2. Scope of Typical PR Services Traditional | Social | Viral
Social Media Association Visibility Collateral Events Internal
Communications Industry Leadership Analyst Relations Positioning
Crisis Communications Media Shareholder Communications
3. Definition of Social Media
Tim OReilly: Web 2.0 is the business revolution in the computer
industry caused by the move to the Internet as platform , and an
attempt to understand the rules for success on that new
platform.
No more one-sided content. Today its communication in all
directions.
Participants attract more participants.
Filing cabinets that hold truly interactive experiences and
expression.
Layered with the likes of Digg, Twitter, deli.cio.us
4. Whats Out There
Community:
www.myspace.com
www.vox.com
www.facebook.com
www.secondlife.com
Business Networking:
www.linkedin.com
www.xing.org
Geo-Tagging:
www.flagr.com
Discussions, Ratings http://Yedda.com http://Answers.yahoo.com
www.reevo.com www.yelp.com Collaboration, Wikis
www.rememberthemilk.com www.google.com/docs www.backpackit.com
www.writeboard.com www.twiki.org Events http://upcoming.org
http://renkoo.com Applications www.wikipedia.org
http://snipshot.com http://flock.com www.rollyo.com
www.zoominfo.com www.trulia.com www.summize.com Social News,
Podcasts www.digg.com www.technorati.com www.newsvine.com Galleries
http://flickr.com www.slide.com www.youtube.com www.istockphoto.com
Social Bookmarking http://del.icio.us www.stumbleupon.com Express
& Meet : www.twitter.com www.meetup.com . . . to name a
few
5. Facebook A Business Application 300 Million Users over
1,000,000 Business Pages; Most Trafficked Site on Web
Worldwide
6. Social Status Roadmap RSP The Socializing of Brands Start
Audit Policy Buzz Composite Build Facebook Business Page If It Hits
Your Demo Red Shoe Roadmap Go to Alltop To Build Your Blog Database
Start with www.mashable.com toDetermine Best Social Media Sites
Monitor CNETs Blog 100 for Relevant Blogs Run Google and Technorati
Searches Weekly Consider a Social Network With Ning Build a Power
Social Media Team In-House Get Yourself Linked In Build Your
Network Wild Card Identify Indusstry Social Media For Profiles of
Your Co Determine If Twitter Is For You Read AdAge Power 150
Media/Mkt Blogs for Posting Targets Start a Compan and/or Expert
Blog Post Dynamic Customer Product Shots Pick Five Business Blogs
to Read Weekly Begin Creating Your Own Facebook Apps Start Posting
To Blogs by Team or Executive Research MeetUp For Niche Outreach
Use Wetpaint to Create Your Own Wiki Use Social Surveying To Gather
Brand Opinion Are You Ready For Your Next Life Second Life Kaneva
Refresh Your Social Media Content Monitor New tools Assess Your
Social Status Quarterly Post Customer Promos to Video Sites Look
Into A Podcast Series to Tell Your Story Consider Dynamic Online
Ads Remember Text Campaigning Wild Card Wild Card
7. Cheat Sheet
LinkedIn. LinkedIn is an online network of more than 20 million
experienced professionals from around the world, representing 150
industries. Through your network you can find potential clients and
be found for business opportunities.
Mashable. Mashable is a social networking news blog. With
allegedly over 5 million monthly pageviews, it ranks among the
largest blogs on the Internet. Mashable regularly writes about
MySpace, YouTube, Bebo, Facebook, and Xanga, but it also reports on
less high-profile social networking sites.
AllTop. A digital magazine rack for the Internet, Alltop helps
you explore your passions by collecting stories from all the top
sites on the web.
Facebook. A social utility that connects people with friends
and others who work, study and live around them, Facebook has more
than 90 million active users and over 55,000 regional,
work-related, collegiate, and high school networks. More than half
of Facebook users are outside of college, and the fastest growing
demographic is those 25 years old and older.
