PR, Social Media, and Everything in Between

Posts tagged ‘Public Relations’

How do I measure this stuff anyway?


After taking an entire semester to study the use of social media for Public Relations, I know a few trillion reasons why and how social media can be useful.

measurement

Image Credit: "February 15, 2011" By Beto Ruiz Alonso

One of the most interesting things to learn has been how you can measure the success of social media campaigns. Measurement is obviously important if you want to be paid because companies want to know the bottom line before they spend money.

Social Media Examiner offers some great tips on how to create a strategy to measure social media. Remember that analytics mean nothing if you’re not measuring the right thing.

Here’s a breakdown of some useful, free ways to measure your reach through websites, Facebook, and twitter.

Google Analytics – Arik Hanson wrote a great post on his blog to explain 5 uses to measure blog activity

Facebook Insights – tool on Facebook that provides great statistics for pages

Klout – measures individual twitter accounts

What are some other great tools that PR agents can use free?

 


This post was sparked by an article on PR Daily.

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Tweet Your Speech


Image Credit: "the 44th President of the United States...Barack Obama" By jmtimages

When President Obama gave his 2011 State of the Union address, I was at home watching and tweeting.

I could comment and like some quotes. I also replied to comments friends made. Some comments were witty and others were not.

Regardless, this marks the first time that I sat through an entire state of the union address. How did I manage that? I think the comments on twitter and Facebook made the engagement… fun.

From a PR perspective, Obama’s simultaneous tweets during the speech was amazing. Congress.org wrote an article that highlighted that most of his quote were 140 characters or less. Almost as though the speech was written for tweeter.

The article asks whether twitter has become the new sound bite. I think the answer can be seen when you look at the number of media outlets that use screenshots of tweets.

Do you think his speech was written for twitter? If so, is Obama doing for social media what JFK did for television?

Selling At The Big Game


Super Bowl Sunday boasted a lot of great commercials, and some were pretty terrible. There will be those that are remembered, and those that will be chalked up to overzealous ad creatives. Here are the best and the worst of Super Bowl Sunday 2011.

The Best

The Force (Darth Vader)

I have a personal connection to Volkswagen, so this ad really warmed my heart. I think little kids are great, and the best part is that the ad is genderless. Growing up, I would have worn a Vader mask if I could have gotten my hands on one.

Imported From Detroit

Eminem is cool. Detroit is somehow made cool. This ad made me tear up a little. I felt proud to be American. Also… I got the song stuck in my head for an hour afterwards. On the flip side, I don’t plan on buying a Chrysler anytime soon. Still a fantastic ad overall!

The Worst

Bud Light

The Bud Light commercials in general were all lack luster. They just seemed to stop short of the mark. As a legal adult, I will occasionally indulge in a beer or two with friends. However, none of these ads made me want to run out and buy one.

In fact, I felt the opposite way. I’ve recently become fascinated with Miller Light’s Vortex bottle. I point it out to friends whenever I see it at the store:

“Look how cool that is!”

“What does it do?”

“I think the beer comes out better or something…But it’s so cool!”

Maybe Bud Light should try something new with their bottles!

Groupon

Making light of the people of Tibet just to promote your internet consumer money saving company is never ok. I think they should have added something in the ad like “saving $30 meansyou can donate that money to charity.” They would have received less criticism.

I read an article by CNBC that interviewed the ad exec who produced the spot. Groupon had more than 50,00 new customers the day after the spot aired. So I guess Groupon got exactly what they aimed for. What does that say about the American Super Bowl viewing public?

The Great Paradox of Social Media


Image Credit: "Social Media Monopoly" By clasesdeperiodismo

An interesting paradox exists between people and their privacy when it comes to social media. The very idea of social media as Mark Zuckeberg has pointed out time and time again is the ability to connect and share with people. We share all kinds of things from what we’re doing to everything we like (and everything we don’t!). We aim to connect with as many people as we can, but in the same breathe try to protect our privacy from intrusion.

Companies that have an interest in scooping up all that data we post on every.com site imaginable turn to social media monitoring services. Social Media Monitoring enables companies to easily see everything we put on social media sites from Facebook to Flickr, Twitter to LinkedIn. These monitoring companies offer a variety services including mining the data and formulating useful graphs and charts on our habits.

The Debate

In light of both our fight for privacy and our need to share, critics debate the ethics of social media monitoring. In “Debating the Ethics of Social Media Research” Jeffrey  Henning outlined the debate.

1.      Cite/obscure identities of commenters: Do you give credit to the source or do you obscure the identity of individuals when using the data?

2.       Seek/don’t seek permission: Do you get consent to use the data or accept that consent is not always possible to obtain?

3.      Engage/don’t engage with commenters: Do you respond to commentators and possibly influence them or sit passively respecting that individual may say things online that are not always true?

4.      Respect/ignore perceptions of privacy: Do you allow the users to think their privacy is being respected or accept that everything on the internet is public?

Weighing In

Image Credit: "3D Character and Question Mark" By 姒儿喵喵

I think that standard PR ethics codes (i.e. PRSA) can adequately address the problems associated with social media monitoring. I think knowing and understanding the target audience is also a big part of the process. Forrester’s Social Technographic Consumer Profiles can illuminate how your target uses social media.

Passion precedes prosperity for PR professionals


Brona Cosgrave wrote on his blog about the “PR Client’s Bill of Rights,” and added two more additional points to the list of eight:

Image Credit: "88 Prosperity_7850" By Daniel Cheah

1.You have the right to measurable results or at least deliverables that can be met.

2. You have the right to be represented professionally.

3. You have the right to be represented by someone that actually knows your food, your book, your product.

4.You have the right to expect your PR professional to understand social media.

5. You have the right to expect your PR person to tailor their communications to the audience.

6. You have the right to a PR person that will not inconvenience the people with whom you are trying to build good
relationships.

7. You have the right to a PR professional who will be smart about working for you.

8. You have the right to a PR professional that accurately and completely represents what s/he claims to represent.

9. You have the right to be represented by someone who shares your passion and enthusiasm.

10. You have the right to work with a PR team that is fun!

Cosgrave suggests that the PR professional should have passion for their clients.

I think that any job should include 50% work and 60% passion to equal 110% quality work. If you love your job and your clients, prosperity will come your way!

Freaky About Social Media


I’m not a freak about social media (i.e. people who socialize more on the web than in real life), but I am a part of quite a number of social media…

I have a twitter account that I use to keep up with news from different non-profit organizations that interest me. I’m subscribed to too many news sources at the moment, so I’m looking at cutting those back.

I use my Facebook for almost everything. I find out about campus events, friend’s birthdays, post interesting links/photos/observations, send messages to various groups and individuals, and chat with friends. My favorite aspect is chat because past middle school most people don’t share their AIM, MSN Messenger, or whatever IM service they use like they share their phone number.

I use YouTube to follow my best friend’s Spain Vlog. She’s spending the semester in Spain, and it’s easier than making a Skype date to connect. Plus I can view her pictures faster on a video than I can on Facebook.

I also enjoy discovering new videos on YouTube. You never know what viral video will pop-up next, but you can always find them on YouTube. One of my favorites is Bed Intruder!

I think social media is very useful if you know the purpose of the medium in the first place. I never posted a video on YouTube, but I love sharing videos I’ve found.

The social medium I turn to the most when I’m bored is StumbleUpon. You choose topics, then click on the huge Stumble icon to find a random website. The more you stumble, the smarter your stumbles become, i.e. sites become more of what you like. You can also add sites to Stumble’s archive when you discover interesting sites on your own. StumbleUpon is better than Facebook for college students procrastinating or looking for their next blog topic.

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