This presentation will define the public relations theory of relationship management and identify how it can be utilized through social media by examining social analytics applications. Moving away from traditional measurements focused on quantity, organizations should measure their success based on the quality of the relationship between an organization and its publics and can do so using social analytics.

1. 1
Social Media as a
Relationship Management Tool
Maureen Lawrence-Kuether
01

2. 1
I
O
The Future of Social Media
W
02

3. 1
Social Media
Facebook
Twitter
YouTube
Pinterest
Linkedin
Tumblr
Blogger
Google+
“Social media allows us to
behave in ways that we are
hardwired for in the first
place – as humans. We can
get frank recommendations
from other humans instead
of from faceless
companies.”
Overview - Social Media
Instagram
Slideshare
- Francois Gossieaux
03

4. 1
The state which exists
between an organization and its
key publics, in which the actions of
either can impact the economic,
social, cultural or political well
being of the other.
What is a Relationship?
Relationships consist of the
transactions that involve the
exchange of resources between
organizations and lead to mutual
benefit, as well as mutual
achievement.
Ledingham & Bruning 1998
Broom et al. 2000
04

5. 1
Relationship Dimensions
05

6. 1
Social Media In PR Practice
How frequent do public relations
practitioners use social media for
their work?
81%
21%7%
56%
79
%
55%
15% 17%
K
O
Wright and Hinson, An Updated Examination of
Social and Emerging Media Use in Public
Relations Practice, 2013 data..
06

7. 1
Social Media In PR Practice
34% of PR practitioners spend on average at least 2 hours or more
of their day working with blogs and other social media.
0 10 20 30 40
2009
2010
2011
2012
2013
Wright and Hinson, An Updated Examination of
Social and Emerging Media Use in Public
Relations Practice, 2009-2013 data..
07

8. 1
Social Media Influence
0 20 40 60 80 100
Social media enhances PR practice
Social media influences traditional media
Traditional media influences social media
STRONGLY DISAGREE DISAGREE UNCERTAIN AGREE STRONGLY AGREE
Wright and Hinson, An Updated Examination of
Social and Emerging Media Use in Public
Relations Practice, 2009-2013 data..
08

9. 1
Measuring Social Media Impact
Impact social media has on
stakeholders
Yes
No
Uncertain
Impact social media has on attitudes,
opinions and behavior
Yes
No
Uncertain
Amount of information disseminated on
social media
Yes
No
Uncertain
Analyze what others are saying about the
organization on social media
Yes
No
Uncertain
Do PR practitioners measure social
media impact?
Wright and Hinson, An Updated Examination of
Social and Emerging Media Use in Public
Relations Practice, 2013 data..
61%
Measure the
amount of
information
22%
Measure the
impact of
information
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10. 1
Zap2it Social Media
Presence
Facebook
Twitter
Google+
Instagram
Tumblr
Pinterest
10
TV, celebrity and
movies site for
fanatics by
fanatics.
Zap2it.com is
produced by Tribune
Digital Ventures, the
technology and
innovation arm of
Tribune Company.

11. 1
Zap2it Social Media Showdown
11
March Madness-style
showdown to determine
the king or queen of
social media, voted by
the fans

12. 1
Zap2it Social Media Showdown
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Round 4 3/21-3/25
4 polls, total votes: 1,190,271
Round 5 3/25-3/28
2 polls, total votes: 734,782
Round 6 3/28-3/31
1 poll, total votes: 1,734,580
Round 1 3/13, 3/4, 3/5, 3/6
32 polls, total votes: 111,983
Round 2 3/10, 3/11, 3/12, 3/13
16 polls, total votes: 1,025,569
Round 3 3/17-3/21
8 polls, total votes: 1,347,281

