pr and social media : 8 myths and a simple fact

PR and Social Media

8 myths and a simple fact

1. “PR owns most of the social media activity”

Global: The future of PR, Armano+Brewer-Hay

Micro-Interactions, Customer Service, Discussion/Not Demographics, Proactive/Not Reactive, Education/Training

Marousi: no fixed budget, team under construction, short spoken or too demanding brief, CEO not convinced, financial crisis rules

Not bad results: 20-30% success, training for free, happy to support willing professionals/humans

2. “Supporting the social media needs of the client 

brings in great business” Global: The future of social media Strategist

In transition, Chrysalis, Coach/Mentor, Help Desk or Strategist

Mesogeion Avenue: 72 yo Patriarch, Trust Agent, Focus on Commercial Success, yet Trust Agent, Active Netizen and Team member 

TWEET: “We’re all one tweet away from losing our jobs.” This doesn’t mean PR pros using social media are all ticking time bombs yet we have to take chances. 

3. Speed runners & marathon front runners 

→ aspen, bass-wood or plane?

TWEET: public engagement has to take its time

4. “You can measure everything over digital world”

→ The ROI of your mother  and the measurement of social media

→ How to be alive by 2015 

Bank A has got 6.000 likes, Bank B 3.000. How many Bank C needs? 

Any prescription?          → Tailor-made plans         → Cautious curation by hand-on experienced pros 

5. “Conversation, Participation, Engagement, that’s all”

Commercial Success is a premium goal

Social Brand versus Social Business 

ARMANO Video

6. “Content curation is already a commodity”

Global: Do you want a brilliant brand story? Go  see a moviePosidonos Avenue: content management by CEO’s assistant, ex-journos, junior marketing assistant    → gaps, no integration, no stories, ‘buying’ ‘likes’, ‘let’s make a FB campaign’

TWEET: Storytelling is not a competence for granted. Need to invest in content marketing & transmedia proficiency with a plan

7. “Crisis management in Greece: recipes bonne pour l’ orient”

→ Check out the top 10 crisis cases over 2000-2010

→ No way to deal with a crisis management case without Online Ecosystem activity

→ Two models fight for dominance

→ Media turmoil enforces social media part  

→ The tricky SM tactics and the open society one

8. “Social media on the rise as ad is

undergoing a decline” → The Future of Advertising  

Fast Company

→ The other side of the story  

Business Week

Must read Antonis Kocheilas excellent analysis 

STARK FACT: ONLINE ECOSYSTEM IS A PUBLIC ASSET

→ Social marketing versus commercial marketing by Miles Young, CEO Ogilvy & Mother

→ Marketing threatens social media by Douglas Rushkoff

TEDxAthens 2011

• Maybe the most successful (non commercial) event in 2011 

• Controversial issues, enjoyed not just friends

   Amazing online conversation, 90% positive, a parallel universe with a 500% expansion

ICTexports• A great success in turbulent times

based 100% on social media (media on strike, cloudy environment, etc.) zestful timeline, very active live streaming, hot video sharing and ‘likes’

PAO basket at Barcelona 

First attempt in Greek sports

Greek clubs, laggards by far

EDELMAN INTERN PROJECTS

-Diageo, Dove, HP

National Opera (Lyriki Skini)