Essential Social Media for Communications and PR


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By now you’re using social media tools in your communications matrix, right? If not, you’re missing a tremendous opportunity to leverage popular and inexpensive online tools to get the word out about your cause, gather valuable feedback about your brand’s reputation, and build relationships with media and your target audience. These days, everyone is online, so if you’re not, you will inevitably be left behind.

in this webinar, we will

* outline the basic tools you HAVE to be using for communications, and HOW to use them
* offer valuable case studies of organizations who are using social media effectively for PR
* show you ways to reach out to journalists using social media, and
* give you simple tools for measuring the reach of your social media program

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Essential Social Media for Communications and PR

  1. 1. National Black Public Relations Society WEB CAFÉ ESSENTIAL SOCIAL MEDIA FOR COMMUNICATORS: How to Use Blogs, Facebook & Twitter for PR Amanda Miller Littlejohn Miller Littlejohn Media Group Mopwater PR + Media Notes April 8, 2010
  2. 2. Welcome to the Web Café! Wynona Redmond, President Deborah Hyman , Executive Vice President Moderator: Dawn Roberts
  3. 3. Amanda Miller Littlejohn Amanda Miller Littlejohn is an idea oven and brand problem solver working at the intersection of public relations, marketing and social media. Specializing in new media and online communications, Amanda helps individuals, businesses and organizations leverage social media and new media tools to create exciting, creative PR and marketing programs. She has developed messaging for large national non-profits, local associations, consulting firms and small business. A former journalist and a writer first by training and passion, she was one of 10 journalists selected to attend the Academy for Alternative Journalism’s 2006 Summer Academy at Northwestern University’s Medill School of Journalism. She now enjoys using her journalistic training to report on the latest industry news and trends for her site Mopwater PR + Media Notes, and recently released the Mopwater PR + Media Notes Manual for a Stellar PR Career: How to Land the PR Job You Need & Get the Clients You Want to Create a Career You will Love. For more information, visit: . About Our Speaker
  4. 4. <ul><li>LEARN the basic social media tools you HAVE to be using for communications, and HOW to use them </li></ul><ul><li>HEAR valuable case studies of organizations who are using social media effectively for PR </li></ul><ul><li>LEARN ways to reach out to journalists using social media, and  </li></ul><ul><li>GET simple tools for measuring the reach of your social media program </li></ul>Today’s Learning Objectives
  5. 5. <ul><li>SHOULD I BE USING SOCIAL MEDIA FOR PR? </li></ul><ul><li>Does social media fit your organization? Your clients? Your brand? </li></ul><ul><li>It’s the buzz term for our industry, but is it just a trend? </li></ul><ul><li>By this year (2010) 82% of all companies will be using social media and their biggest barrier to success in this new medium is lack of knowledge </li></ul>Why Social Media for PR?
  6. 6. <ul><li>SOCIAL MEDIA WILL ENHANCE YOUR MAIN PR EFFORTS. </li></ul><ul><li>The online communication environment is here. Embrace it! </li></ul><ul><li>Social media is not a panacea </li></ul><ul><li>Social media communications is one way to enhance your current program </li></ul>Social Media is a New Set of Tools
  7. 7. <ul><li>FIND THE TOOLS THAT WORK FOR YOU </li></ul><ul><li>There are countless social media tools </li></ul><ul><li>Today we are focusing on Blogs, Twitter and Facebook </li></ul><ul><li>Social Media Relations </li></ul><ul><li>Brief Discussion of Measurement </li></ul><ul><li>Resources for other information </li></ul>What Tools Should I Use?
  8. 8. The Blog The Blog
