Social Media for PR 2011


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A comprehensive overview of the intersection of PR and social media, including tips, examples and resources for marketing communications professionals on using social media to their advantage. Revised for a presentation to UMD-UC.

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Social Media for PR 2011

  1. 1. Social Media and PR: Shouting Out Loud By: Larissa Fair For: University of Maryland University College Comm 495: Seminar in Workplace Communication March 15, 2011
  2. 2. Who am I? Larissa Fair <ul><li>President and Advisory Board Chair of Social Media Club DC (SMC-DC) </li></ul><ul><li>Profiled in The Washington Post &quot;Up-and-Comers Who Are Breaking Down a Digital Divide&quot; on July 27, 2009 </li></ul><ul><li>Quoted in The Washington Post &quot;Social networking sites: 10 mistakes organizations make&quot; on June 28, 2010 </li></ul><ul><li>Blogger since 2005 </li></ul><ul><li>Tech PR and social media background </li></ul><ul><li>Worked for one of the first boutique social media/PR agencies – Livingston Communications (now CRT/Tanaka) </li></ul><ul><li>Freelancer/consultant for government, healthcare, nonprofit, technology and consumer companies </li></ul>@LYF108
  3. 3. <ul><li>Facebook / MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Blog (Personal/Corporate) </li></ul><ul><li>Flickr / Picasa (photo sharing) </li></ul><ul><li>Delicious (bookmarking) </li></ul><ul><li>Google Reader / Bloglines (RSS subscriptions) </li></ul>Quick Poll:
  4. 4. Who Uses Social Media?
  5. 5. Social Media Can Drive Leads and Customers Photo Credit:
  6. 6. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://
  7. 7. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http://
  8. 8. Use Cases for Social Media <ul><li>Brand Awareness / Brand Loyalty </li></ul><ul><li>Customer Service </li></ul><ul><li>Community Management (Local, SMB) </li></ul><ul><li>Marketing (Lead generation) </li></ul><ul><li>SEO </li></ul><ul><li>Monitoring Brand and Competitors </li></ul><ul><li>Reputation Management / Crisis Communications </li></ul><ul><li>Humanize the Brand or Company - Authenticity </li></ul><ul><li>The Content Generation </li></ul>
  9. 9. Filter Through the Noise Photo Credit:
  10. 12. <ul><li>Traditional PR vs. PR 2.0 </li></ul><ul><li>Getting Started with Social Media for PR </li></ul><ul><li>Case Studies </li></ul><ul><li>QuickTips </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Video </li></ul><ul><li>Flickr </li></ul><ul><li>RSS and Bookmarking </li></ul>Photo Credit: Bonnie Krahn Art & Design LLC
  11. 14. Traditional PR vs. PR 2.0 Source: Photo Credit: http:// <ul><li>Two way </li></ul><ul><li>Social Media News Release </li></ul><ul><li>Video News Release </li></ul><ul><li>Search is King </li></ul><ul><li>Livestreaming </li></ul><ul><li>One-to-one / Intimate </li></ul><ul><li>Always-On </li></ul><ul><li>Hyper-Warp Speed </li></ul><ul><li>Open </li></ul><ul><li>Conversations </li></ul><ul><li>Peer to Peer </li></ul><ul><li>Multiple Voices </li></ul><ul><li>Authentic </li></ul><ul><li>One way </li></ul><ul><li>News Release </li></ul><ul><li>Media Relations </li></ul><ul><li>The Wire </li></ul><ul><li>Events </li></ul><ul><li>One-to-many / Shotgun </li></ul><ul><li>Scheduled </li></ul><ul><li>Manageable Pace </li></ul><ul><li>Structure </li></ul><ul><li>Broadcast </li></ul><ul><li>Single Audience </li></ul><ul><li>One Voice </li></ul><ul><li>Spin </li></ul>PR 2.0 Traditional PR
  12. 15. Getting Started with Social Media for PR <ul><li>Identify Your Strategy </li></ul><ul><li>Set Your Goals </li></ul><ul><li>Choose Your Tools </li></ul><ul><li>Monitor and Measure </li></ul><ul><li>Listen and Take Action </li></ul><ul><li>Engage and Share </li></ul><ul><li>Evaluate and Revise Tactics </li></ul>Photo Credit:
  13. 16. Case Studies <ul><li>JetBlue </li></ul><ul><ul><li>Negative publicity and public outcry = now what? </li></ul></ul><ul><ul><li>Customers wanted authenticity, no middle man </li></ul></ul><ul><ul><li>Tools are not social media, it’s the relationship </li></ul></ul><ul><ul><li>Monitor, engage, inform, humanize </li></ul></ul><ul><ul><li>Source: </li></ul></ul><ul><li>Comcast </li></ul><ul><ul><li>Reputation management, bad customer service </li></ul></ul><ul><ul><li>Twitter engagement, problem solving </li></ul></ul><ul><ul><li>Use social media across multiple business units </li></ul></ul><ul><ul><li>Brand engagement, personalize – open policy, employees allowed to represent brand </li></ul></ul><ul><ul><li>Sources: and </li></ul></ul>Photo Credit:
