Public Relations & Social media Online Public Relations Ilkom, 2010 Judhie Setiawan, M.Si.
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Transcript of Public Relations & Social media Online Public Relations Ilkom, 2010 Judhie Setiawan, M.Si.
Public Relations & Social media
Online Public RelationsIlkom, 2010
Judhie Setiawan, M.Si
Today
• How online communications have changed
• Definitions of social media
• The importance of conversations
• Audience expectations
• Tools and opportunities
How online communications have changed
• Pergerakan informasi yang transparan dan real time adalah sesuatu yang tidak terelakkan.
• Pemahaman komunikasi sudah berkembang jauh. Komunikasi bukan hanya diterjemahkan dengan hubungan satu arah, melainkan komunikasi yang terintegrasi, menggabungkan segala komponen, mulai dari public affairs, PR sampai dengan advertising.
What happened? The old scheme
Content producers Distribution Technologies Audiences
Privileged groupdue to financial barriers(technology to produce TV or radio content) or
due to bottleneck oflimited available
contentdistribution capabilities
Bottleneck of limited available
content distribution capabilities: TV or radio could air “only” 24h of
content a day; a newspaper could only distribute x
amount of pages a day.
One way, one to all distribution
technology
Big, passive group of audiences that serve as
recipients only
What happened? Content, Technology and Audiences merged
Content producers Distribution Technologies Audiences
Anyone can produce content with widespread
technologies like home computers, mobile phones, digital cameras.
There is no distribution bottleneck.
Anyone can passively consume content or actively review, promote,
judge and comment on content as well as produce own pieces.
Then
• Press releases (faxed)
• Newsletters (mailed)
• Magazines (print only)
• Mainstream media coverage
• Top down control
• One-way
Now…
• We still write press releases but…
• 24/7 news cycle
• Information society have broadband at home & mobile modem on their notebook
• Information society use wireless, mobile devices
• Blogs, Video blog
• Two-way communications
• No direct control
• Anytime, anywhere, anything, any device
What is social media?• Driven by RSS
• Digital tools and services that allow content creation with little to no technical knowledge
• Consumer-created content
• Personal profiles
• Shared interests / online communities
• Repurposing of content
Karakter Social Media
Karakter social media adalah mengedepankan interaksi, partisipasi, dan kolaborasi terbuka dimana setiap orang mempunyai kesempatan untuk menyuarakan ide, pendapat, dan pengalaman mereka melalui media online khusus (blog atau website) ataupun jaringan online sosial, seperti Facebook, My Space, Blogger, You Tube, dan sebagainya.
Dengan karakter seperti itu, berarti social media memiliki peran seperti PR.
First off, what’s RSS?• Web “feeds” used to
publish content
• Content comes to users
• Must-have for any site with regular updates
• Built in to any blogging / social media software
• Google reader
Detik.com - RSS
Social networks
• MySpace
• YouTube
• Flickr
“Join the conversation”
• Dozens / hundreds of conversations taking place every day online about your organization
• Who is talking? Who is listening?
• What are they saying?
• What are you saying in response?
Why join the conversation?
• To correct misconceptions
• To provide less formal interaction with your organization
• To strengthen connection to your organization
• To build community
• To empower your community to speak for you
• Improve search engine rankings
• The media listens, too
Brand Conversation @facebook
To succeed with any of these tools…
•Be a consumer
•Know your audience
•Know your goals
•Be relevant, honest and timely
•Understand and watch your stats
•Listen
•Content is still king
But before you start talking…• Listen
• Read
• Ask
• Plan
• Implement
• Listen / Monitor
• Regroup
• Revise
Online Video
• Internet users have watched video online
• Most share what they watch with others
Capturing, uploading, and sharing video
• Camera
• Microphone
• Editing software
• File format (.flv)
• Permission
• YouTube - share, embed
• Immediate, brief, global
• Social messaging
• Mobile
• Mini, constant blog
• Increasing news use
Facebook & Organizations• 300 million
people can’t be wrong (or can they?)
• Do you have an audience and content?
• Are you ready for interaction?
• Start small
Going mobile
• Mobilers have used mobile devices to access internet, take photos, text, etc.
• Content is being captured by mobile devices
• Align your content with these devices
• Understand you are not the main content provider for your content