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Practical Issues  in Social Media Ben Cotton Leeds Business School
What is social media? <ul><li>Kaplan and Haenlein, (2007):  </li></ul><ul><li>&quot;a group of Internet-based applications...
What are the characteristics? <ul><li>Mayfield (2008): </li></ul><ul><li>Participation </li></ul><ul><li>Openness </li></u...
The major players <ul><li>Brown (2009): </li></ul><ul><li>Bebo </li></ul><ul><li>Blogger </li></ul><ul><li>Delicious </li>...
And a few more…
Benefits of Social Media <ul><li>Lower cost, but not free </li></ul><ul><li>Reach a large audience, quickly </li></ul><ul>...
Pitfalls of Social Media <ul><li>Skills/knowledge gap </li></ul><ul><li>Lack of understanding of etiquette </li></ul><ul><...
Good & Bad <ul><li>Often public, immediate and permanent </li></ul><ul><li>Viral nature </li></ul><ul><li>It is now, popul...
When Social Media goes wrong!
Case study: Microsoft <ul><li>Microsoft Astroturfing on Wikipedia </li></ul><ul><li>Paid bloggers to edit ‘inaccuracies’ o...
Case study: Habitat <ul><li>Habitat spamming the Iranian election on Twitter </li></ul>
Case study: Habitat
<ul><li>Thornton’s Manager offended the town he moved to </li></ul>Case study:  Thornton’s employee
<ul><li>GMPTE brandjacked on Twitter </li></ul>Case study: GMPTE
When Social Media goes well!
<ul><li>Barnet Council uses its Facebook page as a forum </li></ul>Social Media in the public sector
<ul><li>NHS Salford used Twitter to inform patients of which hospital services were available </li></ul><ul><li>Essex and ...
Social Media Guidelines <ul><li>Do you have them? </li></ul><ul><li>Do employees know about them? </li></ul><ul><li>Who wr...
What do you think? <ul><li>Social Media will change the face of Public Relations? </li></ul><ul><li>Social Media is just a...
The good old press release
Die Press Release! Die! Die! Die! <ul><li>In Feb 2006 Tom Foremski blogged about traditional press release </li></ul><ul><...
Social Media Release Tom Foremski (2006):  “ Press releases are nearly useless. They typically start with a tremendous amo...
Social Media Release Template <ul><li>In May 2006 Todd Defren came up with a template for the SMR </li></ul>
Traditional  Press Release   Social  Media Release vs.
Traditional Elements <ul><li>Headline </li></ul><ul><li>Core facts </li></ul><ul><li>Approved quotes </li></ul><ul><li>Boi...
<ul><li>Navigation </li></ul><ul><li>Hyperlinks in text </li></ul><ul><li>Links to previous coverage </li></ul><ul><li>Lin...
Who are they for? <ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Consumers </li></ul><ul><li>Bloggers th...
How to pitch to bloggers <ul><li>Still much debate… </li></ul><ul><li>Bloggers don’t like being pitched to – nor do journa...
Other considerations <ul><li>May get shown as a bad example </li></ul><ul><li>Embargoes may not be respected </li></ul><ul...
Examples <ul><li>ITV - FA Cup Final </li></ul><ul><li>Bright One Communications – Unique partnership project seeks illustr...
What are the benefits? <ul><li>Enriched with multimedia </li></ul><ul><li>Optimized for search </li></ul><ul><li>Optimized...
Social Media Release Conclusions <ul><li>They look nice, but they still need to be newsworthy </li></ul><ul><li>They are n...
Recommended  Blogs <ul><li>Steve Rubel.com  </li></ul><ul><li>Brian Solis.com  </li></ul><ul><li>Neville Hobson.com  </li>...
Any questions? Q&A
Thank you Contact details [email_address] www.twitter.com/bencotton www.socialwebthing.com www.linkedin.com/in/bencotton End
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Practical Issues in Social Media

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Ben Cotton gave a presentation on Practical Issues in Social Media to NHS Graduate Trainee Communicators.

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Practical Issues in Social Media