Technorati. Technorati is an Internet search engine for
searching blogs, competing with Google, Yahoo and IceRocket.
Technorati rates 112 million blogs by authority. Technorati
Authority is the number of blogs linking to a website in the last
six months. The higher the number, the more Technorati Authority
the blog has.
Kudzu. Kudzu strives to be the best source for finding quality
Atlanta-area service professionals. The website features 135,000
businesses in the Atlanta metro Kudzu making it fast and easy for
consumers to connect with service professionals who are right for
them.
Ning. Ning is a platform for creating your own social networks.
With Ning, your social network can be anything and for anyone. The
site hosts a multitude of networks on many topics including 388 Mom
networks, 800 Fitness networks, 727 Weight Loss networks and 2,750
Health networks.
Twiki. A flexible, powerful enterprise collaboration platform
and knowledge management system, typically used to run a project
development space, a document management system, a knowledge base,
or any other groupware tool. Web content can be created
collaboratively by using just a browser. TWiki fosters information
flow within an organization; lets distributed teams work together
seamlessly and productively.
Twitter. Twitter is a free social networking and micro-blogging
service that allows users to send updates (otherwise known as
tweets) which are text-based posts of up to 140 characters in
length.
Craigslist. An aggregation of local classifieds and forums for
more than 500 cities in over 50 countries worldwide - community
moderated, and largely free Craigslist receives more than 10
billion page views per month.
Angies List. Angie's List is one of many companies which
aggregate consumer reviews of local service companies and which
have been described by the New York Times as "a glorified version
of Yellow Page listings." Angie's List is unique, however, in that
it charges consumers to see reviews, reflecting their belief that
charging consumers "adds credibility to the information.
Summize. Tracks and aggregates conversations flowing through
Twitter and others lets you search to see who is talking about your
business. Love it or hate it someone is talking about you.
Podcasts. a series of digital media files which are distributed
over the Web using syndication feeds for playback on media players
and computers. NOTE: both Obama and Clinton announced their
candidacy officially on their website via podcast.
SecondLife. A 3-D virtual world created by its Residents. Since
opening to the public in 2003, it has grown explosively and today
is inhabited by millions of Residents from around the globe.
Currently supports MILLIONS of U.S. dollars each month.
8. A Few Keys to Success
One of the hot investments for businesses these days is online
communities that help customers feel connected to a brand. But most
of these efforts produce fancy Web sites that few people ever
visit. Why? Businesses are focusing on the value an online
community can provide to themselves , not the community.
Wall Street Journal, July 16, 2008
Participate. Participate. Participate.
Build the community, not the technology.
Put someone in charge.
Set some company rules.
9. Social Media & the Election
Obama held a clear lead online during the election year, with
844,927 MySpace friends compared to McCain 's 219,404.
Just between November 3rd and November 4th (election day),
Obama gained over 10,000 new friends, while McCain only gained
about 964.
On Twitter , Obama gained 2865 new followers between the 3rd
and 4th (for a total of 118,107), while John McCain's Twitter
account only has a paltry 4942 followers in total.
"the secret to Twitter is how many people you are listening to,
not how many people are listening to you."
(note: Hillary had followers, but followed no one)
10. Company Web 2.0 Policies
Define official spokespeople.
Stress business conduct guidelines.
Encourage employees to be themselves.
Suggest a disclaimer.
Remind employees of copyright law.
Define allowable use at the office.
11. Case Study: Effective Use of Facebook Surveys Verizon
Wireless
Verizon Wireless was challenged by their executive team to get
more attention for their text messaging packages specifically in
the state of Georgia.
We executed a survey on Facebook within 24 hours, targeting
Moms in Savannah (for example) and asking them if they texted, who
they texted, how often and on what devices.
The result was media gold. We were able to localize an old
story and make it new again, using a Web 2.0 application.
12. Erin Taylor Red Shoe Consulting [email_address]