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Social Media: It's affect on Public Relations

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presentation for the Niagara College PR class

Published in: Technology, Business
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Social Media: It's affect on Public Relations

  1. 1. Social Media: Zoё Siskos Social Media Group It’s affect on public relations
  2. 2. Agenda <ul><li>About Me </li></ul><ul><li>Background on Social Media </li></ul><ul><li>How SM & PR differ </li></ul><ul><ul><li>R.A.C.E </li></ul></ul><ul><li>How they are the same </li></ul><ul><li>Wrap up </li></ul>
  3. 3. About Me
  4. 4. Background of Social Media <ul><li>1997 – Sixdegrees.com </li></ul><ul><li>Saturated timeline </li></ul><ul><li>What is the problem? </li></ul><ul><li>Only ONLINE </li></ul>
  5. 5. <ul><li>Bikes in Europe </li></ul><ul><li>Traffic in Holland </li></ul><ul><li>A Diary @ McMaster Uni </li></ul>
  6. 6. Background of Social Media <ul><li>1997 – Sixdegrees.com </li></ul><ul><li>Saturated timeline </li></ul><ul><li>What is the problem? </li></ul><ul><li>Only ONLINE </li></ul><ul><li>Cultural, not commercial </li></ul><ul><li>Internet made SM easier </li></ul>
  7. 7. How Social Media & Public Relations Differ
  8. 8. Research <ul><li>Research the existing opinions and attitudes of your target audience </li></ul><ul><li>No more ‘big hits’, no more mass emails </li></ul><ul><li>Be specific, know your audience </li></ul><ul><li>User generated content </li></ul>
  9. 9. Analyze <ul><li>Analyze that information, using it to prepare a communications plan </li></ul><ul><li>Target your audience… </li></ul><ul><li>… and target them even more </li></ul><ul><li>Specific niches, need to customize </li></ul><ul><ul><li>http://www.longtail.com/the_long_tail/2007/10/sorry-pr-people.html </li></ul></ul><ul><ul><li>http://prspammers.pbwiki.com/ </li></ul></ul>
  10. 10. Communicate <ul><li>Execute your plan </li></ul><ul><li>Lose control of key messages </li></ul><ul><li>Consumers are the ones that build the brand </li></ul><ul><li>Who would you listen to? </li></ul><ul><ul><li>http://www.mediumandthemessage.com/2008/10/lg-washerdryer-review/ </li></ul></ul><ul><li>Digital Snippets </li></ul><ul><ul><li>http:// ford.digitalsnippets.com /environment/ </li></ul></ul>
  11. 11. Evaluate <ul><li>Review your efforts and monitor your impact </li></ul><ul><li>What’s the ROI on that? </li></ul><ul><li>Why do people participate in social media? </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>WoW acheivments </li></ul></ul><ul><ul><li>Commoncraft videos </li></ul></ul><ul><ul><ul><li>http://www.commoncraft.com/twitter </li></ul></ul></ul><ul><ul><ul><li>http://www.mediumandthemessage.com/2008/06/commoncraft-in-plain-english/ </li></ul></ul></ul>
  12. 12. What’s the same? <ul><li>Nothing new, same concepts </li></ul><ul><li>Be truthful, be honest, be transparent </li></ul><ul><li>SM just forces the company to be that way…not just PR </li></ul><ul><li>Makes it easier for us! </li></ul><ul><li>Traditional vs. non-traditional </li></ul><ul><ul><li>Can we consider internet non-traditional now? </li></ul></ul><ul><ul><li>For how much longer? </li></ul></ul>
  13. 13. Remember <ul><li>Believe that people are inherently good </li></ul><ul><ul><li>If you trust your audience (consumers), they will trust you </li></ul></ul><ul><li>Get involved – online and offline </li></ul><ul><ul><li>CPRS, Mesh conference, pod camp, TGGD </li></ul></ul><ul><li>The only limits are your imagination </li></ul><ul><ul><li>Take opportunity, try things out </li></ul></ul>
  14. 14. Thanks! Zoë Siskos [email_address] Mediumandthemessage.com Twitter.com/zoedisco

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