  1. 1. Practical Issues in Social Media Ben Cotton Leeds Business School
  2. 2. What is social media? <ul><li>Kaplan and Haenlein, (2007): </li></ul><ul><li>&quot;a group of Internet-based applications that build on the </li></ul><ul><li>ideological and technological foundations of web 2.0, and </li></ul><ul><li>that allow the creation and exchange of User Generated </li></ul><ul><li>Content”. </li></ul><ul><li>Hazleton, Harrison-Rexrode and Kennan (2007): </li></ul><ul><li>“ social media can include, but is not limited to, email, </li></ul><ul><li>instant messaging, online groups, blogs, internet social </li></ul><ul><li>networks and cell phones”. </li></ul>
  3. 3. What are the characteristics? <ul><li>Mayfield (2008): </li></ul><ul><li>Participation </li></ul><ul><li>Openness </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>Connectedness </li></ul>
  4. 4. The major players <ul><li>Brown (2009): </li></ul><ul><li>Bebo </li></ul><ul><li>Blogger </li></ul><ul><li>Delicious </li></ul><ul><li>Digg </li></ul><ul><li>Facebook </li></ul><ul><li>Flickr </li></ul><ul><li>Friendster </li></ul><ul><li>Last FM </li></ul><ul><li>Linked In </li></ul><ul><li>MySpace </li></ul><ul><li>Photobucket </li></ul><ul><li>Twitter </li></ul><ul><li>Wordpress </li></ul><ul><li>Youtube </li></ul>
  5. 5. And a few more…
  6. 6. Benefits of Social Media <ul><li>Lower cost, but not free </li></ul><ul><li>Reach a large audience, quickly </li></ul><ul><li>Can communicate directly with audience </li></ul><ul><li>Social Media can remove traditional channels from the communication process </li></ul>
  7. 7. Pitfalls of Social Media <ul><li>Skills/knowledge gap </li></ul><ul><li>Lack of understanding of etiquette </li></ul><ul><li>Loss of control </li></ul><ul><li>Can cause reputational damage </li></ul>
  8. 8. Good & Bad <ul><li>Often public, immediate and permanent </li></ul><ul><li>Viral nature </li></ul><ul><li>It is now, popular and growing…zeitgeist </li></ul>
  9. 9. When Social Media goes wrong!
  10. 10. Case study: Microsoft <ul><li>Microsoft Astroturfing on Wikipedia </li></ul><ul><li>Paid bloggers to edit ‘inaccuracies’ on its Wikipedia entry </li></ul><ul><li>Against Wikipedia rules </li></ul><ul><li>Publicly criticised </li></ul><ul><li>Unethical, lack of disclosure </li></ul>
  11. 11. Case study: Habitat <ul><li>Habitat spamming the Iranian election on Twitter </li></ul>
  12. 12. Case study: Habitat
  13. 13. <ul><li>Thornton’s Manager offended the town he moved to </li></ul>Case study: Thornton’s employee
  14. 14. <ul><li>GMPTE brandjacked on Twitter </li></ul>Case study: GMPTE
  15. 15. When Social Media goes well!
  16. 16. <ul><li>Barnet Council uses its Facebook page as a forum </li></ul>Social Media in the public sector
  17. 17. <ul><li>NHS Salford used Twitter to inform patients of which hospital services were available </li></ul><ul><li>Essex and Kirklees councils created a Gritter Twitter account </li></ul><ul><li>Reports faster than news agencies </li></ul>Social Media in the public sector
  18. 18. Social Media Guidelines <ul><li>Do you have them? </li></ul><ul><li>Do employees know about them? </li></ul><ul><li>Who wrote them? </li></ul><ul><li>Are they available? </li></ul>
  19. 19. What do you think? <ul><li>Social Media will change the face of Public Relations? </li></ul><ul><li>Social Media is just another communications tool? </li></ul>
  20. 20. The good old press release
  21. 21. Die Press Release! Die! Die! Die! <ul><li>In Feb 2006 Tom Foremski blogged about traditional press release </li></ul><ul><li>Challenged PR industry to come up with something new </li></ul>
  22. 22. Social Media Release Tom Foremski (2006): “ Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat on-the-back phrases and meaningless quotes. Often they will contain quotes from C-level executives praising their customer focus. They often contain praise from analysts, (who are almost always paid or have a customer relationship.) And so on...”
  23. 23. Social Media Release Template <ul><li>In May 2006 Todd Defren came up with a template for the SMR </li></ul>
  24. 24. Traditional Press Release Social Media Release vs.
  25. 25. Traditional Elements <ul><li>Headline </li></ul><ul><li>Core facts </li></ul><ul><li>Approved quotes </li></ul><ul><li>Boiler plate </li></ul><ul><li>Contact details </li></ul>
  26. 26. <ul><li>Navigation </li></ul><ul><li>Hyperlinks in text </li></ul><ul><li>Links to previous coverage </li></ul><ul><li>Links to FAQ </li></ul>Social Media Elements <ul><li>Multimedia </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Images </li></ul><ul><li>Social Media </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>RSS feeds </li></ul><ul><li>Technorati tags </li></ul><ul><li>In bound links </li></ul><ul><li>Comment with organisation </li></ul>
  27. 27. Who are they for? <ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>Consumers </li></ul><ul><li>Bloggers the new journalists? </li></ul>
  28. 28. How to pitch to bloggers <ul><li>Still much debate… </li></ul><ul><li>Bloggers don’t like being pitched to – nor do journalists </li></ul><ul><li>Email, phone, meet, comment on blog, follow on Twitter </li></ul><ul><li>Read the blog rules to see if there are guidelines </li></ul><ul><li>Establish a relationship first, then approach </li></ul>
  29. 29. Other considerations <ul><li>May get shown as a bad example </li></ul><ul><li>Embargoes may not be respected </li></ul><ul><li>Can be time consuming </li></ul><ul><li>More work than a traditional press release e.g. you need video, audio, images, social media etc </li></ul>
  30. 30. Examples <ul><li>ITV - FA Cup Final </li></ul><ul><li>Bright One Communications – Unique partnership project seeks illustrative talent to collaborate on exciting youth project </li></ul>
  31. 31. What are the benefits? <ul><li>Enriched with multimedia </li></ul><ul><li>Optimized for search </li></ul><ul><li>Optimized for conversation </li></ul><ul><li>Optimized for sharing </li></ul>
  32. 32. Social Media Release Conclusions <ul><li>They look nice, but they still need to be newsworthy </li></ul><ul><li>They are not a substitute for relationships – the usual rules apply </li></ul><ul><li>Research in PR Week showed journalists prefer SMR, still need to be targeted </li></ul><ul><li>If it’s unsolicited…it is still spam! </li></ul>
  33. 33. Recommended Blogs <ul><li>Steve Rubel.com </li></ul><ul><li>Brian Solis.com </li></ul><ul><li>Neville Hobson.com </li></ul><ul><li>Ste Davies.com </li></ul><ul><li>PR Squared by Todd Defren </li></ul><ul><li>Mashable </li></ul><ul><li>Wolftstar </li></ul>
  34. 34. Any questions? Q&A
  35. 35. Thank you Contact details [email_address] www.twitter.com/bencotton www.socialwebthing.com www.linkedin.com/in/bencotton End

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