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Relationships & Social Media: Connecting With Media & Bloggers

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Relationships & Social Media: Connecting With Media & Bloggers

  1. 1. RELATIONSHIPS & SOCIAL MEDIA: CONNECTING WITH MEDIA & BLOGGERS NIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE
  2. 2. WHAT WE’LL DISCUSS: o Social media is an extension of PR o Media and blogger similarities/differences o What to do before, during and after creating media/blogger relationships o Leveraging positive coverage online o Getting strategic with relationship building
  3. 3. SOCIAL MEDIA SHOULD NOT OPERATE IN ITS OWN BUCKET
  4. 4. CONNECT PR RELATIONSHIPS TO THE SOCIAL WORLD: TAKE RELATIONSHIPS YOU’VE CREATED OFFLINE & CONTINUE BUILDING THEM ONLINE
  5. 5. UNDERSTAND HOW MEDIA & BLOGGERS OPERATE TO BUILD STRONG RELATIONSHIPS & SUCCESSFULLY COMMUNICATE
  6. 6. MEDIA & BLOGGERS – SIMILARITIES o Tell stories and share company news through written word o Interview company execs o Work with PR professionals o Many journalists now blog, and many bloggers started as journalists o Frequently use social media
  7. 7. MEDIA & BLOGGERS – DIFFERENCES o Not all bloggers are trained writers o Not all bloggers adhere to journalistic standards and ethics o Bloggers can (and will!) accept compensation to work with companies – media can’t o Phone still works to reach media (most bloggers don’t share phone numbers) o Media operating in traditional ways still not active on social channels o Due to newsroom changes/cutbacks, media can be more time-strapped
  8. 8. BUILDING NEW RELATIONSHIPS: THE BEFORE, DURING & AFTER PROCESS
  9. 9. BEFORE RELATIONSHIPS ARE CREATED: o Create a list of industry media/bloggers you want to connect with o Read their material before ever reaching out o Determine where they are active online o Determine how they like to be contacted – Is blogger PR friendly? Does journalist seek story ideas via social media? o Follow on Twitter, subscribe on Facebook
  10. 10. BEFORE RELATIONSHIPS ARE CREATED: o Create a Twitter list and use a tool like Tweetdeck to easily monitor what they’re sharing o Start commenting on articles/blog posts and social content o Share their content o Reach out when appropriate (company news to share, responding to source inquiries, offer to check out product/service)
  11. 11. AS RELATIONSHIPS DEVELOP: o Continue commenting on and sharing content online o Engage in more casual online conversations o Connect on LinkedIn and Facebook (note: not all media/bloggers will be comfortable connecting on Facebook) o Offer guest posts o Invite to lunch/coffee periodically o Meet up at events and tradeshows
  12. 12. AS RELATIONSHIPS DEVELOP: o Share relevant company news and product/service demo opportunities o Invite to subscribe to company blog, e-newsletter o Bloggers – connect to find out exactly how they work with companies and brands (some require payment/sponsorships) o Regularly update list of key media/bloggers to keep track of interactions and contact preferences
  13. 13. DON’T DO “DRIVE BYS” & ONLY CONNECT WHEN YOU WANT COVERAGE
  14. 14. ONCE STRONG RELATIONSHIP IS ESTABLISHED: o Continue finding opportunities to connect online and respond to/share content o Highlight their stories about your company on your site/blog o Top of the list when new news to share, products/services to review o Find ways to make them feel special and show you value the relationship (access to execs, VIP at events, behind-the-scenes access, etc.) o Always express gratitude when receive coverage, even through a simple thank-you email or LinkedIn message
  15. 15. THINGS TO AVOID o Smothering and obnoxious follow up, particularly on social channels o Only talking about you and your company when you comment or respond to social content o Complaining in comments or on social channels if media/bloggers misquote you, get info wrong or don’t include you in a relevant story/post
  16. 16. LEVERAGE POSITIVE COVERAGE ONLINE & OFFLINE
  17. 17. o Share on social channels (different message for each channel – no auto posting!), but pick and choose wisely to avoid “Look at me!” syndrome o Create online newsroom (option: consider creating press release site that journalists/bloggers can subscribe to) o Incorporate into new business pitches and leave- behind materials o Highlight stellar coverage in email signatures
  18. 18. SHARING POSITIVE COVERAGE ONLINE ENHANCES COMMUNITY BUILDING AND NEW BUSINESS OPPORTUNITIES
  19. 19. READY TO GET MORE STRATEGIC WITH YOUR RELATIONSHIPS?
  20. 20. IMPORTANT QUESTIONS TO ASK o Who owns relationship building (CEO, CMO, PR/social team, combo)? o How much time/resources do we want to dedicate to building and maintaining relationships? o Which online channels make most sense for us to focus on to build relationships? o Do we need in-house PR/social team and/or agency support? o Who from the exec team conducts interviews with media and bloggers?
  21. 21. STRONG RELATIONSHIPS WILL WIN YOU MORE COVERAGE, BRAND ADVOCATES AND CUSTOMERS
  22. 22. NEVER FORGET – PEOPLE DO BUSINESS WITH PEOPLE & COMPANIES THEY KNOW, LIKE & TRUST
  23. 23. QUESTIONS
  24. 24. NIKKI LITTLE Social Media Manager | Identity @NIKKI_LITTLE WWW.IDENTITYPR.COM WWW.IDENTITYPR.COM/BLOG WWW.NIKKILITTLE.COM
  25. 25. Photo Sources: http://www.flickr.com/photos/ericmmartin/2980678175/ http://www.flickr.com/photos/54031162@N00/3156373103/ http://www.flickr.com/photos/40645538@N00/3640637459/ http://www.flickr.com/photos/12674474@N00/477866450/ http://www.flickr.com/photos/36659765@N06/5459476992/ http://www.flickr.com/photos/50318388@N00/519286151/ http://www.flickr.com/photos/72825507@N00/6827018401/ http://www.flickr.com/photos/73645804@N00/1431384410/ http://www.aapkiseva.org/ http://www.un.org/apps/news/story.asp?Cr=communications+technology&Cr1=&NewsID=39601

Editor's Notes

  • Look at our local media and how many of those outlets have blogs and have reporters blog, too. Free Press does a lot with blogging.
  • Give example of bloggers at Techcrunch not sticking to embargoes because they want to break the story. Recent study – out of 600 journalists surveyed, 55% used social media
  • Use Muckrack to find journalists online. Look at their streams on Twitter.
  • Leave thoughtful comments/responses on Twitter. Prof Net & HARO emails and they tweet when sources needed.
  • Give OKE example today – Groupon Grassroots campaign, WXYZ picked up on it because relationship/following OKE, met the goal in 12 hours (50 people donated $10)
  • Not the best way to build relationships – show that you want more out of it and really want to know the person and build solid relationship
  • Share example of highlighting Verizon blog coverage and getting requests from bloggers – example of inviting IN bloggers/media to tour of Indy stadium and network upgrades for SuperBowl 2012.
  • Don’t air dirty laundry or gripes online. If there’s a problem or you’re upset about a misquote or wrong info – call and take it offline. Don’t burn bridges.
  • Before coverage would go in a clipbook or get emailed around to the team. Take things further.
  • Especially if you get a lot of great coverage, don’t share it all. Highlight the best ones, or most interesting stories/company news.
  • When I see businesses getting great coverage online, I pay more attention and am more likely to connect with the business online and be part of that community. Warby Parker example – Sarah and Erica wrote blog posts.
  • Depending on whether you’re a startup or have been around for awhile and are generating good revenue will depend on who owns role of dedicating time to relationship building.
  • In closing, two important things to keep in mind

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