This document discusses best practices for optimizing public relations and communications strategies for search and social media. It recommends maintaining a robust online newsroom with up-to-date, relevant multimedia content; being responsive to media and consumer inquiries; and measuring engagement across digital channels. Case studies highlight how Whole Foods, Target, and Taylor Guitars have effectively optimized their approaches.

1. SEARCHINGFOR VALUE

2. ABOUT MEVP of Planning and Innovation at Moxie Interactive, a full-service digital agency servicing clients such as Verizon Telecom, Verizon Wireless, Coca-Cola, The Home Depot, Loreal, Garnier, Puma and others. Primary duties concern strategy and planning for wide scale communication and messaging tactics across digital media with a focus on conversational and participant marketing. Awareness of digital best practices, technology, consumer and participant trends, social theory, and linguistic analysis provide background for driving agency innovation.jwegman@moxieinteractive.comJon Wegman

3. GOOGLEIS YOUR HOMEPAGEIn addition to it having the most unique visitors and being the most frequented destination on the web, 65% of ALL searches are done on Google.6,986,580,000Per Month2,695Per secondSource: U.S. August 2009 Nielsen MegaView Search

4. SEARCH IS EASIER THAN REMEMBERINGMarketers need to realize that “search” doesn’t just happen on the major search engines. It happens as consumers look for movies, books, locations, reviews, opinions and facts and across social networks, technology platforms, media and mobile devices. In fact, some say that the capability and speed of search technology has made it easier than taking the time to remember something.

5. SEARCH IS EVOLVINGSearch solves for the most valuable commodity in today’s marketplace – TIME.New technologies and formulas for accuracy, prediction and relevancy are constantly being introduced and evolved. Rich Media ResultsReal Time ResultsIntuitive Results

6. PR IS ADAPTINGNOT Your Father’s Press ReleaseYour Father’s Press Release

7. SEARCH OPTIMIZATIONGoogle search results for “vitamin water” include links to old articles, HowStuffWorks.com, YouTube videos, PR and news articles, social networking pages, user-generated content and reviews. Only one link is to a corporate Web site.

8. NEWSROOM OPTIMIZATIONVolvo has recently revamped their newsroom into one of the most robust and capable platforms for digital PR distribution. Tools include: Asset “Briefcase”, story generator, digital media kits, multimedia library, intuitive navigation and more…

9. NEWSROOM OPTIMIZATIONTarget has created an easy to navigate and resource rich destination for consumers and journalists alike. Features include: Detailed search functionality, distilled content areas, result filters, multi-media library, deep links and more…

10. PRESS RELEASE OPTIMIZATIONContactsShareFeedbackKeywordsLinks / RelevancyHyperlinksLinks / CorporateLinks / Recency Context

11. PUBLIC RELATIONS OPTIMIZATIONWhile I’m sure many have heard of the recent “United Airlines Breaks Guitars” PR nightmare, did you notice how Taylor guitars spun the situation into a PR dream?3rd Position on Google!

12. Social Media as Public RelationsSocial Media as OperationsVs.Social Media as “Operations”

13. PEOPLE OPTIMIZATIONIts clear that Whole Foods has operationalized their approach to social media, PR and to “people” optimization. Individual stores and categories have dedicated personnel to break news, respond to questions and engage with the public…1,700,00081 Feeds153 Pages

14. BEST PRACTICESRecencyResponsivenessRelevancy Provide open access to assets, resources, and content

15. Cross-promote, link, and utilize social media properties to spread news

16. Use automated opt-in feeds to deliver content to users on the fly

17. Provide links across your organization for contact and escalation points

18. Provide assets in mixed-media format in a simple and intuitive way

19. Proactively make contact with journalists and influential consumers

20. Allow users to choose in which format and category they want information

21. Measure and track usage, assets, and solicit feedback