Social media combines online forums like blogs, discussion boards, reviews, and social networking sites that allow users to share information. It provides opportunities for engagement through open conversations and relationship building. Understanding key concepts like influencers, hashtags, and metrics helps measure the impact of social media on areas like brand reputation and crisis management from a public relations perspective.
The document discusses the changing nature of public relations (PR) and how it is adapting to new online and social media. It notes that PR is shifting from traditional media to more direct engagement with key audiences online. Specifically, it outlines how PR professionals can leverage tools like blogs, social networks, videos and virtual worlds to better monitor conversations and engage with stakeholders in a more collaborative way. It also provides examples of how companies like JetBlue and Purina have effectively used online PR strategies during crises.
The document provides an introduction to social media networking and advocacy uses of different social media platforms. It discusses top social media sites like Facebook, LinkedIn, and Twitter. It then gives examples of how advocacy groups have used social media for campaigns, including posting on Facebook, tweeting, blogging, and uploading videos to YouTube. The document concludes by listing suggested reading materials about social media.
The document provides an overview of a conference on Latinos in Social Media (LATISM'13). It discusses the purpose and mission of LATISM as an organization focused on advancing Latinos in social media and technology. It then covers various topics on social media including what social media is, popular networks like Facebook, Twitter, Google+, how organizations use social media, and tools for getting started with social media.
Facebook and LinkedIn are two major social media platforms important for businesses. Facebook has over 955 million active users and is a global communication channel that businesses need a presence on, though they must carefully plan their interactions to respect how people typically use Facebook. LinkedIn is a social media site focused on professional networking. The document provides guidance on setting up business pages and profiles on each platform to engage customers and build communities.
ISACA Corporate Guidelines For Social Media EffortsRaul Colon
This document provides guidelines for companies regarding social media efforts. It discusses how different stakeholders view social media and where they typically agree. It also covers understanding strategy, tactics, goals and targets. Additionally, it identifies common risks with social media, discusses how to formulate appropriate policies, and how to plan for crisis management and inevitable issues that may arise.
This document discusses the role of social media in corporate social responsibility. It notes that social media has changed the rules of communication and that most people in the world now use social media platforms. It suggests that companies can leverage social media to share information and communicate their corporate social responsibility efforts. However, it also notes that some companies have been slow to embrace social media and lists some potential reasons for this, including lack of strategy, organizational barriers, and insufficient investment. The document advocates for companies to use social media as part of their corporate social responsibility and community engagement efforts.
This document provides an overview of social media basics for businesses. It defines social media, discusses various social media platforms like blogs, Facebook, Twitter, YouTube and LinkedIn. It provides best practices and guidelines for using each platform, including creating profiles, posting engaging content and strategies for success. Real-world case studies of how businesses have effectively used social media are also presented.
How Blogs and Social Media are Changing Public Relations and the Way it is Pr...white paper
This article summarizes findings from a three-year international survey of public relations practitioners examining how blogs and social media are changing public relations. The study found that blogs and social media have significantly changed how organizations communicate, especially with external audiences, and have made communications more immediate by encouraging quicker responses to criticism. Blogs and social media were also found to complement traditional news media and influence coverage.
This document discusses social networks and their impact. It begins by defining social networks as social structures made up of nodes like individuals or organizations connected by relationships. It then provides examples of different types of social networks like Facebook, LinkedIn, and alumni networks. The document outlines key features of social networks like messaging, sharing media, and discusses how they are used for socializing, business opportunities, and matchmaking. It also discusses popular networks like Facebook and Twitter, noting their founding years, user numbers, revenue models, and basic features. The document covers advantages and disadvantages of social networks for individuals and businesses. It concludes that social networks are now a major part of life but have both positive and negative aspects depending on how they are used.
The document discusses how non-profits can use social media platforms like Facebook, blogs, Twitter, and YouTube to engage constituents and supporters. It provides an overview of why social media is important for non-profits, how some are currently using different platforms, and resources for developing a social media strategy including assessing audiences, objectives, platforms, and content.
Engage Your Audience with Social MediaSarah Kuglin
The document discusses social media and how businesses can utilize various social media platforms. It begins by defining social media and providing statistics on social media usage. It then discusses developing a social media strategy and plan, choosing appropriate tools like Facebook, Twitter, YouTube, and LinkedIn. It provides tips on content creation and engagement, as well as measuring the results of social media efforts. The overall message is that social media can benefit businesses by building awareness, engagement, and relationships with customers when done strategically and long-term.
STC 2010 Strategies for the Social Web for DocumentationAnne Gentle
The social web can be perceived as intimidating, live-saving, risky, or a black hole of productivity loss. Learn how to take a strategic approach to integrating social media to accomplish your overall documentation goals.
