New Media, Social Media Background and 1st Principals


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  • METRICS --- engagement: count tweets, retweets - dont just count things like numbers of followers, facebook fans, volume of mentions segment audience : define who the audiecnes are - media / employers / active public. what do you care about - what is the key metrics - tone / engagements. focus the report around these audiences. content : define the unit of measurement . youtube comment, facebook. product, aimed at which gender? link, link to video, link to image, link to blog post, link to web page. what is being sage message resonation : repeating messages, quoting your spokes people, sources - present / absent, talking points - mentioned ? mention of wesbite, product, whitepaper, factsheet referred in quote? response, interation, engagement : facebook posting used as unit of analysis, what did the client talk about, what resources offered e.g. link, content, about a product? look over 48 hours .. how have people repsonded .. likes, comments, repeat commentators? tone and sentiment analysis : postitive , negative, neutral. your determination. write a definition tho. support, repeated messages, said something pos. neutral = pos and neg or perhaps provided fact. tweetfeel and others search for automated sentiment tools .. view increases from external links :, howe much more traffic? look at info bitly/info/linkid url shortners : show how many have clicked on link, location, quantity of retweets, facebook, track other bitlys for the same page. competitor analysis : what ar epeople saying about competitors. can trigger ideas if missing an opportunity, repeat the method of analysis for the client but on competitors
  • New Media, Social Media Background and 1st Principals

    1. 1. Introduction to PR and New Media Introduction to Web 2.0 Session 1
    2. 2. Difference Between Traditional and Alternative New Media <ul><li>“ The medium is the message” </li></ul><ul><li>“ The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs” </li></ul><ul><ul><ul><ul><ul><li>Marshall McLuhan, 1964, “Understanding Media” </li></ul></ul></ul></ul></ul>
    3. 3. Difference Between Traditional and Alternative New Media <ul><li>It only took the internet 4 years to capture 50 million users: </li></ul><ul><ul><li>radio - 38 years, </li></ul></ul><ul><ul><li>TV - 18 years, </li></ul></ul><ul><ul><li>PCs - 13 years </li></ul></ul>
    4. 4. What are the ‘New Media’
    5. 5. Top 10 Characteristics Of New Media <ul><li>Two-way communication </li></ul><ul><li>Ease of access to and dissemination of information </li></ul><ul><li>Community </li></ul><ul><li>Social collectivity and cooperation </li></ul><ul><li>Portability and time flexibility (time-shifting), which provide users with freedom over space and time </li></ul><ul><li>Convergence of many different media so that they can carry out more than one function at a time and combine -- as is the case with the cameraphone </li></ul><ul><li>Aggregation of content, which is facilitated by digitization and convergence </li></ul><ul><li>The Long Tail phenomenon </li></ul><ul><li>The closing of the gap between (or the convergence of) producers and consumers of media </li></ul><ul><li>Remix culture which digitization facilitates </li></ul>
    6. 6. The Difference in Summary <ul><li>Traditional Media – shared en masse, one-way, passive </li></ul><ul><li>‘ New Media’ interactive, intimate and involves IT (information technology) </li></ul><ul><li>Audience of New Media: </li></ul><ul><ul><li>Active producers of content and information </li></ul></ul><ul><ul><li>Email, chat, blogs, podcasting, video etc </li></ul></ul>
    7. 7. Impact of New Media on PR
    8. 8. 6 Predicted Effects of New Media <ul><li>1. Our involvement with each other would increase, </li></ul><ul><li>2. Social structures and access to information would decentralize, </li></ul><ul><li>3. “Consumer becomes producer as the public becomes participant role player,&quot; </li></ul><ul><li>4. The media become extensions of our psyches, </li></ul><ul><li>5. “The entire business of man becomes learning and knowing,&quot; </li></ul><ul><li>6. A melting of national borders and the rise of a global village </li></ul>
    9. 9. New Media and PR <ul><li>New Influencers </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>Fewer intermediaries </li></ul><ul><li>Measurement </li></ul>
    10. 10. New Media Available for PR
    11. 11. New Media Platforms For PR
    12. 12. New Media and PR
    13. 13. New Media Platforms For PR
    14. 14. PR + Social Media = Measurable Activity
    15. 15. Top 5 Things To Analyse <ul><li>Engagement </li></ul><ul><li>Audience Segmentation </li></ul><ul><li>Topics & Content </li></ul><ul><li>Resonation </li></ul><ul><li>Tone & Sentiment </li></ul>
    16. 16. <ul><li>Search all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social Mention </li></ul><ul><li>Twitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpedia </li></ul><ul><li>Blogs:, postrank </li></ul><ul><li>SEO: </li></ul><ul><li>Facebook: </li></ul><ul><li>Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find! </li></ul>Where To Analyse