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Martin Waxman Social Media 101 2009


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Martin Waxman Social Media 101 2009

  1. 1. Social Media 101 Martin Waxman Palette Public Relations Inc. October 2009 © 2009 Palette Public Relations Inc. All Rights Reserved.
  2. 2. The blogosphere – a view from above
  3. 3. A long time ago in a galaxy far away… Canada circa 2005
  4. 4. How did we practice PR? <ul><li>We tried to build relationships with influencers </li></ul><ul><li>We listened to our clients and came up with a plan </li></ul><ul><li>We developed messages and media materials </li></ul><ul><li>We created stories that we believed would resonate with our audiences/influencers </li></ul><ul><li>We distributed materials and pitched media (print and broadcast) </li></ul><ul><li>We monitored and evaluated results </li></ul>
  5. 5. So what changed? A lot of people became reporters… and got very, very ‘social…’
  6. 6. What is social media? <ul><li>A definition: </li></ul><ul><li>Social media is a democratic, transparent and conversational way for people and organizations to interact and build relationships and communities of mutual benefit - usually online. </li></ul><ul><li>(from my(PR)Palette ) </li></ul>
  7. 7. What is social media? <ul><li>The response: </li></ul><ul><li>Bill Smith said... </li></ul><ul><ul><li>A pretty spot on description of what social media is. I agree it is a tad formal but that could reflect the forum where it was composed. My little nitpick is social media is an exclusively online medium either out in the open or behind the organizational firewall. </li></ul></ul><ul><ul><li>5:37 PM </li></ul></ul><ul><li>Fly on the Wall said... </li></ul><ul><ul><li>I do like that definition however suspect that democratic and transparent are idealistic descriptions of social media. I would perhaps simply describe it as media that enables us to meet, network and interact online with whom we share common interests. </li></ul></ul><ul><ul><li>2:35 PM </li></ul></ul><ul><li>Paul said... </li></ul><ul><ul><li>I agree with Fly on the Wall... your definition is more what you want social media to be, rather than what it is . My own opinion is that social media is fluid. Lots of folks are trying to define what it is, others are actually defining it. It's simply a way to communicate that wasn't possible a few years ago. </li></ul></ul><ul><ul><li>9:37 PM </li></ul></ul>
  8. 8. What is social media? <ul><li>steve cunningham said... </li></ul><ul><ul><li>Can I stir the pot a bit here? I think that WAY too many people focus on defining this medium, whatever it is. It's kind of like asking Alexander Graham Bell &quot;what's your definition of the telephone?&quot;, and then debating the merits of his answer. This is just another way for people to connect with one another. Yes, it's many-to-many instead of one-to-one or one-to-many. But it's still a way to connect. As Clay Shirky points out, it's only when the technology becomes invisible that the really interesting things happen. </li></ul></ul><ul><ul><li>10:51 PM </li></ul></ul><ul><li>torontocitylife said... </li></ul><ul><ul><li>I've always taken &quot;Social Media&quot; to mean any technology that enables and promotes the broad (often global), exchange of information between people. The old style bulletin board systems (dialup) were this, but to a lesser degree because the audience the reached was fairly narrow. A really big pub with carrier pigeons could qualify (if the bar were *really* big, and carrier pigeons were considered technology). 2:28 PM </li></ul></ul>
  9. 9. What is social media? <ul><li>The last word? </li></ul><ul><li>Martin Waxman said... </li></ul><ul><ul><li>Thanks to everyone for your thoughts. I think my definition may have been a bit too academic (as opposed to conversational) and I appreciate your perspectives and ideas. Social media is clearly in evolutionary mode. And that's part of the excitement; and charm. </li></ul></ul><ul><ul><li>10:43 PM </li></ul></ul>
  10. 10. What is social media? <ul><li>It’s similar to MSM (mainstream media) </li></ul><ul><ul><li>Influencers spread stories to an audience you want to reach </li></ul></ul><ul><li>It’s different from MSM in that there are even less checks and balances and anyone can do it </li></ul><ul><ul><li>Facts? What facts? </li></ul></ul><ul><li>It can leap across traditional country borders in a single bound </li></ul><ul><ul><li>Link to MW article for International Public Relations Association: http:// =902 </li></ul></ul>
  11. 11. Why social media is important for your organization <ul><li>Monitor what’s being said… and respond </li></ul><ul><li>Engage with influencers across a variety of platforms </li></ul><ul><li>Adds human element to companies that builds credibility and trust (less control) </li></ul><ul><li>Used strategically, it can help transform your business and brand </li></ul>
  12. 12. A few considerations <ul><li>Need to establish parameters; social media policy </li></ul><ul><li>Intersection of personal and professional (Joseph Jaffe) </li></ul><ul><li>New tools, old rules </li></ul><ul><ul><li>Ethics </li></ul></ul><ul><ul><li>Professionalism </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Writing/style </li></ul></ul>
