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Yasheaka Oakley
                                      13 October 2012

Master of Arts in Journalism & Mass Communications
             – Public Relations, Kent State University
Social media is…
Constantly considered a marketing tool,
 but is more accurately identified as a PR
 tool due to the emphasis on content
 development and two-way communication

A continuous conversation that occurs
 before, during, and after the transaction
 stage
Social Media … it’s Everywhere!
New trends in public      Emphasis on:
 relations and marketing     Engagement
New organizational          Storytelling
 positions                   Legitimacy
  Social Media Managers
                             Two-way
New research on the
                              Communication
 value of content
                             Online relationship-
 development and
 curation                     building
From Traditional to Digital
Companies are shifting   The Manta Survey shows
 away from traditional     that small business owners
 communication and         are putting an increased
 advertising channels      emphasis on establishing
  Radio                   and promoting their
  Television              businesses online
                            Social Networks
  Press Releases
                            Online Forums
                            Innovative Websites
“While major U.S. companies
 can afford across-the-board
   PR services & programs,
 small business budgets are
  small and will remain so.”
                      - R. Otterbourg
Are You Prepared to Respond?
Research Shows…
24% of American Internet users who have
 contacted a brand on social media expect a
 company to respond within 30 minutes, regardless
 of when the contact was made
                                   - The Social Habit


74% of small businesses do not have someone on
 staff overseeing the company’s social media
 presence
                                    - Intuit Websites
Handling the Conversation
A survey by Vocus and Duct Tape Marketing
 indicates that negative comments are one of the
 most challenging aspects small businesses face
 when attempting to engage customers using social
 media

It’s important to understand that social media
 conversations are a delicate, and sometimes
 emotional matter that should never be
 underestimated
Branding
A company’s image or reputation is a very
 important asset that directly relates to how
 consumers and stakeholders view your
 product or services

Your image can influence how closely the
 government regulates your actions, the price
 of company stock, and even how bankers offer
 your company loans or credit
Branding (cont.)
“A company whose image has been
 threatened can, in theory, use communication
 to repair that image” – William Benoit

Build consumer trust in your company’s
 reputation so customer experiences and ideas
 about the company overpower negative
 reviews
“Nothing speaks more
 powerfully about you
than what other people
say about your brand.”
               - Melinda Emerson
                   @SmallBizLady
An Online Community
Create messages that make consumers feel
 valued and involved in the company’s
 culture

Engaging consumers online, creates
 additional opportunities to promote your
 company’s values, build goodwill,
 recognition, and leads
Use consumer behavior and
  personal information on
    social media to craft
   messages that address
      consumer needs
                        - Mike Lewis
           Stand Out Social Marketing
Before you Jump in…
Clearly identify your niche market
  Melinda Emerson suggests researching industry
    keywords that consumers use to search for your
    topic or product

Set Realistic Objectives
  Gini Dietrich suggests that PR professionals
    “set social media objectives that integrate with
    current marketing, communication, and
    business goals”
Relationship-Building
Determine whether your online
 relationships with be “handled in an
 organized manner, or allowed to be
 haphazard and inconsistent?” – Samuel
 Dyer
Set a schedule for posts, interact with
 stakeholders during Twitter hash tag
 conversations, use blog comments as
 opportunities to engage
Get Management Involved
If top management            If management is
 considers public              reluctant to support PR
 relations and social          and social media with
 media activities              money or time, then it
 necessary, they will be       will fail
 effective                      Establish it for a
  Participate actively and      “whimsical” reason
   regularly                    Assign it a low priority
  Commit to a budget           Failure to educate or
  Create policies               train in proper usage
Use Social Media Effectively
Dedicate a minimum of
 6 hours per week to          “Social media is
 social media activities    influence. The more I
Respond to concerned       can get my name out,
 customers within a          the more followers,
 reasonable amount of
 time                       the more people that
Share quality content       know me—the more
 that consumers will find    money I can make.”
 useful                              - Melinda Emerson
Connect With Yasheaka Oakley
Twitter: @YOakleyPR

       LinkedIn:
http://LinkedIn.com/in/yoakley


     Newsletter:
 http://eepurl.com/oD_-T
References
 Otterbourg, R.K. (1966). “Public       Dietrich, G. (2012). “Small business
  relations For smaller companies.”       and social media: you have goals,
  Public Relations Quarterly.             don’t you?” Inkling Media.
 Huang-Horowitz, N.C. (2012)            Lewis, M. (2012) “Social scoring: the
  “Conceptualizing a theoretical          missing link to social marketing
  model for the practice of public        ROI.” Slideshare.
  relations in the small business        Melinda Emerson (social media
  environment.” Public Relations          strategist) in discussion with the
  Journal.                                author, October 2012.
 Hansen-Horn, Tricia and Bonita         Baer, J. (2012). “42 percent of
  Dostal Neff. Public Relations: From     consumers complaining in social
  Theory to Practice.                     media expect 60 minute response
 Berthiaume, D. (2012).                  time.” Convince and Convert.com.
  “Determining social media ROI          Dyer. S. C. (1996). “Public relations
  [Infographic].” CMS Wire.               strategies for small business
                                          growth.” Public Relations Quarterly.

