Social Media

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Social Media

  1. 1. Social Media & Public Relations Karen Freberg, M.A. University of Tennessee, Knoxville [email_address] Created for: National Center for Food Protection and Defense (Prime Award: DHS/2007-ST-061-000003)
  2. 2. What is social media? <ul><li>Social media combines “a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, microblogs” (Mangold & Faulds, 2009, p.358). </li></ul><ul><ul><li>Social media integrates technology & social interaction with pictures, videos, words, and audio. </li></ul></ul><ul><ul><li>It also allows people to share different perspectives and sharing information / stories / experiences among online communities. </li></ul></ul>
  3. 3. Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/ .
  4. 4. Characteristics of Social Media <ul><li>Open </li></ul><ul><li>Conversations & Dialogue </li></ul><ul><li>Relationship Development </li></ul><ul><li>Multiple voices </li></ul><ul><li>Getting the message to stakeholders </li></ul><ul><ul><li>Social media press release </li></ul></ul><ul><ul><li>Video news release </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Social networking communities / influencers </li></ul></ul><ul><ul><li>Live steaming </li></ul></ul>
  5. 5. Opportunities in Social Media
  6. 6. Key terms to remember about social media <ul><li>Engagement </li></ul><ul><li>Influencers </li></ul><ul><li>Internet Memes </li></ul><ul><ul><li>Edelman Tweetlevel Site </li></ul></ul><ul><ul><ul><li>Methodology in calculating Influence, Engagement, Trust, and Popularity on site. </li></ul></ul></ul>
  7. 7. Key term: Engagement <ul><li>Engagement </li></ul><ul><ul><li>Definition: the purpose of listening and interacting with your key stakeholders virtually – these conversations range from compliments to complaints to specific needs. </li></ul></ul><ul><ul><li>Examples of brands that have high levels of engagement: Starbucks, Dell, and Toyota </li></ul></ul><ul><ul><li>Why are these brands successful? </li></ul></ul><ul><ul><li>( Engagement DB Report ) </li></ul></ul><ul><ul><ul><li>The understand that each social media channel (ex. Facebook, web sites, blogs, Twitter, etc.) provides people a different dimension of engagement. </li></ul></ul></ul><ul><ul><ul><li>Centralized coordination of social media throughout companies. </li></ul></ul></ul><ul><ul><ul><li>Senior management was part of the social media process (ex. CEO of Starbucks & MyStarbucks.com) </li></ul></ul></ul>
  8. 8. Key Term: Influence <ul><li>Definition: The ability to shape and shift messages that grabs a person’s attention and inspires them to act upon this. </li></ul><ul><li>Breakdown of influencers </li></ul><ul><ul><li>Traditional influencers (newsmakers, reporters, analysts, etc.) </li></ul></ul><ul><ul><li>New media influencers </li></ul></ul><ul><ul><ul><li>These individuals create their own social networking communities and have their own followers (bypassing gatekeepers) </li></ul></ul></ul><ul><ul><ul><li>Bloggers are just the beginning – people are establishing themselves as prominent authorities of influence online. </li></ul></ul></ul><ul><ul><ul><li>Has expert content on their blog, web site , etc. – as well developing relationships w/ followers & peer-to-peer conversations. </li></ul></ul></ul>Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/ .
  9. 9. Key term: Internet Meme <ul><li>Definition: </li></ul><ul><ul><li>A phrase used to describe a catchphrase or concept that spreads quickly from person to person via the Internet. </li></ul></ul><ul><li>Types of Internet Memes </li></ul><ul><ul><ul><li>Self-promotion (usually created by a group / individual to gain personal recognition) </li></ul></ul></ul><ul><ul><ul><li>Rumors & Hoaxes (falsehoods spread virally) </li></ul></ul></ul><ul><ul><ul><li>Crisis Communications & Reputation Management </li></ul></ul></ul><ul><li>Examples of Crisis Communication Internet Memes </li></ul><ul><ul><li>Domino’s & YouTube Crisis (#disgustingdominos) </li></ul></ul><ul><ul><li>Amazon Crisis (#amazonfails) </li></ul></ul><ul><ul><li>United Airlines & Guitar – Song by Musician Dave Carroll </li></ul></ul>
  10. 10. Understanding your online stakeholders Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html . Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
  11. 11. What is the purpose of social media? <ul><li>Establishing online identity </li></ul><ul><li>Conducting Research – qualitative and quantitative </li></ul><ul><li>Launching event & creating awareness of an issue </li></ul><ul><li>Using media relations practices in reaching both traditional and non-traditional media </li></ul><ul><li>Engaging with customers in dialogue </li></ul><ul><li>Creating new online partnerships </li></ul><ul><li>Communications with External & Internal Audiences </li></ul><ul><li>Crisis Communications & Crisis Management </li></ul><ul><li>Reputation Management (Corporate and Individual) </li></ul>
  12. 12. Social Media PR Case: CDC & H1N1 Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
  13. 13. CDC & Social Media Twitter Video ( YouTube ) MySpace Widgets Facebook Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
  14. 14. CDC & Second Life Centers for Disease Control Virtual Worlds site. Retrieved from http://www.cdc.gov/HealthMarketing/ehm/virtual.html .
