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Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
Social Media and Public Relations
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

Published in: Technology, News & Politics
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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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Transcript

  • 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

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