social media 101 for prsa
TRANSCRIPT
Adding New Media to Your PR Toolbox
SOCIAL MEDIA 101
Lauren Beyer – April 2, 2008
“Syllabus”
• How communication is changing
• Define the buzz words • Talk about different social
media tools• Ways you can get started
Communicating with Audiences
• Has evolved from oral traditions…
• to printing presses…• to broadcasting via radio and
TV…• and now, the Internet.
What is 2.0? PR 2.0 is the understanding & practice
that communications is a 2-way process. Incorporates the tools, principles,
strategies, and philosophies for reaching, engaging, guiding, influencing, and helping people directly…
IN ADDITION TO the traditional cycle of
PR influence.
Defining Social Media
Wikipedia: Social media uses the “wisdom of crowds” to connect information in a collaborative manner.
Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video.
Defining Social Media
My definition: Social media is about people coming together in community spaces, both online and off, to participate in creating, managing and sharing content through conversation.
Defining Social Media
Social Media is a business tool to help communicate with your intended audiences: – Share ideas– Solve problems– Communicate more by doing less
More Buzz WordsCOMMUNITY: The new term for
“audience”CONTENT: Words, audio, pictures, etc.
that are published onlineBLOG: Self expression via textPODCAST: Self expression via audioSOCIAL NETWORK: An online space
where people with similar interests or activities gather to create a community.
TAGSThink of the internet as a
giant file cabinet with millions of files. Tags are the labels that help sort
those files. Except, instead of categorizing a resource with only one
label, you can apply more than one tag to help organize your page,
content or file.
New Media Applications
Who’s Using Social Media?
• 75% of college students surf social networking sites (bizreport.com, 2007)
• Six in ten wealthy US consumers use social networks (eMarketer.com, 2008)
How can it work for you?
• INTERNAL – Exec blogs, collaboration tools,
RSS
• CORPORATE – brand awareness, marketing,
corporate identity
• MEDIA RELATIONS – Social Media Newsroom, blogger
outreach, become your own media
NEW/OLD TRICKS
New online tools are splinters of existing tools.
THEY ARE NOT REPLACEMENTS
New media is adding to the ways people communicate and
express themselves.
WHY?
People are having these conversations anyways. Social Media tools can be used to capture the conversation and be a part of it.
GET INVOLVED IN THE CONVERSATIONS
Elements of Social Media
1. PRODUCE & PUBLISH2. PROMOTE3. MEASURE
GET STARTED EASILY…You don’t need to create new or special content to make it fit with social media.
• Bookmark your media links in del.icio.us
• Re-purpose your audio productions into podcasts
• Post videos you create on YouTube and embed them on your site
Find the ConversationsUse keyword monitoring tools to begin locating the conversations that are taking place about your company, your clients or your issues. – Google Alerts (google.com/alerts)– Technorati (subscribe with
keywords)– Digg– Del.icio.us
Toes in the Water…• Begin by reading gurus’ blogs.
Follow them on Twitter. Follow their followers.
• Join a social networking site for professionals (Linked In, My Ragan, etc.)
• Connect across platforms – make new friends!
• Start using the tools you want to implement.
Missed Opportunities• Showing a look from behind the
scenes• Sharing the information you
gather in focus groups, data, etc. • Design prototypes• Customer submissions• Google alerts (and knowing what
the conversations are saying)
Final Thoughts• You have to be transparent when
you’re doing social media. No hidden agendas. Don’t hide yourself or your work.
• Don’t put a video on YouTube to be “viral”
• Being on Facebook is not the only answer to reach young adults.
• Social media is another set of tools in the toolbox. It’s used to enhance your existing initiatives, not replace them.
Questions?
Lauren [email protected] http://
passthekoolaid.wordpress.comTwitter: ltbeyerFacebook, Linked In and more…