prsa: reaching stakeholders through social media
Post on 18-Sep-2014
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Navigating the Cocktail Party: Reaching Stakeholders through Social Media. As the media landscape changes and people continue to self-select the information they want to receive, PR professionals must find new ways of reaching stakeholders. This presentation includes tips for creating content and seeding it across the Web to interact directly with people and also drive mainstream media coverage. Presented by Amy Mengel to the Capital Region chapter of the Public Relations Society of America. http://www.amymengel.comTRANSCRIPT
Navigating the Cocktail Party
Reaching stakeholders through social media
Presented by Amy MengelCapital Region PRSA Workshop
October 14, 2009
Hi.Amy Mengel
Communications Consultantamymengel.com@amymengel
Founder, Social Media Breakfast Tech [email protected]
The times, they are a changin’…
PR message Media Gatekeeper Target Audience
People are consuming media differently
“If information is important, it will find me”
Newspaper circulation at a 62-year low (ANA)
Accelerating rate of decline in audience for nightly newscasts (Pew)
Teens watch 60% less TV than their parents and spend 600% more time online (Arthur W. Page)
22.4 million people access news daily from a mobile device (Cellular News)
Facebook has 300 million users
People rely on their network of friends and
connections for information
People are media outlets themselves
People are sharing info across their networks…
…They’re inviting brands to talk with them
They’re having conversations
So how do you connect?
PR is good at telling stories.
You tell stories.
Create content people can interact with and share
How to get started
1. Look at organizational goals. Awareness? Brand repair? Lead generation?
2. Find where your audience is online. Who are the influencers?
3. Listen to what’s already being said. Monitor.
4. Participate as an individual first to learn etiquette and protocol online.
5. Create social outposts for your organization.
6. Start creating content.
7. Listen and respond.
How do you create good content?
Create content people can interact with and share
1. Be helpful. Share your knowledge.
• Boston Logan Airport
Create content people can interact with and share
2. Get them involved. Give them something to do.
• MadMen Yourself
Create content people can interact with and share
3. Be human. Tell a story.
• Dupont Science Stories
Create content people can interact with and share
4. Be multi-channel.
• Columbia, SC Convention & Visitors Bureau
Where to put content?1. Blog
2. Microsite
3. Facebook
4. Flickr
5. YouTube
6. Delicious
7. Twitter
8. Forums
9. LinkedIn
10. MySpace
11. iTunes
12. Mobile devices
Example: Mayo Clinic
1. News blog and patient blog
2. Branded YouTube channel
3. Podcasts
4. Facebook fan page
5. Twitter account
Let your content seed MSM coverage
It’s a marathon, not a sprint
Questions?
http://www.flickr.com/photos/cayusa/1702980176/
http://www.flickr.com/photos/lenbo/2961589129/
http://www.flickr.com/photos/samolo/2527985373/
http://www.flickr.com/photos/benderish/149150595/
http://www.flickr.com/photos/d4vidbruce/322233540/
http://twitter.com/jkrums/status/1121915133
http://www.flickr.com/photos/kullin/2923997128/
http://www.flickr.com/photos/sparktography/2485147794/
http://www.flickr.com/photos/sharynmorrow/1923984297/
http://www.flickr.com/photos/jdawg/484678361/
http://www.flickr.com/photos/katej/2716381573/
http://www.flickr.com/photos/wwward0/2633254552/
http://www.flickr.com/photos/luiginter/2926304021/
http://www.flickr.com/photos/gardenbeth/3470191975/
http://www.flickr.com/photos/elea/2191380463/
http://www.flickr.com/photos/worldbank/3492673802/
Photo Credits