The document, authored by Larissa Fair, explores the intersection of social media and public relations, emphasizing the importance of authenticity and engagement in modern communications. It discusses different social media platforms, their uses for branding and crisis management, and provides guidelines for leveraging social media effectively in PR strategies. Additionally, the document offers case studies and practical tips for businesses to navigate the social media landscape.

1. Social Media and PR: Shouting Out Loud By: Larissa Fair For: University of Maryland University College Comm 495: Seminar in Workplace Communication March 15, 2011

2. Who am I? Larissa Fair President and Advisory Board Chair of Social Media Club DC (SMC-DC) Profiled in The Washington Post "Up-and-Comers Who Are Breaking Down a Digital Divide" on July 27, 2009 Quoted in The Washington Post "Social networking sites: 10 mistakes organizations make" on June 28, 2010 Blogger since 2005 Tech PR and social media background Worked for one of the first boutique social media/PR agencies – Livingston Communications (now CRT/Tanaka) Freelancer/consultant for government, healthcare, nonprofit, technology and consumer companies @LYF108

3. Facebook / MySpace Twitter YouTube Blog (Personal/Corporate) Flickr / Picasa (photo sharing) Delicious (bookmarking) Google Reader / Bloglines (RSS subscriptions) Quick Poll:

4. Who Uses Social Media?

5. Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de

6. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr

7. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr

8. Use Cases for Social Media Brand Awareness / Brand Loyalty Customer Service Community Management (Local, SMB) Marketing (Lead generation) SEO Monitoring Brand and Competitors Reputation Management / Crisis Communications Humanize the Brand or Company - Authenticity The Content Generation

9. Filter Through the Noise Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/

12. Traditional PR vs. PR 2.0 Getting Started with Social Media for PR Case Studies QuickTips Blogging Twitter Facebook Video Flickr RSS and Bookmarking Photo Credit: Bonnie Krahn Art & Design LLC

14. Traditional PR vs. PR 2.0 Source: http://www.slideshare.net/CometBranding/pr-social-media-case-study-if-the-military-can-leverage-social-media-so-can-you Photo Credit: http:// www.toprankblog.com/2009/11/social-media-pr/ Two way Social Media News Release Video News Release Search is King Livestreaming One-to-one / Intimate Always-On Hyper-Warp Speed Open Conversations Peer to Peer Multiple Voices Authentic One way News Release Media Relations The Wire Events One-to-many / Shotgun Scheduled Manageable Pace Structure Broadcast Single Audience One Voice Spin PR 2.0 Traditional PR

15. Getting Started with Social Media for PR Identify Your Strategy Set Your Goals Choose Your Tools Monitor and Measure Listen and Take Action Engage and Share Evaluate and Revise Tactics Photo Credit: http://www.v3im.com/2010/09/social-media-making-life-easier-for-pr-pros/

16. Case Studies JetBlue Negative publicity and public outcry = now what? Customers wanted authenticity, no middle man Tools are not social media, it’s the relationship Monitor, engage, inform, humanize Source: http://www.slideshare.net/TWTRCON/twtrcon-ny-10-jet-blue-case-study-marty-st-george Comcast Reputation management, bad customer service Twitter engagement, problem solving Use social media across multiple business units Brand engagement, personalize – open policy, employees allowed to represent brand Sources: http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm and http://rohitbhargava.typepad.com/weblog/2008/10/comcasts-actual.html Photo Credit: http://gapingvoid.com/2005/03/10/good-for-you/

17. Quick Tips for Setting Up Social Networks for Business Blogs Twitter Facebook YouTube Flickr LinkedIn Delicious (bookmarking) RSS (subscribers) INTEGRATE! Photo Credit: Bonnie Krahn Art & Design LLC

18. Blogging Tips Who’s on first? Eye on the Prize: finding your focus Learn it, Love it: research and read for success Shout it out: the value of commenting A-list vs. the Magic Middle Link Love Photo Credit: http:// www.flickr.com/photos/andersdenkend/2063090148/

19. Twitter Tips Follow you, follow me Sharing means caring: bit.ly and beyond The art of the RT List-mania Tweet Management It’s the conversation, stupid!

20. Facebook Tips Fandom Works Two Ways Where’s Your Content? Interact: Contests, Videos, Special Offers, etc. Stats Counter Case Studies: http://www.ignitesocialmedia.com/top-50-branded-facebook-fan-pages-of-2009/ http://mashable.com/2009/06/16/killer-facebook-fan-pages/ Examples of Good Facebook Pages: http://www.facebook.com/#!/underarmour http://www.facebook.com/#!/globalrace Photo Credit: http://www.flickr.com/photos/mikeymoran/4435017575 /

21. Facebook Tips Groups vs. Fan Pages Facebook Groups are often focused around organizing topics or ideas, so could be ideal for a specific campaign or event. Facebook Pages are more useful for professional organizations, and should probably be used as your official Facebook presence. Facebook pages also provide detailed analytics on your fans and member usage, which is great for those interested in showcasing the effectiveness of their Facebook presence. The benefit of both groups and fan pages is that any content you publish, whether it is a status update, new photo gallery, or event creation – can be shared directly to the newsfeed of those who are fans of your page or members of your group.

