This document discusses how public relations professionals are using social media to influence key decision makers, generate business outcomes, and measure engagement. It outlines how PR aims to increase website traffic, leads, sales, and awareness while reducing costs. Professionals must understand how to use platforms like Twitter, Facebook, and Instagram effectively through tactics like curated content, original posts, and consumer-generated content. Social media allows PR to cultivate social capital and collaboration beyond traditional boundaries.

1. Social Media in Public
Relations
By, Team Pheonix

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

4. Social Media Metrics

5. Google Analytics

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