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.
Adding New Media to Your PR Toolbox SOCIAL MEDIA 101 Lauren Beyer – April 2, 2008
“ Syllabus” <ul><li>How communication is changing </li></ul><ul><li>Define the buzz words  </li></ul><ul><li>Talk about di...
Communicating with Audiences <ul><li>Has evolved from oral traditions… </li></ul><ul><li>to printing presses… </li></ul><u...
What is 2.0?   <ul><li>PR 2.0 is the understanding & practice that communications is a  2-way process.   </li></ul><ul><li...
Defining Social Media  <ul><li>Wikipedia: Social media uses the “wisdom of crowds” to connect information in a collaborati...
Defining Social Media  <ul><li>My definition:  Social media is about people coming together in community spaces, both  onl...
Defining Social Media  <ul><li>Social Media is a business tool to help communicate with your intended audiences:  </li></u...
More Buzz Words <ul><li>COMMUNITY: The new term for “audience” </li></ul><ul><li>CONTENT: Words, audio, pictures, etc. tha...
TAGS <ul><li>Think of the internet as a giant file cabinet with millions of files. Tags are the labels that help sort thos...
New Media Applications
Who’s Using Social Media? <ul><li>75%   of college students surf social networking sites (bizreport.com, 2007) </li></ul><...
How can it work for you? <ul><li>INTERNAL  </li></ul><ul><ul><li>Exec blogs, collaboration tools, RSS  </li></ul></ul><ul>...
NEW/OLD TRICKS <ul><li>New online tools are splinters of existing tools.  </li></ul><ul><li>THEY ARE NOT REPLACEMENTS   </...
WHY? <ul><li>People are having these conversations anyways. Social Media tools can be used to capture the conversation and...
Elements of Social Media  <ul><li>PRODUCE & PUBLISH </li></ul><ul><li>PROMOTE </li></ul><ul><li>MEASURE </li></ul>
GET STARTED EASILY… <ul><li>You don’t need to create new or special content to make it fit with social media. </li></ul><u...
 
 
Find the Conversations <ul><li>Use keyword monitoring tools to begin locating the conversations that are taking place abou...
Toes in the Water… <ul><li>Begin by reading gurus’ blogs. Follow them on Twitter. Follow their followers.  </li></ul><ul><...
 
 
 
 
 
 
 
Missed Opportunities <ul><li>Showing a look from behind the scenes </li></ul><ul><li>Sharing the information you gather in...
Final Thoughts <ul><li>You have to be transparent when you’re doing social media. No hidden agendas. Don’t hide yourself o...
Questions?  <ul><li>Lauren Beyer </li></ul><ul><li>ltbeyer@gmail.com  </li></ul><ul><li>http://passthekoolaid.wordpress.co...
Upcoming SlideShare
Loading in …5
×

Social Media 101 for PRSA

2,113 views

Published on

This Social Media 101 presentation I gave to the Oregon Capital PRSA Chapter at their April 2008 meeting. It covers the change in reaching communities, buzz word definitions, and how to start learning & applying social media personally and professionally.

