Social media and the evolving media landscape June 21, 2011
What we will cover
Now that we are in the 21st century and the Age of Information, a school district needs a communications professional to manage communication strategies that are proactive for a school district, instead of reactive. School districts must make a choice to be an active player in their community, not a passive one of the past... - Marsha Chappelow, Ph.D.
THE EVOLUTION OF MEDIA RELATIONS
You need to know where to reach journalists. They need to know where to reach you.
Journalists’ Sources 89% said they turn to blogs for story research 65% to social media sites such as Facebook and LinkedIn 52% to microblogging services such as Twitter The survey also found that 61% use Wikipedia
Tools of the trade
That’s great, but how do we use them?
Do your research Understand your audience What do they need? Where are they? Engage, interact, contribute, communicate Be transparent and open
Social media policy/guidelines
Build a community It’s all about relationships
Form a relationship Find out what they want Keep it concise Don’t use Twitter solely to pitch Don’t spam Get better results by making your story ideas brief and focused the twitter pitch, or “twitpitch”
Doing it right
DO self-identify DO post meaningful, respectful comments DO reply in a timely manner DO share success stories DO share your knowledge and expertise DO engage with media, pitch story ideas The dos…
DON’T pitch without doing your research first DON’T post anything you wouldn’t feel comfortable having a journalist read/use DON’T forget that once it’s posted, it stays on the Internet forever When in doubt, JUST DON’T! The don’ts…
What makes a winning social media program? Integrates with other efforts – PR, advertising, etc. – to create a “sum greater than its parts” Provides actionable customer data Engages new customers or builds stronger bonds with existing ones Drives sales or other business results Strengthens the brand in a measurable way