SlideShare a Scribd company logo
Social Networks a regional newspaper case study Joanna Geary February 2009 Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/
Who Am I? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Am I Here? ,[object Object],[object Object]
Why Are Social Networks Important? “ Dramatic Shift in Marketing Reality” Scholz and Friends http://cli.gs/Scholz
A Changing Market “ Because they are immersed in media, both online and off, Gen Y'ers are marketed to left and right. But when it comes to making decisions, Gen Y tends to rely on their network of friends and their recommendations, not traditional ads.”   ~  Sarah Perez , Read Write Web ( http://cli.gs/GenY)
A Right To Be Heard
A Right To Be Heard
Who Controls the Message? “ If you wish to be heard, first learn to listen.”
Newspapers - Do We Listen? Picture by Cesara Studillo, licensed under Creative Commons: http://www.flickr.com/photos/cesarastudillo
Brand Perception Problem?
The Birmingham Post January 2008
The Birmingham Post January 2009
The Birmingham Post It started with laminate flooring…
The Birmingham Post … followed by a huge helping of panic…
The Birmingham Post … but quickly turned into a successful crowd sourcing project.
The Birmingham Post The discovery of community
The Birmingham Post Blog Network
The Birmingham Post Community Consultation
The Birmingham Post Using online tools to extend presence
The Birmingham Post Engagement
“ Organizations will work tirelessly to de-personalize every communication medium they encounter.” ~  Seth Godin   (http://sethgodin.typepad.com)   First Law of Mass Media
The Birmingham Post Putting the personal back in
The Birmingham Post The result?
The Birmingham Post Feedback
The Birmingham Post Trust building
The Birmingham Post
The Birmingham Post Seen to be listening
The Birmingham Post Turning public critics into public fans
The Birmingham Post Building presence on social networks when it makes sense
The Birmingham Post Add Value
The Birmingham Post Community building pays off
The Birmingham Post
The Birmingham Post
The Birmingham Post ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Birmingham Post But it’s not always an easy ride
PR Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR Tips ,[object Object],[object Object],[object Object],[object Object],[object Object]
PR Tips ,[object Object],[object Object],[object Object],[object Object],[object Object]
PR Tips ,[object Object],[object Object],[object Object],@
PR Tips ,[object Object],[object Object],[object Object],[object Object]
PR Tips It has been done!
PR Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Facebook:  - Great for easy access to loyal fans. - Groups function useful. - Events. LinkedIn: - Extremely valuable for business. - Useful for the slightly technophobe, older user.  - Can create exclusivity (good and bad). Different platforms can have slightly different uses
PR Tips “ My experience is that if a journalist is doing research on a board they identify themselves and ask if they can contact some of the  posters…” Respect the community Always operate from their point of view
PR Tips Remember who your audience might be
PR Tips
PR Tips DO NOT SPAM!
Any Questions ? Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com
Thanks! Picture by Luc Legay, licensed under Creative Commons: http://flickr.com/photos/luc/ [email_address] http://twitter.com/joannageary http://joannageary.com

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