using social media for media relations (bulldog reporter webinar may 2013)
DESCRIPTION
This presentation is designed for communications professionals who want to use social media to reach journalists and bloggers. It was presented as a Webinar on May 16th, 2013. If you have any questions, please contact [email protected]TRANSCRIPT
PROPRIETARY & CONFIDENTIAL 5/14/13
Sandra Fathi
President, Affect
Email: [email protected]
Twier: @sandrafathi
Using Social Media for Media Relations: New Methods for Generating Story Placements & Online Buzz
Bulldog Reporter Webinar May 16, 2013
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AGENDA
§ Why Engage Journalists on Social Media
§ How to Find Journalists & Bloggers on Social Networks
§ Active Listening: Finding and Taking Advantage of Opportunities
§ Proactive Pitching: The Dos and Don’ts
§ What Journalists Want
§ Success Stories
§ Optimize Yourself
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JOURNALISTS ON SM
§ 54% of Journalists cite social media updates from sources they know* § 25% of Journalists cite social media updates from sources they don’t know*
§ 83% report having a personal Twitter handle* § 57% reporting having a Google Plus page*
§ 15% of adults get their news from social networking – then 77% of them click on links to full news stories! **
§ 184 news organizations now have designated social media editors**
§ 2/3rds of Journalists have written a story that originated in social media*** § Journalists named Twitter, Blogs and Facebook as the top 3 most valuable
SM sources*** *Source: 2012 Oriella Digital Journalism Study **Source: Pew Research Center Report: The State of the Media 2013 ***Source: Brunswick Research: use of Social media Among Business Journalists 2011
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DO YOU NEED PROOF?
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WHY ENGAGE ON SM?
1. Modern day building relationships – when was the last time you actually took a reporter out for lunch?
2. Get to know the media – without being a stalker
3. Reporters are actively seeking sources – help them!
4. Find out what they are working on right now
5. Get on the short-list for consideration in their articles
6. Spark ideas for journalists
7. Get direct access – hint: it’s less crowded than their inbox
8. They expect to find you there
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Finding Journalists & Bloggers on Social Networks
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NEWSITES & BIOS
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DIRECTORIES & DATABASES
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TWITTER: SEARCH
§ Name
§ Location
§ Bio
§ Tweets
§ Hashtags
§ & More
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TWITTER: WE FOLLOW
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TWITTER: MUCK RACK
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TWITTER: LISTS
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TWITTER LISTS
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FACEBOOK GRAPH SEARCH
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FACEBOOK PAGES
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FACEBOOK PAGES
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FACEBOOK GROUPS
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FACEBOOK GROUPS
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LINKEDIN: SEARCH
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LINKEDIN: ADVANCED SEARCH
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LINKEDIN: SEARCH GROUP/COMPANY
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GOOGLE+
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GOOGLE+
PROPRIETARY & CONFIDENTIAL 5/15/13
Active Listening: Finding &Taking Advantage of Opportunities
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GOOGLE ALERTS
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HOOTSUITE
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TWEETDECK
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RADIAN6
1. Monitor Traffic
2. Search for Keywords
3. Spot Trends
4. Respond in the Dashboard
5. Connect to ROI
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TWITTER: SEARCH
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HARO & PROFNET
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FACEBOOK: HARO
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SEEK OR SHOUT
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TWITTER: HASHTAGS - #JOURNCHAT
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FACEBOOK WALL POSTS
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LINKEDIN: ANSWERS
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LINKEDIN: PROFILES & DISCUSSIONS
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Engaging & Building Relationships with Journalists through Social Media
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WHERE TO START
1. Provide full disclosure
2. Seek opportunities for relevant engagement
3. Become a resource/thought leader
4. Value over noise
5. Bring Online Offline
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RETWEETS & MENTIONS
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‘LIKING’ & ‘SHARING’
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BLOG COMMENTING
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RELEVANT ENGAGEMENT
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THOUGHT LEADERSHIP
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PROVIDING VALUE
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TAKING THE CONVERSATION OFFLINE
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Proactive Pitching: The Dos and Don’ts
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WHAT TO KNOW
1. Set goals, objectives & strategies
2. Communicate publicly
3. Interaction over distribution
4. Quality over quantity
5. Be relevant
6. Provide value
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WHAT TO AVOID
1. Releasing confidential information
2. Attaching reporters’ names to irrelevant content
3. Blatant flattery
4. Repetitive content
5. Inadvertently outing a reporter’s story
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CONTENT CREATION
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FROM TWEET TO ARTICLE
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FROM TWEET TO ARTICLE
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HASHTAG TO ARTICLE
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FACEBOOK POST TO BLOG
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STORY GENERATION TO SYNDICATION
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Questions?
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Contact Information & Resources: On Slideshare – www.slideshare.net/sfathi Sandra Fathi President Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018 212 398 9680 [email protected] Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affect.com Blog: www.techaffect.com