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Social media strategist at Identity Marketing & Public Relations. Have been there for one year as of March 22. Our agency consists of 23 people, with three of us dedicated to the social strategy work. My job is to help companies of all sizes and from various industries to improve and grow their business through online efforts – creating/managing a presence online, creating content online, communicating online, monitoring online conversations about company/brand, coordinating traditional PR/marketing efforts with online strategy
Writing (40%), media relations (30%), community relations (20%), other, such as crisis comms, planning/strategy/advising, advertising, branding (10%)
Very different from four years ago. Now, online/social strategy planning (40%), blogger research and outreach (20%), online monitoring and research (20%), auditing websites, mainly for SEO, and social outposts like Twitter, Facebook, YouTube (10%), traditional PR and other, such as event planning, crisis comms, managing Identity blog and Twitter account (10%). This is more realistic of responsibilities of a PR agency pro who specializes in social. Writing is still a huge part of what I do – tweets, audits, blog posts, emails, 90-day plans, etc. but it’s integrated into everything rather one primary focus.
Public relations is not dead. The PR industry is still growing and thriving.
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I could talk for hours about how social media has forever changed the PR industry and role of PR professionals. But my goal for this presentation is to give you five key takeaways about how traditional PR has changed and how social plays an important role in PR.
Constantly hearing press release is dead, but that’s not true. It has simply evolved.
Identity created its own press release site for client releases. Also free ones that will rank high in search results, like PRLog.com, FreePressRelease.com. PRWeb is another option, but it’s not free.
It’s not always about ROI. Give RPLS and Verizon examples. If clients want you to help increase sales, they must give you full access to the sales team and process.
Give Mango Passport example. Trim down
WXYZ is doing Skype interviews all the time now. Expert sources need to be easily accessible.
Employees at a North Carolina franchise put a video up on YouTube of them doing disgusting things while making food. Public/media praised Dominos for using its already established social media channels like Twitter and YouTube to address the issue, but the president also received criticism for waiting too long, not delivering a genuine enough apology, reading from a script and not looking into the camera.
Find the influencers in the regions that matter to your company/client. Influencer doesn’t mean millions of Twitter followers. Quality vs. quantity. Allow your online communities to really understand who you are/what you’re all about.
Give Verizon example of how much we monitor. The Web is a vast pool of information. This is often an important part of a PR pro’s services to its clients/company.
Use different picture, or put photo of Old Spice guy
We must educate clients/companies that setting a goal to make content viral isn’t realistic. Gary V. brought up the last point during his SXSW talk. Videos were creative and produced a lot of online buzz.
PR/social media blogs, traditional journalists’ blogs and bloggers you want to connect with on behalf of client/company;
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The Rise of Social Media & the Fall of Old School PR
The Rise of Social Media. .. . … and the Fall of Old School PR
Nikki Stephan Identity Marketing & Public Relations Social Media Strategist
<ul><li>Employment of public relations specialists is expected to grow 24 percent from 2008 to 2018, much faster than the average for all occupations. </li></ul><ul><li>Bureau of Labor Statistics: Public Relations Specialists </li></ul>
But the tools, platforms & tactics have changed thanks to social media.
<ul><li>The fall of old school PR </li></ul><ul><li>5 takeaways </li></ul>
The new press release: <ul><li>Less words and fluff, more value </li></ul><ul><li>Less reliance on newswire services </li></ul><ul><li>Goodbye mass blasts </li></ul><ul><li>Must live online </li></ul><ul><li>Multimedia and sharing options </li></ul><ul><li>SEO – keywords & anchor text </li></ul>
<ul><li>There are several channels available to reach target publics directly rather than relying on media to report the news. </li></ul><ul><li>People consume news via social media. 51% of people said they get news items from people they follow. (Pew survey) </li></ul><ul><li>WordPress, Posterous, Tumblr, Twitter, Facebook, YouTube, Vimeo, Quora, SlideShare, Scribd, etc. </li></ul>
