Posts Tagged ‘Media relations’

Social Bookmarking and Networking Strategies (ch.6 & 7)

April 13, 2010

 Social networking is a way to “build a strong foundation in the Social Web, not about how many thousands of friends or followers you can gather. Rather, it is about improving your reach to the people you are actually in your target market,” (A Survival Guide to Social Media & Web 2.0 Optimization).

LinkedIn is a “great tool for people wanting to connect with other professionals, or for those seeking professional positions.  It is also ideal for consultants and service firms seeking clients,” (A Survival Guide to Social Media & Web 2.0 Optimization). 

Twitter is a micro blogging platform that answers “what are you doing?” in 160 characters or less. Also, businesses using Twitter also can link their site on Twitter since other social sites have similar features that Twitter offers. 

Once a business has chosen social sites they wish to be a part of, it is also important to be able to know how to social bookmark, what it is, what sites are social bookmarking sites, and how it works.

“Social bookmarking is a way for you to save your favorite blogs into one web space and tagged them with specific terms so you could easily search and find them later,” (A Survival Guide to Social Media & Web 2.0 Optimization).

One of the top social bookmarking site is Delicious.  You can bookmark a site by clicking on “post to Delicious” and enter tags along with notes to the site you want to bookmark,”(A Survival Guide to Social Media & Web 2.0 Optimization). With every social web tool, there is a strategy in utilizing social bookmarking.

Keep in mind what social web is all about: interacting, sharing, and collaboration. It’s not about self-promotion. In other words, choose a couple of social bookmarking sites first such as Technorati and StumbleUpon.  When you use these sites, you can bookmark your blogs, your company’s or business site, as long as you bookmark with others who share the same interest as you. 

After doing all of this and social networking and bookmarking, how do you know if your company or company’s site is successful and not getting left in the Social Web world?  Well, there are sites such as Digg that use crowd-sourcing. Crowd-sourcing  is a site that allows users to determine what news stories, blogs, or websites are popular (A Survival Guide to Social Media & Web 2.0 Optimization). 

Digg encourages its users to “digg” stories they like, and as a result, determines if that story is popular or not through a voting or a rating system.  Once users “digg” stories that appealed to them, then the site will “dugg” up stories or blog posts closer to the front page of the site.  In other words, the more users “digg” social web content (blogs, news stories), the closer the content will move up to  the front page of Digg, (A Survival Guide to Social Media & Web 2.0 Optimization). 

So there my friends is why  and how business can decide how popular their online social web presence is along with their social web content.

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Behind the Scenes of Social Media

March 30, 2010

    Being able to collaborate social media and traditional  public relation skills  is one task  that public relations students need to carry out and bring to the table since that is what public relation agencies, companies, and organizations are looking for today, according to Co-Founder and President of Palette Public Relations Inc., Martin Waxman. Throughout the interview ( an-interview-with-martin-waxman), Waxman discusses the importance of traditional PR, life in the PR agency, and the digital footprints that are taking place.

      Integrating social media strategies is the biggest challenge Waxman faces with his clients because clients have to know their target audience ( who they want to reach) and what type of community are they part of, which are all traditional public relation strategies. Understanding how to use social  media tools is just as important as the company has to understand their target audience. For example, just because your target audience is using Twitter, doesn’t mean the company has a deep understanding of their target audience and are able to use Twitter in one day effectively to reach their target audience. With various social media tools that are available, you (the client/company) have to understand what social media sites stand for, the purpose of the site, and most importantly,   how people are utilizing the social media tools and are communicating to each other.

      Not only do you have to knowledgeable of how to use various social media tools, but students and future public relation practitioners must  have   a general understanding of the major communication bloggers, who  the top communication people are, and stay current in what’s happening within the social media world.  For example, even though I follow @paullyoung, @Peter Shankman, @chrisbrogan (just to name a few), I must know what they are discussing, how they communicate/”tweet”, and what  type of professional work they do or have accomplished and not having them just as followers.  Also, after completing a social media monitoring report, I am now aware of what types of social monitoring sites are available. However, just knowing and having a general knowledge of those sites won’t effectively help me know how to use the sites. I have to explain which site to use and why, which has been an interview question.