13. 1
Social Media Showdown
13
Some of the celebs had
fun with it…

14. 1
Facebook – Post Types
What is the Best Type of Post?
Highest Reach: Status
Highest Post Clicks: Photo
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15. 1
Facebook Fans
Fan Breakdown
79,600 followers
2/28/14 – 74,766
65% Female
35% Male
Top country is US
46% 18-34 demographic
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16. 1
Facebook Reach
Reach Breakdown
Nearly 2M reach in month
56% Female
43% Male
64% 18-34 demographic
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17. 1
Facebook Engagement
Engagement Breakdown
2,446 engaged in US
70% Female
29% Male
37% 18-34 demographic
38% 35-54 demographic
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18. 1
Twitter Followers
Follower Breakdown
61,821 followers
2/28/14 - 60.1k
64% Female
36% Male
Top interests are Celeb fan
& gossip; Movie news;
Reality TV
Top country is US
18

19. 1
Twitter Influencers
Influencer Breakdown
2nd highest influencer is
Zap2it – accounting for
RT’s
Two of the top ten are fans
Six out of ten are celebrities
One is a Tribune writer
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20. 1
Tweets with the most Clicks
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21. 1
March 2014 Weeks 1 + 2
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22. 1
March 2014 Weeks 3 + 4
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23. 1
Zap2it Social 13-14 Comparison
1
Referrer Types Report
Report Suite: Zap2it.com
Date: March 2013
Segment: All Visits (No Segment)
Selected Metrics: Instances
Correlation Filter: None
Selected Page: Entire Site
Compare to Report Suite: None
Compare to Segment: None
Normalize Data: No
Percent Shown as: Number
Referrer Type March 2013 -
Instances
March 2014 -
Instances
Change
1. Typed/Bookmarked 12,693,333 43.6% 13,331,468 40.2% 638,135 5.0%
2. Other Web Sites 10,132,213 34.8% 5,711,429 17.2% -4,420,784 -43.6%
3. Search Engines 5,249,789 18.0% 11,799,817 35.6% 6,550,028 124.8%
4. Social Networks 1,033,645 3.6% 2,320,795 7.0% 1,287,150 124.5%
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24. 1
Three months of over 1.1 million social hits
2014 Diff 2013 2012
January 1,176,781 57.7% 746,099 1,012,131
February 1,178,684 28.9% 914,539 1,425,173
March 2,320,795 124.5% 1,033,645 990,917
March Zap2it Social media Numbers
Social Winners
Twitter (1,166,229 total hits)
- ‘OUAT’ Wicked Witch first look photos (3,660)
- ‘Gold Rush’ Season finale (3,531)
- ‘The Little Couple’ Zoey and Will First Christmas (3,471)
Facebook (835,636 total hits)
- 'Dexter' is still 'trickling away' for Michael C. Hall (46,621)
- 'NCIS,' 'The Good Wife,' 'Two and a Half Men' and 15
other shows renewed (36,879)
- ‘SOA’ spoilers (22,160)
Reddit (311,358 total hits)
- ‘GOT’ first four episode titles (5,587)
- ‘True Detective’ wanted you to notice the Yellow King
(5,278)
- Syfy orders ‘Ascension’ (3,317)
Tumblr (66,327 total hits)
- ‘SPN’ Misha Collins wants Cas to return (2,416)
- ‘SPN’ Jensen Ackles reveals Dean’s Mark of Cain (921)
- ‘OUAT’ Was Captain Hook’s comment to Emma rude?
(897)
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25. 1
THANK
YOU!
References Cited
Ledingham, J. (2003) Explicating Relationship Management as a General Theory of Public Relations. Journal of
Public Relations Research, 15(2). 181-198.
Wright, D.K. and Drifka Hinson, M. (2013) An Updated Examination of Social and Emerging Media Use in Public
Relations Practice: A Longitudinal Analysis Between 2006 and 2013. Public Relations Journal, 7(3).
Flowers, R. Stock photo: The Crowd http://www.freeimages.com/browse.phtml?f=view&id=810432
Social Networking Fact Sheet. (2003) Pew Research Internet Project. http://www.pewinternet.org/fact-sheets/social-
networking-fact-sheet/
Gossieaux, F. and Moran, E. (2010) The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social
Media. McGraw Hill
Thompson, K. March 2014 Social Media for Zap2it. 1 April 2014.
Ward, M. and Sweetser, K. (2014) Connecting to a Cause: An Experiment Testing Dialogic Theory and
Relationships within Social Marketing. Public Relations Journal 8(1).
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