Social Media & Strategic Public

Relations

Karen Freberg, Ph.D.

Introduction to #NDSUCOMM472

Karen Freberg, Ph.D. – University of Louisville Education:

Ph.D., Communications (University of Tennessee)

MA, Strategic Public Relations (University of Southern California)

BS, Public Relations (University of Florida)

What is social media?

Social media describes technologies that people use to share content, opinions, insights, experiences, and perspectives by interacting with each other in an environment.

Social Media Stats

700 YouTube video links are shared on Twitter every minute (source: Relevancy Group)

79% of social media log ins by online retailers are with Facebook, compared to 12% for Google+, and 4% for Twitter (source: Gigya)

61% of social media users primarily use LinkedIn for professional networking (source: Lab42)

Twitter users send 400M tweets each day (source: Nielsen)

25% of consumers who complain about products on Facebook or Twitter expect a response withing 1 hour (source: American Express OPEN Forum)

90% of US online specialty retailers use Pinterest, up from 81% in 2012 (source: L2)

Instagram users upload 40M photos to the site each day (source: Nielsen)

reporters technology

1750s

1920s

1960s

public

advertising

word of mouth

pr

“Old” PR practices

“New PR practices”

reporters pr, advertising, social insiders social public

How social media initiated?

Fueled by Instant gratification culture “Experience” mentality among consumers Listening & monitoring conversations and trends Demand for information at a rapid pace and

accessed at any time. Growing need for rapid demand to create

engagement and response from consumers Heated competition by brands Sparks related to a person, event, brand

activities, and situation occurring in the news.

Strategy key for Social Media & PR

Determine the mission, value proposition, and objective. - What is the

message?

Define the context as it relates to the organization. - What is the

context?

Decide on the voice or voices of the organization. - Who is the

messenger?

Discover where your existing customers already are. - Where are your

customers?

Determine where your potential customers might be. - Who else might

be interested?

Decide which technologies could reach them. - Where are

they engaged?

Listen to what is already taking place in the space. - How

receptive will they be?

Figure out how you can add value to what they do. - Do you

have beneficial content?

Decide what your expected outcomes might be. - What is

the expected outcome?

Wearable tech

#IFIHADGLASS• Twitter campaign:

2013• Tweeted: Use Glass

to show what it was like to be a PR professor teaching social media at UofL

• Got accepted to program March 2013

• Got Google Glass July 2013

Best practices for PR pros

Determine if audiences want information in visual and multimedia formats.

Engage with community and share options through other social media (ex. Facebook, Twitter, blog)

Enhance your best skills through video sharing channel

Be consistent and timely with updates in multimedia – as well as measurement

Success doesn’t happen overnight – takes time, resources, and persistence!

In order to gain influence online as a PR/Advertising professional, you have to be generous with information – in multiple formats and sites

Consider multimedia outlets an extension to online reputation for brand or individual

Keep future trends in mind and determine what is the next step for social media.

Engage, Inform, Inspire, and be relevant!

Resources

Individual Blogs Brian Solis:

http://www.briansolis.com Jeremiah Owyang:

http://web-strategist.com Jason Falls:

http://www.socialmediaexplorer.com/

Katie Paine: http://kdpaine.blogs.com/

Shonali Burke: http://www.waxingunlyrical.com

Melissa Agnes: http://www.melissaagnes.com

Mark Schaefer: http://www.businessesgrow.com/blog/

Blogs Mashable:

www.mashable.com PR Squared:

http://www.pr-squared.com/

Social Media Today: www.socialmediatoday.com

Digital Buzz Blog: www.digitalbuzzblog.com

Simply Zesty: www.simplyzesty.com

Social @Oglivy

PR Pros to follow on Twitter @arikhanson @armano @briansolis @ginidietrich @jasonfalls @jaybaer @Britopian

@conversationage

@dbreakenridge @markwschaefer @prtini @steveology @steverubel

QUESTIONS OR COMMENTS?THANK YOU VERY MUCH.

@kfrebergkaren.freberg@louisville.edu