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PR(Evolution) Session Five Open Social Media


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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