3. It’s no longer acceptable to measure by ad equivalency value or clips.
Why was it ever acceptable to measure PR results this way? <ul><li>More clients want to know how PR efforts will increase sales. </li></ul><ul><li>Three goals for integrating online/social media with PR efforts: create awareness, drive sales, build loyalty (credit: The NOW Revolution ) </li></ul><ul><li>Google Analytics, share of voice, inbound links, mentions on social networks, sentiment, conversions, traffic referrals, offer redemptions, comments/tweets/likes </li></ul>
4. You must know how to research, qualify and work with bloggers.
<ul><li>Bloggers deserve the same respect as journalists. </li></ul><ul><li>Do your homework first. </li></ul><ul><li>Many bloggers don’t want a press release. </li></ul><ul><li>FTC guidelines – full disclosure is a must. </li></ul><ul><li>Research tools: Alltop, Google blog search, blog rolls, Technorati, BlogDash, blogger Twitter lists </li></ul>
5. Shrinking media outlets & staff means PR pros must work smarter.
<ul><li>Write media materials like an article. </li></ul><ul><li>Have accompanying photos/videos. </li></ul><ul><li>New trend is hyperlocal news (Example: Patch.com). </li></ul><ul><li>Train clients to use Skype and CNN iReport. </li></ul>
<ul><li>The rise of social media </li></ul><ul><li>5 takeaways </li></ul>
1. Information spreads like wildfire. So do mistakes.
<ul><li>Immediacy of information flow on the social Web can be both positive and negative. </li></ul><ul><li>It’s no longer an option to collect your thoughts for 24 hours and then respond when there is a crisis. </li></ul><ul><li>Real world example: Domino’s president was both applauded (using already established social channels) and criticized (waiting too long, insincere apology) for how he addressed the prank video made by employees. </li></ul>
2. Just like with traditional media, strong relationships with online content creators and consumers is critical.
<ul><li>Create relationships by providing value through content, being a trusted source, making your business human/real. </li></ul><ul><li>Do not use social channels to only push out company information/messages. </li></ul><ul><li>Connect with online influencers and brand ambassadors. </li></ul>
3. Missed opportunities happen if you don’t monitor online conversations.
<ul><li>Think monitoring traditional media times 100. </li></ul><ul><li>Monitoring/listening for online mentions about your company/brand is just as important as engaging/interacting online. </li></ul><ul><li>Tools: Google alerts, Google Reader, Tweetdeck, Twitter search, Netvibes, Radian6, Sysomos, Engage121, Viralheat, Scout Labs </li></ul>
4. The social Web enables content to spread quickly and go viral, but viral is not a viable PR strategy.
<ul><li>Setting a goal to make content go viral is not realistic. </li></ul><ul><li>Better goal: Create quality content that speaks to and is of value to the people who care about your brand/product/service. </li></ul><ul><li>Viral doesn’t always produce sustainable results. Real world example: Old Spice “The Man Your Man Could Smell Like” video campaign. Videos went viral and produced buzz across social and traditional platforms. According to data from The Nielson Co. and SymphonyIRI Group, sales of Old Spice Body Wash increased (as reported by BrandWeek) during the effort. </li></ul><ul><li>Smart strategy for long-term sales goals? What happened to the focus on customer/fan interaction now that campaign is over? </li></ul>
5. Use social media to connect with journalists, bloggers and other PR pros.
<ul><li>Read and comment on blogs. </li></ul><ul><li>Follow/interact with journalists and bloggers on Twitter and share their content. </li></ul><ul><li>Connect with journalists/bloggers on LinkedIn. </li></ul><ul><li>Participate in industry Twitter chats - #PR20chat, #journchat, #u30pro, #HAPPO, #commschat, #prstudchat, #blogchat, #measurePR, #HCSM (health care) #tweetea (locally) </li></ul>
So what does all this mean for PR pros? <ul><li>PR pros must be Swiss army knives – traditional + social skills. </li></ul><ul><li>Relationships/trust still remain supreme. </li></ul><ul><li>The foundation of PR remains the same, but the communication channels/tools have changed. </li></ul>