  13. 13. Meet the new boss… <ul><li>Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez) </li></ul><ul><li>Cost of entry low, or practically non-existent </li></ul><ul><ul><li>Can use free online sites to set up a blog, Twitter, join a social community </li></ul></ul><ul><li>Two way, more conversational, long-term commitment </li></ul><ul><li>Word spreads fast online; need to stay connected </li></ul><ul><li>Tag to be search-engine-relevant </li></ul>
  14. 14. Now vs Then   Blogging Writing and publishing Podcast Radio/audio Video, streaming TV Virtual communities Actual communities WWSharing Forums, bulletin boards and café culture (e.g. cup of coffee with friends) Microblogging Instant messaging/telegram
  15. 15. The glue Real Simple Syndication RSS = subscribing
  16. 16. Blogs <ul><li>A blog or weblog is an online journal written in reverse chronological order </li></ul><ul><ul><li>Last entry first </li></ul></ul><ul><li>Bloggers are (or should be) passionate about their subjects </li></ul><ul><ul><li>Authority doesn’t hurt </li></ul></ul><ul><li>Encourage dialogue, comments </li></ul><ul><ul><li>Important to react in real time </li></ul></ul><ul><li>Easy to set up using free software: Wordpress, Blogger, Typepad </li></ul><ul><li>Follow blogs by subscribing on your home page or in a reader (e.g. Google reader ) </li></ul>
  17. 17. Communications Blogs - examples Todd Defren, Brink Joel Postman, SocialCorp Dave Fleet, Practical 101s Robert Scoble, Naked Conversations
  18. 18. … And a few more Joseph Thornley Steve Rubel Louise Armstrong David Mullen
  19. 19. Blogger relations <ul><li>Similar to conventional media relations </li></ul><ul><li>Important to be transparent, honest, credible and conversational </li></ul><ul><li>Don’t just pitch – build a relationship </li></ul><ul><li>Join the community </li></ul><ul><li>Never, ever spam a journalist </li></ul><ul><li>Use Social Media News Release to distribute information </li></ul><ul><ul><li>Similar to traditional news release but with added features – links, visuals, video, audio, quotes </li></ul></ul><ul><li>Consider social media newsroom with RSS feed on your website as useful media resource </li></ul>
  20. 20. Podcasts <ul><li>Pre-recorded, downloadable audio shows </li></ul><ul><li>Self-produced using free software </li></ul><ul><li>Like blogs, can cover virtually any topic </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Beauty/fashion </li></ul></ul><ul><ul><li>Cars </li></ul></ul><ul><ul><li>Sports </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Cooking </li></ul></ul><ul><ul><li>Shopping </li></ul></ul><ul><ul><li>You name it </li></ul></ul><ul><li>PR industry examples: </li></ul><ul><ul><li>Inside PR </li></ul></ul><ul><ul><li>For Immediate Release </li></ul></ul>
  21. 21. Video
  22. 22. Virtual communities White label community
  23. 23. WWSharing
  24. 24. The microsphere <ul><li>Telling your story in 140 characters or less </li></ul><ul><li>Like Facebook updates, IM </li></ul><ul><li>You follow and are followed </li></ul><ul><li>Index by hashtags </li></ul><ul><li>So many apps/widgets: twitterberry, tweetdeck, twirl, tweme, twitterholic, qwitter </li></ul><ul><li> – monitor what’s being said </li></ul><ul><li>Twittionary – Wiki glossary of things Twitter </li></ul>
  25. 25. ROI <ul><li>How do you determine whether or not you’ve been successful at reaching your goals? </li></ul><ul><li>Have you reached your influencers and had an impact on perceptions, behaviour (outcome vs output)? </li></ul><ul><li>New definition of ROI: ‘Risk of Ignorance’ (Todd Defren) </li></ul>
  26. 27. Case study
  27. 28. Why is social media important to public relations? <ul><li>Social media has re-energized the profession; enables us to practice communications in a fresh way </li></ul><ul><li>Helping us get back to basics – we’re about relationships not broadcast </li></ul><ul><li>Embodiment of James Grunig’s two-way symmetrical communications </li></ul><ul><li>Initiated important discussions about ethics – important to the practice </li></ul><ul><li>Opportunity for PR professionals to take a leadership role </li></ul>
  28. 29. Jumping in <ul><li>Develop a social media strategy and then use the right tools that help achieve your objective </li></ul><ul><ul><li>Not everyone needs to be a blogger, video producer, podcaster </li></ul></ul><ul><ul><li>Don’t get caught up in the shiny, pretty things </li></ul></ul><ul><li>Become part of a community that means something to you </li></ul><ul><ul><li>Try it out </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>All it takes is a bit of clicking, patience and time </li></ul></ul><ul><li>Test and learn, repeat </li></ul><ul><li>Don’t get lost in the traffic jam </li></ul><ul><ul><li>if your head is swimming, you’re probably headed in the right direction; you will get there </li></ul></ul>
  29. 30. Questions? Contact: Martin Waxman [email_address] Blog: Twitter: @martinwaxman