The document provides an overview of Facebook's rise from its launch in 2004 to becoming one of the largest social media and advertising platforms. It traces key events and launches in Facebook's growth such as introducing ads and pages in 2006 and 2007. The document then discusses how public relations principles can be applied to social media strategies, including knowing your audience, staying on message, building relationships, and being responsive. It provides examples of how traditional PR tactics like media relations, internal communications, and crisis communications can utilize social media.

3. February 4, 2004 - TheFacebook.com Launches
- Facebook introduces Flyers
2006 - Facebook Graduates
- Microsoft becomes exclusive offer of
banner ads
- Introduces “News Feed”
2007 - Launch of Facebook’s Ad Platform & Goes Mobile
2008 - Pages are Open for Business
2009 - Ads API & Advance Targeting
2012 - Social Graph & Custom Audiences
- Population Hits 1 Billion
2014 - Native Ads
The rise of social media… Although there were several sites that we would consider
“social networking sites” starting in the mid-90’s, Facebook changed everything.
Here’s a brief overview of how the world’s largest social networking site also became
one of the world’s most powerful advertising machine, media platform, & business
tool.

4. Our Social Media History
Back when we were young and awake. This is how we fell into it, and then how social
fell into PR… started as a communication tool and not strictly advertising tool.
Since the beginning of “social media,” people have argued about which department
owns social. Today, we’re going to make the case for social media belonging to public
relations. & since we’re the last to present, there will be no rebuttle so we win! Spread
the word!

5. Advertising, Marketing & PR. Oh My!
Public Relations is…
"the art and social science of analyzing trends, predicting
their consequences, counseling organizational leaders and
implementing planned programs of action, which will serve
both the organization and the public interest."
First, it’s probably important to discuss what public relations actually is. This definition
is from the 1978 World Assembly of Public Relations Associations. I love it because it
recognizes that PR is both an art & a science. Far too many times, one or the other is left
out. If you look at the ther words chosen (analyze, predict consequences, implement
action) you will begin to see how PR operates in a very different world from marketing &
advertising. But it’s the last line that really makes the difference… “will serve BOTH the
organization & the public interest.” THIS is the fundamental difference.
To make the ultimate case for PR in social, it’s important to discuss the differences
between advertising/marketing & public relations. Most people lump them all together
as one or dumb down the differences to semantics but in actuality, they’re in
completely different realms.

6. Advertising/Marketing
➔ Objective: Sell goods.
➔ Audience: Consumers & customers
➔ One-way model
Public Relations
➔ Objective: build & maintain relationships
that ensure the organization’s economic
success
➔ Audience: publics include stakeholders,
stockholders, consumers, vendors,
employees, gov’t officials, etc.
➔ Two-way model
It’s the difference between a paycheck & a career.
They’re symbiotic relationships for sure but for teams or campaigns to be most
successful, your PR and Advertising departments should constantly be in
communication with each other. Now, this is if you’re lucky enough to have a team,
per se. If you have one member or you are the marketer, you have to wear both hats.
In more simplistic terms, PR is a high-level strategy where advertising & marketing
are part of that strategy. If you’re on social media only to advertise & sell goods,
you’re missing the point & it’s most powerful potential.
Ultimately, it’s the difference between a paycheck & a career. Both are great. Both are
needed. They’re just different. In terms of social media, you don’t need a master’s
degree in public relations to be successful BUT you do need to make your strategy &
implement all through a PR lense. Here’s some best practices...

7. Old School PR Principles To Use For Social
➔ Know your audience
➔ Stay on message
➔ Plan
➔ Be the skeptic
➔ Build mutual relationships
➔ Evaluate
➔ Be responsive
This is PR science, it’s established. It’s a formula that’s been proven. And it all applies
to social. Facebook, Twitter, Instagram, Snapchat … they’re all just mediums to relate
to your public. We’ll go into each of these in detail.

8. Know Your Audience/Publics
Traditionally, Clorox’s audience is women with children under 6 years old. Pretty
specific. Does that mean only women with children under 6 years old BUY bleach? Of
course not. But they do know that is their #1 consumer AND the messages that
resonates with that audience also speak to their secondary audiences. Just like in
junior high, if you try to get everyone to like you, no one will like you.
Even though PR uses the terms audience & publics interchangeably, the way PR
views its publics is especially fitting for social. It’s not just the people you are trying to
sell something to but anyone & everyone that contributes to your organization’s
success. It’s the vendors that contribute to the manufacturing of your product. It’s
legislatures that control the political environment. It’s gatekeepers, media, employees,
& avid supporters.

9. Stay on Message
Here’s a client example that we had a lot of fun with. How can a pickle brand stand
out? MAD owners have tried to BE all to ALL publics. As a result, they suffered from
an identity crisis. It was our job to clean up their message. After we conducted our
research, we now know who their audience is & what message appeals to them. This
will drive our PR efforts, and who we pitch to, but most of all, it’s a guideline for all
social media content - from campaigns to day to day marketing.
Do your research narrow down who you are & who you’re are NOT. Detail what you
would say & what you wouldn’t.
Be on the lookout for this brand.

10. Define Your Voice & Tone
It’s not good enough to be Britney Spears. You have to define WHAT Britney you are.
Being dynamic & complex works for people but consistency is what works for brands.
You want to create a relatable identity but you do that by being incredibly focused in
your delivery.

