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Social Media

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Title: Social Media & Public Relations Author: Karen Freberg Last modified by: FREBERG Created Date: 11/25/2009 1:26:41 AM Document presentation format – PowerPoint PPT presentation

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Title: Social Media


1
Social Media Public Relations
Karen Freberg, M.A. University of Tennessee,
Knoxville kfreberg_at_utk.edu Created for
National Center for Food Protection and Defense
(Prime Award DHS/2007-ST-061-000003)
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-conv
ersation-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

5
Opportunities in Social Media
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 persons 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/s
ocial-media-influencers-are-not-traditional-influe
ncers/.
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
  • Dominos 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-march
es-on-in-2009-led-by-social-network-sites.html.
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
Social Media PR Case CDC H1N1
Centers for Disease Control Social Media site.
Retrieved from http//www.cdc.gov/socialmedia/.
13
CDC Social Media
Facebook
Video (YouTube)
Twitter
MySpace
Widgets
Centers for Disease Control Social Media site.
Retrieved from http//www.cdc.gov/socialmedia/.
14
CDC Second Life
Centers for Disease Control Virtual Worlds site.
Retrieved from http//www.cdc.gov/HealthMarketing/
ehm/virtual.html.
15
Social media Mobile Applications
Siegler, M.G. (April 30, 2009). Want to avoid
Swine Flu? Theres an app for that too.
Retrieved from http//www.techcrunch.com/2009/04/3
0/want-to-avoid-swine-flu-theres-an-app-for-that-t
oo/.
16
Trendsmap. Retrieved from http//trendsmap.com/.
17
Fort Hood Shootings
  • Overview of Crisis (Nov 2009)
  • Areas in Public Relations
  • Crisis Communications
  • Issues Management
  • Risk Communication
  • Social Media
  • Strategies Army implemented with social media
  • Facebook Main Page / Prayers for Fort Hood
  • Twitter Accounts

18
Social Media News response to Fort Hood Tragedy
Ostrow, A. (November 5, 2009). Fort Hood
Shootings News Orgs Put Twitter Lists to the
Test. Retrieved from http//mashable.com/2009/11/
05/fort-hood-shootings/.
19
Social Media Measurement
20
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

21
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

22
Example How to track swine flu?
  1. Check out what is being presented on the WHO
    Disease Outbreak News Center
  2. Set up not only Google Alerts, but also other
    search engine alerts (ex. Backtype, Social
    Mention, etc.)
  3. Track what people are posting via Twitter on
    Trendsmap (look for key words) or Heath Map
    Flu.gov
  4. Look at what are the common hashtags being
    discussed related to swine flu (ex. swineflu,
    h1n1, CDC, swineflu vaccination, etc.)

23
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

24
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

25
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.

26
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

27
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/.
28
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 Brands
    Reputation http//mashable.com/2008/12/24/free-b
    rand-monitoring-tools/
  • How to build the ultimate social media resume
    http//mashable.com/2009/01/13/social-media-resume
    /

29
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

30
References
  • Allen, N. (November 5, 2009). Seven dead in
    shooting at Fort Hood military base in Texas.
    Retrieved from http//www.telegraph.co.uk/news/wor
    ldnews/northamerica/usa/6510855/Seven-dead-in-shoo
    ting-at-Fort-Hood-military-base-in-Texas.html.
  • Baekel. T. (April 27, 2009). Where is everyone?
    Baekel Online Magazine. Retrieved from
    http//www.baekdal.com/articles/Management/market-
    of-information/.
  • Basille, D. (November 5, 2009). Social Media
    influencers are not traditional influencers.
    Retrieved from http//www.briansolis.com/2009/11/s
    ocial-media-influencers-are-not-traditional-influe
    ncers/.
  • 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-march
    es-on-in-2009-led-by-social-network-sites.html.
  • Centers for Disease Control Web site. Retrieved
    from http//www.cdc.gov/about/stateofcdc/html/2008
    /Intro-Message.htm.
  • Centers for Disease Control Social Media site.
    Retrieved from http//www.cdc.gov/socialmedia/.
  • Mangold, W.G., Faulds, D.J. (2009). Social
    media The new hybrid element of the promotion
    mix. Business Horizons, 52, 357-365.
  • Ostrow, A. (November 5, 2009). Fort Hood
    Shootings News Orgs Put Twitter Lists to the
    Test. Retrieved from http//mashable.com/2009/11/
    05/fort-hood-shootings/.
  • Siegler, M.G. (April 30, 2009). Want to avoid
    Swine Flu? Theres an app for that too.
    Retrieved from http//www.techcrunch.com/2009/04/3
    0/want-to-avoid-swine-flu-theres-an-app-for-that-t
    oo/.
  • Solis, B. (August 5, 2008). Introducing the
    conversation prism. Retrieved from
    http//www.briansolis.com/2008/08/introducing-conv
    ersation-prism/.
  • Tools for Measurement. Retrieved from
    http//measurementcamp.wikidot.com/tools-for-measu
    rement.
  • Trendsmap. Retrieved from http//trendsmap.com/.
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