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Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
Kytnawwa 091117173759-phpapp01
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Kytnawwa 091117173759-phpapp01

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  • 1. Social media & public relations<br />Melanie Moran<br />Vanderbilt University<br />November 17, 2009<br />
  • 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. 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. 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. 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. First off, what’s RSS?<br /><ul><li>Web “feeds” used to publish content
  • 7. Content comes to users
  • 8. Must-have for any site with regular updates
  • 9. Built in to any blogging / social media software
  • 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. Twitter
  • 12. Wikis
  • 13. Second Life</li></li></ul><li>Is social media a fad?<br />
  • 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. 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. 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. But before you start talking…<br />Listen<br />Read<br />Ask<br />Plan<br />Implement<br />Listen / Monitor<br />Regroup<br />Revise<br />
  • 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. 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. 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. 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. 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. 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. Challenges<br />Building buy-in: overcoming fear<br />Partnering with IT<br />Time management<br />Changing paradigms<br />
  • 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. 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. 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. 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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