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

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Social Media and Public Relations

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