1. Building Relationships & Reinventing theAging Business of PR

2. What is Social Media? Highly accessible publishing technologies A category of sites based on user participation anduser-generated content. An umbrella term that defines the variousactivities that integrate technology, social interaction, and the construction of words and pictures [multimedia]. 3. Lots of Answers! Online technologies and practices that people useto share opinions, insights, experiences, andperspectives with each other. Allow groups to engage in peer-to-peerconversations and exchange of content Help individuals and businesses to acceleratetheir information and communication needs. 4. In other words, Multimedia Ease of use Fast delivery Two-way communication and exchange of information 5. Web 2.0 Must know Facebook Job description includes tweeting and blogging Millennials are expected to be fluent 6. Web 2.0 Social media has overtaken e-mail Increase in users 35-49 Mobile use has increased 159% in 2008 Twitter use increased by 1382% Facebook: 45 million new usersNielsen Online 7. Socialnomics @equalman 8. What Can Social Media Deliver Growth: Here to stay, increased use Influence: Trust & Credibility Brand Recognition & Advocacy 9. Considerations Cost, Time and Personnel Controlling Content and Conversation Chasing Trends: Drinking the Kool-Aid Communication and ROI Proactive vs Reactive 10. Functions of SM for PR Customer Service Leverage and buildrelationships Crisis Activate/ reach brandadvocates and keyinfluencers 11. How can we keep up? 12. Answer: Pick a few (1-3) social media platforms Update frequently Engage in two-way communication Use strategically as a TACTIC to meet organizationalobjectives Choose passionate, trained staff to manage andimplement 13. Organizational Use of Twitter Tell stories dont just shillreleases or products Involve others by replyingto tweets and engagingwith others Authenticity, Transparency First person, conversational, hum anize 14. Humanize the Organization Build Relationships Two-Way Communication 15. In the meantime we found so many of you to be sympathetic andunderstanding. While were a 130 year old humanitarian organization, werealso made of up human beings. Thanks for not only getting that but forturning our faux pas into something good.You immediately embraced this mix-up and many of you have pledgeddonations to the Red Cross. 16. Organizational Use of Facebook Support FanCommunities & BrandLoyalty Hub of Social MediaActivity Interactivity 17. Organizational Use of Facebook Whos on Facebook? Women Farmville - game developed in 5 weeks has 31 million active users 18 and 24 years of age has grown only 4.8% between 1/4/09 and7/4/09 25 34 has grown 60.8% 35 to 54 has grown 190.2% Older than 55 years has grown a tremendous 513.7% 18. Facebook Created by fans Coca Cola gave fans control (Fanegement?) Gracious Mentos & Diet Coke 19. PR and the Blogosphere More than half of journalists turn to blogs for sources,story ideas, and to break scandals. Stories jump from blogs to the mainstream. People who read blogs cite them as credible sources ofinformation. Number of people reading blogs jumps every six months. 20. Organizational Blogs Informal but informative Thought Leadership Encourage feedback Telling Stories Boost Employee Morale Build Support forInitiatives 21. Monitoring Environmental scanning goes beyond traditional media Whats the cyberchatter about your organization? Wikipedia Responses? Writing a response to a blog Less than 150 words Include a hyperlink to an independent source whowould support your position. 22. Benefits of Monitoring Correct Inaccuracies Understand Audience Create Effective Messages 23. How to be a Rockstar Rockstars are fans themselves Rockstars look for ways to shift control to Fans Mack Collier 24. How to be a Rockstar Rockstars celebrate the bigger idea Rockstars embrace their fans 25. Controlling Online Content Can it be done? Controlling content: Itwont matter in 2020? Social media policies foremployees Not every org is ready forsocial media 26. Nestle To repeat: we welcome your comments, but please dontpost using an altered version of any of our logos as yourprofile pic they will be deleted. Thanks for the lesson in manners. Consider yourselfembraced. But its our page, we set the rules, it was everthus. Oh please its like were censoring everything to allowonly positive comments. 27. Writing the Social Media Policy Personal vs.Professional Who can initiatecommunication onbehalf of the company Understand theculture of thecompany Systems Theory 28. Closed or Open System Systems theory: Open systems are organizations that receive input from the environment and adjust Closed systems do not receive input from the environment and are less likely to adapt to changes in the environment PR: Boundary Spanner 29. Worldview? Asymmetrical: Get what it wants without having to change internally Symmetrical: incorporates ideas of negotiation, conflict resolution, and compromise (open system) 30. Theorizing Social Media Complexity/Chaos Using mathematical models to identify patterns (not predictable) Dialogic Theory: Building relationships Mutuality, empathy, propinquity (psychologicalproximity), risk, commitment 31. Social Media Ethics Word of Mouth MarketingAssociation (WOMMA) Consumers have a right toknow the sponsor behindadvertising messages thatcould influence theirpurchasing decisions, but keyinformation is not alwaysadequately disclosed in asocial media context. FTC Disclosure 32. Social Media Ethics WOMMA Honesty ofrelationship, opinion, andidentity Ghost Tweeters Customer reviews Chat room members, viralcommunication Transparency Disclosure 33. Social Media Ethics Wal-Mart FLOG Wal-Mart paid for theflight, the RV, the gas, andthe blog entries. Working Families for Wal-Mart via Edelman Astroturfing PRSA ProfessionalStandards advisory 34. All I Want For Xmas is a PSP Agency hired by Sony All I Want for Xmas is a PSP,created a blog to share supposedly established as an effort by two friends--Charliethe luv for PSP and Jeremy--to get Jeremys BUSTED parents to buy him a PlayStation Portable for Christmas. We (sorta) apologize The site included PSP-centric greeting cards, T-shirt iron-onpatterns to print out, YouTube videos featuring songs about the system, and an abundance of Internet and street slang, some of it improperly used.