The document provides an overview of social media marketing basics. It defines social media, discusses various social media platforms like blogs, Facebook, Twitter, YouTube and LinkedIn. It provides best practices for using each platform, including creating engaging content and interacting with followers. Case studies demonstrate how brands have successfully used social media for marketing and PR.
Talk aimed at start up businesses and how they should leverage social platforms to promote themselves and their business - went down great - some sceptics initially - but they changed their minds when they saw its relevancy to their businesses.
This presentation focuses on social media fails and blunders. Twitter is the focus of the presentation including inappropriate business tweets and failures to communicate effectively with community members and a larger audience. Failures are important to understand so that social marketers and managers can use crisis communications to respond correctly to fix mistakes.
The document discusses social media marketing and provides tips for businesses getting started with social media. It begins by introducing LintBucket Media, a social media marketing agency. It then covers defining social media, setting goals, identifying target audiences, choosing appropriate channels and tools, and recommends resources for learning more. Key aspects include having a website and analytics in place before engaging in social media, determining goals and metrics, appointing passionate staff, focusing on creating value for customers, and integrating social media with other marketing.
What is Social Media and Why Should I Care?Pete Codella
A presentation outlining the new rules of marketing and public relations and defining social media tools every business should use to monitor and participate in online discussions and forums.
This document provides an overview of social media, including a brief history, definitions, and conceptual frameworks for measuring social media impact. It discusses key platforms such as Facebook, Google+, Twitter, LinkedIn, YouTube, and Instagram. Metrics for each platform are classified as very useful, useful, neutral or useless. The document also notes that return on investment is just one metric among many that can prove social media's success or failure.
This document outlines the syllabus for a social media course at Utica College. It includes an overview of topics to be covered such as goals and strategies for social media, content creation, reputation management, and measuring results. It also defines social media and lists popular channels. Assignments for the first week include setting up social media profiles, reading articles, creating a Twitter list of brands, and writing a blog post.
SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape. Nick Kellet
This document proposes replacing the traditional POEM (Paid, Owned, Earned Media) model with SCOPE (Shared/Social, Collaboration, Owned, Paid, Earned) to better reflect modern media trends. It argues POEM is outdated as it does not account for social/shared content or collaboration. The document outlines several shifts needed, such as moving from alone to together by increasing collaboration. It also discusses moving from commenting to creating by empowering audiences to contribute content. Overall, the document advocates adopting the SCOPE model to maximize brand value across different types of content and connections.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
Darrah Courter owner of Rippling Effect will present "Leveraging Social Media". Darrah professionally trains and manages campaigns utilizing social media tactics and strategies. She has shared her expertise with various organizations like: American Marketing Association, National Association of Remodeling Industries and Small Business Development Center. Presentation January 19, 2011
Social media can help build place brands by serving as a new channel for communities to share information with potential visitors and investors. It allows for two-way dialog and transforms community members into brand ambassadors online. Example place brands that have been successfully promoted on social media include Savannah, GA, which shares its history and culture, and Denver, CO, which highlights its active lifestyle. Appropriate goals for using social media to build a brand are to generate new leads, engage stakeholders, and spread positive messages about the community.
Your customers are already talking about you online. Do you like what they are saying? Social media is a powerful tool to connect and engage with friends, community members, and customers, both locally and online. How can you utilize these platforms to be effective for you and your company? Learn about the power of online brand communication, and the power of good word of mouth.
This course will cover the different platforms that businesses need to know, best practices, and upcoming platforms. The class will then focus on the specifics of executive leadership on social media, especially the importance of tactical transparency, and legal issues, copyright issues, and privacy issues. The application of social media strategy will be a final point used to tie the day together.
The document discusses strategies for building and sustaining online buzz through social media. It recommends establishing clear goals, team roles, and branding. Key platforms discussed include blogs, Facebook, Twitter, YouTube, and Flickr. Tactics include engaging bloggers, using hashtags on Twitter, setting up profiles and creating optimized content, managing brands, and displaying impact. The document provides resources for video hosting, community management, advertising, crowdsourcing, and monitoring brands.
Integrating PR and Social Media TacticsOren Todoros
As presented by Oren Todoros and Nancy Shapira-Aronovic during the How to Integrate Traditional PR and Social Media (Beginners Techniques) Webinar.
Reach us at @orentodoros - @nancyshapira
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira
The document discusses using social media for networking and social entrepreneurship. It provides an agenda for a workshop that will help attendees create a social media action plan and understand how to use storytelling and different social media platforms like blogs, Facebook, and Twitter. The workshop will cover how to start small with a few tools, listen to audiences, and experiment with social media to connect with others.
