New Media, Social Media Background and 1st Principals
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New Media, Social Media Background and 1st Principals






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  • METRICS --- engagement: count tweets, retweets - dont just count things like numbers of followers, facebook fans, volume of mentions segment audience : define who the audiecnes are - media / employers / active public. what do you care about - what is the key metrics - tone / engagements. focus the report around these audiences. content : define the unit of measurement . youtube comment, facebook. product, aimed at which gender? link, link to video, link to image, link to blog post, link to web page. what is being sage message resonation : repeating messages, quoting your spokes people, sources - present / absent, talking points - mentioned ? mention of wesbite, product, whitepaper, factsheet referred in quote? response, interation, engagement : facebook posting used as unit of analysis, what did the client talk about, what resources offered e.g. link, content, about a product? look over 48 hours .. how have people repsonded .. likes, comments, repeat commentators? tone and sentiment analysis : postitive , negative, neutral. your determination. write a definition tho. support, repeated messages, said something pos. neutral = pos and neg or perhaps provided fact. tweetfeel and others search for automated sentiment tools .. view increases from external links :, howe much more traffic? look at info bitly/info/linkid url shortners : show how many have clicked on link, location, quantity of retweets, facebook, track other bitlys for the same page. competitor analysis : what ar epeople saying about competitors. can trigger ideas if missing an opportunity, repeat the method of analysis for the client but on competitors

New Media, Social Media Background and 1st Principals Presentation Transcript

  • 1. Introduction to PR and New Media Introduction to Web 2.0 Session 1
  • 2. Difference Between Traditional and Alternative New Media
    • “ The medium is the message”
    • “ The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs”
            • Marshall McLuhan, 1964, “Understanding Media”
  • 3. Difference Between Traditional and Alternative New Media
    • It only took the internet 4 years to capture 50 million users:
      • radio - 38 years,
      • TV - 18 years,
      • PCs - 13 years
  • 4. What are the ‘New Media’
  • 5. Top 10 Characteristics Of New Media
    • Two-way communication
    • Ease of access to and dissemination of information
    • Community
    • Social collectivity and cooperation
    • Portability and time flexibility (time-shifting), which provide users with freedom over space and time
    • Convergence of many different media so that they can carry out more than one function at a time and combine -- as is the case with the cameraphone
    • Aggregation of content, which is facilitated by digitization and convergence
    • The Long Tail phenomenon
    • The closing of the gap between (or the convergence of) producers and consumers of media
    • Remix culture which digitization facilitates
  • 6. The Difference in Summary
    • Traditional Media – shared en masse, one-way, passive
    • ‘ New Media’ interactive, intimate and involves IT (information technology)
    • Audience of New Media:
      • Active producers of content and information
      • Email, chat, blogs, podcasting, video etc
  • 7. Impact of New Media on PR
  • 8. 6 Predicted Effects of New Media
    • 1. Our involvement with each other would increase,
    • 2. Social structures and access to information would decentralize,
    • 3. “Consumer becomes producer as the public becomes participant role player,"
    • 4. The media become extensions of our psyches,
    • 5. “The entire business of man becomes learning and knowing,"
    • 6. A melting of national borders and the rise of a global village
  • 9. New Media and PR
    • New Influencers
    • Conversation
    • Community
    • Fewer intermediaries
    • Measurement
  • 10. New Media Available for PR
  • 11. New Media Platforms For PR
  • 12. New Media and PR
  • 13. New Media Platforms For PR
  • 14. PR + Social Media = Measurable Activity
  • 15. Top 5 Things To Analyse
    • Engagement
    • Audience Segmentation
    • Topics & Content
    • Resonation
    • Tone & Sentiment
  • 16.
    • Search all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social Mention
    • Twitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpedia
    • Blogs:, postrank
    • SEO:
    • Facebook:
    • Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!
    Where To Analyse