The document discusses key topics about social media practices and analysis for a PR class, including what Twitter is and how it differs from Facebook, how hashtags allow shared conversations on Twitter, and how brands can participate in social media discussions by being honest, transparent, and listening. It also summarizes key points from chapters about how social media has changed information flow and how businesses can use social media for preventive behaviors by engaging with and responding to customers.

1. Class 2, COM 540
PR Topics: Social Media
Practices and Analysis
Aug. 29, 2013

2. „You Are What
You Tweet‟

3. Murthy: Chapter 1
• What is Twitter?
• Asynchronous
“conversation” 140
characters at a time.
• One of the largest and
most popular social media
websites.

4. Details
• Public-facing (usually)
• @ replies and DMs
• Retweets
• #hashtags
• Verified accounts

5. Why so popular?
• “… ease of use, instant
accessibility … and short
bursts of seemingly
useless chatter.”
• Mobile
• “Connection with very low
expectation”

6. Shape of
communication
• Hashtags (#occupy) allow
shared conversation
• Broadcast model (popular
“channels”)

7. Distinct from
Facebook
• Social media (Twitter):
Broadcast-based
• Social networks
(Facebook, LinkedIn)
foster friend connections
through social sharing

8. Microblogging
platform whereby:
• Users have public profile
• Messages become
publicly aggregated
• Decide which to receive,
but not necessarily who
receives their messages

9. Qualman:
Chapters 1-3
• “Socialnomics”: The value
created and shared via
social media and its
efficient influence on
outcomes (economic,
political, relational)

10. Today‟s landscape
• Some core
communication, marketing
and business principles
will still apply; others will
become extinct

11. Word of Mouth
• From broadcast model to
“The Long Tail”
• Positive brand presence:
JetBlue

12. Information flow
• Social media and search
engines: social
search/social commerce
• News finds us
• Shift in traditional news
sources

13. Preventive behavior
• For individuals
• For businesses: Comcast
• Responding to customers
• Engagement, rather than
simply marketing

14. „Anything I can
assist you with?‟

15. „Guys, make it easy
for someone to give
you $$‟

16. In conversation
• Brands are part of social
media discussions
• “Honesty, transparency,
listening and reacting” key
for brands

17. Tutorials
• Tumblr
• Google+
• Hootsuite
• Klout

18. Assignments
• Step-by-step guide
• Discussion board posts