </li></ul><ul><li>Six in ten wealthy US consumers use social networks (eMarketer.com, 2008) </li></ul>
  12. 12. How can it work for you? <ul><li>INTERNAL </li></ul><ul><ul><li>Exec blogs, collaboration tools, RSS </li></ul></ul><ul><li>CORPORATE </li></ul><ul><ul><li>brand awareness, marketing, corporate identity </li></ul></ul><ul><li>MEDIA RELATIONS </li></ul><ul><ul><li>Social Media Newsroom, blogger outreach, become your own media </li></ul></ul>
  13. 13. NEW/OLD TRICKS <ul><li>New online tools are splinters of existing tools. </li></ul><ul><li>THEY ARE NOT REPLACEMENTS </li></ul><ul><li>New media is adding to the ways people communicate and express themselves. </li></ul>
  14. 14. WHY? <ul><li>People are having these conversations anyways. Social Media tools can be used to capture the conversation and be a part of it. </li></ul><ul><li>GET INVOLVED IN THE CONVERSATIONS </li></ul>
  15. 15. Elements of Social Media <ul><li>PRODUCE & PUBLISH </li></ul><ul><li>PROMOTE </li></ul><ul><li>MEASURE </li></ul>
  16. 16. GET STARTED EASILY… <ul><li>You don’t need to create new or special content to make it fit with social media. </li></ul><ul><li>Bookmark your media links in del.icio.us </li></ul><ul><li>Re-purpose your audio productions into podcasts </li></ul><ul><li>Post videos you create on YouTube and embed them on your site </li></ul>
  17. 19. Find the Conversations <ul><li>Use keyword monitoring tools to begin locating the conversations that are taking place about your company, your clients or your issues. </li></ul><ul><ul><li>Google Alerts (google.com/alerts) </li></ul></ul><ul><ul><li>Technorati (subscribe with keywords) </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Del.icio.us </li></ul></ul>
  18. 20. Toes in the Water… <ul><li>Begin by reading gurus’ blogs. Follow them on Twitter. Follow their followers. </li></ul><ul><li>Join a social networking site for professionals (Linked In, My Ragan, etc.) </li></ul><ul><li>Connect across platforms – make new friends! </li></ul><ul><li>Start using the tools you want to implement. </li></ul>
  19. 28. Missed Opportunities <ul><li>Showing a look from behind the scenes </li></ul><ul><li>Sharing the information you gather in focus groups, data, etc. </li></ul><ul><li>Design prototypes </li></ul><ul><li>Customer submissions </li></ul><ul><li>Google alerts (and knowing what the conversations are saying) </li></ul>
  20. 29. Final Thoughts <ul><li>You have to be transparent when you’re doing social media. No hidden agendas. Don’t hide yourself or your work. </li></ul><ul><li>Don’t put a video on YouTube to be “viral” </li></ul><ul><li>Being on Facebook is not the only answer to reach young adults. </li></ul><ul><li>Social media is another set of tools in the toolbox. It’s used to enhance your existing initiatives, not replace them. </li></ul>
  21. 30. Questions? <ul><li>Lauren Beyer </li></ul><ul><li>ltbeyer@gmail.com </li></ul><ul><li>http://passthekoolaid.wordpress.com </li></ul><ul><li>Twitter: ltbeyer </li></ul><ul><li>Facebook, Linked In and more… </li></ul>

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