“Social Media and Public Relations” book notes



-helps the company, employees, public join conversations the right way and engage in a safe environment created for learning and sharing

(Trolls, Philipps)

-getting ready for policy development: social media audit to identify any challenges or problems within a brands current program/ helps work on weaknesses

-assembling a social media core team

-doing the research and policy writing process

-communicating and measuring policy compliance

employees should abide by company standards, p.r has become more about influencing what others are saying about the company


-the person who works strategically to evaluate how social collaboration can start internally

-better communication in the inside leads to better communication on the outside

-whether your team is in the next state, across the country..the person knows how to max everyone’s time, boost productivity

(disembedding-irrelevance of physical location, content travels fast)

-when moving from an old process to a new, be prepared to transition over time

-have a solid plan in place about the vision and goals of a new comm. Platform

-change rooted in the culture

sharing I:Simple document and project managementàsharing of files, posting comments, assigning due dates

II:Collaboration and Web Presentationsàuploading images to files, videos for discussion and review

III: Enterprise 2.0 Collaboration and Innovationàsoftware solutions for internal collaboration, file sharing and document management


-the person who takes the time to research, test and implement technology as a part of his function

-make technology part of their daily lives, naturally blends into working hours of students as much as it does in personal lives

(domestication of a technology:it stops seeming as a technology)           

-social media requires you to listen to conversations

analytic: number of visitors and page views, referring keywords, recent visitor locations, inbound link monitoring, user profile data, bounce rata

 (social cues)


-the past focuses on a one-way messaging

-responsibilities: analyze the company’s current communications process, help create a new process, human resources

5 new procedures:

setting up overall company monitoring and customer intelligence

  1. building a two prong approach for content( update existing content, crowdsourcing)
  2.  create a universal sharing system
  3. social media playbook or share book
  4. social media purpose brief

-thanks to social media customers are empowered-audiences let us know how they feel

(empowerment: M.Welsch)


-know immediatelu how to handle an urgent situation

A crisis org chart

-level of escalation 1: no threat

-2:pending situation

-3:negative situation

-4:pending crisis


-set up potential negative or crisis keywords so that you can watch closely how people refer to the brand to catch any negative activity before it escalates

-channel managers

-crisis team

-brand champion



-a strategic practice that looks into the psychographics of people based on like mindedness and common critical issues, and the study of behavioral actions between people in you communities, as a key to higher-level interactions

– development of the audience profile: customers, prospects, influencers, trendsetters, journalists..

-technology to analyze direction/growth: tools and resources to monitor the direction, growth, and strength of the relationship

-the casual friend, the taker with good info, the giver, the giver and taker, the trusted confidante and brand champion

 (Friends,  social ties)

(weak, latent ties) baym chapter 4-7

(social capital-Ellison, Vitak)

-strategy to build relationships based on community culture

(profile centric, media centric)


-social media creates connections that make sharing instantaneous across a human network

-brand reputation

-internal education about brand value

building the human face

-style guide is designed to keep the brand’s look consistent

-finds the negative sentiment

(Liu- 4 types of taste statements: prestige:coherent set of tastes deceived important)

(Impression management: the act of controlling how people perceive us

Facework; trying to gain face, self face/other face/mutual face)

 #8: The Master of the Metrics

-how the company is reaching higher level business comm. Goals

-understand social media ROI for executives

-discover a six step process for programs across the company

-inform, inspire, engage

-executives are also interested in brand reputation and sentiment metrics

-review statements on a weekly basus


-review audience activity

-reach out to top influencers

inform: your own social media actions, how many times you tweet per day

inspire: how you motivate your constituents to use the info provided and share experience

engagement: conversation that leads to business outcomes

(ties, social capital)

 9:Using your new pr practices to become an influencer and change agent

-trust, in-depth knowledge, industry expertise, intense motivation, pure passion, winning attitude, giving spirit

change agent scale:

change thinker and visualizer

change talker and motivator

simple change activator

complex change activator

the true change agent

10: the future of pr and social media

how to be a successful person in the PR and social media sector and the importance of brand image being coherent.

 Social shaping? or techn determinism?

Audience: young  professionals who enter the industry or are social media oriented, people within work env that want to regulate internal communication

 Nightmare readers(Marwick+boyd I tweet honestly..)


Labor—pr is immaterial labor

 the focus of the book is on working within today’s always-on, real-time, data-driven communications environment, and making the most of the technologies that exist to enhance and drive the public relations and social media process. The eight areas Breakenridge addresses include policy, analysis, collaboration, reputation management, measurement and learning technology, and for me at least, the last of these gets to the real crux of the issues that the PR industry is facing.

what is missing: cultural perspective of social media

what was annoying: too much blah blah to say something simple, the book could easily be 50 pages shorter

how to tag all group members notes:  csmt13.wordpress.com/tag/KLM+review-notes



  1. […] The simplest form of surveillance would be through the hashtag function, but Breakenridge also offers various websites and apps that easily oversee buzz around your brand, including what followers are saying and how they’re searching. Tracking is important because you’re able to quickly and easily see what they consumers are interested in through the material they post. According to Tiziana Terranova, companies can benefit from this type of immaterial/free labor provided by their constituents because then they could better accommodate their desires, thus improving your brand. (Also mentioned by clcab, CarolineMisaki, and nkl1345) […]

  2. […] Immaterial labor produces cultural content and maintains the reputation of a brand (CarolineMisaki, nk1345, and […]

  3. […] Labor (also mentioned by clcab, juliepuliem, nk1345, jlake2015) – In “Exploiting YouTube: Contradictions of User Generated Labor,” Mark […]

  4. […] the technology’s intended use. These tools provided ways for a brand to receive data such as the number of visitors and page views for a website, a website’s referring keywords, recent v… as a way to monitor a brand’s performance, but team KLM also agreed that the […]

  5. […] thing all my KLM group members (Caroline Maeda, Cari Lieberman, Victoria Leib, Helen Li, Natalia Karavasili, Madeline Knight, and Julie Meltzer) and I noticed was that in relation to our readings, and in […]

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