This document discusses social media and online relationship management. It defines social networking as connecting with people and social media as transmitting information to others. It then discusses how organizations can build online relationships by ensuring satisfaction, commitment, control mutuality, communality, and trust. Various metrics of social media usage are presented. Effective online relationship building requires cultivating bloggers, collaborating, providing useful content, fostering community, and clear communication. It also discusses using media-friendly websites, online newsrooms, and organizing online newsrooms to facilitate relationships with journalists.

1. PUBLIC RELATIONS PRACTICE
2014
Week 8
!
!
DR KANE HOPKINS

2. 1
3
2
Social media
Journalists + information!
+ the internet
Online relationship management

3. THE INTERNET &

5. If it doesn’t have
ones and zeros, it
doesn’t exist.

6. Social Media vs Social Networking
Social networking!
• The main purpose of social networking is to connect with other
people.
• Social networking is about mutual communication.
!
!
Social media!
• Social media is a very broad term and really encompasses
several different types of media, such as videos, blogs, etc.
• Social media is a place where you can transmit information to
other people.

7. BEFORE YOU CAN BE
A COMMUNICATOR,
YOU NEED TO BE A
TECHNOLOGIST
7

11. acts
Six
un

12. 1

13. 2

14. 3

15. 4
12% of Facebook users say that
someone has asked them to
“unfriend” a person in their
network.

16. 5
Facebook users “like” their friends’
content and comment on photos
relatively frequently, but most don’t
change their own status that often.

17. 6
Half of internet users who do not
use Facebook themselves live with
someone who does.

18. ONLINE

20. Hallahan's (2008) five online
relationship development
measures...
• Satisfaction
• Commitment
• Control mutuality
• Communality
• Trust

21. Ensure online spaces are easy to use, have
relevant and useful information and satisfy
publics’ needs for that online space.
Satisfaction

22. Invest time, resources and funding towards up-
to-date technology that is relevant to publics.
Organisations must commit to using online
spaces to communicate.
Commitment

23. Engage in conversational interpersonal
communication, and include interactive
design elements such as surveys, quizzes,
online photo albums and other multimedia to
increase two-way symmetrical
communication and empower the publics.
Control mutuality

24. Foster a community based on shared
values, interests or ideas, either by
interpersonally communicating with
publics, or fostering a space for
publics to communicate based on
their shared interest.
!
Communality

25. Make online spaces credible by ensuring
there are security measures in place on a
website, having genuine, truthful and
accurate information available including
contact details, and branding online
spaces according to the organisation’s
official image.
!
Trust

26. Where social media is
located within an
organisation will influence
how it is managed.
!

27. Channels used to access
customer service

28. Customer service

31. Blogger relations
• Cultivation: Get to know bloggers
• Collaboration: working together to develop
mutually beneficial relationships
• Content: help the blogger out
• Community: Most bloggers answer to their
community: not editors or publishers
• Communication: Be specific in your
communication. Bloggers are pressed for time

32. !
Nearly a third (32%) of people aged
18-24 use social networking in the
bathroom lolz!
@HellooooooooLadies

33. Seltzer and Mitrook (2007) applied dialogic
principles to compare environmental
websites and blogs, and found that blogs
have more potential for relationship
building than websites
33

34. In its best incarnation corporations will use
blogs to become more transparent to their
customers, partners and internally. By
encouraging employees to ‘speak their minds’
companies will be able to demonstrate their
heart and character. Not an easy trick for a
faceless legal entity. This will facilitate
stronger relationships and act as ‘grease in
the gears’ of a business’ operation.
Larry Genkin
Blogger and Podcasting magazine

35. GLOSSOLALIA

37. JOURNALISTS +
INFORMATION +
THE INTERNET

39. Twitter

40. A media friendly website
• Media releases (by date and topic)
• Executive bios
• Useable photos
• Activity calendars
• Copies of speeches
• Downloadable logos
• Lists of upcoming events
• Past media coverage
• Contact info
• Discussion papers or backgrounders

41. Online news rooms
• Now an essential PR tool; increasingly offer
broadcast quality digital video/audio.
• Require a united approach by all sectors within
an organisation.
• Should reflect journalists’ needs (e.g. good
archives, easy navigation).
• Should only contain what can be maintained.
Add news and keep calendars and contacts up-
to-date.
• Avoid recycling stories

42. Organising the online newsroom
• Keep open access; encourage media to register
for email alerts, online conferences, etc.
• PR should have overall responsibility for
newsroom, with support from IT.
• Consolidate all contact information on specific,
well signposted page – and update regularly!