A talk given to the Public Relations Society of America by HPR founder John Hope-Johnstone on how to enhance your public relations campaign through social media.

1. Public Relations through Social
Media
HPR
Digital Marketing
LLC
Certified Internet Marketers

2. Nearly 65% of all PR Departments are
also now responsible for Social Media.
(IPR)

3. Lesson 1: All Social Media
are Inert:
It IS Social Media Networking (SMN).
Networking that is the action, networking is the
action of connecting with people, and people to
people.
www.johnhopejohnstone.com

4. What Drives Social Media?
“Ambient intimacy” is being in contact with
key influencers on a regular basis that you
normally could not achieve because of time
and distance.
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5. Who you are
Thought leadership,
what you know
What you do
Support by SEM
Support by SEO
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6. Why is communicating through a
computer so often easier than face to
face?

7. When we interact with a human, we cannot
control the emotional involvement invested
in the process. This is often due to the
stress of additional body language cues.

8. A girl and a guy meeting at a Bar, will hold
a conversation that is usually 40% about
themselves. Which adds up to 80% leaving
20% for awkward silences, or checking out
others at bar, or bathroom breaks.

9. However, a girl and a guy posting on
social media will usually talk about
themselves 80% of the time, allowing
a 160% conversation over the same
period of time. And the elimination
of checking out other people at the
bar.

10. Personal Social Media can be a
very narcissistic activity

11. Posting about ourselves often comes in
the form of what is called “Social
Badging”. (40%)

12. 68% of us will “share” someone else's
content to “Social Badge” i.e. to show
what kind of things we care about, and
build out our personal image.

13. Social Badging aligns our purchases,
possessions, travel, things we love, and
through these things, we present a reflection
of who we are.
Social Validation is when others approve, like
or share what we have shown to be
important to us.

14. Sharing provides a form of Social Currency.
62% of us feel better about ourselves when
someone has shared, liked or commented
positively about our content.

15. So, how can we get ourselves more of this
Social Currency of sharing, liking and
commenting for our clients?

16. Surveys have shown that digital brands
promoting the social conscience and
good deeds of that Brand, rather than
its core product, are likely to receive
58% more engagement

17. So, what makes content interesting
enough to engage?

18. Content that confronts our assumptions
about the Brand, and shake us up. (Jeff Goins)

19. Why do we perform the action of
“Liking” certain pages, or posts, on Social
Media?

20. 1. It adds value to a relationship
2. That value is called the “Reciprocity Effect”
i.e. I’ll like you if you’ll like me back.
(Holiday Cards)
3. Your job on social media is to help and
connect other people.
4. To provide value to others, NOT just for you
Why We “Like” on Social Media

22. 1. Most marketers feel that
“engagement” is key for advocacy.
2. Yet only 13% of their audience feel the
same way….hmmm
Why We Comment

23. What about Selfies?
1. On Social Media, pictures with faces are
38% more likely to receive engagement
2. Selfies satisfy the “Looking Glass Effect”
which infers that we never truly see
ourselves, except through the eyes of
others

24. John Hope-Johnstone CIM
Managing Director
www.HPRDigitalMarketing.com
www.facebook.com/HPRDigital
(541) 829 0037
john@HPRDigitalMarketing.com