  9. 9. <ul><li>THE MOST IMPORTANT PIECE OF YOUR SOCIAL MEDIA MIX </li></ul><ul><li>Blogs are often overlooked or an afterthought </li></ul><ul><li>Your hub on the social web-a single reference points </li></ul><ul><li>Creates a place for you to tag, drive traffic, house twitter feeds, lists of links </li></ul><ul><li>On blogs, content has a long shelf life </li></ul>First and Foremost:The Blog
  10. 10. <ul><li>WHY ARE WE BLOGGING? </li></ul><ul><li>To establish yourself or your CEO as an expert </li></ul><ul><li>To position your company </li></ul><ul><li>To gain visibility for members in the organization through regular features </li></ul><ul><li>To establish your company, candidate or organization as THE LEADER on a specific issue, product, or cause </li></ul>Uses of The Blog
  11. 11. <ul><li>A FEW EXAMPLES </li></ul><ul><li>ASPCA </li></ul><ul><li>Zappos </li></ul><ul><li>Environmental Defense Fund </li></ul><ul><li>Southwest Airlines </li></ul><ul><li>Lululemon Athletica </li></ul>Examples of Well-Developed Blogs
  12. 12. Facebook Is Your Brand on Facebook?
  13. 13. <ul><li>WHAT IS FACEBOOK’S PR APPEAL? </li></ul><ul><li>More than 400 million active users </li></ul><ul><li>More than 3.5 million events created each month </li></ul><ul><li>More than 5 billion pieces of content (links, news stories, blog posts) shared each week </li></ul><ul><li>More than 20 million people become fans of pages each day </li></ul><ul><li>Growing use across demographics </li></ul>Explosive Use of Facebook
  14. 14. <ul><li>HOW DO I GET STARTED? </li></ul><ul><li>Create a Page, Not a Profile! </li></ul><ul><li>Update your content-no one wants a stale page </li></ul><ul><li>Don’t upload press releases-there’s a place for those. Facebook is not the place. </li></ul><ul><li>Pick a Great, Short Name for your Fan Page. It’s Forever </li></ul><ul><li>Use city acronyms when appropriate. </li></ul>Facebook Page Tips
  15. 15. <ul><li>HOW DO I ENGAGE ON FACEBOOK? </li></ul><ul><li>Ask questions on the wall-fans love to share their input </li></ul><ul><li>Post photos as it makes for a prettier page </li></ul><ul><li>Upload videos, but keep them short. 30 sec-2min. </li></ul><ul><li>Tag your fans and other prominent organizations/companies in your updates for added exposure </li></ul><ul><li>Don’t have a blog? A fan page can be a great replacement. </li></ul>Facebook Ideas
  16. 16. <ul><li>A FEW EXAMPLES </li></ul><ul><li>Corporate: Target </li></ul><ul><li>Celebrity: Alicia Keys </li></ul><ul><li>Fitness: TRX Suspension Training </li></ul><ul><li>Personality: Nicholas D. Kristof </li></ul><ul><li>Small Biz: Georgetown Cupcake </li></ul><ul><li>Non-Profit: National Urban League </li></ul>Great Facebook Pages
  17. 17. Are You Harnessing the Power of Twitter? Twitter
  18. 18. <ul><li>WHY TWITTER? </li></ul><ul><li>Twitter users are diverse: 16% of users are African American, 11% of users are White </li></ul><ul><li>140 characters=to the point </li></ul><ul><li>Low barrier to entry </li></ul><ul><li>Great tool to tie to websites, Facebook and blog </li></ul><ul><li>Growing use across a diverse group of demographics </li></ul>Undeniable Power of Twitter
  19. 19. <ul><li>WHAT IS TWITTER’S PR APPEAL? </li></ul><ul><li>Twitter gives your message visibility to potentially millions of users </li></ul><ul><li>Twitter pollinates your message, taking it from the hive (your website or blog) to the field (a captive audience) </li></ul><ul><li>Twitter is searchable-use it to monitor chatter about your brand </li></ul>Twitter: The Message Pollinator
  20. 20. <ul><li>THE HASHTAG IS THE BRILLIANCE OF TWITTER </li></ul><ul><li>To find like-minded users to follow, tag key words or phrases and see your followers increase immediately </li></ul><ul><li>For conferences, events, or big announcements, develop and register your hashtag and begin using it as soon as possible </li></ul><ul><li>Monitor the tag to see what people are saying </li></ul>Hashtags Control Conversations
  21. 21. <ul><li>WHAT DO YOU WANT TO BE KNOWN FOR? </li></ul><ul><li>Tag your tweets to tie yourself or your organization to specific topics, products, causes, issues, etc. </li></ul><ul><li>Keep tags short, so they can be retweeted by others </li></ul><ul><li>Reuse hashtags as often as possible to increase awareness </li></ul><ul><li>Start a weekly chat with a hashtag </li></ul>Brand Through Tagging
