The document discusses the evolving use of social media in public relations and marketing. It notes the decline in network news viewers and rise of platforms like Facebook and Twitter. The author explores how the Monterey Bay Aquarium is actively engaging communities on multiple social media platforms like Facebook, YouTube, and Twitter to extend visitor experiences, drive visitation, and help fulfill its mission. Examples of tools and campaigns used on each platform are provided. Resources for tracking influence and learning about social media best practices are also referenced.

1. The Evolving Art of Social Media in PR & Marketing Ken Peterson, Communications Director Monterey Bay Aquarium September 15, 2009

2. Where are We Going?

7. Decline & Fragmentation

8. Network News Viewers

9. Where Is Everybody?

11. Example: Facebook

12. Example: Twitter January 2008 – 150,000 users Summer 2009 – c. 20 million users

16. Where? Rating Services Tool: Free business accounts for tracking, feedback

17. Where? Blogs & Flickr Tools: Feedback, promotions, contests

20. Where? YouTube Tools: Create content, “favorite” others’ videos

21. Who’s Telling Our Story?

23. Where? Facebook Tools: Multiple accounts, promotional campaign

26. Facebook Campaign: The Secret Lives of Seahorses

29. Where? Twitter Tools: Multiple accounts, varied topics

32. Web 2.0 Adoption Curve (courtesy Christopher Rollyson, www.GlobalHumanCapital.com)