Public Relations & Social media

Online Public RelationsIlkom, 2010

Judhie Setiawan, M.Si

Today

• How online communications have changed

• Definitions of social media

• The importance of conversations

• Audience expectations

• Tools and opportunities

How online communications have changed

• Pergerakan informasi yang transparan dan real time adalah sesuatu yang tidak terelakkan.

• Pemahaman komunikasi sudah berkembang jauh. Komunikasi bukan hanya diterjemahkan dengan hubungan satu arah, melainkan komunikasi yang terintegrasi, menggabungkan segala komponen, mulai dari public affairs, PR sampai dengan advertising.

What happened? The old scheme

Content producers Distribution Technologies Audiences

Privileged groupdue to financial barriers(technology to produce TV or radio content) or

due to bottleneck oflimited available

contentdistribution capabilities

Bottleneck of limited available

content distribution capabilities: TV or radio could air “only” 24h of

content a day; a newspaper could only distribute x

amount of pages a day.

One way, one to all distribution

technology

Big, passive group of audiences that serve as

recipients only

What happened? Content, Technology and Audiences merged

Content producers Distribution Technologies Audiences

Anyone can produce content with widespread

technologies like home computers, mobile phones, digital cameras.

There is no distribution bottleneck.

Anyone can passively consume content or actively review, promote,

judge and comment on content as well as produce own pieces.

Then

• Press releases (faxed)

• Newsletters (mailed)

• Magazines (print only)

• Mainstream media coverage

• Top down control

• One-way

Now…

• We still write press releases but…

• 24/7 news cycle

• Information society have broadband at home & mobile modem on their notebook

• Information society use wireless, mobile devices

• Blogs, Video blog

• Two-way communications

• No direct control

• Anytime, anywhere, anything, any device

What is social media?• Driven by RSS

• Digital tools and services that allow content creation with little to no technical knowledge

• Consumer-created content

• Personal profiles

• Shared interests / online communities

• Repurposing of content

Karakter Social Media

Karakter social media adalah mengedepankan interaksi, partisipasi, dan kolaborasi terbuka dimana setiap orang mempunyai kesempatan untuk menyuarakan ide, pendapat, dan pengalaman mereka melalui media online khusus (blog atau website) ataupun jaringan online sosial, seperti Facebook, My Space, Blogger, You Tube, dan sebagainya.

Dengan karakter seperti itu, berarti social media memiliki peran seperti PR.

First off, what’s RSS?• Web “feeds” used to

publish content

• Content comes to users

• Must-have for any site with regular updates

• Built in to any blogging / social media software

• Google reader

Detik.com - RSS

Social networks

• Facebook

• MySpace

• YouTube

• Flickr

• Twitter

• LinkedIn

“Join the conversation”

• Dozens / hundreds of conversations taking place every day online about your organization

• Who is talking? Who is listening?

• What are they saying?

• What are you saying in response?

Why join the conversation?

• To correct misconceptions

• To provide less formal interaction with your organization

• To strengthen connection to your organization

• To build community

• To empower your community to speak for you

• Improve search engine rankings

• The media listens, too

Brand Conversation @facebook

To succeed with any of these tools…

•Be a consumer

•Know your audience

•Know your goals

•Be relevant, honest and timely

•Understand and watch your stats

•Listen

•Content is still king

But before you start talking…• Listen

• Read

• Ask

• Plan

• Implement

• Listen / Monitor

• Regroup

• Revise

Online Video

• Internet users have watched video online

• Most share what they watch with others

Capturing, uploading, and sharing video

• Camera

• Microphone

• Editing software

• File format (.flv)

• Permission

• YouTube - share, embed

Twitter

• Immediate, brief, global

• Social messaging

• Mobile

• Mini, constant blog

• Increasing news use

Facebook & Organizations• 300 million

people can’t be wrong (or can they?)

• Do you have an audience and content?

• Are you ready for interaction?

• Start small

Going mobile

• Mobilers have used mobile devices to access internet, take photos, text, etc.

• Content is being captured by mobile devices

• Align your content with these devices

• Understand you are not the main content provider for your content

• www.slideshare.net/judhie