Facebook and Twitter: How-to tips and tools for PR

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Digital tools will never replace face-to-face relationships, but they must be in your communication toolkit.

How do you manage online social media engagement? What role does social media have, or should it have, in your organization? Finally, what tools will give you the best results?

In this seminar sponsored by Business Wire, Pete Codella, digital and Accredited public relations pro, will share strategies and examples for successfully using Facebook and Twitter for business.

This slide deck is from Pete's presentation on how you can use Twitter and Facebook to:

- Share links to relevant content – Web pages, blog posts, news releases, videos, photo galleries and presentations
- Comment on related content, offering support and insight
- Network with friends, colleagues and people you’ve never met face-to-face
- Curate content – provide links and perspective
- Highlight your company in the news
- Provide commentary for news and trends
- Tell more of your story than you could or would using traditional or paid media

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Facebook and Twitter: How-to tips and tools for PR

  1. 1. Facebook and Twitter:How-to tips and tools for PR<br />A Business Wire seminar<br />by Pete Codella, APR<br />September 8, 2011<br />
  2. 2. My information<br />Pete Codella, APR (Accredited in Public Relations)<br />pete@codellamarketing.com<br />facebook.com/petecodella<br />@codella<br />801.448.7383<br />TXT prpete to 50500<br />for my SMS business card<br />by Contxts.com<br />
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  5. 5. About Facebook<br />More than 750 million active users<br />50% of our active users log on to Facebook in any given day<br />Average user has 130 friends<br />People spend over 700 billion minutes per month on Facebook<br />facebook.com/press.php<br />
  6. 6. Facebook is for people . . .<br />It’s also for brands.<br />
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  15. 15. Top 50<br />bit.ly/o0U3I0<br />
  16. 16. Approach<br />Use Facebook personally,<br />Then use it on behalf of a brand.<br />. . . same goes for Twitter.(and every other social media platform)<br />
  17. 17. What to post<br />Links to important Web pages<br />Blog posts<br />News releases<br />In the news items<br />Videos<br />Photo galleries<br />Online presentations<br />Awards received<br />
  18. 18. Rule of Thumb<br />If it’s online,you can post it on .<br />
  19. 19. Rule of Thumb<br />If it’s online,you can post it on .<br />
  20. 20. Rule of Thumb<br />If it’s online,you can post it on .<br />every other social media platform<br />
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  28. 28. Polls<br />Videos<br />Photos<br />
  29. 29. Practical matters<br />Identify the objective for the page<br />Who’s your target audience?<br />What do you want them to do there?<br />Goals<br />How many likes do you want?<br />Set a vanity URL<br />Keep it fresh — people expect frequent (like daily) updates<br />Have fun!<br />
  30. 30. Vanity URL<br />facebook.com/username<br />
  31. 31. URL is your keyphrase<br />Keep in mind that your URL becomes the primary text associated with your Facebook page.<br />Example: Facebook.com/CodellaMarketingIn a Google Search for “Codella Marketing”the Facebook link ranks #4.<br />
  32. 32. Edit your page<br />
  33. 33. Link to Twitter<br />facebook.com/twitter<br />
  34. 34. Page resources<br />
  35. 35. Social plugins<br />developers.facebook.com/docs/plugins<br />
  36. 36. Badges<br />facebook.com/badges<br />
  37. 37. Getting Started<br />developers.facebook.com/docs<br />
  38. 38. Notes and RSS<br />
  39. 39. Notes and RSS<br />Edit page<br />Click on Apps<br />Under the Notes heading, click on Go to App<br />In the left column, under Subscribe, click onImport RSS or Edit import settings<br />
  40. 40. HTML on a page tab<br />
  41. 41. HTML on a page tab<br />
  42. 42. HTML on a page tab<br />
  43. 43. Recommended tool<br />shortstack.com<br />
  44. 44. Developers<br />developers.facebook.com/showcase<br />
  45. 45. A few suggestions<br />Ask your team, customers, vendors and business partners who already know you to like your Facebook page.<br />on.mash.to/r10Uce<br />
  46. 46. A few suggestions<br />Ask questions. You’ll get valuable feedback, plus you’ll be more likely to appear in others’ newsfeeds.<br />
  47. 47. A few suggestions<br />Share photos and ask others to share photos. Facebook photos remain the most viral feature of its platform.<br />
  48. 48. A few suggestions<br />Find the resources to respond to your fans questions and inquiries.<br />
  49. 49. A few suggestions<br />If you have a physical location, use Facebook Places(facebook.com/places) and Deals(facebook.com/deals — coming soon to a city near you) to drive traffic to your door.<br />Deals are currently available in Atlanta, Austin, Dallas, San Diego and San Francisco.<br />
  50. 50. A few suggestions<br />Know your audience well. When you make a mistake, quickly own up to it, do right by your audience and fix the problem.<br />
  51. 51. A few suggestions<br />Integrate Facebook outside your page on your main website and in as many places as possible. Create more compelling opportunities for people to buy your product/service based on their friends’ likes.<br />
  52. 52. A few suggestions<br />Find synergy with other organizations and entities, then work together to promote each other’s Facebook pages so that everyone benefits.<br />
  53. 53. Networking<br />
  54. 54. Look for examples and tips<br />mashable.com/?s=facebook+brands<br />
  55. 55. search for “facebook pages”<br />
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  57. 57. SuperNews! Twouble with Twitters<br />youtube.com/watch?v=SAXEm25UpQo<br />
  58. 58. Twitter Movie Trailer Parody<br />youtube.com/watch?v=SAXEm25UpQo<br />
  59. 59. A few examples from the Summer 2011 NetProspex Social Business Report<br />bit.ly/p3wFlb<br />
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  71. 71. Limited space<br />Like Facebook, with Twitter you can link to and comment on anything that’s online.<br />But, you’ve only got 140 characters!<br />Use Bitly to shorten and track your links.<br />
  72. 72. Build your network<br />
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  79. 79. Keeping up with the conversation<br />Use a Twitter management tool like HootSuite or TweetDeck<br />Search for brands, usernames and hashtags<br />
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  81. 81. Uses for PR pros<br />Gather and archive conference conversations with links to shared resources<br />Search by keywords and hashtags<br />Identify and follow journalists and thought leaders<br />Pitch news story ideas and link to media coverage<br />Listen and contribute to conversations<br />
  82. 82. Be real, be human<br />People as brand evangelists usually secure more engagement (not necessarily more followers) than a brand’s Twitter channel.<br />People want to interact with people.<br />
  83. 83. Many reps, one account<br />
  84. 84. Manage a list of tweeps<br />twitter.com/jetblue/team<br />
  85. 85. Twitter tips<br />There’s no one-size-fits-all approach, but here are some lessons learned from companies successfully using Twitter:<br />Your company Twitter handle should fit with your brand’s voice.<br />The person (or people) behind your company handle should have a personal voice that meshes well with the brand voice, and they should believe in the company’s core message.<br />Twitter is meant to be genuine and in real time. You have to trust those behind your Twitter handle and not make tweets go through layers of approvals.<br />Differentiate between personal and corporate views when appropriate.<br />Have fun and enjoy it!<br />
  86. 86. Look for examples and tips<br />mashable.com/?s=top+twitter+brands<br />
  87. 87. Baby steps<br />Feeling overwhelmed?<br />Take it one step at a time.<br />Personal experience leads to successful professional experience.<br />
  88. 88. You’ll be a Facebook and Twitter super hero in no time!<br />

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