     Three vital characteristics that his company were founded  upon are simplicity, energy, and integrity.  In other words, simplicity meaning to make it easier for both his clients and for his agency. He won’t give up on his clients until he or his clients get results, which defines energy.  Out of all these qualities that Waxman founded his agency upon, I believe that the last one “integrity’ is the most important quality, especially today.  According to Waxman, “integrity” is being up front and honest with your clients. Having integrity is essential in becoming more transparent in social media.  ” When we started agency, media relations at our core” said Waxman.

Students’ Benefit Utilizing PROpenMic

March 21, 2010

   PROpenMic’s demographic is  public relation students, faculty, and practitioners where all can take part through various applications such as blog list, forums, upload/post videos, and add photos. Once someone becomes a member, that person can update their statuses, add music application, and invite their friends to become members. What is so unique about this site is that it allows its members to engage in various ways than just blogging or adding photos. However, I believe that this site is similar Twitter and LinkedIn in the sense that this site is a potential networking site. In other words, it isn’t a place to not be professional.

I became a PROpenMic member  (LaurenHopkins) last year for a class requirement thinking to myself “great another site I have to keep up with in addition to my class projects.”). Last summer, PROpenMic came to my rescue by having the  intern-search that lists various public relation jobs along with the job description and location. For example, I am a member of the jobsinternships which was created by Robert French (@rdfrench). The purpose of the group is to see what jobs or internships are available and to send an internship/job seek request. This group is also automatically shared via Twitter so that members are able to view it in two different sites.

In addition to all the great applications this site offers, I was able to send Robert French a personal message with questions thinking I wasn’t going to get a response. However, I was in for a surprise when Mr. French responded to me in that same day.  Just by asking him questions without hesitating, I’m able to follow him on Twitter and he follows me in return. Thus, creating network connections and just by him following me, I have other professionals like him following me as well.  This site has benefited me so much that it was hard to list just a few benefits I have experienced utilizing PROpenMic and in using social websites in general.  With that being said, I can update my status on PROpenMic which will then be automatically generated on Twitter. Thus, participating one on social networking site can lead to other numerous connections on other sites such as Twitter.

Word-Of Mouth Marketing to Podcasts

March 21, 2010

       We have all heard of downloading podcasts from iTunes..but exactly what is podcasting? Podcasting is a downloadable audio from iTunes on cell phones, computers, and iPods that people can listen to on their own time. As I have studied and researched this topic for my Social media & Pr online class to create my podcast, I am having a better understanding to why  podcasting is an essential feature that is becoming a phenomenon that’s taking over the communication field. Companies can now create their own podcasts so that their customers and employees can access the podcast through Twitter or email, which people can receive via cell phones.  Furthermore, podcasts are another way of being informed in real-time and engaging with customers. 

     It is not uncommon today that companies are implementing social tools such as blogging and viral videos for their company purposes along with social monitoring and tweeting. With that being said, podcasts can be uploaded to the company’s website or blogging website which then can be automatically linked to Twitter. In other words, once a company creates a podcast, the company can then upload the podcast link to their company website or blogging website. Why would a company want to upload the podcast to their blog? Well, we all know the benefits of blogging, but customers and the company’s employees can respond by leaving comments to the podcast blog giving the company instant feedback.  Linking the podcast into the blog and having it automatically generated to Twitter increases blog traffic and online visibility. What does this all mean?  For example, if I see Coca Cola’s blog link with check out this new podcast about our product launch on twitter, I can not only give feedback, but “retweet” the link to my “followers” giving the site more online visibility similar to the traditional word of mouth marketing. If I share the link with one follower, the word will spread rapidly.

