The power of social media in marketing and public relations

The Power of Social Media in Marketing and Public RelationsDr. Curtis R. Rogers, Communications DirectorSouth Carolina State [email protected] 803-734-8928www.slideshare.net/crr29061

agenda• Open discussion about

concerns and issues• Take a look at social

media uses and statistics• Review of social media

management tools• Understanding

community & customers• Brainstorming Group

Project• Resources

• 1971 - The first email was delivered. • 1985 - The America Online (AOL) service opened. • 1995 -Newsweek headlines an article: The Internet? Bah! Hype alert: Why

cyberspace isn't, and will never be, nirvana. • 1997 - The Web had one million sites. • 1998 - Google opens as a major Internet search engine and index. • 2002 - AOL had 34 million members. • 2003 – MySpace launched. LinkedIn was started as a business-oriented social

networking site for professionals. There were more than 3 billion Web pages. Apple introduced the online music service iTunes.

• 2004 - Facebook, another social networking website, was started for students at Harvard College.

• 2007 - Apple released the iPhone multimedia and Internet smartphone. • 2008 - Facebook surpassed MySpace in the total number of monthly unique

visitors.• 2009 - Facebook ranked as the most-used social network worldwide with more

than 200 million. Google saw one trillion unique URLs – after eliminating duplicate entries.

• 2010 - Facebook's rapid growth moved it above 400 million users.• 2011 - Social media were accessible from virtually anywhere and had become

an integral part of our daily lives with more than 550 million people on Facebook, 65 million tweets sent through Twitter each day, and 2 billion video views every day on YouTube. LinkedIn has 90 million professional users.

Brief history of social m

edia

http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html

• It’s about enhancing your services!• But how do I

find the time?• Social media is

NOT about technology.• How is social

media changing your industry?

• According to the 2012 Medscape Physician Lifestyle Report, the answer is “yes”.

http://www.medicineandtechnology.com/2012/03/how-many-physicians-use-social-media.html

Physicians & Social Media• The use of social media drastically decreases with the age of

the physician. • Only about 8% of physicians under 30 do not use it, while

approximately 44% of those over 61 are not engaged in any social media.

• Facebook is the most popular medium among all age groups, being used by over 87% in the under-30 group and by over 36% of those over 61.

• LinkedIn, the network that provides professional contacts and connections, is used by roughly 20% of all physicians over 31.

• Twitter is not widely used by many physicians but, interestingly, approximately the same percentage (around 7%) of each age group surveyed tweets and/or follows.

Social networking is about communicating with customers

Social media management tools

TweetDeck is an app that brings more flexibility and insight to power users.

HootSuite is a social media management system for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard. Launch marketing campaigns, identify and grow audiences, and distribute targeted messages using HootSuite’s unique social media dashboard. Streamline team workflow with scheduling and assignment tools and reach audiences with geo-targeting functionality. Invite multiple collaborators to manage social profiles securely, plus provide custom reports using the comprehensive social analytics tools for measurement.

Understanding your community • Are there segments of

the community underserved?• How do you find out

where they are?• Does my community

want or value my unique competitive offering?• Is there too much

competition? • Who are the

competitors?

Understanding your target audience

• Internal vs. external customers.• What kinds of habits does

my customer have? • How does my potential

customer get information products and/or services?• What are my target

customer’s primary motivations for seeking out this kind of service?

Brainstorming

Share Ideas & Share Solutions

1. What are some innovative ways you COULD use social media for your organization?

2. What are some ways you SHOULD NOT use social media for your organization?

3. What do you think is the best social networking tool and why?

4. What are your next steps to use social media more effectively to promote your organization’s services and products?

Resources, Books, Articles…

• Doing social media so it matters by Laura Solomon• Social media analytics : effective tools for building,

interpreting, and using metrics by Marshall Sponder. • Mining the social web by Matthew A. Russell. • The social media survival guide : strategies, tactics, and

tools for succeeding in the social web by by Deltina Hay. • Social media “likes” healthcare: From marketing to social

business -http://www.pwc.com/us/en/health-industries/publications/health-care-social-media.jhtml

• 5 keys to the legal issues of social media in healthcare -http://www.healthcareitnews.com/news/5-keys-legal-issues-social-media