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- 1. Chapter 4 Social Mediain Public Relations Team Rose
- 2. Brian Solis ● Principalanalyst at the Altimeter Group ● Challenge Public Relations professionals to re-focus on influence ● Social Media formula- ART ○ Actions, reactions, and transactions ● Social media is shifting the work in PR ● Press releases and traditional media releases to “shareable online content” ● Developing interest in C-Suite ○ Top senior-level executives ○ May not have interest in social media ○ Seeks to influence key decisions such as social media policies ○ Important for companies to watch for the C-Suite
- 3. Public Relations Management ●No longer impressed with just social media campaigns ● Clients want return on investment on social media, PR, and advertising ● eCommerce: online sales & business ○ Allows business to link social media efforts to increase sales, conversations, website traffic, etc ● Key performance indicators: monitoring social media and sales data
- 4. Social Media Influence ●Influence is important ● Data suggests actual friends are most influential ● Social media platforms and networks such as Instagram and Vine could increase influence ● Klout is used for tracking broad engagement across multiple social media platforms ● Owned media: apps, website, media the company owns ○ Helped with media campaigns
- 5. Public Relations Historyand Tactics ● PR is not how everyone sees it ● Began with the church and political propaganda ● PR went from wild and false claims to “professionals comparable to attorneys, counseling clients” ● Today PR is managed by social media accounts and communication, focusing on reputations and crisis communication
- 6. Public Relations Theories ●Common PR practices are press releases, events, press conferences, etc ● Debate about PR theories ● Common theories: agenda-setting, cultivation, ethics, issue management, persuasion, and organizational communication ● Debate about “the purpose of PR is to manipulate the behavior of the public”
- 7. Organizational Structure ● Modelsfunction as situational strategies ● Strategies help contribute the “ideology” of an organization ● Social media would change professional mindsets ● There should be focused centered on communication with the public ○ Changed thought process helps degree of engagement with the general public
- 8. Public Relations inSocial Media ● Public relation communication thrives off of credibility ○ Personal character development ● Bond between companies and public is stronger ● Miscommunication is a common grounds ○ Inevitable ● Twitter platform has become evolved ○ Expansion of politics and business corps
- 9. Social Capital, Conflictand Collaboration ● Trust is built through interaction and communication ● Building a strong identity is self promoting ○ Allows engagement with public ● Separation of individual and professional users ○ Beneficial in different ways ● Virtual collaboration through social media ○ When is it appropriate?
- 10. Social Media Tactics:Internet ● Information would be passed through from one to the next ○ Playing the game “telephone” ● Monitoring of Twitter database ○ This includes: videos, pictures, infographics, links, etc. ● Developing tactic can create a bigger buzz than paper communication ○ Storytelling techniques ● Live updating by on-site PR professionals are more common ○ News is easier to receive and give ○ Becomes more difficult to become original
- 11. Phil Gomes ● Believesin pros and cons of PR professionals ○ People are number one factor of this belief ● Data isn’t comparable between companies ○ There needs to be distinguishing factors for comp matching ● Minimizing the confusion with shared data increases productivity ○ Overall awareness and understand is achieved ● Digital world has been established to its entirety ○ This will become a necessary skill in PR professions
- 12. PR Newsroom andMessage Targeting ● Response and immediate connection with consumers is essential in a profitable business and social media page ○ Acknowledgement or physical money ● Engages audience with “client-media” storytelling ● Trend spotter occupation have primary focus on identifying news ● There is a transformation of media and marketing due to social media ● Broad team of different professions create a well marketed media page
- 13. PR Blogging andCase Studies 1:22 -2:22
- 14. PR Blogging andCase Studies ● PR blogging gives companies a direct voice with their customers ● It also gives bloggers a chance to gain revenue and build their brand ● PR people can reward loyal customers with “shout outs”, gifts and more
- 15. PR Blogging andCase Studies ● Create experiences exclusive to their social media ● Create or take over hashtags ○ Tricky: some fans think negatively of this
- 16. Corporate Social Responsibility(CSR) ● CSR asks companies to consider their efforts on social media as long term ● CSR is a way to develop legal, ethical, and global best practices ● States that customer voice is immediate ○ Negative reviews can impact business
- 17. Non-profits ● Have themost gain from social media communication ● Media budget =$0 ● Social media= $0 ● Connect to fans and customers ● Build a reputation
- 18. Success! ● A personableCEO on social media has the opportunity to build and grow their business Failures :( ● More likely ● Messages don’t get properly filtered through PR strategic planning and mistakes happen ● In 2013, 16 people lost their jobs because of a tweet
- 19. Lessons ● The internetnever forgets… ● Social media can make or break a company 1. Measure what matters a. Impressions and ad equivalency are moot points if your media efforts aren't impacting the company's bottom line 2. Re-think media placements a. Social sharing, online pieces and often driving conversation better than print coverage 3. Adopt a channel-agnostic approach a. By connecting content across earned, owned, and paid media, brands, can tell a cohesive story that with discerning consumers today
- 20. Activity! Answer our questionsright and get a piece of candy!
- 21. Question 1 What doesBrian Solis’ ART formula of social media stand for?
- 22. Question 2 What arethe two things that started Public Relations?
- 23. Question 3 According tothe Social Capital, Conflict, and Collaboration slide, what is trust built through?
- 24. Question 4 Complete thesentence below: There is a transformation of __________ and ___________due to social media
- 25. Question 5 Complete thesentence below: PR blogging gives companies a direct voice with their ___________.
- 26. Question 6 True orFalse Debate about “the purpose of social media is to manipulate the behavior of the public”
- 27. Question 7 True orFalse CSR asks companies to consider their efforts on social media as long term