22. Video Tips Short and Sweet Viral Means Being Clever Think Outside the Box Recycle – Editing is Your Friend Photo Credit: http ://www.flickr.com/photos/mcclanahan/41350696/

23. Flickr Tips Organization (Sets & Collections) Connection (Partner Organizations) Tagging Promotion Creativity All Graphics Basics of Flickr: http://www.mahalo.com/how-to-use-flickr-basics-and-beyond Photo Credit: http:// www.supercoloring.com/pages/taking-some-photo/

24. LinkedIn Tips Great, free tool for your business Company Profile (RSS, Tagging) Groups – Conversations, Announcements (NO SPAM) Recruiting and Connecting – Recommendations Applications Talk to @ mariosundar – LinkedIn Community Manager Other Smart LinkedIn Tips: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/ http://searchengineland.com/how-to-use-linkedin-to-generate-business-44330 http://www.huffingtonpost.com/ari-herzog/12-ways-to-use-linkedin-t_b_260472.html http://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/

25. RSS and Bookmarking Tips Photo Credits: http:// comingupforair.net/ojingogo/downloads / , http://kristenluke.com/2009/02/01/how-to-use-linkedin-to-market-your-business-part-two/ and http://www.iconarchive.com/show/circle-social-bookmark-icons-by-fasticon/delicious-icon.html Resource Library Tag Smart - SEO

26. Press Releases The press release isn’t dead, it’s more interactive Look for ways to share even more content in your releases – but optimize for traditional releases Keep it simple Sharing links Twitter text/pitch Photos Video Facts Quotes Resources Tags/SEO Use a tool to make it easy PitchEngine MarketWire Resources & Examples: http://www.shiftcomm.com/downloads/smprtemplate.pdf http://www.marketwire.com/press-release/New-Media-PR-Webinar-Focuses-on-Creating-a-Strong-Online-Reputation-978881.htm http://thenextweb.com/entrepreneur/2011/03/14/5-modern-ways-to-create-and-share-a-press-release/ http://blog.hubspot.com/blog/tabid/6307/bid/4789/Study-Shows-Social-Media-Releases-Are-Less-Effective-Than-Traditional-Press-Releases.aspx

27. “ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints

28. Free Social Media Monitoring Tools Image Credit: Hamed Saber

29. Paid Social Media Monitoring Tools Photo Credit aresauburn ™

30. How to Stay Sane 24/7 Set a Schedule Prioritize Your Responses Keep it Simple: CommonCraft Comic Relief: Geek and Poke, The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters Photo Credit: http://www.flickr.com/photos/stuckincustoms/300928932/

31. Remember This: Strategy Monitor Evaluate Adapt

32. Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: http://www.flickr.com/photos/vrogy / Cisco: http://blogs.cisco.com/news/comments/cisco_social_media_guidelines_policies_and_faq/ Coca-Cola: http://www.thecoca-colacompany.com/socialmedia/ The United States Air Force: http://www.af.mil/shared/media/document/AFD-090406-036.pdf and Rules of Engagement: http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ and DoD: http://www.slideshare.net/DepartmentofDefense/dtm-09-026 Government 2.0 Examples: http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-and-Best-Practices Kodak: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf American Speech-Language-Hearing Association: http://beth.typepad.com/files/asha-social-media-guidelines.pdf

33. Blogger Outreach 101 Photo Credit: http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers Researching Relevant Bloggers Technorati Search Google Blog Search Industry Specific Searches Magazine, Newspaper and Journals Alltop Twingly Avoid Spam Blogs More resources: http://en.wikipedia.org/wiki/Spam_blog http://www.blogcatalog.com/topic/spam+examples/ http://blogshares.com/wikihelp/Blog_Examples_Spam Evaluate Your Outreach Campaign

34. Blogger Outreach 101 Pitch Angles (General) ( more from Problogger ) Announcing new products/services in the hope of being linked to or reviewed Exploring potential partnerships Asking for guest posts Asking questions or requesting a Q&A interview Request for an interview/briefing with a client Messaging Tips Read their blog, engage first if possible Personalize the message Keep it short, bullets are helpful Offer links or free resources Be respectful of their time Don’t force coverage or expect to be mentioned Provide contact information Be transparent The 6 C’s (via Brian Solis ) Concept: What's the compelling plan. Context: Why is it relevant to them. Consumption: Create a package that makes it easy for bloggers to write their story. Credibility: What makes you credible? Become the expert. Community: Join it, participate without expectations. Conversation: You are not invited to the conversation as a marketer. This is about people, so be articulate, responsive, honest, smart, and resourceful.

