social news
TRANSCRIPT
MEDIA RELATIONS IN A SOCIAL MEDIA WORLDPITCHING, CATCHING, AND OWNED MEDIA
JOURNALISM IN A WEB 2.0 WORLD
Everyone is a reporter
“Professionals, semi-professionals, and accidental amateurs”
CITIZEN JOURNALISTS, HYPERLOCAL, BLOGS
JOURNALISTS & SOCIAL MEDIA
Mashable.com: How Journalists are Using Social Media for Real Results.
Sources
Trends
Crowdsourcing
Vetting
MEDIA RELATIONS 2.0
What does that mean for media relations? How do we EARN content?
Media Relations: “Traditional” function of PR
MEDIA RELATIONS 2.0
Customized pitches
Robert Scoble: The same reach as MSNBC?
Leapfrogging Editors
Conversing, building relationships with journos via social media.
“EVERY COMPANY IS A MEDIA COMPANY”
Eliminating gatekeepers
Owned content: Planning your own media coverage
Are we journalists? Will PR overtake journalists?
BLOGGERS AS JOURNALISTS
Bloggers want to be “engaged”
Conversational
• Personalized
• Refer to past posts or general interests of
the blogger
Transparency: identify yourself
Never ask the blogger to lie or
misrepresent information or the
practitioner as a source of information.
Exclusives and “strategic leaks.”
SOCIAL NEWSSocial Graph
Higher Ranking
Unable to prioritize information
MSN Bing
IS THE PRESS RELEASE DEAD?
Or is distribution dead?
THE SMPR “THE REMIX”Shift TemplateBusinessWire ExamplePRXbuilder.comDisney PRNewswire Release
Virtual Thirst
SOCIAL MEDIA PRESS RELEASE
SMPR
Links, social bookmarking, multimedia
SEO
SOCIAL MEDIA PRESS RELEASESMPR, OR SMR
Multimedia• Videos, logos, • Key points
Links• Other social media• Sources• Coverage
Headline
Subhead
Quotes
Some text (body), but often 1 paragraph and bullet points
Keywords: Search Engine Optimization
SOCIAL MEDIA PRESS RELEASE
SEOPaid
Optimized
Reputational
Social
Edelman Position Paper
SEO
Paid: Search Engine Marketing
Optimized: Keyword research, tags
SEOReputational:
• Traditional tools
• Targeted & social keywords
Social Search:
“Embassies”
SOCIAL SEARCH More Conversation=
More search results
Higher ranking
MSN Bing