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Social media, search and PR


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Basic tips and advice on how to use Social Media and SEO strategies in Public Relations. Guest lecture presented to Intro to PR Writing (ADPR) class September 29, 2011 at the University of Georgia's Grady College of Journalism & Mass Communication.
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Social media, search and PR

  1. 1. Geoffrey Graybeal<br />University of Georgia<br />Guest lecture<br />ADPR class- Sept. 29, 2011<br />Social Media, (search)and PR<br />
  2. 2. Geoffrey Graybeal<br />Experience:<br />5 yrs. of brand strategy & research <br />5 yrs. of media<br />17 yrs. of journalism<br />Expertise:<br />Strategy (strategic management), brands, journalism, social media, media management, research<br />
  3. 3. What is the most fundamental difference between social media and search?<br />
  4. 4. Here’s a hint…<br />
  5. 5. But search gives me this…<br />
  6. 6. Search lacks….<br />CONTEXT<br />
  7. 7. A fundamental principle of SM<br />
  8. 8. Social media messaging…<br />Should be authentic.* (leads to more clicks)<br />Should be engaging.<br />Should build relationships (PR!)<br />Should join a conversation<br />Trends<br />Topics<br />hashtags<br />
  9. 9. The raw, unvetted, free nature of Social Media…<br />Can cause PR troubles<br />…<br /> But also PR successes!<br />
  10. 10. PR (student) professionals…<br />Should know your audiences.<br />Know the tools at your disposal.<br />Use social media as part of an integrated strategy.<br />start managing SM accounts and reporting on them while in school (via@etparker) .<br />NOT underestimate SM and SEO b/c you think you have to "dumb it down.“ (via @brixandclay)<br />
  11. 11. Social Networking Sites<br /><ul><li>Avg. age of SNS users is 38
  12. 12. Over half over the age of 35
  13. 13. 56% are female
  14. 14. SNS</li></ul>-92% use Facebook (1/2 engage daily)<br />-29% use MySpace<br />-18% use LinkedIn<br />-13% use Twitter (1/3rd engage daily)<br />Source: Pew Internet & American Life Project 2011 report <br />
  15. 15. SNS demographics<br />Women and young drive Facebook usage<br />18% of women update daily (11% men)<br />Twitter is the most ethnically diverse<br />Average ages:<br />Facebook 38<br />Twitter 33<br />MySpace 32<br />Source: Pew Internet & American Life Project 2011 report <br />
  16. 16. Peer Influence Pyramid<br />
  17. 17. Mass Influencers<br />
  18. 18. Social Media Marketing<br />CHANGING THE GAME:<br />Becoming human again.<br />The relationship is everything.<br />Day trading SOCIAL EMOTION<br />Success determined by quality of listening<br />Via Jameson Hayes <br />
  19. 19. Reverse Everything You “Know”<br />Push is now pull.<br />Monologue is dialogue.<br />Talking is listening.<br />Image is authenticity.<br />Cannes Advertising Festival Seminar: Simon Mainwaring<br />
  20. 20. Tools<br />Social Network Sites<br />Real Time Apps<br />Location-based apps<br />Mobile Apps<br />Social Web<br />
  21. 21. Do Your Research<br />Monitor the Conversation<br />Google Alerts<br />TweetDeck<br />TweetBeep<br />Kurrently<br />Collecta<br />
  22. 22. Be aware of how journalists use social media<br />Story ideation and sources<br />Reporting the news in real time<br />Alternative distribution mechanism<br />Promotions<br />
  23. 23. SEO akaappealing to an algorithm<br />Keywords<br />Tags<br />Phrases<br />Links<br />Comments<br />
  24. 24. But…. writing for an audience<br />Know what content appeals to whom<br />Context needed for worldwide audience<br />Keywords are important in posts<br />Humor & Puns – good for writing, but not SEO (computers have no sense of humor)<br />South Park Funnybot: “awkward!”<br />
  25. 25. Questions?<br />
  26. 26. Additional resources…<br />Karen Russell SEO tips.<br /> The Future of Social Media and Public Relations.<br />How PR pros are using Social Media for Real Results<br />Shameless plug:<br />SOCIAL MEDIA: Find and follow colleagues, scholars, industry and academic experts<br />
  27. 27. Contact me<br />Office: 101-E Journalism<br />Email:<br />Twitter: @graybs13<br />