Published in: Technology, News & Politics

Social Media 101 for PRSA

  1. 1. Adding New Media to Your PR Toolbox SOCIAL MEDIA 101 Lauren Beyer – April 2, 2008
  2. 2. “ Syllabus” <ul><li>How communication is changing </li></ul><ul><li>Define the buzz words </li></ul><ul><li>Talk about different social media tools </li></ul><ul><li>Ways you can get started </li></ul>
  3. 3. Communicating with Audiences <ul><li>Has evolved from oral traditions… </li></ul><ul><li>to printing presses… </li></ul><ul><li>to broadcasting via radio and TV… </li></ul><ul><li>and now, the Internet. </li></ul>
  4. 4. What is 2.0? <ul><li>PR 2.0 is the understanding & practice that communications is a 2-way process. </li></ul><ul><li>Incorporates the tools, principles, strategies, and philosophies for reaching, engaging, guiding, influencing, and helping people directly… </li></ul><ul><li>IN ADDITION TO the traditional cycle of PR influence. </li></ul>
  5. 5. Defining Social Media <ul><li>Wikipedia: Social media uses the “wisdom of crowds” to connect information in a collaborative manner. </li></ul><ul><li>Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. </li></ul>
  6. 6. Defining Social Media <ul><li>My definition: Social media is about people coming together in community spaces, both online and off, to participate in creating, managing and sharing content through conversation. </li></ul>
  7. 7. Defining Social Media <ul><li>Social Media is a business tool to help communicate with your intended audiences: </li></ul><ul><ul><li>Share ideas </li></ul></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Communicate more by doing less </li></ul></ul>
  8. 8. More Buzz Words <ul><li>COMMUNITY: The new term for “audience” </li></ul><ul><li>CONTENT: Words, audio, pictures, etc. that are published online </li></ul><ul><li>BLOG: Self expression via text </li></ul><ul><li>PODCAST: Self expression via audio </li></ul><ul><li>SOCIAL NETWORK: An online space where people with similar interests or activities gather to create a community. </li></ul>
  9. 9. TAGS <ul><li>Think of the internet as a giant file cabinet with millions of files. Tags are the labels that help sort those files. Except, instead of categorizing a resource with only one label, you can apply more than one tag to help organize your page, content or file. </li></ul>
  10. 10. New Media Applications
  11. 11. Who’s Using Social Media? <ul><li>75% of college students surf social networking sites (bizreport.com, 2007) </li></ul><ul><li>Six in ten wealthy US consumers use social networks (eMarketer.com, 2008) </li></ul>
  12. 12. How can it work for you? <ul><li>INTERNAL </li></ul><ul><ul><li>Exec blogs, collaboration tools, RSS </li></ul></ul><ul><li>CORPORATE </li></ul><ul><ul><li>brand awareness, marketing, corporate identity </li></ul></ul><ul><li>MEDIA RELATIONS </li></ul><ul><ul><li>Social Media Newsroom, blogger outreach, become your own media </li></ul></ul>
  13. 13. NEW/OLD TRICKS <ul><li>New online tools are splinters of existing tools. </li></ul><ul><li>THEY ARE NOT REPLACEMENTS </li></ul><ul><li>New media is adding to the ways people communicate and express themselves. </li></ul>
  14. 14. WHY? <ul><li>People are having these conversations anyways. Social Media tools can be used to capture the conversation and be a part of it. </li></ul><ul><li>GET INVOLVED IN THE CONVERSATIONS </li></ul>
  15. 15. Elements of Social Media <ul><li>PRODUCE & PUBLISH </li></ul><ul><li>PROMOTE </li></ul><ul><li>MEASURE </li></ul>
  16. 16. GET STARTED EASILY… <ul><li>You don’t need to create new or special content to make it fit with social media. </li></ul><ul><li>Bookmark your media links in del.icio.us </li></ul><ul><li>Re-purpose your audio productions into podcasts </li></ul><ul><li>Post videos you create on YouTube and embed them on your site </li></ul>
  17. 19. Find the Conversations <ul><li>Use keyword monitoring tools to begin locating the conversations that are taking place about your company, your clients or your issues. </li></ul><ul><ul><li>Google Alerts (google.com/alerts) </li></ul></ul><ul><ul><li>Technorati (subscribe with keywords) </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Del.icio.us </li></ul></ul>
  18. 20. Toes in the Water… <ul><li>Begin by reading gurus’ blogs. Follow them on Twitter. Follow their followers. </li></ul><ul><li>Join a social networking site for professionals (Linked In, My Ragan, etc.) </li></ul><ul><li>Connect across platforms – make new friends! </li></ul><ul><li>Start using the tools you want to implement. </li></ul>
  19. 28. Missed Opportunities <ul><li>Showing a look from behind the scenes </li></ul><ul><li>Sharing the information you gather in focus groups, data, etc. </li></ul><ul><li>Design prototypes </li></ul><ul><li>Customer submissions </li></ul><ul><li>Google alerts (and knowing what the conversations are saying) </li></ul>
  20. 29. Final Thoughts <ul><li>You have to be transparent when you’re doing social media. No hidden agendas. Don’t hide yourself or your work. </li></ul><ul><li>Don’t put a video on YouTube to be “viral” </li></ul><ul><li>Being on Facebook is not the only answer to reach young adults. </li></ul><ul><li>Social media is another set of tools in the toolbox. It’s used to enhance your existing initiatives, not replace them. </li></ul>
  21. 30. Questions? <ul><li>Lauren Beyer </li></ul><ul><li>ltbeyer@gmail.com </li></ul><ul><li>http://passthekoolaid.wordpress.com </li></ul><ul><li>Twitter: ltbeyer </li></ul><ul><li>Facebook, Linked In and more… </li></ul>

×