1. Social Media
and
Public Relations
Friday, January 11, 13
2. What is Social Media
• A fun, easy and inexpensive way for people
to connect to friends, family, brands and
people who share common interests
• One of many tools used by marketers,
human resource and customer service
departments and PUBLIC RELATIONS
• A powerful tool in our public relations
toolkit
Friday, January 11, 13
3. What is the point of Social Media?
• Relationship building
• Monitoring discussions to see what’s most relevant
• Focus groups
• Reputation management
• Customer service
Friday, January 11, 13
4. Tilson PR Social Team
• Twitter, Facebook, Pinterest: These are the platforms the team is
currently using for clients.
• Build Community: Benchmark of increasing community by a minimum
of 5% each month. This is for all platforms including Twitter, Facebook and
Pinterest. A larger community means increased engagement and brand
awareness.
• Content Calendars: Build engaging content for each platform based on
client goals. We do this to create engagement on social sites with the client.
This builds brand awareness and affinity.
• Engage on Platforms: In addition to schedule content the team
engages, as the client, with the platform community. Answer questions, thank
people, respond to complaints/issues and participate in chats. Part of this
engagement may also be contests/giveaways
Friday, January 11, 13
5. Twitter
• Listen/Monitor: We do this by creating “Lists” and watching for relevant
conversations in the industry. Conversations about brand, competitors, and
topics.
• Engage: Join conversations, answer questions, respond to complaints etc...
This humanizes the brand.
• Build Brand Awareness: This is done by discussing the brand in a
natural way. Joining relevant conversations and getting the brand name, image
and voice into the online conversation.
• Increase Affinity: In addition to building brand awareness affinity should
also increase. Through fun contests, campaigns and recognition of those who
engage regularly overall affinity should increase.
Friday, January 11, 13
6. Facebook
• Less of a listening tool and more of an engagement and branding platform.
• Tell the brands “Story”
• Show off accomplishments, make announcements and run contests
• Engage with community
• Facebook Algorithm, EdgeRank: Affinity, Weight and Time Decay
Friday, January 11, 13
7. Pinterest
• Visual story telling
• Engagement
• Traffic Driver
• High engagement
Friday, January 11, 13
