Social Media: Zoё Siskos Social Media Group It’s affect on public relations
Oct 28, 2014
Social Media:
Zoё SiskosSocial Media Group
It’s affect on public relations
Agenda
About Me Background on Social Media How SM & PR differ
R.A.C.E How they are the same Wrap up
About Me
Background of Social Media
1997 – Sixdegrees.com Saturated timeline What is the problem? Only ONLINE
Bikes in Europe
Traffic in Holland
A Diary @ McMaster Uni
Background of Social Media 1997 – Sixdegrees.com Saturated timeline What is the problem? Only ONLINE Cultural, not commercial Internet made SM easier
HowSocial Media
& Public Relations
Differ
Research Research the existing opinions and attitudes of
your target audience No more ‘big hits’, no more mass emails Be specific, know your audience User generated content
Analyze
Analyze that information, using it to prepare a communications plan
Target your audience… …and target them even more Specific niches, need to customize
http://www.longtail.com/the_long_tail/2007/10/sorry-pr-people.html
http://prspammers.pbwiki.com/
Communicate
Execute your plan Lose control of key messages Consumers are the ones that build the
brand Who would you listen to?
http://www.mediumandthemessage.com/2008/10/lg-washerdryer-review/
Digital Snippets http://ford.digitalsnippets.com/environment/
Evaluate
Review your efforts and monitor your impact What’s the ROI on that? Why do people participate in social media?
Facebook Twitter WoW acheivments Commoncraft videos
http://www.commoncraft.com/twitter http://www.mediumandthemessage.com/2008/06/
commoncraft-in-plain-english/
What’s the same?
Nothing new, same concepts Be truthful, be honest, be transparent SM just forces the company to be that
way…not just PR Makes it easier for us! Traditional vs. non-traditional
Can we consider internet non-traditional now? For how much longer?
Remember Believe that people are inherently good
If you trust your audience (consumers), they will trust you
Get involved – online and offline CPRS, Mesh conference, pod camp, TGGD
The only limits are your imagination Take opportunity, try things out