Harnessing The Power Of Social Media


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A social media primer for public relations professionals, with an eye toward strategy vs. tactics. A few case studies for effect.

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Harnessing The Power Of Social Media

  1. 1. Get Social Harness the Power of Social Media Kami Watson Huyse, APR Photo by Donna Cymek, Flickr
  2. 2. Why all the hype? <ul><li>Powerful tools + Easy to use = </li></ul><ul><li>Everyone can create content </li></ul>
  3. 3. On Target
  4. 4. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
  5. 5. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
  6. 7. Social media and PR? <ul><li>New influentials </li></ul><ul><li>Feedback loop </li></ul><ul><li>Earned media </li></ul><ul><li>Google friendly </li></ul>
  7. 8. SEO: Pat Philbin <ul><li>“Pat Philbin” </li></ul><ul><li>“John Pat Philbin” </li></ul><ul><li>“FEMA Staged Press Conference” </li></ul>
  8. 9. Why social media, or why not? <ul><li>People are talking anyway </li></ul><ul><li>Influence media </li></ul><ul><li>Reach stakeholders directly </li></ul><ul><li>Become findable </li></ul><ul><li>Closed-environment pass </li></ul>
  9. 10. <ul><li>Just because you can doesn’t mean that you should </li></ul>
  10. 11. Goodwill Fashionista <ul><li>“ It wasn’t until I started developing our 2007 strategic marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.” </li></ul><ul><li>Brendan Hurley , Senior Vice President of Marketing & Communications, Goodwill of Greater Washington </li></ul>http://dcgoodwillfashions.blogspot.com
  11. 12. Strategy to engage <ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Contribute </li></ul>
  12. 13. Free listening tools <ul><li>Technorati </li></ul><ul><li>Google Blogs </li></ul><ul><li>Ask.com Blogs </li></ul><ul><li>AideRSS </li></ul><ul><li>AllTop </li></ul><ul><li>Niche-specific Indexes </li></ul><ul><li>RSS Readers </li></ul>
  13. 14. Paid listening tools <ul><li>Do-It-Yourself Dashboard, KD Paine </li></ul><ul><li>Radian6 </li></ul><ul><li>Custom Scoop </li></ul><ul><li>Jeremiah Owyang’s list </li></ul>
  14. 15. Participate early and often <ul><li>“ Regardless of…intent, she was received as the equivalent of a stranger walking into the family living room... ” </li></ul>
  15. 16. How to Participate <ul><li>Commenting </li></ul><ul><li>Back channels </li></ul><ul><li>Sponsorship </li></ul><ul><li>Conferences </li></ul><ul><li>Be known </li></ul>
  16. 17. Contributing to community <ul><li>Setting relational objectives </li></ul><ul><li>Adding to the experience </li></ul><ul><li>Creating content </li></ul>
  17. 20. Creating content <ul><li>Editorial mission and plan </li></ul><ul><ul><li>Who do you need to reach? </li></ul></ul><ul><ul><li>Where do they hang out? </li></ul></ul><ul><ul><li>Which networks or tools? </li></ul></ul><ul><li>Integrate with overall plan </li></ul><ul><ul><li>How will it compliment traditional outreach </li></ul></ul><ul><ul><li>Overall objectives should be complimentary </li></ul></ul>
  18. 21. Seven categories <ul><li>Publishing platforms, Blogs, podcasts, vlogs </li></ul><ul><li>Social networking sites, Facebook, Twitter </li></ul><ul><li>Democratized networks, Digg, StumbleUpon </li></ul><ul><li>Virtual networking, Second life </li></ul><ul><li>Aggregators, Techmeme </li></ul><ul><li>Edited social news, Fark, Spin Thicket </li></ul><ul><li>Content distribution, del.icio.us </li></ul>
  19. 22. www.SeaWorldCoasters.com
  20. 29. Measuring success <ul><li>Awareness achieved? </li></ul><ul><li>Relationships built? </li></ul><ul><li>Business goals met? </li></ul><ul><li>Traffic and mentions? </li></ul>
  21. 30. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: 210-467-5092 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: www.myprpro.com </li></ul>