Social Media 101 for Public Relations Professionals
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Social Media 101 For PR By: Erin Richards-Kunkel
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Tips for PR professionals to use social media to connect with influencers, for digital public relations, connecting with journalists and personal branding.
Transcript of Social Media 101 for Public Relations Professionals
Social Media 101 For PR
By: Erin Richards-Kunkel
TAKEAWAYS:• SOCIAL MEDIA IS CHANGING HOW JOURNALISTS
RESEARCH, REPORT AND BREAK NEWS
• JOURNALISTS/WRITERS/INFLUENCERS ARE BRANDING THEMSELVES ONLINE THROUGH SOCIAL MEDIA
• PUBLIC RELATIONS JOB DESCRIPTION HAS CHANGED; SOCIAL MEDIA AND DIGITAL MARKETING SAVVY IS OFTEN REQUIRED
• THINK LIKE A JOURNALIST/PUBLISHER =THINK LIKE A MARKETER
CHANGE IN THE NEWS CYCLE:
JOURNALISTS AS BRANDS:• INVEST IN PLACES TO CREATE RELATIONSHIPS WITH WRITERS
• MUCKRACK
THE CHANGING REQUIREMENTS OF PR:
• PUBLIC REALATIONS PROFESSIONALS NEED TO DEMONSTRATE CORE SOCIAL MEDIA SKILLS
THE CHANGING REQUIREMENTS OF PR:
• PUBLIC REALATIONS PROFESSIONALS OFTEN NEED TO DEMONSTRATE CORE SOCIAL MEDIA SKILLS
• DEVELOPING SOCIAL MEDIA STRATEGIES
• SOCIAL MEDIA COMPONENTS FOR PR CAMPAIGNS
• COMMUNITY AND CRISIS MANAGEMENT
• SOCIAL MEDIA ANALYTICS
THINK LIKE A JOURNALIST =THINK LIKE A MARKETER
• STRUGGLES FOR JOURNALISTS/PUBLISHERS
• EYES ON CONTENT
• GOOD HEADLINES
• ACCURACY
• VIEWS
• ADVERTISERS
• COMPETITON
THINK LIKE A JOURNALIST = THINK LIKE A MARKETER
• STRUGGLES FOR MARKETERS
• EYES ON CONTENT
• ENGAGING
• BRAND AWARENESS
• CUSTOMERS
• COMPETITON
TIPS FOR PR PROS (USING SOCIAL MEDIA)
• START WITH “SOCIAL LISTENING”• TRACK CRITICAL KEYWORDS ACROSS WEB TO SEE WHAT USERS ARE
SAYING ABOUT YOUR BRAND AND ANALYZE “SENTIMENT”
• TOOLS:
• GOOGLE ALERTS
• SOCIAL MENTION
• TOPSY.COM
• MUCKRACK
• TRACKUR
TIPS FOR PR PROS (USING SOCIAL MEDIA)
• KEEP AN EYE ON POTENTIAL OPPORTUNITIES FOR YOUR BRAND
• HARO (HELP A REPORTER OUT)
• BLOGS AND GUEST BLOGS
TIPS FOR PR PROS (USING SOCIAL MEDIA)
• CREATE SOCIAL MEDIA TIE-INS FOR MEDIA AND PRESS • TWEETABLE AND SHAREABLE INFO (ALWAYS)
• BEHIND- THE- SCENES FOR INTERVIEWS
• TEASERS AND TUNE-INS FOR SOCIAL MEDIA
• VINE
CASE STUDY: INFLUENCER CAMPAIGN
• Goals: Generate buzz around brand, drive targeted followers on Instagram, increase engagement
• Week-long campaign (4 posts)
• Generated +1,200 new targeted users
• + 280% increase in continued engagement
• ~ 200 comments/entries into contest
• Numerous buying signals consumer interest for follow-up
SOCIAL MEDIA OPPORTUNITIES (RIGHT NOW!)• DEVELOPING PERSONAL SOCIAL MEDIA OUTLETS
• BLOGS AND BLOGGING
• INTERNSHIPS
• FREELANCE SOCIAL MEDIA
• TIPS:
• SOCIAL MEDIA MANAGEMENT DASHBOARDS (HOOTSUITE, TWEETDECK, SPROUT SOCIAL)
• INDUSTRY TRENDS AND MAJOR SOURCES (MASHABLE, TECHCRUNCH, BUSINESS INSIDER, JEFF BULLAS BLOG)
• WEBINARS
PERSONAL BRANDING AND SOCIAL MEDIA:
• Use social media profiles as professional outlets
• Brand your social media and engage in “thought-leader activities”
• Blogs, vlogs and contributor content
• THINK BEFORE YOU POST/TWEET/UPDATE
PERSONAL BRANDING AND SOCIAL MEDIA:
WHAT NOT TO DO:
GOOD READS• The New Normal For News
• The Dos and Don’ts of Pitching Journalists on Social Media (Mashable)
• The Rise of the Journalist as a Publisher
About Me: Erin Richards-Kunkel is the Director of Social Media at Excelerate Media, a social media marketing firm helping businesses from startups to established brands take their social media to the next level. Richards-Kunkel develops dynamic and fully integrated social media presences that connect and engage with audiences while telling the story behind the brand. She is also a journalist covering social media, business, leadership, culture, food, fashion and local stories.
Connect with me:
Twitter @ErinSRichards FB: FB.com/ErinRichardsKunkelWebsite: exceleratemedia.com Email: [email protected]
