INTEGRATING SOCIAL MEDIA INTO PUBLIC RELATIONS
USING SM TO HELP BUILD RELATIONSHIPS
By Dr. Mike Posey, Ph.D.@drmikeposey
LIFE IS ABOUT RELATIONSHIPS!
PEOPLE HAVE ALWAYS. . .
•communicated with other people•gotten together in groups•formed communities •developed relationships with like-minded folk•shared their passions
PUBLIC RELATIONS IS ABOUT RELATIONSHIPS WITH PEOPLE!
It’s in our name!It’s who we are!It’s what we do!
SOCIAL MEDIA IS AN AVENUE FOR RELATIONSHIP BUILDING!
It is a relationship builder on steroids!
- Individuals & The Masses- Scalable to any size
DO YOU WANT A ONE-SIDED RELATIONSHIP?
PARTICIPATION IN SOCIAL MEDIA IS NOT JUST ABOUT “BEING OUT THERE”
It’s about engagementIt’s about being uniqueIt’s about adding valueIt’s about contributingIt’s about communicatingIt’s about connectingIt’s about listening
IT’S ABOUT RELATIONSHIPS!
RELATIONSHIPS
Everything we do stems from a relationship with someone or some thing!
RELATIONSHIPS
Knowing ourselves… helps us to know our message… which helps us to know our publics… which helps us to develop relationships.
RELATIONSHIPS
The key to a good relationship is knowing what makes a person tick!
- Who are they?
- What gets their juices flowing?
- Why they do what they do?
- Why they don’t do what they don’t do?
OBVIOUSLY RELATIONSHIPS ARE IMPORTANT.
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
SCOPE IT OUT . . .
•Spend time finding out what exists •Discover possible connections•Learn the space•Find people streams•Determine what people are using SM for•Listen, Listen, Listen
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
BE STRATEGIC YET FLEXIBLE. . .
•Know who you are•Know who the influencers & thought leaders are •Choose wisely•Take some chances•Look long-term•Dedicate resources
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
TAKE THE PLUNGE. . .
•Don’t be a crazy, unorganized joiner•Don’t be a closed-minded joiner either•Make it manageable
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
DO IT. . .
•Engage people & communities•Participate in discussions•Add value/content to communities & discussions•Be an influencer and thought leader•Know when NOT to be a thought leader•Use same voice
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
BE EQUALLY HUMAN. . .
•Remember you are human and “they” are human•Be passionate•Be willing to say “thank you” “I’m sorry” and “How can I help you?”•Be creative•Be yourself •Find your voice•Give what you would like to get
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
LOOK BOTH WAYS BEFORE CROSSING. . .
•Develop vertical relationships•Talk with your customers•Develop horizontal relationships •Get your customers talking to other customers
USING SOCIAL MEDIA TO BUILD RELATIONSHIPS
EVALUATE. . .
•Re-evaluate regularly•Re-Think your connections regularly•Examine the impact on a the bottom line•Balance quantitative with qualitative
DEVELOPING RELATIONSHIPS THROUGH SOCIAL MEDIA WILL HELP FOSTER GOODWILL OVER THE LONG TERM.
R.O.G.R.O.G.Return on Return on GoodwillGoodwill
THE HARD STUFF IS EASY. THE SOFT STUFF IS HARD. IT’S THE SOFT STUFF THAT MAKES ALL THE DIFFERENCE.
The soft stuff results in. . .
-customer loyalty-increased interaction-deeper relationship with brand-better interactions with publics
USING SOCIAL MEDIA TO HELP BUILD RELATIONSHIPS
You have three choices . . .
You can VegatateYou can Imitate
You can Innovate
It’s up to you!
DR. MIKE POSEY, PH.D.
[email protected]: @drmikeposey
www.mikeposey.com
Michael W. PoseyCopyright 2009 – All Rights Reserved