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Social Media Benefits for Small Business

  • 1. Yasheaka Oakley 13 October 2012 Master of Arts in Journalism & Mass Communications – Public Relations, Kent State University
  • 2. Social media is… Constantly considered a marketing tool, but is more accurately identified as a PR tool due to the emphasis on content development and two-way communication A continuous conversation that occurs before, during, and after the transaction stage
  • 3. Social Media … it’s Everywhere! New trends in public Emphasis on: relations and marketing Engagement New organizational Storytelling positions Legitimacy Social Media Managers Two-way New research on the Communication value of content Online relationship- development and curation building
  • 4. From Traditional to Digital Companies are shifting The Manta Survey shows away from traditional that small business owners communication and are putting an increased advertising channels emphasis on establishing Radio and promoting their Television businesses online Social Networks Press Releases Online Forums Innovative Websites
  • 5.
  • 6. “While major U.S. companies can afford across-the-board PR services & programs, small business budgets are small and will remain so.” - R. Otterbourg
  • 7. Are You Prepared to Respond?
  • 8. Research Shows… 24% of American Internet users who have contacted a brand on social media expect a company to respond within 30 minutes, regardless of when the contact was made - The Social Habit 74% of small businesses do not have someone on staff overseeing the company’s social media presence - Intuit Websites
  • 9. Handling the Conversation A survey by Vocus and Duct Tape Marketing indicates that negative comments are one of the most challenging aspects small businesses face when attempting to engage customers using social media It’s important to understand that social media conversations are a delicate, and sometimes emotional matter that should never be underestimated
  • 10.
  • 11. Branding A company’s image or reputation is a very important asset that directly relates to how consumers and stakeholders view your product or services Your image can influence how closely the government regulates your actions, the price of company stock, and even how bankers offer your company loans or credit
  • 12. Branding (cont.) “A company whose image has been threatened can, in theory, use communication to repair that image” – William Benoit Build consumer trust in your company’s reputation so customer experiences and ideas about the company overpower negative reviews
  • 13. “Nothing speaks more powerfully about you than what other people say about your brand.” - Melinda Emerson @SmallBizLady
  • 14. An Online Community Create messages that make consumers feel valued and involved in the company’s culture Engaging consumers online, creates additional opportunities to promote your company’s values, build goodwill, recognition, and leads
  • 15. Use consumer behavior and personal information on social media to craft messages that address consumer needs - Mike Lewis Stand Out Social Marketing
  • 16.
  • 17. Before you Jump in… Clearly identify your niche market Melinda Emerson suggests researching industry keywords that consumers use to search for your topic or product Set Realistic Objectives Gini Dietrich suggests that PR professionals “set social media objectives that integrate with current marketing, communication, and business goals”
  • 18. Relationship-Building Determine whether your online relationships with be “handled in an organized manner, or allowed to be haphazard and inconsistent?” – Samuel Dyer Set a schedule for posts, interact with stakeholders during Twitter hash tag conversations, use blog comments as opportunities to engage
  • 19. Get Management Involved If top management If management is considers public reluctant to support PR relations and social and social media with media activities money or time, then it necessary, they will be will fail effective Establish it for a Participate actively and “whimsical” reason regularly Assign it a low priority Commit to a budget Failure to educate or Create policies train in proper usage
  • 20. Use Social Media Effectively Dedicate a minimum of 6 hours per week to “Social media is social media activities influence. The more I Respond to concerned can get my name out, customers within a the more followers, reasonable amount of time the more people that Share quality content know me—the more that consumers will find money I can make.” useful - Melinda Emerson
  • 21. Connect With Yasheaka Oakley Twitter: @YOakleyPR LinkedIn: http://LinkedIn.com/in/yoakley Newsletter: http://eepurl.com/oD_-T
  • 22. References  Otterbourg, R.K. (1966). “Public  Dietrich, G. (2012). “Small business relations For smaller companies.” and social media: you have goals, Public Relations Quarterly. don’t you?” Inkling Media.  Huang-Horowitz, N.C. (2012)  Lewis, M. (2012) “Social scoring: the “Conceptualizing a theoretical missing link to social marketing model for the practice of public ROI.” Slideshare. relations in the small business  Melinda Emerson (social media environment.” Public Relations strategist) in discussion with the Journal. author, October 2012.  Hansen-Horn, Tricia and Bonita  Baer, J. (2012). “42 percent of Dostal Neff. Public Relations: From consumers complaining in social Theory to Practice. media expect 60 minute response  Berthiaume, D. (2012). time.” Convince and Convert.com. “Determining social media ROI  Dyer. S. C. (1996). “Public relations [Infographic].” CMS Wire. strategies for small business growth.” Public Relations Quarterly.