  14. 17. Quick Tips for Setting Up Social Networks for Business <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>LinkedIn </li></ul><ul><li>Delicious (bookmarking) </li></ul><ul><li>RSS (subscribers) </li></ul><ul><li>INTEGRATE! </li></ul>Photo Credit: Bonnie Krahn Art & Design LLC
  15. 18. Blogging Tips <ul><li>Who’s on first? </li></ul><ul><li>Eye on the Prize: finding your focus </li></ul><ul><li>Learn it, Love it: research and read for success </li></ul><ul><li>Shout it out: the value of commenting </li></ul><ul><li>A-list vs. the Magic Middle </li></ul><ul><li>Link Love </li></ul>Photo Credit: http://
  16. 19. Twitter Tips <ul><li>Follow you, follow me </li></ul><ul><li>Sharing means caring: and beyond </li></ul><ul><li>The art of the RT </li></ul><ul><li>List-mania </li></ul><ul><li>Tweet Management </li></ul><ul><li>It’s the conversation, stupid! </li></ul>
  17. 20. Facebook Tips <ul><li>Fandom Works Two Ways </li></ul><ul><li>Where’s Your Content? </li></ul><ul><li>Interact: Contests, Videos, Special Offers, etc. </li></ul><ul><li>Stats Counter </li></ul><ul><li>Case Studies: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Examples of Good Facebook Pages: </li></ul><ul><ul><li>!/underarmour </li></ul></ul><ul><ul><li>!/globalrace </li></ul></ul>Photo Credit: /
  18. 21. Facebook Tips Groups vs. Fan Pages Facebook Groups are often focused around organizing topics or ideas, so could be ideal for a specific campaign or event. Facebook Pages are more useful for professional organizations, and should probably be used as your official Facebook presence. Facebook pages also provide detailed analytics on your fans and member usage, which is great for those interested in showcasing the effectiveness of their Facebook presence. The benefit of both groups and fan pages is that any content you publish, whether it is a status update, new photo gallery, or event creation – can be shared directly to the newsfeed of those who are fans of your page or members of your group.
  19. 22. Video Tips <ul><li>Short and Sweet </li></ul><ul><li>Viral Means Being Clever </li></ul><ul><li>Think Outside the Box </li></ul><ul><li>Recycle – Editing is Your Friend </li></ul>Photo Credit: http ://
  20. 23. Flickr Tips <ul><li>Organization (Sets & Collections) </li></ul><ul><li>Connection (Partner Organizations) </li></ul><ul><li>Tagging </li></ul><ul><li>Promotion </li></ul><ul><li>Creativity </li></ul><ul><li>All Graphics </li></ul><ul><li>Basics of Flickr: </li></ul>Photo Credit: http://
  21. 24. LinkedIn Tips <ul><li>Great, free tool for your business </li></ul><ul><li>Company Profile (RSS, Tagging) </li></ul><ul><li>Groups – Conversations, Announcements (NO SPAM) </li></ul><ul><li>Recruiting and Connecting – Recommendations </li></ul><ul><li>Applications </li></ul><ul><li>Talk to @ mariosundar – LinkedIn Community Manager </li></ul><ul><li>Other Smart LinkedIn Tips: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  22. 25. RSS and Bookmarking Tips Photo Credits: http:// / , and <ul><li>Resource Library </li></ul><ul><li>Tag Smart - SEO </li></ul>
  23. 26. Press Releases <ul><li>The press release isn’t dead, it’s more interactive </li></ul><ul><li>Look for ways to share even more content in your releases – but optimize for traditional releases </li></ul><ul><li>Keep it simple </li></ul><ul><ul><li>Sharing links </li></ul></ul><ul><ul><li>Twitter text/pitch </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Facts </li></ul></ul><ul><ul><li>Quotes </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Tags/SEO </li></ul></ul><ul><li>Use a tool to make it easy </li></ul><ul><ul><li>PitchEngine </li></ul></ul><ul><ul><li>MarketWire </li></ul></ul><ul><li>Resources & Examples: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  24. 27. “ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
  25. 28. Free Social Media Monitoring Tools Image Credit: Hamed Saber
  26. 29. Paid Social Media Monitoring Tools Photo Credit aresauburn ™
  27. 30. How to Stay Sane 24/7 <ul><li>Set a Schedule </li></ul><ul><li>Prioritize Your Responses </li></ul><ul><li>Keep it Simple: CommonCraft </li></ul><ul><li>Comic Relief: Geek and Poke, The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters </li></ul>Photo Credit:
  28. 31. Remember This: <ul><li>Strategy </li></ul><ul><li>Monitor </li></ul><ul><li>Evaluate </li></ul><ul><li>Adapt </li></ul>
  29. 32. Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: / <ul><li>Cisco: </li></ul><ul><li>Coca-Cola: </li></ul><ul><li>The United States Air Force: and Rules of Engagement: and DoD: </li></ul><ul><li>Government 2.0 Examples: </li></ul><ul><li>Kodak: </li></ul><ul><li>American Speech-Language-Hearing Association: </li></ul>
