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