11. Make a PlanResearch
Objectives
Audience
Message
Strategy
Tactics
Programming
Evaluation
Research
Objectives
Audience
Message
KPIs
Placement
Content Calendar
Reporting
How we create a PR campaign?
Research, spend your most time, it’s paramount, from that …
Identify … define … clear up … list out how you’ll do this … list out tactics (this is your
checklist) … Programming (here’s your fun ideas and execution) … Now how are you
doing? Or how did you do? And how can you improve?
How we create a social campaign?
The exact same way. The semantics may change slightly but the principles are
exactly the same.

12. Get Out Of The Bubble
Don’t be stuck in your own bubble. Be your own biggest critic. One of the most
important task in PR is to figure out what could go wrong in any instance & plan for it
or stop it if possible. It’s also important to be able to identify when an idea isn’t right
(even if it is really good) or a message falls flat (even if your colleagues love it).
This is where agencies are beneficial...You have a lot of personalities, opinions based
on experience, political insights, levels of sensitivity, humor, and so on. A good
agency will tell you what you need to hear and not what you want to hear. If you don’t
have that option, carefully choose your sounding board and those who you really
trust.
Caveat … be careful! Opinions are like buttholes… You shouldn’t build your
company’s identity around it. Or something like that. Gather lots of opinions from
people who represent your publics, ignore the rest, & find trends among the research.
Don’t just go off of what people tell you. Read between the lines.

13. Build Mutual Relationships
Social media is a cocktail party. Play along. One of the best way to appear human is
to be human. Respond. Engage. Have a sense of humor!!! Partner with other brands
& key influencers.

14. Evaluate
Old School PR, reporting came through Cision, Vocus, and you were given how stats
on how many people read the magazine your story was covered in.
Today, with Social, reporting comes through Cision, Vocus, but the game has
changed. Reporting platforms are robust, but you have all the reporting on Facebook,
Instagram, Twitter, and more for you.
Look at your reporting on Facebook. Did you have less click throughs but more
engagement? Did it work in your favor? How will this affect the way you structure your
next campaign. Do you have more activity on your page at night? Do Likes drop off
after a certain post?
Now, don’t rule out the traditional PR coverage. & don’t underestimates social’s role in
getting you there. It’s all interrelated.

15. Be Responsive
“You need a brave brand to approve
content that quickly. When all of the
stakeholders come together so quickly,
you’ve got magic,” Hofstetter said.
This is one of the most iconic examples of responsiveness in social media. Oreo’s
social team was able to do this by having all decision makers & their creative team
sitting at the same table. Literally… during the Super Bowl, 360i (Oreo’s agency) had
the team at the ready.
It’s sometime assumed that a young entry level employee should fill the social media
position. And don’t get us wrong, they’ll “get it” and know the functions and what’s
cool, but you should have the same trust in them that you have in your experienced
PR team. And if you’re a small business owner, put on your PR hat.

16. Old School PR Tactics To Use For Social
➔ Media relations - Influencers
➔ Internal communications
➔ Crisis communication
➔ Brand alliances

17. Meet The New Media
Meet the new media… still engage press, but media is broader. Bloggers and social
influencers have more power than ever.
How to approach them? Traditional PR was a press release and a couple images,
and where the approach to an influencer is the same, our tools have changed. For
some clients, influencers are the biggest advocates, and now our press kit is
complete with a brand voice, image guidelines, hashtags to use. The best influencers
even require contract.

18. Internal Communications
Social media is a phenomenal tool for communications with your employees. In the
beginning, we use to think of employees on social as a liability. Now it is 100% an
opportunity. Although it is still important to lay out your guidelines, think more about
how you can encourage employees to share your message. These are some of your
biggest brand ambassadors.

19. Crisis Communications
Consider the following statistics:
● According to Pew Internet, 71 percent of online adults use Facebook and 23 percent use Twitter.
● According to AdWeek, Facebook organic Page reach stands at a (fairly) shocking 2.6 percent.
● According to Danny Sullivan of MarketingLand, about 2 percent of your Twitter followers see your Tweets.
These are all pretty reliable sources, and they describe a social environment that isn’t as conducive to communication as
we might assume. So, why is social media so important to crisis communication? Consider this:
● Medium reports that 25 percent of Twitter’s verified users are journalists.
● Columbia Journalism Review reports that 59 percent of journalists are on Twitter.
● University of Indiana School of Journalism reports that 53.8 percent of journalists regularly use Twitter.
http://www.prnewsonline.com/water-cooler/how-to-integrate-social-media-into-your-c
risis-plan
Social media is one of the most essential tools when it comes to modern day crisis
communications efforts. Even though your organic reach may not be performing as
well as you would hope, this is another example of how social serves many purposes.

20. ➔ Things that get media attention that also work for social
◆ Add to a hot topic
◆ Develop proprietary data
◆ More pitches, less press releases
◆ Bigger isn’t better. Sometimes, the small little blogs talk directly to
your most avid audience
◆ Be BOLD! Let people hate you.
Be responsive, think OREO story, how can you join in a movement?
For PR, proprietary data used to be a White Paper, now you have infographics and
they can be based off of your PR research.

21. #GoBallsOut for Testicular Cancer Awareness
FCB’s Executive Creative Director says, “It’s not every day you present a
doodle of a cock’n’balls to a client – all with a straight face. Generally, a
career ending move. Fortunately, they loved it, and said go for it. So we
did. Big. Long. Short. Stubby. Wonky…”
Great examples of BOLD campaigns:
1. Ben & Jerry’s banned 2 scoops of the same flavor to get people talking about
marriage equality.
2. Organization raising awareness about testicular cancer launches #GoBallsOut
campaign: How big in 24 hours?
400 national editorial mentions
71% increase in awareness that exercise prevents
Video Views of 4 million

22. Thank you!