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Social Media & PR


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Overview of social media as they apply to the practice of public relations. Review of "Grown Up Digital," "The Long Tail," "Groundswell," "The New Influencers," and more. Prepared for "Public Relations Research & Strategies" course at Florida A&M University.

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Social Media & PR

  1. 1. Social Media & PR Dr. LaRae M. Donnellan, APR, CPRC Florida A&M University Copyright 2010
  2. 2. Baby Boomers <ul><li>Born between 1946-1964 (46-64 years old) </li></ul><ul><li>Percent of population </li></ul><ul><li>Expectations </li></ul><ul><li>Media use </li></ul>(Photo by LaRae Donnellan)
  3. 3. Generation X <ul><li>Born between 1965-1976 (34-45 years old) </li></ul><ul><li>Percent of population </li></ul><ul><li>Expectations </li></ul><ul><li>Media use </li></ul>(Microsoft PowerPoint Stock Photo)
  4. 4. The Net Generation <ul><li>Born between 1977-1997 (13-33 years old) </li></ul><ul><li>Percent of population </li></ul><ul><li>Expectations </li></ul><ul><li>Media use </li></ul>(Downloaded from
  5. 5. Negative Frame <ul><li>Are dumber than we were at that age. </li></ul><ul><li>Are Net-addicted. </li></ul><ul><li>Have no shame. </li></ul><ul><li>Aren’t self-directed. </li></ul><ul><li>Steal. </li></ul><ul><li>Bully. </li></ul><ul><li>Are violent. </li></ul><ul><li>Have no work ethic. </li></ul><ul><li>Are narcissistic. </li></ul><ul><li>Don’t give a damn. </li></ul><ul><ul><li>(From Don Tapscott, “Grown Up Digital”) </li></ul></ul>(Downloaded from
  6. 6. Positive Frame <ul><li>Transforming: </li></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Marketplace </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Families </li></ul></ul><ul><ul><li>Citizenship </li></ul></ul><ul><ul><li>Society as a whole </li></ul></ul><ul><li>(From Don Tapscott, “Grown Up Digital”) </li></ul>(Downloaded from
  7. 7. The Next Generation <ul><li>Born between 1998-present (1-12 years old) </li></ul><ul><li>Percent of population </li></ul><ul><li>Expectations </li></ul><ul><li>Media use </li></ul>(Microsoft PowerPoint stock photo)
  8. 8. Computer & Internet Use <ul><li>At home </li></ul><ul><ul><li>Increase in computer ownership & Internet access </li></ul></ul><ul><ul><li>Changing demographics </li></ul></ul><ul><li>At school </li></ul><ul><ul><li>Increase in computer & Internet use </li></ul></ul>(Microsoft PowerPoint stock photo)
  9. 9. Markup Languages <ul><li>HTML – HyperText Markup Language </li></ul><ul><li>XML – Extensible Markup Language </li></ul>(Microsoft PowerPoint stock photo)
  10. 10. World: Land Mass (Downloaded from
  11. 11. World: Population (Downloaded from
  12. 12. World: Internet Users <ul><li> </li></ul>
  13. 13. Population Pyramids <ul><li> </li></ul><ul><li>(Microsoft PowerPoint stock photo) </li></ul>
  14. 14. Changing How We Think <ul><li> (Microsoft PowerPoint stock photo) </li></ul>
  15. 15. 8 Net Generation Norms <ul><li>They want freedom. </li></ul><ul><li>They love to customize. </li></ul><ul><li>They are the new scrutinizers. </li></ul><ul><li>They look for corporate integrity, openness. </li></ul><ul><li>They want entertainment, play. </li></ul><ul><li>They collaborate, make relationships. </li></ul><ul><li>They need speed. </li></ul><ul><li>They are the innovators. </li></ul>
  16. 16. The New Influencers <ul><li>We tend to believe “people like us.” </li></ul><ul><li>Vincent Ferrari & the “blog swarm” </li></ul><ul><ul><li>Tried to cancel AOL account June 13, 2006 </li></ul></ul><ul><ul><li>Posted audio file June 20 on his “Insignificant Thoughts” blog </li></ul></ul><ul><ul><li>Sent e-mail notification to, </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>(Paul Gillin: “The New Influencers: A Marketer’s Guide to the New Social Media”) </li></ul></ul>
  17. 17. The Long Tail <ul><li>“In a market with near infinite supply (huge variety of products), a demand will exist for even the most obscure products.” </li></ul><ul><ul><li>Chris Anderson, “The Long Tail: Why the Future of Business Is Selling Less of More” </li></ul></ul><ul><li>We buy hits. </li></ul><ul><li>But we also by “misses.” </li></ul>(Photo by LaRae Donnellan)
  18. 18. The Long Tail (From
  19. 19. 98% Rule <ul><li>iTunes – Every track sold at least once. </li></ul><ul><li>Netflix – 95% of films rented at least once a quarter. </li></ul><ul><li> – 98% of its top 100,000 books sold at least once a quarter. </li></ul>
  20. 20. 3 Forces of the Long Tail <ul><li>Make it. </li></ul><ul><li>Get it out there (costs falling; 24/7) </li></ul><ul><li>Help me find it. </li></ul>
  21. 21. Aggregators & Filters <ul><li> </li></ul><ul><li>What Do Customers Buy After Viewing This Item? </li></ul><ul><li>81% buy the item you viewed 7% buy this alternative 4% buy this alternative </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>THE LONG TAIL: WHY THE FUTURE OF... The Long Tail: Why the Future of... Hardcover by Chris Anderson </li></ul><ul><li>MADE TO STICK: WHY SOME IDEAS SURVIVE... Made to Stick: Why Some Ideas Survive... Hardcover by Chip Heath, Dan Heath </li></ul><ul><li>WIKINOMICS: HOW MASS COLLABORATION... Wikinomics : How Mass Collaboration... Hardcover by Don Tapscott, Anthony D... </li></ul>
  22. 22. Groundswell <ul><li>“ Social trend in which people use technologies to get the things they need from each other instead of from companies.” </li></ul><ul><ul><li>Charlene Li & Josh Bernoff: “Groundswell: Winning in a World Transformed by Social Technologies.” </li></ul></ul><ul><li>Social Technographics Profile </li></ul><ul><ul><li>Compare groups on technology use. </li></ul></ul><ul><ul><li> </li></ul></ul>
  23. 23. Importance of Social Media <ul><li> </li></ul>