Chapter 4 presentation (1).pptx

Social Media in Public Relations

By, Team Pheonix

Solis Social Media PR

▶ PR formula centers on ART to impact outcomes, behaviors, and actions.▶ Actions▶ Reactions▶ Transaction

▶ PR’s objective is to influence the C-suite referring to top senior level executives at a corporation who makes key decisions and have power to spend money. EX. chief executive offers (CEO), chief operating officers (COO), chief information officers (CIO), and chief digital officers (CDO)

PR Management

▶ Clients want a return on their investments (ROI), simply including social media in a campaign is not enough anymore, it’s become an eCommerce environment where companies try to:▶ Increase website traffic▶ Generate sales leads▶ Increase conversations and online purchases▶ Reduce company expenses▶ Improve customer relations and awareness

Social Media Metrics

Google Analytics

PR Management

▶ Key Performance Indicators (KPI’s) focus on continuous monitoring of social media and sales activity data▶ Friends are most influential▶ It’s important to measure influence on social media, many people

use KLOUT algorithm to track broad engagement across a large number of social media platforms

▶ Owned Media – company owned media such as website and apps▶ Hybrid Media – new media that incorporates old media rules;

emerged from blogging Facebook, Twitter, and Youtube empowered individuals to act as media producers. Smartphones and tablets crated the need for apps, and new platforms.

5 Content Archetypes

▶ Curated Content: managed by brands determining “highest value to customers”

▶ Co-created Content: co-produced either peer to peer or brand to participant

▶ Original Content: exclusive brand messages▶ Consumer-generated Content: happens without brand’s

involvement▶ Sponsored Content: “paid promotion”

▶ Promoted Posts: appear on Facebook and are similar to a paid search

Social Capital, Conflict, and Collaboration

▶Social Capital – refers to the ability of individuals organizations to benefit from communication behavior▶Individual and organizational social capital

may:▶Have value in economic terms▶Other benefits for professional development-

Social Capital, Conflict and Collaboration (Continued)

▶ Social capital is a way to understand intangibles important within communities:▶ Trust – information, knowledge, skills▶ Shared norms and values – understanding of others▶ Shared resources and knowledge – wider access to resources and

knowledge▶ Reciprocity – likely that others in network will reciprocate and give to

relationship▶ Resilience within relationships – strong networks are resilient when

facing challenges▶ Co-ordination and co-operation – for the achievement of common

goals▶ Social networking and media used to cultivate social capital should

generate opportunities to collaborate beyond typical boundaries

Social Media Tactics

▶ Historically, PR people relied on the simple press release or news release

▶ In the digital era; every release of information should be designed for online consumption by news media and general public

▶ In the world of social media, PR people are in search of ‘traction’▶ To break through the clutter online they must use SEO keywords and

structure them to move to the top of Google searches▶ “Buzz” techniques = rich media content such as:

▶ Photographs▶ Audio▶ Video▶ Info Graphics▶ Links

Social Media Tactics (Continued)

▶ PR professional must be strategic by offering timely information▶ Real time PR professions often work from “war rooms” – ready to

respond▶ Social media often blurs the lines between PR, advertising, and

marketing▶ PR – emphasizes brand awareness, influence or positive sentiment▶ Marketing – seeks conversation from interaction to sales

Social Media Tactics (Continued)

▶ 9 most important platforms:▶ Twitter▶ Facebook▶ Google+▶ Instagram▶ LinkedIn▶ Tumblr▶ Pintrest▶ Vine▶ Snapchat

PR Newsrooms and Message Targeting

▶ Edelman PR developed its Creative Newsroom to address the need for: real time social media monitoring, response, and strategy

▶ Focuses on client media storytelling for engaging audiences▶ Real time social media is transforming marketing and public relations▶ Traditional media – television, radio, newspaper, magazines, are

beginning to blend with real time PR and marketing content

PR Newsrooms and Message Targeting (Continued)

▶ Integration of digital requires PR newsrooms to keep brand names alive on trending charts

▶ Public relations newsrooms should encourage participation by:▶ Being at the center of a PR office▶ Monitoring traditional and social media▶ Developing a mindset of constantly generating ideas for clients

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PR Blogging and Case Studies

▶ PR blogging is a new way in which brands are voiced throughout social media platforms

▶ Some bloggers are paid by companies, but many are independent and unpaid

▶ Through the use of social media, PR professionals find ways to be creative and gain brand interest▶ Social media is positive for brand recognition, customer loyalty and sales

PR Blogging and Case Studies (Continued)

▶ PR uses social media to:▶ Reward loyal customers▶ Cover press conferences▶ Use hashtags to connect new brands to potential customers

Corporate Social Responsibility (CSR)

▶ The effect businesses have on social and environmental conditions. CSR is seen as a way to develop legal, ethical and global practices within large corporations.

▶ Self-Regulation for companies to showcase social responsibility.▶ “Positive CSR can result in increase brand loyalty in consumer who

value socially responsible products and company behavior.”

Corporate Social Responsibility (CSR) (Continued)

▶ Non-Profits:▶ They gain the most from the social media communication PR shift. They

benefit through earned media because they lack funds for paid media.▶ Through social media, non-profits generate more awareness in social

friends and fans.▶ Successes:

▶ The CEO is the major force in creating PR success. If the CEO is using social media, he or she have a greater influence. They offer more credibility to the brand, product or organization

▶ Failures:▶ The improper use of social media can result in the PR failure. Distributing a

message without filtering, fact checking, or strategically planning can cause backlash and damage a brand or company