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Facebook and Twitter: How-to tips and tools for PR
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Facebook and Twitter: How-to tips and tools for PR

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Digital tools will never replace face-to-face relationships, but they must be in your communication toolkit....

Digital tools will never replace face-to-face relationships, but they must be in your communication toolkit.

How do you manage online social media engagement? What role does social media have, or should it have, in your organization? Finally, what tools will give you the best results?

In this seminar sponsored by Business Wire, Pete Codella, digital and Accredited public relations pro, will share strategies and examples for successfully using Facebook and Twitter for business.

This slide deck is from Pete's presentation on how you can use Twitter and Facebook to:

- Share links to relevant content – Web pages, blog posts, news releases, videos, photo galleries and presentations
- Comment on related content, offering support and insight
- Network with friends, colleagues and people you’ve never met face-to-face
- Curate content – provide links and perspective
- Highlight your company in the news
- Provide commentary for news and trends
- Tell more of your story than you could or would using traditional or paid media

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Facebook and Twitter: How-to tips and tools for PR Facebook and Twitter: How-to tips and tools for PR Presentation Transcript

  • Facebook and Twitter:How-to tips and tools for PR
    A Business Wire seminar
    by Pete Codella, APR
    September 8, 2011
  • My information
    Pete Codella, APR (Accredited in Public Relations)
    pete@codellamarketing.com
    facebook.com/petecodella
    @codella
    801.448.7383
    TXT prpete to 50500
    for my SMS business card
    by Contxts.com
  • View slide
  • View slide
  • About Facebook
    More than 750 million active users
    50% of our active users log on to Facebook in any given day
    Average user has 130 friends
    People spend over 700 billion minutes per month on Facebook
    facebook.com/press.php
  • Facebook is for people . . .
    It’s also for brands.
  • Top 50
    bit.ly/o0U3I0
  • Approach
    Use Facebook personally,
    Then use it on behalf of a brand.
    . . . same goes for Twitter.(and every other social media platform)
  • What to post
    Links to important Web pages
    Blog posts
    News releases
    In the news items
    Videos
    Photo galleries
    Online presentations
    Awards received
  • Rule of Thumb
    If it’s online,you can post it on .
  • Rule of Thumb
    If it’s online,you can post it on .
  • Rule of Thumb
    If it’s online,you can post it on .
    every other social media platform
  • Polls
    Videos
    Photos
  • Practical matters
    Identify the objective for the page
    Who’s your target audience?
    What do you want them to do there?
    Goals
    How many likes do you want?
    Set a vanity URL
    Keep it fresh — people expect frequent (like daily) updates
    Have fun!
  • Vanity URL
    facebook.com/username
  • URL is your keyphrase
    Keep in mind that your URL becomes the primary text associated with your Facebook page.
    Example: Facebook.com/CodellaMarketingIn a Google Search for “Codella Marketing”the Facebook link ranks #4.
  • Edit your page
  • Link to Twitter
    facebook.com/twitter
  • Page resources
  • Social plugins
    developers.facebook.com/docs/plugins
  • Badges
    facebook.com/badges
  • Getting Started
    developers.facebook.com/docs
  • Notes and RSS
  • Notes and RSS
    Edit page
    Click on Apps
    Under the Notes heading, click on Go to App
    In the left column, under Subscribe, click onImport RSS or Edit import settings
  • HTML on a page tab
  • HTML on a page tab
  • HTML on a page tab
  • Recommended tool
    shortstack.com
  • Developers
    developers.facebook.com/showcase
  • A few suggestions
    Ask your team, customers, vendors and business partners who already know you to like your Facebook page.
    on.mash.to/r10Uce
  • A few suggestions
    Ask questions. You’ll get valuable feedback, plus you’ll be more likely to appear in others’ newsfeeds.
  • A few suggestions
    Share photos and ask others to share photos. Facebook photos remain the most viral feature of its platform.
  • A few suggestions
    Find the resources to respond to your fans questions and inquiries.
  • A few suggestions
    If you have a physical location, use Facebook Places(facebook.com/places) and Deals(facebook.com/deals — coming soon to a city near you) to drive traffic to your door.
    Deals are currently available in Atlanta, Austin, Dallas, San Diego and San Francisco.
  • A few suggestions
    Know your audience well. When you make a mistake, quickly own up to it, do right by your audience and fix the problem.
  • A few suggestions
    Integrate Facebook outside your page on your main website and in as many places as possible. Create more compelling opportunities for people to buy your product/service based on their friends’ likes.
  • A few suggestions
    Find synergy with other organizations and entities, then work together to promote each other’s Facebook pages so that everyone benefits.
  • Networking
  • Look for examples and tips
    mashable.com/?s=facebook+brands
  • search for “facebook pages”
  • SuperNews! Twouble with Twitters
    youtube.com/watch?v=SAXEm25UpQo
  • Twitter Movie Trailer Parody
    youtube.com/watch?v=SAXEm25UpQo
  • A few examples from the Summer 2011 NetProspex Social Business Report
    bit.ly/p3wFlb
  • Limited space
    Like Facebook, with Twitter you can link to and comment on anything that’s online.
    But, you’ve only got 140 characters!
    Use Bitly to shorten and track your links.
  • Build your network
  • Keeping up with the conversation
    Use a Twitter management tool like HootSuite or TweetDeck
    Search for brands, usernames and hashtags
  • Uses for PR pros
    Gather and archive conference conversations with links to shared resources
    Search by keywords and hashtags
    Identify and follow journalists and thought leaders
    Pitch news story ideas and link to media coverage
    Listen and contribute to conversations
  • Be real, be human
    People as brand evangelists usually secure more engagement (not necessarily more followers) than a brand’s Twitter channel.
    People want to interact with people.
  • Many reps, one account
  • Manage a list of tweeps
    twitter.com/jetblue/team
  • Twitter tips
    There’s no one-size-fits-all approach, but here are some lessons learned from companies successfully using Twitter:
    Your company Twitter handle should fit with your brand’s voice.
    The person (or people) behind your company handle should have a personal voice that meshes well with the brand voice, and they should believe in the company’s core message.
    Twitter is meant to be genuine and in real time. You have to trust those behind your Twitter handle and not make tweets go through layers of approvals.
    Differentiate between personal and corporate views when appropriate.
    Have fun and enjoy it!
  • Look for examples and tips
    mashable.com/?s=top+twitter+brands
  • Baby steps
    Feeling overwhelmed?
    Take it one step at a time.
    Personal experience leads to successful professional experience.
  • You’ll be a Facebook and Twitter super hero in no time!