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This presentation was for the National Center for Food Protection and Defense (NCFPD) as a social media training tool for professionals and researchers in social media.
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Social Media & Public Relations
Karen Freberg, M.A. University of Tennessee, Knoxville [email protected]
Created for: National Center for Food Protection and Defense (Prime Award: DHS/2007-ST-061-000003)
What is social media?
Social media combines “a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, Internet discussion boards and forums, microblogs” (Mangold & Faulds, 2009, p.358).
Social media integrates technology & social interaction with pictures, videos, words, and audio.
It also allows people to share different perspectives and sharing information / stories / experiences among online communities.
Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/.
Characteristics of Social Media
Open
Conversations & Dialogue
Relationship Development
Multiple voices
Getting the message to stakeholders Social media press release Video news release Internet Social networking communities / influencers Live steaming
Opportunities in Social Media
Knowledge Sharing • Blogs • Microblogs • Ex. Twitter,
Wordpress, Blogger
Life Sharing • Photos • Videos • Ex. YouTube,
Flickr
Social Networking • Connect • Interact • Ex. Facebook,
MySpace
Business Networking • Connect • Interact
• Ex. Linkedin
Community Building • Collaborate • Collect • Ex. Ning (social
networking communities)
Key terms to remember about social media
Engagement
Influencers
Internet Memes Edelman Tweetlevel Site
• Methodology in calculating Influence, Engagement, Trust, and Popularity on site.
Key term: Engagement
Engagement Definition: the purpose of listening and interacting
with your key stakeholders virtually – these conversations range from compliments to complaints to specific needs.
Examples of brands that have high levels of engagement: Starbucks, Dell, and Toyota
Why are these brands successful? (Engagement DB Report) • The understand that each social media channel (ex.
Facebook, web sites, blogs, Twitter, etc.) provides people a different dimension of engagement.
• Centralized coordination of social media throughout companies.
• Senior management was part of the social media process (ex. CEO of Starbucks & MyStarbucks.com)
Key Term: Influence
Definition: The ability to shape and shift messages that grabs a person’s attention and inspires them to act upon this.
Breakdown of influencers Traditional influencers (newsmakers, reporters, analysts, etc.)
New media influencers • These individuals create their own social networking communities
and have their own followers (bypassing gatekeepers)
• Bloggers are just the beginning – people are establishing themselves as prominent authorities of influence online.
• Has expert content on their blog, web site , etc. – as well developing relationships w/ followers & peer-to-peer conversations.
Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/.
Key term: Internet Meme Definition:
A phrase used to describe a catchphrase or concept that spreads quickly from person to person via the Internet.
Types of Internet Memes Self-promotion (usually created by a group / individual to gain
personal recognition) Rumors & Hoaxes (falsehoods spread virally) Crisis Communications & Reputation Management
Examples of Crisis Communication Internet Memes Domino’s & YouTube Crisis (#disgustingdominos) Amazon Crisis (#amazonfails) United Airlines & Guitar – Song by Musician Dave Carroll
Understanding your online stakeholders
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them
Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki
Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online
Maintain profile on a social networking site Visit social networking sites
Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews
None of the above
Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html.
What is the purpose of social media? • Establishing online identity
• Conducting Research – qualitative and quantitative
• Launching event & creating awareness of an issue
• Using media relations practices in reaching both
traditional and non-traditional media
• Engaging with customers in dialogue
• Creating new online partnerships
• Communications with External & Internal Audiences
• Crisis Communications & Crisis Management
• Reputation Management (Corporate and Individual)
Social Media PR Case: CDC & H1N1
Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/.
CDC & Social Media
Twitter Video (YouTube)
MySpace Widgets
Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/.
CDC & Second Life
Centers for Disease Control Virtual Worlds site. Retrieved from http://www.cdc.gov/HealthMarketing/ehm/virtual.html.
Social media & Mobile Applications
Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/.
Trendsmap. Retrieved from http://trendsmap.com/.
Fort Hood Shootings Overview of Crisis (Nov 2009)
Areas in Public Relations Crisis Communications Issues Management Risk Communication Social Media
Strategies Army implemented with social media Facebook Main Page / “Prayers for Fort Hood” Twitter Accounts
Social Media & News response to Fort Hood Tragedy
Newspapers • New York
Times • Fort Hood
Shootings like had updates from other news organizations in Texas and incorporated citizen journalists
Talk shows • Today Show
• Used local news sources for story for Twitter list
Network TV • CNN
• First network to create breaking news Twitter news account (@cnnbrk)
• 2.8 million viewers
Blogs • Huffington
Post • Displayed
Twitter lists on homepage with breaking news.
Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test. Retrieved from http://mashable.com/2009/11/05/fort-hood-shootings/.
Social Media Measurement
Discussion online
Online reputation
Engagement with followers
Tone of digital dialogue
Relationships
Qualitative Measurement # Downloads /
Views
Fans / Followers
Key terms searches / #
Online Revenue
# Social bookmarks
Quantitative Measurement
What are the goals in social media measurement?
Reputation Understanding perceptions and attributes associated with brand or person
online / positive or negative tags and content online / analysis of conversations
Awareness Brand loyalty / media placements and referrals to social media sites / share of
conversation / sentiment in posts / interaction with content
Money Speed of online transactions / Referrals to new customers / conversations from
community
Engagement Looking at specific activity and interactions among followers & brand Posts / Threads / Incoming links / Tags / Referrals / Post frequency
Education Learning about stakeholders / being part of the dialogue / creating new
relationships / strategic issues management
How to measure social media
Free sites for online tracking and measurement People Browsr SM2 Google Insights Samepoint Social Mention
Other sites Radian6 CustomScoop Viral Heat Nielson Buzzlogics Cision Social Media
Example: How to track swine flu?