 Let’s recap why podcasting is an essential social  tool companies can benefit from:

  1. Podcasts can be uploaded on a company’s website or blog post
  2. Podcasts can be shared via social websites, especially Twitter creating instant feedback and blog comments
  3. Podcasts are  the traditional “word-of mouth marketing”

Twitter Benefits: You Should Have Them Too

February 25, 2010

Barbara Nixon discusses why she requires her students to take part in utilizing Twitter http://publicrelationsmatters.com/2010/02/24/10-5-ways-for-pr-students-to-get-the-most-out-of-twitter/.  I didn’t even know what  Twitter was or how to use it “properly” and “professionally,” until Barbara Nixon came along to tell us why we should use Twitter.  I’ve been an active user on Twitter for almost a year now(@Leh1185 ) and I love it!

Why do I love Twitter and why is it  beneficial to students? Here’s my story and maybe this will persuade more Public Relation students to use Twitter other than class requirements. I began using Twitter without having any knowledge of how to present myself on Twitter, who to follow, and what do people “tweet” about. Then, I began to follow my technological savvy professor (@barbarnixon) who follows various professionals in all areas of public relations. This is where my REAL story began. I began to follow the “prestigious” Twitter users and responded to their tweets even though they didn’t then respond to mine (or even know I existed). But, the more I responded, the more responses I received from them.

For the first time I thought to myself  Wow they responded to me! Why me (out of all people)?! These professionals still respond to me because I am active on Twitter without being required to do so. I also ask professional questions and general advice to them. For example, my “tweet” the other day said this: to all PR Pros: When job searching, should you have ring backs?  Not only did I get many responses from professionals, but they told me “good ?.”  The more questions I asked the more they could see how interested I really am in learning about anything from professionalism to being a team player to preparing for the “real world work force.”

As a result of being transparent on Twitter, I developed “connections” with these professionals, which is why I love Twitter and other social media tools. Now, they follow me (wahoo!) and know that I exist and not just another Twitter user. In other words, I stand out by being genuine, professional, and having a sense of humor. Some of them I now talk to not only on Twitter, but on Facebook and even Skype, which lead to exchange numbers. I’m not the most outstanding student, but I take what I learn from my professors and implement them without being told. From there, I ask other professors about various assignments, topics, and general discussions.

Being active on Twitter shows others that you are willing to try new technological advances and are open-minded, which goes along with the old saying “you never know until you try.” For me trying out Twitter was all about asking myself “why is Nixon teaching us Twitter when we should be educated on PR writing?” Let me experiment with Twitter until I give myself an answer to this question. Once I gave Twitter a try, I expressed my gratitude to Nixon and told her this: now, I know why you want us to use social media.

Students: You need to be well-rounded in social media because this question will be asked in interviews: What do you do to stay current in social media trends? If you’re only on Facebook,  what is your response going to be when you are competing for a job if the only social media site you use is Facebook?  You have to stand out and being active on Twitter is one way to do that (along with your resumé of course)!

I didn’t know about Twitter and I still don’t have that much knowledge on utilizing Twitter, but I read various novels to educate myself in how to use Twitter more efficiently and what other apps that can be used for your “Twitter” profile that Twitter doesn’t offer. For example, it was required by Nixon for us to read a novel on our major. For that assignment, I chose “Whuffie Factor” (@missrogue )  and then over Christmas break, I read “Twitter Power.” These two novels taught me how to improve my social media skills. I recommend every student to read a novel because another interview question that’s being asked is “what books do you read?”

  

Search Engines: What They Are Good For

February 15, 2010

“Search Engines are the new homepages,(Edelman Digital).” Eighty-nine percent of U.S. adults use search engines and the top users are Gen. X&Y.  With that being said, companies are utilizing social search, which is “brands build out embassies in all relevant networks (places where employees work to serve the interests of their community, as well with their company.” In other words, social search is becoming more prevalent in usage combining social networks and search engines. Today, search engines are based on  relationships  with social content connection. So, how do companies embed search engines for monitoring their company’s content?  There are various methods to searches.

