Background on Social Media. Week 1 for PRL 408 at Utica College. Spring 2014.

1. Utica College
PRL 408: Social Media
Thomas Armitage
Week #1
January 29, 2014

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Background
Social Media in PR and Marketing
Goals, Strategies, Building a Following
Content Creating and Blogging
Contests and Promotions
Reputation Management, Crisis Communication
Social Media Advertising
Evaluation and Measurement
Integration with Other PR/Marketing Functions
Use and Importance of Video
Use of Mobile and Location Based Services
Customer Service
Tricks to the Trade
Managing a Personal Brand, Job Searching

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Definition
Social media is...
Types of channels
Timeline
Analogy to a city
The “big 5”
Features
Overview of integration
Brands that are doing it right

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Social media provides a way for people to share
ideas, content, thoughts, and relationships
online. Social media differs from the so-called
mainstream media in that anyone can
create, comment on, and add to social media
content. Social media can take the form of
text, audio, video, images, and communities
(Scott, 2013, pg. 53).
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Social media provides users the opportunity to
freely share content and interact with one
another on the web.

5. Is an extension of a multichannel marketing strategy.
Builds awareness by attraction rather than interruption.
Is comprehensive, intimate and community driven.
Engages customers in dialogue.
Builds frequency less expensively than old media.
Can reach markets that would normally be too
difficult/expensive.
 Can target a narrow market while casting a wide net.
 Impacts ability to be found online.
 Is available 24/7–almost indefinitely.
 Allows access to decision makers w/o gatekeepers.
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(Brauner, 2009)

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Social networking
Blogs
Video/photo sharing
Chat rooms/message boards
Email marketing
Wikis
Social bookmarking
Mobile apps

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1985: AOL opens
1997: Blogging begins, AIM launches
1998: Google opens
2001: Wikipedia founded
2002: Friendster launched
2003: MySpace, LinkedIn, iTunes launched
2005: Facebook expands, Flickr, Digg, YouTube launched
2006: Twitter launched
2007: iPhone released
2008: Facebook tries to buy Twitter…#fail
2009: “Unfriend” was word of the year
2010: iPad released
2012: Facebook surpasses 1 billion users
2013: iTune app downloads exceed 50 billion
(Curtis, 2013)

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Corporate sites = stores on Main St.
Craigslist = bulletin boards
eBay = garage sales
Amazon = major superstore
Mainstream media = print newspapers
Streaming music = radio stations
Chat rooms/forums = pubs and saloons
Social media = cocktail party
(Scott, 2013)

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Facebook (71%)
LinkedIn (22%)
Pinterest (21%)
Twitter (18%)
Instagram (17%)
(Lunden, 2013)

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“Free”
Real-time
Sharing
Commenting
Streaming
Feeds/hashtags
Reviews
Check-ins
Crowdsourced media

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Social media isn’t one specific tactic but rather a
channel to carry out tactics, accomplish
goals, achieve results.
One way vs two way communication?
What are you trying to accomplish? Who is your
target? What is the audience of the channel you are
considering?
How much time/resources can you devote? How will
you integrate into traditional efforts? Is that even
necessary?
SM has/is assisting other types of digital marketing:
 Email marketing, forums, real-time web
chats, SEO, digital press releases, mobile ads, etc.

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Zappos
Vitamin Water
Best Buy
JetBlue
Starbucks
(Porterfield, 2011)

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This Twitter
picture from Oreo
was posted 20
minutes into the
blackout during
last year’s Super
Bowl. The caption
with the tweet
read: “Power out?
No problem.”

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Use of Social Media in PR and Marketing
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To do:
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Create Twitter handle
Begin using #UticaCollegeSM and read articles
Create Twitter list of 10 brands
Obtain access to Wordpress blog
Read Chapter 11 in the textbook
Write blog post #1
Enjoy the Super Bowl!

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Brauner, L. (2009). Top 10 reasons for social marketing. Retrieved on January
24, 2014 from http://online-social-networking.com/top-10-reasons-for-socialmarketing
Curtis, A. (2013). The brief history of social media. University of North Carolina
at Pembroke. Retrieved on January 24, 2014 from
http://www2.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHist
ory.html
Lunden, I. (2013, December 30). 73% of U.S. adults use social
networks, Pinterest passes Twitter in popularity, Facebook stays on top.
TechCrunch. Retrieved on January 24, 2014 from
http://techcrunch.com/2013/12/30/pew-socialnetworking/?utm_source=feedburner&utm_medium=feed&utm_campaign=sf
gplus&%3Fncid=sfgplus
Porterfield, A. (2011, April 12). 9 companies doing social media right and why.
SocialMediaExaminer. Retrieved on January 24, 2014 from
http://www.socialmediaexaminer.com/9-companies-doing-social-media-rightand-why/
Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley.