Social Media and Public Relations Notes #d2i
“Social media requires you to shift your mindset to unite communications and collaborative technology” (Breakenridge 2).
PR Practice #1: The PR Policymaker
-Develops and maintains social media policies, training and governance
PR Practice #2: The Internal Collaboration Generator
-SM Collaboration starts on the inside of the organization/moves across company
PR Practice #3: The PR Technology Tester
-Testing/Effective use of info technologies for better interactions with the public
PR Practice #4: The Communications (COMMS) Organizer
-Developing, coordinating, and curating content through different channels
PR Practice #5: The Pre-Crisis Doctor
-Builds crisis prevention plans/ease potentially explosive situations
PR Practice #6: The Relationship Analyzer
-Observe/analyze how audiences connect with brands and peers
-Visualizing/mapping connections for better strategic engagement/interactions
PR Practice #7: The Reputation Task Force Member
-Teaches core values and brand voice/quick to respond w/ accuracy, transparency
PR Practice #8: The Master of the Metrics
-Has measurable objectives/metrics for higher-level organizational goals
-Difference between social media business outcomes and its outtakes/outputs
“Mastering public relations today does not mean abandoning core PR principles…you must always rely on your strong sense of ethics, critical thinking, keen negotiating skills, unique ability to liaise and build relationships, passion for information and research, and your love of written and verbal communication” (Breakenridge 6).
Think About Surveillance (Humphreys):
-“Listening”: listen to relevant conversations to your brand through search and keywords
Share of Voice (SOV)…Discover how customers view your company’s brand sentiment
Tells you trending topics to critical issues of people you want to reach
-Review: number of visitors/page views, referring keywords, recent visitor locations, inbound link monitoring, user profile data, bounce rate
Twitalyzer: measures impact, engagement, clout, signal, and velocity, which you share
Helps “identify people who can help to share your company’s content as potential brand champions” (Breakenridge 45). (Terranova: free labor and immaterial…free help promote you)
Give most accurate prediction of people’s potential influence
1) Audience Size or reach
2) Audience Engagement or resonance
“Being able to predict one’s ability to affect your target market is at the core of the PR function and skill set” (45). -Filter conversations to find the best hash tags to follow on Twitter
“Twitter users didn’t welcome posting “spam” or unwanted marketing or advertising messages” (51).
“(Twitter) forces us to get to the point and doesn’t allow for much else…Most people who follow brands say they do so to be “first to know” about news, promotions, and updates” (Breakenridge 51).
Authentic Presentation of Self: “News releases should include photos and video, and maybe, even some humor or honesty, and be in a “voice” that your audience will find relatable. You are an authentic communicator, a content generator, not a distribution robot” (Breakenridge 53).
“A broadcast approach doesn’t take into consideration people who want to gather, organize, and share news and information with peers. It doesn’t take into consideration how consumers want to communicate directly with the people or the humans behind a moniker” (Breakenridge 54).
2 Prong Approach: Repurpose “existing content” (abandon Spam marketing messages)
Search for new content ideas (listen to the influencers/identify critical issues)
Ask direct questions/ crowdsourcing: throw out a problem to comm./let them solve it for you
Ex: Starbucks uses customers’ feedback that creates deeper connection
Social Media Playbook: requiring employees to write a blog post increased traffic/ sales (65)
Everyone can get celebrity exposure now: companies need to post on Twitter, FB, etc with a voice and with purpose (66). Authentic presentation? Believable? Consistent narrative of brand?
“Twitter became a customer service platform” (Breakenridge 67). Departments usually only start listening when the talking of their brand is negative. Real time data and feedback. “Audiences had the ability to let us know how they felt about their brands”.
Surveillance: Set up a Monitor/Listen/Response strategy.
Think about Audience: Focus on the influence of the people causing disruption (78)
Influencer: large number of friends/followers
Influential: smaller network, but can sway others to think negatively
Traditional spokesperson less trusted than peer ambassadors (credible to brand)
“The Relationship Analyzer is a strategic practice that digs into the psychographics of people based on like-mindedness and common critical issues, and the study of behavioral actions between people in your communities, as a key to higher-level interactions” (Breakenridge 88).
Development of the Audience Profile
-Identify topics of interest that drive the influencers/how focusing on critical issues benefit you
-Identify where groups are congregating, interests/topics, and best way to communicate directly
-engage more as a “peer”, helpful, valued resource
*Must rely on technology to help you to visualize the relationship and foster growth from casual awareness to loyal advocacy (latent ties, weak ties, strong ties)
Weak, Strong Ties (Haythornthwaite):
“Reveals the weak connections between you a friend/follower, or between your brand and its stakeholders, so that you can apply new strategies to strengthen those bonds” (Breakenridge 91).
-Capitalize on strong: leverage social champions for endorsements, advocacy, registration, sales
Relationship stairway: casual friend, talker w/ good info, giver, giver/taker friendship, trusted confidante and/or brand champions
MentionMapp illustrates a Twitter graph of connections with deep orange lines to reveal strong conversational relationships with peers/ light grey lines to show weak connections (93)
Grooming/ Maintenance: relationships: finding/sharing content that followers would find interesting
Share others’ content, thank them when they share your content (door openings)
Reputation affects sales and productivity
The human face and empathy helps to build brand advocates -107
Unique voice, relatable, trust- authenticity
Brand style guide-keeps the brand’s look and feel intact and to ensure its messaging remains consistent -108 *Consistent narrative, presentation of self *voice, style, tone
1) Check for mentions daily
2) Set up email alerts in monitoring system to warn you daily (hourly) of any new conversations
3) Check the extreme sentiments
Social media is about building relationships, often one customer at a time -115
Brand journalism-companies provide news and info about their markets directly to customer
Inform phase: level of participation of own social media actions
Inspire phase: motivate your constituents to use the info you provide and share their experience
Engagement: highest level of interaction-not only about numbers
Common thread: relationships
You are a direct communicator, educator, and influencer: create positive change and impact/ lead peers to productivity, collaboration, and innovation
Influence is not a measure of your ego or control/authority over others
Focus on building personal presence and platform—publicly help other but don’t brag about it?
Influence: Reputation, entertainment, value Pg. 139
Not just empathy, but also vision, mission, purpose
Leadership: agent for change, building support, transforming role
Design remarkable and sharable experiences: co-created media
Capture attention through meaningful experiences/ messages should appear relevant
Should be seen by consumers as valuable part of their lives…
Social media is about like-minded peers congregating
“The eight new practices are a way for you to plan, build and create good communication practices on the inside first and then take your own sharing, collaboration, and innovation to shape better communication experiences externally with the public” (152).
“Look inward. Go upward. Then reach outward” (156). (Using this as title possibly)
Technological Determinism: No control over social media: only can use social media to be successful: (savvy marketing by author) Meant for not savvy PR executives who need to revamp their brand
Face: Self, other, mutual…represent yourself as professional: will reflect you (csmt2012.wordpress.com)
Situate Perspective: I liked this, how about doing this as well?