Social Media and Public Relations
24
Social media & public relations Melanie Moran Vanderbilt University November 17, 2009
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A presentation on social media and public relations for the Kentucky / Tennessee chapter of the American Water Works Association
Transcript of Social Media and Public Relations
- 1. Social media & public relations
- Melanie Moran
- Vanderbilt University
- November 17, 2009
2. Today
- How online communications have changed
- Definitions of social media
- The importance of conversations
- Audience expectations
- Tools and opportunities
3. Then
- Press releases (faxed)
- Newsletters (mailed)
- Magazines (print only)
- Mainstream media coverage
- Top down control
- One-way
4. Now
- We still write press releases but
- 24/7 news cycle
- 55 percent of Americans have broadband at home
- 62 percent of Americans use wireless, mobile devices
- Blogs, Video, Podcasts
- Two-way
- No direct control
- Anytime, anywhere, anything, any device
5. What is social media / Web 2.0?
- 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
6. First off, whats 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
7. Social networks
- MySpace
- YouTube
- Flickr
- Blogs
- Del.icio.us
- Wikis
- Second Life
8. Is social media a fad? 9. 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 areyousaying in response?
- Examples: Dell, Target
10. 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
11. 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
12. But before you start talking
- Listen
- Read
- Ask
- Plan
- Implement
- Listen / Monitor
- Regroup
- Revise
13. Online Video
- Over 60% of American Internet users on broadband
- 62% of internet users have watched video online (4/09)
- Most share what they watch with others
14. Capturing, uploading, and sharing video
- Camera
- Microphone
- Editing software
- File format (.flv)
- Permission
- Lots of good how-to info. Online
- Pseudo videos
- YouTube - share, embed
15. Twitter
- Immediate, brief, global
- Social messaging
- Mobile
- Mini, constant blog
- Increasing news use
- Learn more fromCommon Craft
16. Blogging: content options
- About your organization
- About your field
- About your profession
- About a particular area of expertise
- About an event
- From the painfully obvious files - dont blog unless you have something to say!
17. Facebook & Organizations
- 300 million people cant be wrong (or can they?)
- Do you have an audience and content?
- Are you ready for interaction?
- Start small
18. Podcasting - What and how?
- Plan - live event? Scripted story? Images?
- Shorter is often better
- Recorder, mic, software, RSS feed
- Check out Talkr
19. Marketing your podcast
- Register with iTunes
- Prominent link to it from your Web site
- Register with podcast search engines
- Include podcast information in your news releases
20. Challenges
- Building buy-in: overcoming fear
- Partnering with IT
- Time management
- Changing paradigms
21. Going mobile
- Over 60% of American adults 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
22. Get started in an afternoon
- Add Share This to your Web site
- Get a Google Reader account
- Sign up for Twitter, and start following people and organizations of interest
- Search Technorati for blogs on your topic area and add them to Google Reader
- Compile blogs, Facebook pages, Twitter feeds of your audiencesand peers
23. Some final thoughts
- Use tools to support the overall strategy, not just to say youre using the next cool thing
- Be willing to experiment (low-risk investment)
- Be a consumer of new media
- Focus on transparency, authenticity
24. Contact
- Melanie Moran Associate Director Vanderbilt News Service (615) 322-NEWS [email_address] blogvu.wordpress.com twitter.com/melaniemoran
- www.slideshare.net/melaniemoran