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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]
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