This document discusses social media practices for public relations. It provides guidelines for establishing goals and identifying target audiences on social media. It also discusses analyzing social media conversations, engagement strategies, and lessons learned from major brands on social media. The document concludes with instructions for a step-by-step assignment on setting up and participating positively on social media.

1. Class 3, COM 540
PR Topics: Social Media
Practices and Analysis
Sept. 5, 2013

2. What is
‘The Facebook’?
• http://www.youtube.com/w
atch?v=AKjb9HV6MQU
(4:00-10:00)(19:15-
23:15)(26:30-
30:45)(39:45-52:00)

3. Winter 2010, The State of the Web, The Oatmeal

4. ‘Now you’re the
source of identity’
• http://www.youtube.com/w
atch?v=c2JTu22qxms
• (0:00-5:00) (9:00-15:00)
(19:30-25:00)

5. Think before you …
• http://mashable.com/2012
/11/25/social-media-
business-disasters-
2012/#gallery/biggest-
social-media-disasters-of-
2012/521295e951984066
11001874

6. PR practice in
social media
• Establish measurable
goals
• Pinpoint target audience;
leverage influencers
• Determine parameters
and strategic approach

7. PR practice in
social media
• Keyword searches: brand,
product, services,
competitors, experts
• Analyze: Who is talking?
What are they saying? Do
we fit in the conversation?

8. PR practice in
social media
• Engagement
• Socialize
• Report and refine
(Booth, Matic; Corporate Communication, 2011)

9. Qualman 7-8
• ESPN, CNN, NBC:
Lessons learned
• Advertising within social
networks
• More about conversation
than campaigns

10. Qualman 7-8
• Search: Cash back?
• YouTube: Content partner
• Paid ads, paid search
• Today you don’t find a job;
jobs find you

12. Step-By-Step
assignment
• How to sign up
• Profile info
• How to post/participate
• Best practices
• 2 positive examples