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5 Social Media Tips For PR Pros
Photo Credit: Flickr user Marc_Smith
Social Media- The New PR World Order
Carly Tatum
Global Social Media Manager, Dell
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“I’ve stopped accepting email pitches. Please follow me on twitter and pitch in 140 characters or less” –Dennis Howlett- tech analyst
Media Landscape has Changed!!
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51% of journalists
worldwide use “microblogs” (Twitter, FB, Weibo) to gather news stories*
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*Must be a trusted source. Source: “The New Normal News” Orellia PR Network’s 2013 Digital Journalism Study survey of 500 journalists spanning 14 countries
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The PR job description has changed
• PR Manager Job Description: Traditional & Social Media/Word-of-Mouth Marketing for commercial topics including virtualization and thin-client solutions plus public-sector and healthcare segments. Role includes full life-cycle PR for brand products/solutions and WOMM program development, content creation and distribution, community-building activities, social channel management and crisis communication. Candidate also will help recruit and assist a range of individuals to be online advocates for brand solutions, expressing how [company] addresses customer needs and contributing to a thriving online community. Candidate will manage an agency team and collaborate closely with internal colleagues in the US and abroad. Business environment is fast-paced and demanding. Ability to create content, devise strategies and execute at a world-class level is required. While strong individual leadership is required, proven teamwork skills are also a must. Qualifications * 5 years media-relations or comparable experience with relationships in place * 2 years experience with social media * Experience creating and deploying innovative social media programs
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5 Tips for PR Social Success…
Photo Credit: Flickr user Marc_Smith
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1. Always start with listening. Free tools: Google alerts, SocialMention.com, Topsy.com, Muckrack.com
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What are people saying about your organization or topic of interest?
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2. Craft your message so it’s sharable.
Photo credit: Flickr @RaphaelLove
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Formula for a social headline:
Number or Trigger word + Adjective + Keyword + Promise
(In 100 characters or less)
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Source: goinswriter.com
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That includes Press Releases!!
• LinkTracker inclusion
• “Click to Tweet”
• Video and multimedia
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3. How you respond is as powerful as what you say.
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Credit: The Oatmeal
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Dell case study: social listening, response results in national news coverage
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4. Be true to who you are. Focus on creating conversations, relationships
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Dell’s Digital Conversation Ecosystem
17 Confidential
LEVEL 1: Dell.com
LEVEL 2: Dell Social Media Properties
LEVEL 3: Non-Dell Properties & Influencers*
LEVEL 4: Search
OWNED
* Level Three Outlets Vary Per BU
Non-Dell Communities & Influencers
Dell Communities & Influencers
EARNED
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Do you know your influencers?
Culturemakers
Policymakers
Academics
Advocates
Brands
• Culturemakers?
• Policymakers?
• Academics?
• Advocates?
• Bloggers?
• Brands?
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5. Measure your success (and keep the metrics simple)
1. Impressions (Twitter reach)
2. Content Engagement (“Likes” and Comments)
3. Amplification (retweets, shares)
4. Sentiment
5. Share of Voice
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Social Platform Quick Guide:
Platform Purpose Time Level of
Commitment
Level of
Difficulty Outcome
Professional
community 2-3x per week Low Easy Connecting, recruiting
Microblog Daily Medium Medium
Relationship-building,
connecting w/ “influencers” &
advocates
Social network 2-3x per week Medium Medium
Relationship-building,
connecting w/ friends,
influencers & advocates
Social aggregate Daily Low Easy Storytelling, syndication
Micro blog /blog
platform
2-4x per
month; High High Storytelling, syndication
Powerpoint
presentation
community
Monthly;
ongoing
comments
High High Story-telling, syndication
Photosharing,
inspirational Monthly Low Low Sharing, visual storytelling
Video sharing Ad Hoc High High Storytelling
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Good Reads…
• The New Normal PR- Orellia PR Global Digital Journalism Study 2013
• Mashable: Dos and Don’t’s of Pitching Journalists on Social Media
• Mashable- How PR Pros are Using Social Media for Real Results
• eMedia- The Rise of Journalists as a Publisher
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