Social Media and Public Relations
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Social Media and Public Relations

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A presentation on social media and public relations for the Kentucky / Tennessee chapter of the American Water Works Association

A presentation on social media and public relations for the Kentucky / Tennessee chapter of the American Water Works Association

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  • Thanks for sharing such a fantastic presentation...as a part of my university assignment I made a short webcast on social media and public relations
    http://insidepublicrelations.blogspot.com/2010/02/social-media-and-public-relations.html
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  • 1. Social media & public relations
    • Melanie Moran
    • Vanderbilt University
    • November 17, 2009
  • 2. Today
    • How online communications have changed
    • Definitions of social media
    • The importance of conversations
    • Audience expectations
    • Tools and opportunities
  • 3. Then
    • Press releases (faxed)
    • Newsletters (mailed)
    • Magazines (print only)
    • Mainstream media coverage
    • Top down control
    • One-way
  • 4. Now…
    • We still write press releases but…
    • 24/7 news cycle
    • 55 percent of Americans have broadband at home
    • 62 percent of Americans use wireless, mobile devices
    • Blogs, Video, Podcasts
    • Two-way
    • No direct control
    • Anytime, anywhere, anything, any device
  • 5. What is social media / Web 2.0?
    • Driven by RSS
    • Digital tools and services that allow content creation with little to no technical knowledge
    • Consumer-created content
    • Personal profiles
    • Shared interests / online communities
    • Repurposing of content
  • 6. First off, what’s RSS?
    • Web “feeds” used to publish content
    • Content comes to users
    • Must-have for any site with regular updates
    • Built in to any blogging / social media software
    • Google reader
  • 7. Social networks
    • Facebook
    • MySpace
    • YouTube
    • Flickr
    • Blogs
    • LinkedIn
    • Del.icio.us
    • Twitter
    • Wikis
    • Second Life
  • 8. Is social media a fad?
  • 9. “Join the conversation”
    • Dozens / hundreds of conversations taking place every day online about your organization
    • Who is talking? Who is listening?
    • What are they saying?
    • What are you saying in response?
    • Examples: Dell, Target
  • 10. Why join the conversation?
    • To correct misconceptions
    • To provide less formal interaction with your organization
    • To strengthen connection to your organization
    • To build community
    • To empower your community to speak for you
    • Improve search engine rankings
    • The media listens, too
  • 11. To succeed with any of these tools…
    • Be a consumer
    • Know your audience
    • Know your goals
    • Be relevant, honest and timely
    • Understand and watch your stats
    • Listen
    • Content is still king
  • 12. But before you start talking…
    • Listen
    • Read
    • Ask
    • Plan
    • Implement
    • Listen / Monitor
    • Regroup
    • Revise
  • 13. Online Video
    • Over 60% of American Internet users on broadband
    • 62% of internet users have watched video online (4/09)
    • Most share what they watch with others
  • 14. Capturing, uploading, and sharing video
    • Camera
    • Microphone
    • Editing software
    • File format (.flv)
    • Permission
    • Lots of good how-to info. Online
    • Pseudo videos
    • YouTube - share, embed
  • 15. Twitter
    • Immediate, brief, global
    • Social messaging
    • Mobile
    • Mini, constant blog
    • Increasing news use
    • Learn more from Common Craft
  • 16. Blogging: content options
    • About your organization
    • About your field
    • About your profession
    • About a particular area of expertise
    • About an event
    • From the painfully obvious files - don’t blog unless you have something to say!
  • 17. Facebook & Organizations
    • 300 million people can’t be wrong (or can they?)
    • Do you have an audience and content?
    • Are you ready for interaction?
    • Start small
  • 18. Podcasting - What and how?
    • Plan - live event? Scripted story? Images?
    • Shorter is often better
    • Recorder, mic, software, RSS feed
    • Check out Talkr
  • 19. Marketing your podcast
    • Register with iTunes
    • Prominent link to it from your Web site
    • Register with podcast search engines
    • Include podcast information in your news releases
  • 20. Challenges
    • Building buy-in: overcoming fear
    • Partnering with IT
    • Time management
    • Changing paradigms
  • 21. Going mobile
    • Over 60% of American adults have used mobile devices to access internet, take photos, text, etc.
    • Content is being captured by mobile devices
    • Align your content with these devices
    • Understand you are not the main content provider for your content
  • 22. Get started in an afternoon
    • Add “Share This” to your Web site
    • Get a Google Reader account
    • Sign up for Twitter, and start following people and organizations of interest
    • Search Technorati for blogs on your topic area and add them to Google Reader
    • Compile blogs, Facebook pages, Twitter feeds of your audiences and peers
  • 23. Some final thoughts
    • Use tools to support the overall strategy, not just to say you’re using the next cool thing
    • Be willing to experiment (low-risk investment)
    • Be a consumer of new media
    • Focus on transparency, authenticity
  • 24. Contact
    • Melanie Moran Associate Director Vanderbilt News Service (615) 322-NEWS [email_address] blogvu.wordpress.com twitter.com/melaniemoran
    • www.slideshare.net/melaniemoran