  22. 22. <ul><li>WHO’S HAD SUCCESS USING TWITTER? </li></ul><ul><li>Best Buy </li></ul><ul><li>Pepsi </li></ul><ul><li>Dell </li></ul><ul><li>Tasti D- lite </li></ul>Undeniable Power of Twitter
  23. 23. Reaching Out to the Media Social Media Relations
  24. 24. <ul><li>WHO DO YOU WANT TO REACH? </li></ul><ul><li>Almost all journalists have social media profiles on Facebook, LinkedIn and increasingly Twitter </li></ul><ul><li>Many journalists have blogs </li></ul><ul><li>Social media can be a great way to do the soft introduction </li></ul><ul><li>Commenting on blogs and re-tweeting shows genuine interest </li></ul>Reaching Out to the Media
  25. 25. <ul><li>USE ACCESS WISELY </li></ul><ul><li>Don’t spam with Twitter DMs </li></ul><ul><li>Express interest through social media and use it to build relationships </li></ul><ul><li>Give as much as you request through re-tweets and positive mentions of your media contact </li></ul><ul><li>Respect reporters’ privacy and willingness to share or not share on social media </li></ul>Social Media Grants Access
  26. 26. <ul><li>SOCIAL PROFILES OUTLIVE REPORTERS’ BEATS & OUTLETS </li></ul><ul><li>Reporters move around a lot </li></ul><ul><li>Use social media to keep your media lists up to date </li></ul><ul><li>Use LinkedIn to keep a current phone number and email address, as well as job title </li></ul><ul><li>Twitter gives us great insight into reporters as people . Use this insight to foster real, transferrable connections </li></ul>Social Media Keeps Us in Touch
  27. 27. Measuring Your Efforts Social Media Measuring
  28. 28. <ul><li>WHAT AM I MEASURING? </li></ul><ul><li>Exposure : Number of post views, retweets, link clicks </li></ul><ul><li>Growth of audience : Number of new subscribers/fans per week </li></ul><ul><li>Growth of engagement : Increase in comments or interaction </li></ul><ul><li>Share of conversation v. your competitors </li></ul>Measuring
  29. 29. <ul><li>WHAT ELSE CAN I MEASURE? </li></ul><ul><li>Positive and negative sentiment </li></ul><ul><li>“ Stickiness”: Topics that elicit response </li></ul><ul><li>Topics that are touchy </li></ul><ul><li>For campaigns, social media can be used as a testing ground for messaging </li></ul>Social Media Keeps Us in Touch
  30. 30. <ul><li>FREE SOCIAL MEDIA MONITORING AND MEASURING TOOLS </li></ul><ul><li>Addict-o-Matic </li></ul><ul><li>Google Alerts </li></ul><ul><li>BlogPulse </li></ul><ul><li>Twitalyzer, Tweetreach, Twitter Search </li></ul><ul><li>Facebook Admin Reports </li></ul><ul><li>Ogilvy Daily Influence Dashboard </li></ul>Measuring the Reach of Social Media
  31. 31. <ul><li>PAID SOCIAL MEDIA MONITORING AND MEASURMENT PLATFORMS </li></ul><ul><li>Radian6 </li></ul><ul><li>Filtrbox </li></ul><ul><li>BuzzMetrics </li></ul><ul><li>Trackur </li></ul><ul><li>Visible </li></ul><ul><li>Collective Intellect </li></ul>Measuring the Reach of Social Media
  32. 32. <ul><li>Flickr (photos) </li></ul><ul><li>YouTube or Vimeo (video) </li></ul><ul><li>Slideshare (slides) </li></ul><ul><li>Foursquare </li></ul><ul><li>Tumblr </li></ul><ul><li>Posterous </li></ul><ul><li>Digg </li></ul><ul><li>Ning </li></ul><ul><li>LinkedIn </li></ul>Other Social MediaTools You Should Try
  33. 33. <ul><li>Social Media Examiner </li></ul><ul><li>PR Daily </li></ul><ul><li>SmartBrief on Social Media </li></ul><ul><li>Mopwater PR + Media Notes </li></ul>Resources for PR and Social Media <ul><li>Deirdre Breakenridge PR 2.0 New Tools </li></ul><ul><li>David Meerman Scott World Wide Rave </li></ul><ul><li>My Book: The MPRMN Manual for a Stellar PR Career </li></ul>
  34. 34. Questions? For More Information: Email: [email_address] com Facebook: Mopwater PR + Media Notes on Facebook Amanda on Facebook Twitter: @ amandamogul LinkedIn: Amanda Miller Littlejohn
  35. 35. For more information on national and chapter programs or to join, visit . Slide Title/ Subhead Thank You for Your Support