PROPRIETARY & CONFIDENTIAL 5/14/13

Sandra Fathi

President, Affect

Email: sfathi@affect.com

Twier: @sandrafathi

Using Social Media for Media Relations: New Methods for Generating Story Placements & Online Buzz

Bulldog Reporter Webinar May 16, 2013

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AGENDA

§  Why Engage Journalists on Social Media

§  How to Find Journalists & Bloggers on Social Networks

§  Active Listening: Finding and Taking Advantage of Opportunities

§  Proactive Pitching: The Dos and Don’ts

§  What Journalists Want

§  Success Stories

§  Optimize Yourself

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JOURNALISTS ON SM

§  54% of Journalists cite social media updates from sources they know* §  25% of Journalists cite social media updates from sources they don’t know*

§  83% report having a personal Twitter handle* §  57% reporting having a Google Plus page*

§  15% of adults get their news from social networking – then 77% of them click on links to full news stories! **

§  184 news organizations now have designated social media editors**

§  2/3rds of Journalists have written a story that originated in social media*** §  Journalists named Twitter, Blogs and Facebook as the top 3 most valuable

SM sources*** *Source: 2012 Oriella Digital Journalism Study **Source: Pew Research Center Report: The State of the Media 2013 ***Source: Brunswick Research: use of Social media Among Business Journalists 2011

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DO YOU NEED PROOF?

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WHY ENGAGE ON SM?

1.  Modern day building relationships – when was the last time you actually took a reporter out for lunch?

2.  Get to know the media – without being a stalker

3.  Reporters are actively seeking sources – help them!

4.  Find out what they are working on right now

5.  Get on the short-list for consideration in their articles

6.  Spark ideas for journalists

7.  Get direct access – hint: it’s less crowded than their inbox

8.  They expect to find you there

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Finding Journalists & Bloggers on Social Networks

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NEWSITES & BIOS

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DIRECTORIES & DATABASES

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TWITTER: SEARCH

§  Name

§  Location

§  Bio

§  Tweets

§  Hashtags

§  & More

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TWITTER: WE FOLLOW

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TWITTER: MUCK RACK

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TWITTER: LISTS

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TWITTER LISTS

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FACEBOOK GRAPH SEARCH

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FACEBOOK PAGES

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FACEBOOK PAGES

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FACEBOOK GROUPS

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FACEBOOK GROUPS

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LINKEDIN: SEARCH

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LINKEDIN: ADVANCED SEARCH

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LINKEDIN: SEARCH GROUP/COMPANY

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GOOGLE+

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GOOGLE+

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Active Listening: Finding &Taking Advantage of Opportunities

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GOOGLE ALERTS

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HOOTSUITE

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TWEETDECK

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RADIAN6

1.  Monitor Traffic

2.  Search for Keywords

3.  Spot Trends

4.  Respond in the Dashboard

5.  Connect to ROI

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TWITTER: SEARCH

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HARO & PROFNET

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FACEBOOK: HARO

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SEEK OR SHOUT

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TWITTER: HASHTAGS - #JOURNCHAT

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FACEBOOK WALL POSTS

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LINKEDIN: ANSWERS

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LINKEDIN: PROFILES & DISCUSSIONS

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Engaging & Building Relationships with Journalists through Social Media

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WHERE TO START

1.  Provide full disclosure

2.  Seek opportunities for relevant engagement

3.  Become a resource/thought leader

4.  Value over noise

5.  Bring Online Offline

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RETWEETS & MENTIONS

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‘LIKING’ & ‘SHARING’

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BLOG COMMENTING

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RELEVANT ENGAGEMENT

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THOUGHT LEADERSHIP

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PROVIDING VALUE

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TAKING THE CONVERSATION OFFLINE

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Proactive Pitching: The Dos and Don’ts

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WHAT TO KNOW

1.  Set goals, objectives & strategies

2.  Communicate publicly

3.  Interaction over distribution

4.  Quality over quantity

5.  Be relevant

6.  Provide value

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WHAT TO AVOID

1.  Releasing confidential information

2.  Attaching reporters’ names to irrelevant content

3.  Blatant flattery

4.  Repetitive content

5.  Inadvertently outing a reporter’s story

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CONTENT CREATION

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FROM TWEET TO ARTICLE

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FROM TWEET TO ARTICLE

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HASHTAG TO ARTICLE

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FACEBOOK POST TO BLOG

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STORY GENERATION TO SYNDICATION

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Questions?

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Contact Information & Resources: On Slideshare – www.slideshare.net/sfathi Sandra Fathi President Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018 212 398 9680 sfathi@affect.com Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affect.com Blog: www.techaffect.com