  15. 15. Social media & Mobile Applications Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/ .
  16. 16. Trendsmap. Retrieved from http://trendsmap.com/ .
  17. 17. Fort Hood Shootings <ul><li>Overview of Crisis (Nov 2009) </li></ul><ul><li>Areas in Public Relations </li></ul><ul><ul><li>Crisis Communications </li></ul></ul><ul><ul><li>Issues Management </li></ul></ul><ul><ul><li>Risk Communication </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Strategies Army implemented with social media </li></ul><ul><ul><li>Facebook Main Page / “Prayers for Fort Hood” </li></ul></ul><ul><ul><li>Twitter Accounts </li></ul></ul>
  18. 18. Social Media & News response to Fort Hood Tragedy Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test . Retrieved from http://mashable.com/2009/11/05/fort-hood-shootings/.
  19. 19. Social Media Measurement
  20. 20. What are the goals in social media measurement? <ul><li>Reputation </li></ul><ul><ul><li>Understanding perceptions and attributes associated with brand or person online / positive or negative tags and content online / analysis of conversations </li></ul></ul><ul><li>Awareness </li></ul><ul><ul><li>Brand loyalty / media placements and referrals to social media sites / share of conversation / sentiment in posts / interaction with content </li></ul></ul><ul><li>Money </li></ul><ul><ul><li>Speed of online transactions / Referrals to new customers / conversations from community </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Looking at specific activity and interactions among followers & brand </li></ul></ul><ul><ul><li>Posts / Threads / Incoming links / Tags / Referrals / Post frequency </li></ul></ul><ul><li>Education </li></ul><ul><ul><li>Learning about stakeholders / being part of the dialogue / creating new relationships / strategic issues management </li></ul></ul>
  21. 21. How to measure social media <ul><li>Free sites for online tracking and measurement </li></ul><ul><ul><li>People Browsr </li></ul></ul><ul><ul><li>SM2 </li></ul></ul><ul><ul><li>Google Insights </li></ul></ul><ul><ul><li>Samepoint </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul><ul><li>Other sites </li></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>CustomScoop </li></ul></ul><ul><ul><li>Viral Heat </li></ul></ul><ul><ul><li>Nielson Buzzlogics </li></ul></ul><ul><ul><li>Cision Social Media </li></ul></ul>
  22. 22. Example: How to track swine flu? <ul><li>Check out what is being presented on the WHO Disease Outbreak News Center </li></ul><ul><li>Set up not only Google Alerts, but also other search engine alerts (ex. Backtype, Social Mention, etc.) </li></ul><ul><li>Track what people are posting via Twitter on Trendsmap (look for key words) or Heath Map & Flu.gov </li></ul><ul><li>Look at what are the common #hashtags being discussed related to swine flu (ex. #swineflu, #h1n1, #CDC, #swineflu vaccination, etc.) </li></ul>
  23. 23. Role of the new PR professional <ul><li>Role of a PR Professional </li></ul><ul><ul><li>Contribute valuable content and perspective through participation </li></ul></ul><ul><ul><li>We are not only liaisons for our businesses we work for or clients, but we become influencers ourselves </li></ul></ul><ul><li>Social creates a new hybrid of PR professionals </li></ul><ul><ul><li>Social Media / Data mining expert </li></ul></ul><ul><ul><li>Market analyst & researcher </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Relationship marketers </li></ul></ul><ul><ul><li>Viral marketer </li></ul></ul><ul><ul><li>Conversationalist/listener </li></ul></ul>
  24. 24. How PR can be successful with social media? <ul><li>Integrate social media practices as part of the daily routine – like checking what is going on in the news or email. </li></ul><ul><li>Connecting with people online (establishing relationships). </li></ul><ul><li>Creating a dialogue through an online channel. </li></ul><ul><li>Start having a conversation with online stakeholders from the very beginning – incorporate into corporate culture. </li></ul><ul><li>Being consistent with content across all social media platforms as well in traditional media outlets. </li></ul><ul><li>Social media is not for the short term – it is a long-term process and investment. </li></ul><ul><li>Educate your organization & community about social media </li></ul>
  25. 25. Other PR tips to success <ul><li>Talk like a person, not a computerized robot! </li></ul><ul><li>Be helpful and bring value to the conversation and relationship. </li></ul><ul><li>Remember each time that you are talking, posting, or conducting a business exchange online – you are contributing to the personality and reputation of the agency / corporation you are representing, as well as your own reputation. </li></ul>
  26. 26. Why is it important to understand social media from a PR perspective? <ul><li>Being aware of the latest technologies to implement our communication messages and campaign strategies </li></ul><ul><li>Know how people are getting their information and stories and effectively communicate and share meaning with audiences </li></ul><ul><li>To build networks with fellow PR professionals - you never know who you are going to meet! </li></ul><ul><li>Understanding the key online influencers and opinion leaders </li></ul><ul><li>A way to understand our target audiences and how to best communicate with them </li></ul><ul><li>A tool to use to manage online reputation for our client as well as ourselves </li></ul>
  27. 27. Future of social media Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/ .