  30. 33. Blogger Outreach 101 Photo Credit: <ul><li>Researching Relevant Bloggers </li></ul><ul><ul><li>Technorati Search </li></ul></ul><ul><ul><li>Google Blog Search </li></ul></ul><ul><ul><li>Industry Specific Searches </li></ul></ul><ul><ul><li>Magazine, Newspaper and Journals </li></ul></ul><ul><ul><li>Alltop </li></ul></ul><ul><ul><li>Twingly </li></ul></ul><ul><li>Avoid Spam Blogs </li></ul><ul><li>More resources: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Evaluate Your Outreach Campaign </li></ul>
  31. 34. Blogger Outreach 101 <ul><li>Pitch Angles (General) ( more from Problogger ) </li></ul><ul><ul><li>Announcing new products/services in the hope of being linked to or reviewed </li></ul></ul><ul><ul><li>Exploring potential partnerships </li></ul></ul><ul><ul><li>Asking for guest posts </li></ul></ul><ul><ul><li>Asking questions or requesting a Q&A interview </li></ul></ul><ul><ul><li>Request for an interview/briefing with a client </li></ul></ul><ul><li>Messaging Tips </li></ul><ul><ul><li>Read their blog, engage first if possible </li></ul></ul><ul><ul><li>Personalize the message </li></ul></ul><ul><ul><li>Keep it short, bullets are helpful </li></ul></ul><ul><ul><li>Offer links or free resources </li></ul></ul><ul><ul><li>Be respectful of their time </li></ul></ul><ul><ul><li>Don’t force coverage or expect to be mentioned </li></ul></ul><ul><ul><li>Provide contact information </li></ul></ul><ul><ul><li>Be transparent </li></ul></ul><ul><li>The 6 C’s (via Brian Solis ) </li></ul><ul><ul><li>Concept: What's the compelling plan. </li></ul></ul><ul><ul><li>Context: Why is it relevant to them. </li></ul></ul><ul><ul><li>Consumption: Create a package that makes it easy for bloggers to write their story. </li></ul></ul><ul><ul><li>Credibility: What makes you credible? Become the expert. </li></ul></ul><ul><ul><li>Community: Join it, participate without expectations. </li></ul></ul><ul><ul><li>Conversation: You are not invited to the conversation as a marketer. </li></ul></ul><ul><ul><li>This is about people, so be articulate, responsive, honest, smart, and resourceful. </li></ul></ul>
  32. 35. Bloggers vs. Journalists <ul><li>Paid to write content </li></ul><ul><li>Has a masthead with an editorial mission </li></ul><ul><li>Needs sources </li></ul><ul><li>Supposedly adheres to journalistic standards </li></ul><ul><li>Has an editor </li></ul><ul><li>Has a publisher </li></ul><ul><li>Has advertisements </li></ul><ul><li>Unpaid </li></ul><ul><li>Writes to topic – or not </li></ul><ul><li>Writes for self, or to build business </li></ul><ul><li>May or may not want sources </li></ul><ul><li>Adheres to personal standards </li></ul><ul><li>Does not need PR </li></ul>Main differences between bloggers and journalists ( via Geoff Livingston ) JOURNALISTS BLOGGERS
  33. 36. Bloggers vs. Journalists <ul><li>General Tips </li></ul><ul><li>Do not force media relations tactics on bloggers. </li></ul><ul><li>Start by providing value – why is your message important to them? What are you offering that matters? </li></ul><ul><li>Consider unconventional pitching methods – Twitter, social networks – go where their community is and engage . Be a part of their community. </li></ul><ul><li>Do not send press releases. </li></ul><ul><li>More resources: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  34. 37. Resources ReadWriteWeb Tech Events: Twitterville – Shel Israel Copyblogger – Brian Clark: and Problogger – Darren Rowse: Mashable Womma Trust Agents – Chris Brogan and Julien Smith http:// / Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: and Nonprofit Tech 2.0 by Heather Mansfield: Social Media Today WWPR The New Rules of Marketing and PR – David Meerman Scott The Viral Garden – Mack Collier: and The Harte of Marketing – Beth Harte http:// / Eloqua Social Media Playbook http:// -social-playbook/ HubSpot Engage – Brian Solis Influential Marketing Blog – Rohit Bhargava: and Communication Overtones – Kami Watson Huyse: PR Week Marketing Profs Anything by Seth Godin Conversation Agent – Valeria Maltoni: and Brass Tack Thinking – Amber Naslund: B2B Magazine IABC The Corporate Blogging Book – Debbie Weil Web Strategy – Jeremiah Owyang: and How to Change the World - Guy Kawasaki: Altimeter Group (analysts): PRSA Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Li Chris Brogan: and PRSarahEvans: Advertising Age, BrandWeek or AdWeek: http:// / Social Media Club Personality Not Included - Rohit Bhargava PR 2.0 – Brian Solis: and PR Squared – Todd Defren: Media / Industry / Analysts Prof. Orgs / Memberships Books / Guides Blogs / Personalities
  35. 38. Connect with Me <ul><li>Twitter: </li></ul><ul><li>Facebook: </li></ul><ul><li>LinkedIn: </li></ul><ul><li>E-mail: [email_address] </li></ul>
  36. 39. Thank you! Questions?