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Guest lecture for Dr. Westerman's COMM 472 PR class at North Dakota State University. Fall 2013
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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.