Public relations and social mediaPresentation Transcript
Public Relation professionals use social media every single day to get the word out about clients, to communicate with customers and to respond to questions or problems. http://www.infocomgroup.net/socialmediapr/img/hpGraphic.png
Twitter, Facebook,YouTube and other social sites have quickly become important tools in a PR professional’s overall toolkit. http://amp3pr.com/images/social-media-marketing-and-pr-20.jpg
Social Media should be the responsibility of Public Relations
The reason is simple.
Social media is a method of communications. Social media tools facilitate these communications. To be effective in social media, whether as a marketer or just an ordinary participant, you must, first and foremost, communicate well. http://www.penn-olson.com/wp-content/uploads/2009/10/pr-social-media.jpg
The Role of Social Media in Business-to-Business PR While people expected Twitter to have limited use in a B2B PR strategy, it turns out it can actually be pretty powerful. Company can also track keywords on Twitter and then communicate with people who are asking questions. You can then send them case studies or reach out to start a new kind of relationship. http://jeffbullas.files.wordpress.com/2010/03/public-relations-pr-social-media.jpg?w=300&h=300
Social media tools are mostly driven by technology. But they are driven by technology to deliver a message or messages. http://eu-media.blogactiv.eu/files/2010/07/heishman-flillard-website.png
Blogging, for instance, is one way the company can share stories beyond just what goes into a press release.
Social Media Drives Authenticity Political figures have really embraced social media — The White House has an official presence on Twitter, Facebook and YouTube, plus its own blog-powered website — more and more local and national representatives from all over the world are taking to the web to connect with their constituents. http://prinyourpajamas.com/wp-content/uploads/crestockimages/814396-ms.jpg
Building Brand Loyalty The goals for public relations are different than with other brands. “Working with a very well-liked brand, it’s both hard and easy to get conversations going,”. A company has been figuring out ways to develop brand loyalty and turn customers into fans. One method that has yielded results for many companies is utilizing its Twitter account for giveaways and promotions and monitoring Twitter conversations to target consumers.
Using social media has provided many companies with a simple way to build brand loyalty without having to invest significant time and resources http://stephaniemcculley.files.wordpress.com/2008/04/computer-blog4.jpg?w=400&h=300
Tools of the Trade Until we reach the stage where drawing contextual correlations between social media actions and results can be more easily measured (or at least, more easily distilled), it is vital to have concrete goals before starting a social media strategy in PR and to also have some sort of baseline.
You cannot plant social media efforts totally on the shoulders of the public relations staff, unless of course your PR department can exhibit the kind of tech-savviness required to accept the responsibility.
As soon as three to five years from now, social media marketing will almost be an exclusive domain of public relations professionals.
Social media is essentially public relations in the online world. Divide the category up by component — blogs, social networks, microblogging, podcasts/Web TV, wikis/collaborative software — they each ladder in some way to a component of public relations — writing, corporate communications, community relations, media relations, event management.
3 Steps for Effectively Using Social Media For PR 1. Go platform agnostic 2. Be ready for a long term commitment 3. Don’t forget the SEO intersection
Go platform agnostic Social media is more than just Twitter - If Twitter is the extent of your participation you’re missing out with a myopic approach. Besides, you don’t get analytics with Twitter, no (direct) SEO benefit, and ultimately, you don’t control the network. Own a niche across web platforms - your positioning should make you known as the definitive source for an industry. Going platform agnostic and putting a focus on a larger strategy that has nothing to do with any single web platform in particular is how you can accomplish this.
Have a destination and draw users back - consider the cost of focusing entirely on social sites such as Twitter or Facebookvs participating in those networks and sending traffic to social content on your own site such as a blog, forum or community. Connect with power users/influencers - those who share content like crazy and are linking up the web in meaningful ways.
Be ready for a long term commitment Tactics = fast, strategy = slow - You need to engage in continued tactics over a long period of time – and the truth is as many of them will fail as will succeed. But if your strategy is sound, in time, it will pay off and provide increasing returns. Need to become referential - As you contribute more, people will start to notice and your content will spawn organic reactions and discussions external of the original source. Find a way to become referential and your efforts will multiply themselves
Push through “the dip” - In other words, outlast others who aren’t as serious or committed as you are. Reaching the point where publicity is generated as a by-product of participation should be an end objective of social media for PR.
Don’t forget the SEO intersection Find the nexus of PR, Social Media and SEO - There are numerous applications for SEO and Public Relations as there are many ways in which social media and SEO can intersect to amplify outcomes. Making them play off each other for increased visibility on multiple fronts. Use a keyword glossary across all marketing - By using your keyword glossary across mediums you’re increasing the potential returns of your inbound marketing efforts. Not only will more awareness of terms increase search demand for terms you rank for, users in your niche will begin to associate your brand with the terms and may start linking to you using those keywords.
Social participation + PR = links - By participating in the social web with the goal of PR, you’re going to inspire attention for your brand. And attention on the web almost always equals links. Links earned from PR in tandem with other link building tactics can be a major boost in both rankings and referral traffic. Plus, editorially earned links are some of the most powerful around.
PR professionals are using social media in a lot of ways to either supplement or add on to existing PR strategies. The most successful PR pros focus on creating active relationships and truly engaging with their customers (or constituents) to have a real conversation. It isn’t about just putting a PR pitch on Twitter or Facebook, it’s about using the platforms in ways that help clients to connect.