More Than Poking Media Relations

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Designed for UNCG class on media relations to explain how social media can help nonprofits and government agencies to connect.

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More Than Poking Media Relations

  1. 1. MORE THAN POKING … How Facebook and other social media are impacting media relations
  2. 2. WHAT IS SOCIAL MEDIA?
  3. 3. WHO USES IT? <ul><li>Facebook </li></ul><ul><ul><li>200 Million active users </li></ul></ul><ul><ul><li>Fastest growing demographic: (age)______________ </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Grew 1328% from February 2008-2009 </li></ul></ul><ul><ul><li>Most users are: (gender)_________________ </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>100 Million UNIQUE viewers in the US </li></ul></ul><ul><ul><li>Average viewer watches (number)_____ videos </li></ul></ul>
  4. 4. FACEBOOK <ul><li>Personal Pages: Not for business applications </li></ul><ul><ul><li>Time to clean up: before interviews </li></ul></ul><ul><ul><li>Can help prospective employers get a sense of who you are </li></ul></ul><ul><ul><li>Live stream news feed takes a page from Twitter to provide constant information about your contacts </li></ul></ul><ul><ul><li>Vanity URLs coming this weekend (June 13 th ) </li></ul></ul>
  5. 5. FACEBOOK <ul><li>Group pages </li></ul><ul><ul><li>Business applications </li></ul></ul><ul><ul><li>Short term </li></ul></ul><ul><ul><li>Causes/Events </li></ul></ul><ul><ul><li>“ Friendable” </li></ul></ul><ul><ul><li>Discussions </li></ul></ul>
  6. 6. FACEBOOK <ul><li>Fan Pages </li></ul><ul><ul><li>Indexable: SEO </li></ul></ul><ul><ul><li>Can’t “friend” like a group page, but easier to find fans now </li></ul></ul><ul><ul><li>Changes to Facebook make Fan pages act much more like personal pages, which can help businesses </li></ul></ul><ul><ul><li>Public Profiles Guide: </li></ul></ul><ul><ul><li>http://www.facebook.com/FacebookPages </li></ul></ul>
  7. 7. FACEBOOK ADAPTS <ul><li>Facebook Connect </li></ul><ul><ul><li>Potential to change the way people interact with social media </li></ul></ul><ul><ul><li>More opportunities to make one profile and that serve as your personal brand across all channels </li></ul></ul>
  8. 8. TWITTER <ul><li>Microblogging: 140 Characters at a time </li></ul><ul><li>Ashton Kutcher: Race to 1 million </li></ul><ul><li>Oprah effect </li></ul><ul><li>Retention rate could be an issue. </li></ul>
  9. 9. TWITTER <ul><li>How to find what you’re looking for: </li></ul><ul><ul><li>@ replies </li></ul></ul><ul><ul><li># hashtag </li></ul></ul><ul><ul><li>Twitter communites like Twittermoms </li></ul></ul><ul><ul><li>Twello </li></ul></ul><ul><ul><li>Search.twitter.com </li></ul></ul><ul><ul><li>Wefollow.com </li></ul></ul><ul><ul><li>Twittercounter </li></ul></ul>
  10. 10. TWITTER <ul><li>How to harness it: </li></ul><ul><ul><li>Drive traffic to a Web site or blog </li></ul></ul><ul><ul><li>Raise awareness </li></ul></ul><ul><ul><li>Offer giveaways </li></ul></ul><ul><ul><li>Respond to consumer complaints </li></ul></ul><ul><ul><li>Fast breaking news </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul>
  11. 11. PITCHING VIA TWITTER <ul><li>Some journalists welcome the brevity of a 140 character pitch, but not all. </li></ul><ul><li>Use link shorteners like tinyurl or bit.ly to direct media contact to more info. </li></ul><ul><li>Offer more than just spammy pitches – engage contact in conversation, build your relationship </li></ul><ul><li>Rule of thumb: 3 to 1 </li></ul>
  12. 12. MEDIA ON TWITTER <ul><li>www.mediaontwitter.com </li></ul><ul><li>Eleven countries </li></ul><ul><li>Rick Sanchez </li></ul><ul><li>Cision offers Twitter handles </li></ul>
  13. 13. SOCIAL MEDIA: CONNECTS <ul><li>LinkedIn </li></ul><ul><ul><li>Create a business profile for yourself </li></ul></ul><ul><ul><li>Join groups of target media (writers/editors) </li></ul></ul><ul><ul><li>LinkedIn expert answers </li></ul></ul><ul><ul><li>Follow your media contacts from pub to pub via LinkedIn </li></ul></ul>
  14. 14. SOCIAL MEDIA: BLOGS <ul><li>Many journalists have web duties, in addition to fewer staff members to enterprise stories </li></ul><ul><li>Connect with reporters, columnists via their blogs: use comments to engage them, position yourself as source </li></ul><ul><li>Use links to your site in comments to promote your organization (sparingly) </li></ul>
  15. 15. MEDIA RELATIONS: MORE THAN PITCHING <ul><li>Use social media to give your organization or cause depth, show engagement </li></ul><ul><li>Create groundswell, grassroots numbers via social media to put your story on media’s radar </li></ul>
  16. 16. FOR MORE INFORMATION <ul><li>www.twitter.com/stephskordas </li></ul><ul><li>www.linkedin.com/in/stephanieskordas </li></ul><ul><li>[email_address] </li></ul>

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