The document discusses how social media has changed public relations and provides strategies for using social media effectively in PR. It gives an overview of leading social networks like LinkedIn, Facebook, and Twitter and provides tips on how PR professionals can engage journalists and other contacts on these platforms. Reporters provide insights on how they use social media and what types of social media outreach they prefer from PR teams. Examples of successful and unsuccessful social media PR campaigns are also presented.
The document discusses how social media has changed marketing and consumer behavior. It notes that consumers no longer passively listen to advertising but are actively creating and selecting the information they consume. It emphasizes that companies must participate in online conversations to understand and engage customers on their terms. It provides best practices for social media marketing, including listening to customers, finding brand champions, and making engagement part of company culture.
The document discusses social media marketing and provides best practices and guidelines. It defines social media and provides statistics on popular social media platforms and user-generated content. It outlines why social media should be considered for marketing and provides tips for a strategic approach including researching audiences, goals, and messaging. It discusses metrics for success and worst practices to avoid such as being fake, pushy, or ignoring community norms.
This document discusses the importance of social media for businesses and provides strategies for engaging with customers and potential clients online. It defines social media and lists popular platforms like blogs, Twitter, and LinkedIn. The document advocates using social media for branding, marketing, recruiting, and business development. It provides tips on developing a social media plan and strategy, including deciding which platforms to use, who will engage online, and how to provide value to communities. Statistics on major social media sites like Twitter and Facebook are also included.
The document discusses social media marketing and provides guidance on developing an effective social media strategy. It defines social media and social media marketing. It explains why social media marketing has become relevant due to the critical mass of people now participating online. The document then outlines steps to develop a social media strategy, including listening to conversations, engaging in discussions, and encouraging customers to talk about the brand. It provides resources for further learning.
Presentation on Using Social Media in Business given at the Virginia Association of State Colleges and University Purchasing Professionals (VASCUPP) SWAMfest October 11, 2009 Hotel Roanoke, Roanoke Virginia
This document provides an overview of social media and keys to success in social media. It defines social media as online conversations and discusses how social media has changed how brands are defined. It outlines 10 keys to success in social media, including experimenting personally, creating a plan, listening to conversations, being transparent, sharing content, being personal, contributing meaningfully and measuring results. It provides examples from companies like Zappos, NASA, H&R Block, Chevrolet and Belkin.
AAB Interactive Essentials: Social MediaSean Oakley
Social media refers to internet and mobile-based tools that allow people to share and discuss information. It includes activities that integrate technology, communications, and social interaction through words, pictures, videos and audio. Social media marketing involves building ways for fans and customers to promote a brand through multiple online social media venues. Effective social media use requires listening to what people say online, engaging in conversations, and tracking results through analytics to understand the impact.
Similar to Social Media Public Relations (Ncfpd 2009) (20)
2. What is social media? Social media combines “a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, microblogs” (Mangold & Faulds, 2009, p.358). Social media integrates technology & social interaction with pictures, videos, words, and audio. It also allows people to share different perspectives and sharing information / stories / experiences among online communities.
3. Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/ .
4. Characteristics of Social Media Open Conversations & Dialogue Relationship Development Multiple voices Getting the message to stakeholders Social media press release Video news release Internet Social networking communities / influencers Live steaming
6. Key terms to remember about social media Engagement Influencers Internet Memes Edelman Tweetlevel Site Methodology in calculating Influence, Engagement, Trust, and Popularity on site.
7. Key term: Engagement Engagement Definition: the purpose of listening and interacting with your key stakeholders virtually – these conversations range from compliments to complaints to specific needs. Examples of brands that have high levels of engagement: Starbucks, Dell, and Toyota Why are these brands successful? ( Engagement DB Report ) The understand that each social media channel (ex. Facebook, web sites, blogs, Twitter, etc.) provides people a different dimension of engagement. Centralized coordination of social media throughout companies. Senior management was part of the social media process (ex. CEO of Starbucks & MyStarbucks.com)
8. Key Term: Influence Definition: The ability to shape and shift messages that grabs a person’s attention and inspires them to act upon this. Breakdown of influencers Traditional influencers (newsmakers, reporters, analysts, etc.) New media influencers These individuals create their own social networking communities and have their own followers (bypassing gatekeepers) Bloggers are just the beginning – people are establishing themselves as prominent authorities of influence online. Has expert content on their blog, web site , etc. – as well developing relationships w/ followers & peer-to-peer conversations. Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/ .
