This document discusses public relations and building relationships through social media. It defines PR as the strategic management of communication relationships between an organization and its publics. It also discusses how relationships form online through shared values and behaviors. Strategies are presented for building relationships on social media, including using the right channels for different contexts and publics, listening, adapting, and monitoring engagement. Tools are provided for measuring and monitoring conversations at both narrow and wide scopes. The goals of content publishing are discussed, such as behavior change, matching values, and strengthening relationships.

1. BRUNO AMARAL
social media consultant
www.brunoamaral.eu

2. PR AND BEHAVIOR
ON THE SOCIAL WEB

3. WHAT IS PR?
http://definingpublicrelations.wikispaces.com/
Photo: http://www.flickr.com/photos/ntr23/187226087/

4. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
http://definingpublicrelations.wikispaces.com/

5. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is the discipline which looks
after reputation, with the aim of earning
understanding and support and influencing
opinion and behaviour. It is the planned and
sustained effort to establish and maintain
goodwill and mutual understanding between an
organisation and its publics.
http://www.cipr.co.uk/content/about-us/about-pr

6. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is the management of
communication between an organization and its
publics — Grunig and Hunt, 1984

7. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is the strategic management of
relationships between an organization and its
diverse publics, through the use of
communication, mutual understanding, realize
organizational goals, and serves the public
interest. — Flynn, Gregory and Valin
Flynn, Gregory and Valin

8. WHAT IS PR?
CIPR MANAGEMENT OF
COMMUNICATION RELATIONSHIPS
Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics. — PRSA
http://www.nevillehobson.com/2012/03/02/public-relations-redefined/
Our objective :
- to define online relationships
- to list a number of tools and resources essential for strategic communication on the web

9. WHAT ARE
RELATIONSHIPS?
Relationships form when both parties perceive
similar values systems and as a result alter
their behavior in accordance.

10. RELATIONSHIPS
ONLINE VALUES+BEHAVIOR
Online Values Systems
Photo: http://www.flickr.com/photos/jeff-bauche/2230236391/

11. RELATIONSHIPS
ON THE WEB
PLATFORMS CHANNELS CONTENT CONTEXT
We connect through a vast number of platforms and channels, displaying and identifying
values.
Different channels are used for different purposes (contexts) and the content found in each
channel also differs as a result.
people: http://www.flickr.com/photos/mi-ki/2480460182
facebook and flickr: http://www.flickr.com/photos/ansik/4425771596/

12. RELATIONSHIPS
ON THE WEB
A COHERENT CORPORATE VOICE
ACROSS THE WEB
More than worry about controlling the conversation, brands and organisations need to focus
on being coherent across all of it’s owned (social) media.

13. BUILDING
RELATIONSHIPS
ORGANIZATION CHANNEL PUBLIC
CONTEXT
Effective communication leads to BEHAVIOR
For an organisation or brand, a relationship occurs when for a given context (or purpose) it is
able to communicate with Publics and is able to influence their behavior or change it’s own
behavior.
There are a number of levels of behavior change that exceed the scope of this presentation.
KEY TO SUCCESS
- find the right channel for the right Public
- be aware of your purpose
- prepare to adapt
- monitor and listen

14. MEASURE DIALOGUE
CAMPAIGNS
+MONITOR CHANNELS
Building relationships is about listening and acting
Photo: http://www.flickr.com/photos/ecstaticist/1340787730/

15. MEASURE
+MONITOR
MONITOR: BRAND SECTOR SOCIETY
CRISIS, BOUNDARIES, OPPORTUNITIES
AND THREATS

16. MEASURING+
MONITORING TOOLS
WIDE SCOPE: CATEGORY, SECTOR, BRAND
NARROW SCOPE: CHANNEL SPECIFIC
http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg

17. MEASURING+
MONITORING TOOLS
WIDE SCOPE: CATEGORY, SECTOR, BRAND
WHAT WILL WE MONITOR AND WHAT
WILL WE DO WITH THAT
INFORMATION?
http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg

18. Radian6 http://www.internetzarada.org/blog/wp-content/upload/2009/04/
radian6screenshot.jpg

19. Alterian
Other social media monitoring tools http://wiki.kenburbary.com/

20. socialbakers

21. SOCIAL NETWORK ANALYSIS

25. reader

27. tweetwhen

28. thinkup

29. SOCIAL NETWORK ANALYSIS

30. MEASURING+
MONITORING TOOLS
NARROW SCOPE: CHANNEL SPECIFIC
PERFORMANCE AND RETURN
- google analytics
- facebook insights

31. OUTPUT
OUTTAKE
OUTCOME
CONTENT PUBLISHED
Not just in valuable in quantity but also in SEO metrics

32. OUTPUT
OUTTAKE
OUTCOME
PAGEVIEWS
VISITORS
INTERACTIONS OR MENTIONS
INDEXED PAGES
INLINKS

33. OUTPUT
OUTTAKE
OUTCOME
MATCH OF VALUES
BEHAVIOR CHANGE (INTERNAL AND
EXTERNAL PUBLICS)
RELATIONSHIPS

34. MANAGEMENT TOOLS
AUTOMATE AGGREGATE BROADCAST RESPOND
ifft

37. pipes.yahoo.com

38. ifttt.com