One method is reputational search in action, according to Edelman Digital. The goal of the reputational  search in action is to generate social media coverage to influence search engines. Reputational Search in Action’s tactics include press releases, media relations, and most importantly, blogger engagement. PR pros can create the messages do that those messages are based on reach or relevance. For example, a person who’s  searching  for “headache remedies, and not necessarily aspirin.PR pros and others can carefully adapt the messages to have a more well designed message.

Public Relations Professionals, Marketers, and other Company management can use free tools such as Wordtracker, GoogleInsights, the Google Adwords Keyword tool, and Yahoo Site Explorer. These tools help PR pros have a better understanding of what and how people search and use search engines.  Another way to become engaged in search engines is to  blog, post viral videos, microblogging, and social networking.  From there, there are websites (Technorati, Facebook Lexicon, Radian6, Twitter Search) that social monitor what’s being said in real-time format about a specific topic or company. All of these social media tools can help anyone “demonstrate an increase in searches around a given phrase or group of phrases,”(Edelman Digital).

JetBlue engaged in social networking by activating a Twitter account to react to customers in a real-time format.  They were very responsive to their customers’ complaints. For example, JetBlue customer posted a Twitter message “I need a wheelchair!” and before she contacted their customer service, a JetBlue Representative responded to her by referring to her to someone who could help her with her flight arrangements. Not only was JetBlue ranked in the top 10 results in an airline Google Search, but they also enhanced their reputation.

Search Engines aren’t just search engines today, they are becoming vital tool to use for social monitoring, marketing/advertising, and engaging in the conversations between companies’ and its customers. Search Engines are good only if you do not want to be lost in the digital media revolution. Edelman Digital provides tips to become more visible online, which are:

  1. Research- know how people search, converse, and work online
  2. Teamwork
  3. Planning-Reputational and Social Search takes time and effort to develop quality content & networked relationships
  4. Experimentation- While SEM and SEO are managed by others, there isn’t a reason why they couldn’t be used in a public relations context
  5. Benevolence- Google knows if you’ve been bad or good. So, the more you create value online and others recognize, the more you will be able to build a sustainable and online visibility presence

The REAL Meaning of “Social Media”

February 11, 2010

At http://publicrelationsmatters.com/2010/01/15/t-o-w-prca-3030-topics-of-the-week/, we are to blog about  the list of definitions that were provided to Adam Vincenzini on Twitter and discuss our interpretation of social media. Before I begin, here are a few that stood out to me:

@anna8988 (Part A) Allows you to socially and professionally communicate online with those otherwise out of your reach in the real world*

@hermioneway ”Media that’s social …it’s about everyone taking part and having a voice.”

@fruchter: Social media consists of the five C’s. Conversation, community, commenting, collaboration and contribution. Social media is story telling.

@juliebodart Social media is a new way to interact and share. It’s (new)conversations taking place. It’s a revolution!

I have learned so much using, engaging, and interacting in the “social media” world.  My first social media engagement was using Facebook to re-connect with old highschool friends.  Then, I was required to take part in Twitter, LinkedIn, and PROpenMic along with blogging. PROpenMic’s founder, Robert French  surprised me by responding to mehimself. This applies to all the others I’ve interacted with through social media.  For example, on Twitter, I’ve had responses not only from my professors, but other public relations practitioners. From there, I’m able to connect with them through blogs and Facebook. As this was happening to me, I said to myself : Now, I know why my professor Barbara Nixon required us to do all of this. 

  I am nervous transitioning from the “student life” to professional student. Of course, I have lots of questions that needed to be answered, which is why@anna8988 (Part A) Allows you to socially and professionally communicate online with those otherwise out of your reach in the real world*stood out to me.  Being active throughout  social media, I’ve been able to network with various professionals in all different fields, teaching me something new every day, every moment, and every time I have something to say within the community, which leads to me the next comment.

