Social Media And Search Marketing For Public Relations Officers


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Social media marketing strategy, monitoring and SEO PR for people working in public relations.

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  • In Google general search, Pärnu mayor Viisitamm (term “linnapea viisitamm”) Results from the news: “ Viisitamm suspects someone has been easrsdropping/listening in ”; “ Road management in Pärnu took Viisitamm to the office of defence police (KaPo)”; “Pärnu mayor is involved in furniture business”; “ Pärnu city is headless – Viisitamm has disappeared to a vacation ”; “ Viisitamm will be interrogated today “, “The mayor of Tartu is not intimidated by the words of Viisitamm”. Blog – “ Whom do all journalists hate? Viisitamm!” The perception you get is someone paranoid, unreliable, neurotic. There are NO links to Pärnu city pages, Viisitamm’s personal page or any other officially related website in first two pages of search results. Not all results are bad, but none take the user to an environment controllable by Viisitamm.
  • Social Media And Search Marketing For Public Relations Officers

    1. 1. Social Media & Search for PROs for Estonian PR Association Robin Gurney M IDM email: robin(at) mobile: +372 53999439 skype: altexor
    2. 2. Not Convinced about Social Media?
    3. 3. The Business Case for Online PR
    4. 4. Social Media M arketing Strategy <ul><li>Can and do you track in “actual or near real time” what people are saying about your business, brands, people and industry online? Do you have a dashboard or are feeding all the data into one place? </li></ul><ul><li>Are you really listening to what they are saying and therefore listing and prioritising the issues they care about? </li></ul><ul><li>Have you researched the way your target audience s’ live, how they have fun, what motivates them personally and professionally? </li></ul><ul><li>If someone says something bad about you do you step in fast and fix the problem and take steps internally to make sure this/these same problem(s) don’t happen again? </li></ul><ul><li>Do you proactively join in discussions about your business, brands and industry? </li></ul><ul><li>Do follow and participate in ALL the various social media channels your target audiences use? </li></ul><ul><li>You should not hide behind fake or anonymous identities when you do get involved: transparency is a good thing. </li></ul><ul><li>We have written down our policy for social media marketing online and have shared/will share it both with employees and the public. </li></ul><ul><li>Do you just incentivise people to be your friends with special offers etc. e.g. on facebook? Not good. You should want real friends and fans, who can offer the potential for multiple, real, human connections. </li></ul>
    5. 5. Part 2 <ul><li>Do you REALLY want to offer your target audiences genuine added value? </li></ul><ul><li>Have you committed enough time and money to create quality content for your audiences? </li></ul><ul><li>Are you aware why people like to share what you say and do online? </li></ul><ul><li>Is it really, really easy for people to share what you say and do online? </li></ul><ul><li>Do you measure, evaluate and tweak your social media marketing programme? How do you measure and evaluate? What goals have you set? </li></ul><ul><li>We have an experienced social media marketing strategist (in-house or agency side) leading our efforts. </li></ul><ul><li>Our PR agency and/or in-house PR are understanding and 100 per cent supportive. They see the value of social media marketing online and want to add value. </li></ul><ul><li>We have people inside our business who live and breathe social media. We listen to and involve them. We recognise our people’s talents. </li></ul><ul><li>Our strategy is not a gimmick, fashion, stunt or simply dictated activity from the boardroom because “we must do something, like our competitors”. </li></ul>
    6. 6. Monitoring Social Media
    7. 7. SEO PR <ul><li>SEO PR is the use of genuine and ethical dialogue-driven PR strategies to improve a brand's organic search engine rankings. </li></ul>
    8. 8. High Ranking but...
    9. 10. Optimise News