  28. 28. Social Media Resources <ul><li>Mashable: http://www.mashable.com </li></ul><ul><li>Brian Solis (PR 2.0): http://www.briansolis.com </li></ul><ul><li>PR Squared: http://www.pr-squared.com/ </li></ul><ul><li>Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/ </li></ul><ul><li>Groundswell (Christine Li / Forrester Research): </li></ul><ul><li>http://blogs.forrester.com/groundswell/ </li></ul><ul><li>Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-media/ </li></ul><ul><li>Online Reputation Management </li></ul><ul><ul><li>Top 10 Free Tools for Monitoring Your Brand’s Reputation: http://mashable.com/2008/12/24/free-brand-monitoring-tools/ </li></ul></ul><ul><ul><li>How to build the ultimate social media resume: http://mashable.com/2009/01/13/social-media-resume/ </li></ul></ul>
  29. 29. Other useful research tools <ul><li>Twitter </li></ul><ul><ul><li>Twitter Search - Search keywords on Twitter which &quot;self-refreshes&quot;. See what's happening — 'right now'. </li></ul></ul><ul><ul><li>TweetScan - search for words on Twitter </li></ul></ul><ul><ul><li>Twit(url)y - see what people are talking about on Twitter </li></ul></ul><ul><ul><li>TweetBeep - Track mentions of your brand on Twitter in real time. </li></ul></ul><ul><ul><li>Twitrratr - Rates mentions of your search term on Twitter as positive/neutral/negative </li></ul></ul><ul><ul><li>TwitScoop – Through an automated algorithm, twitscoop crawls hundreds of tweets every minute and extracts the words which are mentioned more often than usual and creates a tag cloud. </li></ul></ul><ul><ul><li>Twilert - Twitter application that lets you receive regular email updates of tweets containing your brand, product, service. </li></ul></ul><ul><ul><li>Twitnest – look at who is following who on Twitter </li></ul></ul><ul><ul><li>Twitratr – measures positive, negative, and neutral tweets for a particular Twitter user </li></ul></ul><ul><ul><li>Twitscoop – tool to see what issues are being discussed the most on Twitter </li></ul></ul><ul><ul><li>TweetStats – statistics on Twitter </li></ul></ul><ul><ul><li>Twitlocal – find people in local area on Twitter </li></ul></ul><ul><ul><li>Twazzup – Twitter search engine but with real feed </li></ul></ul><ul><li>Monitoring discussions / comments </li></ul><ul><ul><li>Backtype </li></ul></ul><ul><ul><li>Tweetmeme </li></ul></ul>
  30. 30. References <ul><li>Allen, N. (November 5, 2009). Seven dead in shooting at Fort Hood military base in Texas. Retrieved from http://www.telegraph.co.uk/news/worldnews/northamerica/usa/6510855/Seven-dead-in-shooting-at-Fort-Hood-military-base-in-Texas.html . </li></ul><ul><li>Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/ . </li></ul><ul><li>Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/ . </li></ul><ul><li>Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html . </li></ul><ul><li>Centers for Disease Control Web site. Retrieved from http://www.cdc.gov/about/stateofcdc/html/2008/Intro-Message.htm . </li></ul><ul><li>Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ . </li></ul><ul><li>Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52 , 357-365. </li></ul><ul><li>Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test . Retrieved from http://mashable.com/2009/11/05/fort-hood-shootings/. </li></ul><ul><li>Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/ . </li></ul><ul><li>Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/ . </li></ul><ul><li>Tools for Measurement. Retrieved from http://measurementcamp.wikidot.com/tools-for-measurement . </li></ul><ul><li>Trendsmap. Retrieved from http://trendsmap.com/ . </li></ul>

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