@hermioneway ”Media that’s social …it’s about everyone taking part and having a voice.”  At first, I didn’t think I was “qualified or smart enough” to blog or to be active on Twitter. I was very intimidated (and still am to an extent) by others who have a more impressive Twitter Bio or who are more technological savvy than me.When I had a serious conversation with my professor and thanked her for requiring us to be a part of social media, she told me  “you present yourself very professionally throughout social media.” When I heard that, I was shocked and I gained more self-confidence in my professionalism along with always telling myself now that I will be successful one day (maybe not today or tomorrow). My point is that the more you take part and express yourself, the more knowledge you gain despite how new “social media” is or any other technological advancement.

I’ve learned that by utilizing social media beyond class requirements shows that I’m not afraid of technology to others. Social media is only beneficial if you engage, participate, and express your opinions with all the topics being discussed.

Social media only exists if people interact, collaborate, and communicate to each other like what this person says: @fruchter: Social media consists of the five C’s. Conversation, community, commenting, collaboration and contribution. Social media is story telling.” In order for social media to even exist is for social media users contribute to the topics by commenting to various social media communities developing a conversation. If all social media users would use social media using the 5C’s mentioned,  social media will become more collaborative more than what it is today. 

How does this pertain to me? Well, I joined various social media communities without participating in the conversations to get a feel of what people were/are saying. Then, I began to converse with others and contribute to the conversations. Once I did this, I began to notice that my Twitter followers increased (that doesn’t matter to me) along with my blog posts increasing traffic. The point that I’m trying to make is this: If it wasn’t for Twitter, I wouldn’t be networking and receiving advice from people who have been in my shoes. From there, I was able to link my blog posts directly to Twitter so my followers are able to see it. As a result, those followers are able to see what I’m all about due to my “About Me Page.”  One social media conversation can lead to readership, which can lead to friendships, then leads to endless opportunities. The more you interact and use social media,the more knowledge you gain.

@juliebodart Social media is a new way to interact and share. It’s (new)conversations taking place. It’s a revolution! This I totally agree with because it is a revolutionary change that is exponentially growing and changing how businesses,corporations, and non-profit organizations “do business.” Interacting is key to social media. Another example of how I benefited using social media is when I was on Twitter explaining I was working on a social monitoring report. I had many responses asking me “what tools are you using right now?” from people whom I’ve never engaged with.  Also, a University of Georgia Professor commented on my “how ethical social monitoring is, which led me to view her page where I found other tools to use for my report. Social media is all about interacting and helping each other out. For that, I’m thankful for using social media. So if you’re not using it now, what are you waiting for?

With all of this being said, my definition of social media is this: 

@Leh1185Social Media: a way to participate & interact with others on a professional and personal level leading to friendships and connections.

 I would love to know what you think, so let me know what  your “social media” definition is.

Groundswell is in, Tradition is Out, Part One

February 1, 2010

In “traditional advertising,” groundswell didn’t exist. Today, as the Internet exponentially grows, groundswell is in effect without you knowing it. So by now, you’re probably asking yourself “what is groundswell?” like I was in reading this textbook and why do I care? Well, more companies and organizations are using this method to reach their customers, receive feedback from their loyal customers, reach new customers, and it’s easier than ever to carry out the “groundswell effect” for all companies and organizations.

Groundswell is “a social trend in which people use technologies to get the things they need from each other, rather than  from traditional institutions like corporations,” according to Groundswell  page 9.  In other words, its people using various Internet sources to get what they want or need. For example, if you’re looking for a book to read for class or for pleasure at Amazon, you’re able to read reviews. This is a prime example of  what the groundswell, which is a description of people sharing with others and helping one another out by providing information on any topic or product.

So why should everyone care about the Groundswell Effect? As I read this text, it’s vital to everyday connections and communications. Three important forces drive this effect which are people, technology, and economics.  People are more than ever are able to connect instantaneously. Technology connects people who connect  based on technology. Economics is geared toward advertisers because online ads bring traffic, which means that Internet users pay attention to their ads generating revenue.

Futhermore, not only can companies benefit in understand how this method works, but also to implement strategies using this method to connect with its customers. As a result, companies are able to receive feedback, comments, and have customers help them with their new products or come up with other ideas to expand their brand, which is why you should care.