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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]
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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
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL
DO YOU NEED PROOF?
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL 5/14/13
Finding Journalists & Bloggers on Social Networks
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL 5/14/13
Engaging & Building Relationships with Journalists through Social Media
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL 5/15/13
Proactive Pitching: The Dos and Don’ts
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL
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
PROPRIETARY & CONFIDENTIAL 5/14/13
Questions?
PROPRIETARY & CONFIDENTIAL 5/14/13
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
