Download - PR(Evolution) Session Five Open Social Media
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PR(evolution)Building 21st Century Relationships
“Open Social Media”
®Jessica Ayers | Jacob Summers
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Review
®Jessica Ayers | Jacob Summers
1. PR & Social Media
2. What Is Social Media?
3. Closed Social Media
4. Semi-Open Social Media
5. Open Social Medai
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®Jessica Ayers | Jacob Summers
Any Web page you can find through a Google search
Organization-Initiated: organization Web site, blog
Community-Initiated: Twitter, FriendFeed, forums, wikis, blogs
Open Social Media
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Advantages of Open Social Media Provides a resource open to everyone
Resource is available to casual information seekers
Easier for consumer
®Jessica Ayers | Jacob Summers
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Disadvantages of Open Social Media It is the consumer’s responsibility to initiate contact
Must be monitored closely and can be time consuming
Anyone can see negative information
®Jessica Ayers | Jacob Summers
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Classifications of Open Social Media
Organization-Initiated Company Web site
Company blog
Community-Initiated Twitter
FriendFeed
Wikis
Blogs
Forums
®Jessica Ayers | Jacob Summers
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Organization Initiated
®Jessica Ayers | Jacob Summers
Pros:• Conversation always begins with positive information• Less risk
Cons:• Not a community, so harder to encourage interaction
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Community Initiated
®Jessica Ayers | Jacob Summers
Pros:• Foundation of media is interaction• Easy for organization to answer questions and meet needs
Cons:• Organization cannot censor negative opinions
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Using Open Social Media
®Jessica Ayers | Jacob Summers
Web Site
Example: Starbucks
Accessible resources
Reward Interaction
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Accessible Resources
®Jessica Ayers | Jacob Summers
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Using Open Social Media
®Jessica Ayers | Jacob Summers
Wikipedia
Example: Starbucks
Create content
Provide more content than
necessary so that someone else
doesn’t
Monitor changes for accuracy
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Using Open Social Media
®Jessica Ayers | Jacob Summers
YouTube
Example: Starbucks
Short informative videos
More than self-promotion: provide a
resource
Design channel page
Moderate comments
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®Jessica Ayers | Jacob Summers
Example: Starbucks
Add value
Be personal
Look for people looking for you
(even if they don’t know it!)
Reward interaction
Using Open Social Media
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Twitter if explained to a First Grader
®Jessica Ayers | Jacob Summers
Twitter…
…Helps people learn about each other…Do things together…Just talk…Make each other laugh…Make each other think…They can help each other when something goes wrong…They can work together to do more than they could alone
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Review
®Jessica Ayers | Jacob Summers
There are many types of open social media Open social media is easiest for consumers, but requires
constant monitoring on the part of the organization Most new interaction occurs in open social media Someone is out there answering questions about your
company. Is it you or Joe Internet?
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Next Time
®Jessica Ayers | Jacob Summers
• Organization and Consolidation
• Next week, April 3
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Thank You.
®Jessica Ayers | Jacob Summers