9. Key term: Internet Meme Definition: A phrase used to describe a catchphrase or concept that spreads quickly from person to person via the Internet. Types of Internet Memes Self-promotion (usually created by a group / individual to gain personal recognition) Rumors & Hoaxes (falsehoods spread virally) Crisis Communications & Reputation Management Examples of Crisis Communication Internet Memes Domino’s & YouTube Crisis (#disgustingdominos) Amazon Crisis (#amazonfails) United Airlines & Guitar – Song by Musician Dave Carroll
10. Understanding your online stakeholders Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html . Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
11. What is the purpose of social media? Establishing online identity Conducting Research – qualitative and quantitative Launching event & creating awareness of an issue Using media relations practices in reaching both traditional and non-traditional media Engaging with customers in dialogue Creating new online partnerships Communications with External & Internal Audiences Crisis Communications & Crisis Management Reputation Management (Corporate and Individual)
12. CDC & Social Media Twitter Video ( YouTube ) MySpace Widgets Facebook Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/ .
13. Social media & Mobile Applications Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/ .
16. What are the goals in social media measurement? Reputation Understanding perceptions and attributes associated with brand or person online / positive or negative tags and content online / analysis of conversations Awareness Brand loyalty / media placements and referrals to social media sites / share of conversation / sentiment in posts / interaction with content Money Speed of online transactions / Referrals to new customers / conversations from community Engagement Looking at specific activity and interactions among followers & brand Posts / Threads / Incoming links / Tags / Referrals / Post frequency Education Learning about stakeholders / being part of the dialogue / creating new relationships / strategic issues management
17. How to measure social media Free sites for online tracking and measurement People Browsr SM2 Google Insights Samepoint Social Mention Other sites Radian6 CustomScoop Viral Heat Nielson Buzzlogics Cision Social Media
18. Role of the new PR professional Role of a PR Professional Contribute valuable content and perspective through participation We are not only liaisons for our businesses we work for or clients, but we become influencers ourselves Social creates a new hybrid of PR professionals Social Media / Data mining expert Market analyst & researcher Customer Service Relationship marketers Viral marketer Conversationalist/listener
19. How PR can be successful with social media? Integrate social media practices as part of the daily routine – like checking what is going on in the news or email. Connecting with people online (establishing relationships). Creating a dialogue through an online channel. Start having a conversation with online stakeholders from the very beginning – incorporate into corporate culture. Being consistent with content across all social media platforms as well in traditional media outlets. Social media is not for the short term – it is a long-term process and investment. Educate your organization & community about social media
20. Other PR tips to success Talk like a person, not a computerized robot! Be helpful and bring value to the conversation and relationship. Remember each time that you are talking, posting, or conducting a business exchange online – you are contributing to the personality and reputation of the agency / corporation you are representing, as well as your own reputation.
21. Why is it important to understand social media from a PR perspective? Being aware of the latest technologies to implement our communication messages and campaign strategies Know how people are getting their information and stories and effectively communicate and share meaning with audiences To build networks with fellow PR professionals - you never know who you are going to meet! Understanding the key online influencers and opinion leaders A way to understand our target audiences and how to best communicate with them A tool to use to manage online reputation for our client as well as ourselves
22. Future of social media Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/ .
23. Social Media Resources Mashable: http://www.mashable.com Brian Solis (PR 2.0): http://www.briansolis.com PR Squared: http://www.pr-squared.com/ Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/ Groundswell (Christine Li / Forrester Research): http://blogs.forrester.com/groundswell/ Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-media/ Online Reputation Management Top 10 Free Tools for Monitoring Your Brand’s Reputation: http://mashable.com/2008/12/24/free-brand-monitoring-tools/ How to build the ultimate social media resume: http://mashable.com/2009/01/13/social-media-resume/
24. Other useful research tools Twitter Twitter Search - Search keywords on Twitter which "self-refreshes". See what's happening — 'right now'. TweetScan - search for words on Twitter Twit(url)y - see what people are talking about on Twitter TweetBeep - Track mentions of your brand on Twitter in real time. Twitrratr - Rates mentions of your search term on Twitter as positive/neutral/negative TwitScoop – Through an automated algorithm, twitscoop crawls hundreds of tweets every minute and extracts the words which are mentioned more often than usual and creates a tag cloud. Twilert - Twitter application that lets you receive regular email updates of tweets containing your brand, product, service. Twitnest – look at who is following who on Twitter Twitratr – measures positive, negative, and neutral tweets for a particular Twitter user Twitscoop – tool to see what issues are being discussed the most on Twitter TweetStats – statistics on Twitter Twitlocal – find people in local area on Twitter Twazzup – Twitter search engine but with real feed Monitoring discussions / comments Backtype Tweetmeme