Social Media 101 for PRSA

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    Social Media 101 for PRSA - Presentation Transcript

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

    + ltbeyerltbeyer, 2 years ago

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