1. Check out what is being presented on the WHO Disease Outbreak News Center
2. Set up not only Google Alerts, but also other search engine alerts (ex. Backtype, Social Mention, etc.)
3. Track what people are posting via Twitter on Trendsmap (look for key words) or Heath Map & Flu.gov
4. Look at what are the common #hashtags being discussed related to swine flu (ex. #swineflu, #h1n1, #CDC, #swineflu vaccination, etc.)
Role of the new PR professional
Role of a PR Professional Contribute valuable content and perspective through
participation We are not only liaisons for our businesses we work for or clients,
but we become influencers ourselves
Social creates a new hybrid of PR professionals Social Media / Data mining expert Market analyst & researcher Customer Service Relationship marketers Viral marketer Conversationalist/listener
How PR can be successful with social media? Integrate social media practices as part of the daily routine –
like checking what is going on in the news or email.
Connecting with people online (establishing relationships).
Creating a dialogue through an online channel.
Start having a conversation with online stakeholders from the very beginning – incorporate into corporate culture.
Being consistent with content across all social media platforms as well in traditional media outlets.
Social media is not for the short term – it is a long-term process and investment.
Educate your organization & community about social media
Other PR tips to success
Talk like a person, not a computerized robot!
Be helpful and bring value to the conversation and relationship.
Remember each time that you are talking, posting, or conducting a business exchange online – you are contributing to the personality and reputation of the agency / corporation you are representing, as well as your own reputation.
Why is it important to understand social media from a PR perspective?
Being aware of the latest technologies to implement our communication messages and campaign strategies
Know how people are getting their information and stories and effectively communicate and share meaning with audiences
To build networks with fellow PR professionals - you never know who you are going to meet!
Understanding the key online influencers and opinion leaders
A way to understand our target audiences and how to best communicate with them
A tool to use to manage online reputation for our client as well as ourselves
Future of social media
Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/.
Social Media Resources Mashable: http://www.mashable.com
Brian Solis (PR 2.0): http://www.briansolis.com
PR Squared: http://www.pr-squared.com/
Web Strategy (Jeremiah Owyang): http://www.web-strategist.com/blog/
Groundswell (Christine Li / Forrester Research):
http://blogs.forrester.com/groundswell/
Social Media e-Books: http://mashable.com/2008/03/19/ebooks-social-media/
Online Reputation Management Top 10 Free Tools for Monitoring Your Brand’s Reputation:
http://mashable.com/2008/12/24/free-brand-monitoring-tools/ How to build the ultimate social media resume:
http://mashable.com/2009/01/13/social-media-resume/
Other useful research tools Twitter
Twitter Search - Search keywords on Twitter which "self-refreshes". See what's happening — 'right now'.
TweetScan - search for words on Twitter Twit(url)y - see what people are talking about on Twitter TweetBeep - Track mentions of your brand on Twitter in real time. Twitrratr - Rates mentions of your search term on Twitter as positive/neutral/
negative TwitScoop – Through an automated algorithm, twitscoop crawls hundreds of tweets
every minute and extracts the words which are mentioned more often than usual and creates a tag cloud.
Twilert - Twitter application that lets you receive regular email updates of tweets containing your brand, product, service.
Twitnest – look at who is following who on Twitter Twitratr – measures positive, negative, and neutral tweets for a particular Twitter
user Twitscoop – tool to see what issues are being discussed the most on Twitter TweetStats – statistics on Twitter Twitlocal – find people in local area on Twitter Twazzup – Twitter search engine but with real feed
Monitoring discussions / comments Backtype Tweetmeme
References Allen, N. (November 5, 2009). Seven dead in shooting at Fort Hood military base in Texas. Retrieved from
http://www.telegraph.co.uk/news/worldnews/northamerica/usa/6510855/Seven-dead-in-shooting-at-Fort-Hood-military-base-in-Texas.html.
Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/.
Basille, D. (November 5, 2009). Social Media influencers are not traditional influencers. Retrieved from http://www.briansolis.com/2009/11/social-media-influencers-are-not-traditional-influencers/.
Bernoff, J. (August 25, 2009). Social technology growth marches on in 2009, led by social network sites. Retrieved from http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html.
Centers for Disease Control Web site. Retrieved from http://www.cdc.gov/about/stateofcdc/html/2008/Intro-Message.htm.
Centers for Disease Control Social Media site. Retrieved from http://www.cdc.gov/socialmedia/.
Mangold, W.G., & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365.
Ostrow, A. (November 5, 2009). Fort Hood Shootings: News Orgs Put Twitter Lists to the Test. Retrieved from http://mashable.com/2009/11/05/fort-hood-shootings/.
Siegler, M.G. (April 30, 2009). Want to avoid Swine Flu? There’s an app for that too. Retrieved from http://www.techcrunch.com/2009/04/30/want-to-avoid-swine-flu-theres-an-app-for-that-too/.
Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/.
Tools for Measurement. Retrieved from http://measurementcamp.wikidot.com/tools-for-measurement.
Trendsmap. Retrieved from http://trendsmap.com/.
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