chapter 4 presentation (1).pptx
TRANSCRIPT
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Social Media in Public Relations
By, Team Pheonix
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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)
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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
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Social Media Metrics
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Google Analytics
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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.
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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
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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-
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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
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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
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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
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Social Media Tactics (Continued)
▶ 9 most important platforms:▶ Twitter▶ Facebook▶ Google+▶ Instagram▶ LinkedIn▶ Tumblr▶ Pintrest▶ Vine▶ Snapchat
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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
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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
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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
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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.”
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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