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How can Twitter help PR pros be more effective? This presentation offers some tips to help PR people connect with reporters, spot trends and network -- all key parts to successfully doing your job. [Delivered to the Ohio State University.]
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A PR Pro’s Guide to Twitter
Heather Whaling • @[email protected]
prTini.comfacebook.com/GebenCommunication
http://on.mash.to/A2GDAW
Connect with Reporters
• Use Twitter lists to track & interact with key reporters
• Follow @ProfNet and @HelpaReporter
Land a Job
• Make your profile “Twitter friendly”– Include a bio with your job pitch– Professional-looking avatar & background– Link to your bio or online portfolio
• Follow job boards on Twitter:– Companies: @MTVNetworksJobs, @ATTJobs– Industry: @PRSAJobCenter
• Help a PR Pro Out (#happo)• Build a network before you need it.
build new relationships
Twitter chats:
#pr20chat
#prStudChat
#u30Pro
#internchat
Create Opportunities
• 80% of Geben’s new business comes from relationships that began on social media, mostly Twitter
• Outback Bowl “social media correspondent”
this was my idea of travel …
nothing can prepare you for the devastation …
Columbus Marathon: a social media case study
Priorities
• Communicate with marathoners/supporters when & where they want
• Foster engagement with & between marathoners
• Take the “scare” factor out of marathoning• Sustain Columbus Marathon community
year round• Improve customer service
Nail the Basics
nail the basics
• facebook.com/columbusmarathon• Off season: Update 4-5 times per week• Training season: Update twice daily• Emphasis on facilitating conversation among
marathoners
• @cbusmarathon• Limit: 3-4 scheduled tweets per day• Focus on being conversational, providing moral support• Heavy use of lists & local search
www.columbusmarathon.com/blog
• “Maintenance mode” during off season• Blogging team provides real-life
perspective. • Bloggers include:
– Board member/sponsor– Local media personality– Mom walking to lose pregnancy weight– First-timer
• 2-3 posts per week• 30 Tips, 30 Days (see here)
after you nail the basics, add some sizzle
Virtual Scavenger Hunt
• Drive traffic to the new website• Establish new connections with
potential marathon runners/walkers• Offer positive reinforcement for
participants, in the midst of grueling training
• http://bit.ly/CbusMarathonHunt
Ask the Race Director
• Live broadcast on Ustream• Solicited questions on
Facebook,Twitter, blog & enewsletter
• 45 minutes, over lunch hour
day-of interactions
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Results
• 2010 race sold out faster than ever• 2011 sold out again• 37% of columbusmarathon.com traffic
in 2010 was referred by social media• Facebook referrals increased 95% from
2009 to 2010• Improved customer service by
responding to 25+ Facebook questions the week of the marathon
say hello to the new telephone
Heather Whaling • @prTiniwww.GebenCommunication.co
mheather@gebencommunication.
com
subscribe to my blog: bit.ly/prTini
Collaboration. Integration. Social Good.