35. Bloggers vs. Journalists Paid to write content Has a masthead with an editorial mission Needs sources Supposedly adheres to journalistic standards Has an editor Has a publisher Has advertisements Unpaid Writes to topic – or not Writes for self, or to build business May or may not want sources Adheres to personal standards Does not need PR Main differences between bloggers and journalists ( via Geoff Livingston ) JOURNALISTS BLOGGERS

36. Bloggers vs. Journalists General Tips Do not force media relations tactics on bloggers. Start by providing value – why is your message important to them? What are you offering that matters? Consider unconventional pitching methods – Twitter, social networks – go where their community is and engage . Be a part of their community. Do not send press releases. More resources: http://www.successful-blog.com/1/explore-the-magic-middle-with-authority/ http://overtonecomm.blogspot.com/2006/02/new-technorati-tool-explore-magic.html http://rohitbhargava.typepad.com/weblog/2006/03/7_tips_on_pitch.html http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/ http://prmeetsmarketing.wordpress.com/pitching-bloggers/ http://www.chrisbrogan.com/some-differences-between-pitching-mainstream-press-and-bloggers/ http://searchenginewatch.com/3627926 http://www.briansolis.com/2008/03/10-steps-to-building-better-blogger.html http://nakedpr.com/2008/05/01/bloggers-vs-journalists-with-pro-blogger-darren-rowse/ http://www.slideshare.net/geoliv/geoff-livingston-ppt-for-prsancc http://www.web-strategist.com/blog/2008/07/09/how-blogs-and-mainstream-media-appear-the-same/ http://rohitbhargava.typepad.com/weblog/2009/01/what-all-pr-people-should-know-about-journalists.html

37. Resources ReadWriteWeb Tech Events: http://mashable.com/2011/03/14/social-media-tech-events-5/ Twitterville – Shel Israel http://globalneighbourhoods.net/twitterville Copyblogger – Brian Clark: http://www.copyblogger.com/ and Problogger – Darren Rowse: http://www.problogger.net/ Mashable Womma Trust Agents – Chris Brogan and Julien Smith http:// www.trustagent.com / Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: http://beth.typepad.com/beths_blog/ and Nonprofit Tech 2.0 by Heather Mansfield: http://nonprofitorgs.wordpress.com/ Social Media Today WWPR The New Rules of Marketing and PR – David Meerman Scott http://www.davidmeermanscott.com/books_dms.htm The Viral Garden – Mack Collier: http://moblogsmoproblems.blogspot.com/ and The Harte of Marketing – Beth Harte http:// www.theharteofmarketing.com / Eloqua Social Media Playbook http:// blog.eloqua.com/eloqua -social-playbook/ HubSpot Engage – Brian Solis http://www.briansolis.com/2010/01/engage/ Influential Marketing Blog – Rohit Bhargava: http://rohitbhargava.typepad.com/ and Communication Overtones – Kami Watson Huyse: http://overtonecomm.blogspot.com/ PR Week Marketing Profs Anything by Seth Godin http://www.sethgodin.com/sg/books.asp Conversation Agent – Valeria Maltoni: http://www.conversationagent.com/ and Brass Tack Thinking – Amber Naslund: http://www.brasstackthinking.com/ B2B Magazine IABC The Corporate Blogging Book – Debbie Weil http://www.debbieweil.com/book/ Web Strategy – Jeremiah Owyang: http://www.web-strategist.com/blog/ and How to Change the World - Guy Kawasaki: http://blog.guykawasaki.com/ Altimeter Group (analysts): http://www.altimetergroup.com/ PRSA Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Li http://www.forrester.com/Groundswell/book.html Chris Brogan: http://www.chrisbrogan.com/ and PRSarahEvans: http://prsarahevans.com/ and Shonali Burke: http://www.waxingunlyrical.com/ Advertising Age, BrandWeek or AdWeek: http:// adweek.blogs.com / Social Media Club Personality Not Included - Rohit Bhargava http://www.personalitynotincluded.com/ PR 2.0 – Brian Solis: http://www.briansolis.com/ and PR Squared – Todd Defren: http://www.pr-squared.com/ Media / Industry / Analysts Prof. Orgs / Memberships Books / Guides Blogs / Personalities

38. Connect with Me Twitter: http://www.twitter.com/LYF108 Facebook: http://www.facebook.com/larissafair LinkedIn: http://www.linkedin.com/in/larissafair E-mail: [email_address]

39. Thank you! Questions?