Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PR(Evolution) Session Five Open Social Media

575 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

PR(Evolution) Session Five Open Social Media

  1. 1. PR(evolution) Building 21st Century Relationships “ Open Social Media” ®Jessica Ayers | Jacob Summers
  2. 2. Review <ul><li>PR & Social Media </li></ul><ul><li>What Is Social Media? </li></ul><ul><li>Closed Social Media </li></ul><ul><li>Semi-Open Social Media </li></ul><ul><li>Open Social Medai </li></ul>®Jessica Ayers | Jacob Summers
  3. 3. Open Social Media ®Jessica Ayers | Jacob Summers <ul><li>Any Web page you can find through a Google search </li></ul><ul><li>Organization-Initiated: organization Web site, blog </li></ul><ul><li>Community-Initiated: Twitter, FriendFeed, forums, wikis, blogs </li></ul>
  4. 4. Advantages of Open Social Media <ul><li>Provides a resource open to everyone </li></ul><ul><li>Resource is available to casual information seekers </li></ul><ul><li>Easier for consumer </li></ul>®Jessica Ayers | Jacob Summers
  5. 5. Disadvantages of Open Social Media <ul><li>It is the consumer’s responsibility to initiate contact </li></ul><ul><li>Must be monitored closely and can be time consuming </li></ul><ul><li>Anyone can see negative information </li></ul>®Jessica Ayers | Jacob Summers
  6. 6. Classifications of Open Social Media <ul><li>Organization-Initiated </li></ul><ul><ul><li>Company Web site </li></ul></ul><ul><ul><li>Company blog </li></ul></ul><ul><li>Community-Initiated </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>FriendFeed </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Forums </li></ul></ul>®Jessica Ayers | Jacob Summers
  7. 7. Organization Initiated <ul><li>Pros: </li></ul><ul><ul><li>Conversation always begins with positive information </li></ul></ul><ul><ul><li>Less risk </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Not a community, so harder to encourage interaction </li></ul></ul>®Jessica Ayers | Jacob Summers
  8. 8. Community Initiated ®Jessica Ayers | Jacob Summers <ul><li>Pros: </li></ul><ul><ul><li>Foundation of media is interaction </li></ul></ul><ul><ul><li>Easy for organization to answer questions and meet needs </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Organization cannot censor negative opinions </li></ul></ul>
  9. 9. Using Open Social Media ®Jessica Ayers | Jacob Summers Web Site Example: Starbucks <ul><li>Accessible resources </li></ul><ul><li>Reward Interaction </li></ul>
  10. 11. Accessible Resources ®Jessica Ayers | Jacob Summers
  11. 12. Using Open Social Media ®Jessica Ayers | Jacob Summers Wikipedia Example: Starbucks <ul><li>Create content </li></ul><ul><li>Provide more content than necessary so that someone else doesn’t </li></ul><ul><li>Monitor changes for accuracy </li></ul>
  12. 14. Using Open Social Media ®Jessica Ayers | Jacob Summers YouTube Example: Starbucks <ul><li>Short informative videos </li></ul><ul><li>More than self-promotion: provide a resource </li></ul><ul><li>Design channel page </li></ul><ul><li>Moderate comments </li></ul>
  13. 16. Using Open Social Media ®Jessica Ayers | Jacob Summers Twitter Example: Starbucks <ul><li>Add value </li></ul><ul><li>Be personal </li></ul><ul><li>Look for people looking for you (even if they don’t know it!) </li></ul><ul><li>Reward interaction </li></ul>
  14. 17. Twitter if explained to a First Grader ®Jessica Ayers | Jacob Summers Twitter… … Helps people learn about each other … Do things together … Just talk … Make each other laugh … Make each other think … They can help each other when something goes wrong … They can work together to do more than they could alone
  15. 19. Review <ul><li>There are many types of open social media </li></ul><ul><li>Open social media is easiest for consumers, but requires constant monitoring on the part of the organization </li></ul><ul><li>Most new interaction occurs in open social media </li></ul><ul><li>Someone is out there answering questions about your company. Is it you or Joe Internet? </li></ul>®Jessica Ayers | Jacob Summers
  16. 20. Next Time <ul><li>Organization and Consolidation </li></ul><ul><li>Next week, April 3 </li></ul>®Jessica Ayers | Jacob Summers
  17. 21. Thank You. ®Jessica Ayers | Jacob Summers

×