2. Solis Social Media PR
PR formula centers on ART to impact outcomes, behaviors, and actions.
Actions
Reactions
Transaction
PR’s objective is to influence the C-suite referring to top senior level
executives at a corporation who makes key decisions and have power to spend
money. EX. chief executive offers (CEO), chief operating officers (COO), chief
information officers (CIO), and chief digital officers (CDO)
https://youtu.be/pMS5Iu0psDY
3. PR Management
Clients want a return on their investments (ROI), simply including social
media in a campaign is not enough anymore, it’s become an eCommerce
environment where companies try to:
Increase website traffic
Generate sales leads
Increase conversations and online purchases
Reduce company expenses
Improve customer relations and awareness
6. PR Management
Key Performance Indicators (KPI’s) focus on continuous monitoring of social
media and sales activity data
Friends are most influential
It’s important to measure influence on social media, many people use KLOUT
algorithm to track broad engagement across a large number of social media
platforms
Owned Media – company owned media such as website and apps
Hybrid Media – new media that incorporates old media rules; emerged from
blogging Facebook, Twitter, and Youtube empowered individuals to act as
media producers. Smartphones and tablets crated the need for apps, and new
platforms.
7. 5 Content Archetypes
Curated Content: managed by brands determining “highest value to
customers”
Co-created Content: co-produced either peer to peer or brand to participant
Original Content: exclusive brand messages
Consumer-generated Content: happens without brand’s involvement
Sponsored Content: “paid promotion”
Promoted Posts: appear on Facebook and are similar to a paid search
8. Social Capital, Conflict, and
Collaboration
Social Capital – refers to the ability of individuals
organizations to benefit from communication
behavior
Individual and organizational social capital may:
Have value in economic terms
Other benefits for professional development
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9. Social Capital, Conflict and
Collaboration (Continued)
Social capital is a way to understand intangibles important within communities:
Trust – information, knowledge, skills
Shared norms and values – understanding of others
Shared resources and knowledge – wider access to resources and knowledge
Reciprocity – likely that others in network will reciprocate and give to
relationship
Resilience within relationships – strong networks are resilient when facing
challenges
Co-ordination and co-operation – for the achievement of common goals
Social networking and media used to cultivate social capital should generate
opportunities to collaborate beyond typical boundaries
10. Social Media Tactics
Historically, PR people relied on the simple press release or news release
In the digital era; every release of information should be designed for online
consumption by news media and general public
In the world of social media, PR people are in search of ‘traction’
To break through the clutter online they must use SEO keywords and structure
them to move to the top of Google searches
“Buzz” techniques = rich media content such as:
Photographs
Audio
Video
Info Graphics
Links
11. Social Media Tactics (Continued)
PR professional must be strategic by offering timely information
Real time PR professions often work from “war rooms” – ready to respond
Social media often blurs the lines between PR, advertising, and marketing
PR – emphasizes brand awareness, influence or positive sentiment
Marketing – seeks conversation from interaction to sales
12. Social Media Tactics (Continued)
9 most important platforms:
Twitter
Facebook
Google+
Instagram
LinkedIn
Tumblr
Pintrest
Vine
Snapchat
13. PR Newsrooms and Message Targeting
Edelman PR developed its Creative Newsroom to address the need for: real
time social media monitoring, response, and strategy
Focuses on client media storytelling for engaging audiences
Real time social media is transforming marketing and public relations
Traditional media – television, radio, newspaper, magazines, are beginning to
blend with real time PR and marketing content
14. PR Newsrooms and Message Targeting
(Continued)
Integration of digital requires PR newsrooms to keep brand names alive on
trending charts
Public relations newsrooms should encourage participation by:
Being at the center of a PR office
Monitoring traditional and social media
Developing a mindset of constantly generating ideas for clients
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15. PR Blogging and Case Studies
PR blogging is a new way in which brands are voiced throughout social media
platforms
Some bloggers are paid by companies, but many are independent and unpaid
Through the use of social media, PR professionals find ways to be creative and
gain brand interest
Social media is positive for brand recognition, customer loyalty and sales
16. PR Blogging and Case Studies
(Continued)
PR uses social media to:
Reward loyal customers
Cover press conferences
Use hashtags to connect new brands to potential customers
17. Corporate Social Responsibility (CSR)
The effect businesses have on social and environmental conditions. CSR is
seen as a way to develop legal, ethical and global practices within large
corporations.
Self-Regulation for companies to showcase social responsibility.
“Positive CSR can result in increase brand loyalty in consumer who value
socially responsible products and company behavior.”
18. Corporate Social Responsibility (CSR)
(Continued)
Non-Profits:
They gain the most from the social media communication PR shift. They benefit
through earned media because they lack funds for paid media.
Through social media, non-profits generate more awareness in social friends and
fans.
Successes:
The CEO is the major force in creating PR success. If the CEO is using social media,
he or she have a greater influence. They offer more credibility to the brand,
product or organization
Failures:
The improper use of social media can result in the PR failure. Distributing a
message without filtering, fact checking, or strategically planning can cause
backlash and damage a brand or company
