PR Pro Bono Day- Session 3

Social Media For the Short-Staffed
Kerri Goldsmith of HBK Sorce Financial presented some tips and pointers for people to get the most bang for their social media efforts.
Social media is particularly important for nonprofits because internet users, especially social networkers, are more likely to be active in volunteer associations.

But how can you do it right?  Goldsmith offers four basic suggestions for starting your social media efforts:

• Define your goals (awareness? donations? volunteers? events?)
• Identify your resources (yourself? volunteers? an agency? your audience/supporters?)
• Know your target audience (and in particular, what social media platform are they most likely to gravitate to?)
• Start small and grow into social media

Once you've analyzed your situation, she offers more suggestions:

• Don't be overwhelmed by your options.  Pick the medium you think will be most effective for your message and audience, and start there.
• Use time-saving tools such as Hootsuite, Tweetdeck, or Seesmic.  You can also utilize these tools on your smartphone.
• Plan ahead!  Schedule your messages in advance.
• On Twitter, keep messages to under 120 characters so you can be easily retweeted.  Make sure to shorten URLs, and utilize hashtag/keywords to make it searchable
• On Facebook, take advantage of static content, post longer messages, and use photos or video whenever possible.
• Remember, communication works two ways.  Reply, comment, and thank your audience.
• Build "lists" of people to follow... media, constituents, organizations with complimentary missions, so you can more easily communicate with them.
• Measure your results by tracking links, clickthroughs, retweets, mentions, etc.

Social Media: Tips and tools for integrating Social Media into PR Campaigns

Michelle Catin is the Digital and Social Media Manager of rbb Public Relations.
You can follow her on twitter:  @mimi2point0

What we know of social media is just the tip of the iceberg-- there's so much more to come.

• In 2008, Internet passed newspapers at a source of national and international news.  
• In 2007, Social Networking sites became more visited than porn sites.
• We should all use Facebook for business "If you're not on Facebook, you're not on the internet."
• Every second, a new member joins LinkedIn.
• Twitter use increased 1000% in February 2009.
• YouTube:  100,000,000 videos are viewed per day.
• Anyone can be a reporter on "Wikipedia."

When Maurice Jarre passed away, a student penned a fictitious quiote on the Maurice Jarre's wikipedia entry.  This quote was repeated in numerous newspapers and media outlets-- even though it was factually incorrect.  The media is using the internet for their research... just like the rest of us.
(read more about it here)


Social Media is "Not a fad-- but a fundamental shift in the PR industry.'

The Fundamentals of Public Relations can and should also be used in Social Media!
Research
Planning
Implementation
Evaluation

Research:
Listen.  Set up Google alerts, social media alerts utilizing socialmention.  Research the topics being discussed, the sentiment of these posts, the outlets being used to discuss your business, etc.
Other tracking sites:

• radian6
• converseon
• biz360
• trackur
  
• Use services like Tweetdeck to monitor your twitter mentions.

Survey your audience.  Find out how they're communicating about you.

Strategic Planning: Walk, don't run.  If you build it, they won't come.  You can't expect people to just find you.

• Build a foundation. Use familiy and friends to be your followers
• Use existing assets to promote your social media channels.  Use signature file, website, etc. to promote
• Establish critical mass
• Don't expect results overnight.  Social media is a commitment that requires a full-time commitment.

Implementation:  How to use different social media campaigns in your planning:

• Use Facebook for community events.  Create a virtual invitation.  When people say yes, it will show up on their profile.
• Use ustream to upload video of any event with your iphone. (other phones may be compatable)  You can also upload from your computer.
• Use Flickr to link photos to relevant keywords, which is ideal for Search Engine Optimization.
• Use cross-platform applications (example, set up your Flickr to automatically post to Facebook)
• Use press release distribution services to create links, SEO for your website/organization.  (She does not reccomend the expensive pay services... she beileves that their releases don't live as long on the internet as other services.  She prefers pressreleasepoint.com)
• Use Twitter to build relationships with reporters.  Find them using tweepsearch, which searches twitter bios.

Evaluating: An important process that we sometimes dismiss.  How do you show results?
Measure results using socialmention, bit.ly (which measures clicks to shortened links)
YouTube and Facebook all provide "insights" for measurements

Question:  How do you convince a client that they need to be involved in social media?
1) Measuring their current mentions in social media platforms to determine their online reputation.

2) Looking to see what their competitors are doing.
3) If they're afraid of losing control... they should know that they never really had control to begin with.

Question:  How does Google's recent search algorithm change my web approach?
Yes... they use "real-time" search now, which means that more social media, particularly Twitter, are indexed.  Recent mentions will put you higher in search results.

Question: How do you determine what keywords are most relevant for people looking for you?

Google Keyword tool.  You type in  bunch of phrases, Google generates a list of similar phrases, and tells you which ones are most used.


Question:  How can you take advantage of hashtags and trending topics on Twitter?
Use existing hashtags or keywords (or make up your own) whenever relevant.  She does not know of a tool which tracks the popularity of particular hashtags.  Yes, a lot of hashtags are spam... but they can also be a great tool.

Question:  What is your crisis plan for if your twitter account is hacked?
You can work with Twitter to repair situations like this. She recommends changing facebook and twitter passwords every month.

Question: How easy is it to get things like that repaired at Twitter.  Do they have "Operators standing by?"
You can leave them a message on the twitter forums, but it will take a long time to resolve.  You can also send a public tweet to twitter's administrators. 

Be Careful What You Post

Ketchum employee's Tweet causes client controversy


MEMPHIS, TN: A Tweet by a Ketchum staffer that was visiting agency client FedEx in its hometown prompted an angry memo that reached executives on both sides and the blogosphere.

A Twitter post made by the screen name “keyinfluencer,” which lists James Andrews, VP, director of interactive at Ketchum, as its owner, made the “true confession” that “I'm in one of those towns where I scratch my head and say ‘I would die if I had to live here!'”

An employee of FedEx then wrote a letter to both FedEx and Ketchum leadership that said the comment was "inappropriate” and they were “confident” that “it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry.” The memo was posted on the blog of Peter Shankman.

“This is an unfortunate situation and demonstrates very poor judgment by Mr. Andrews,” wrote FedEx, in a statement e-mailed to PRWeek. “The reaction by our employees proves once again that FedEx takes great pride in our hometown of Memphis.

“This lapse in judgment also demonstrates the need to apply fundamental communications principles in the evolving social-networking environment: Think before you speak; be careful of you what you say and how you say it,” the statement continues.

Ketchum also called the incident a "lapse in judgment," in a statement. "We've apologized to our client... We greatly value this long standing client relationship. It is our privilege to work with them,” the Ketchum statement read.

In later Twitter postings, the “keyinfluencer” said he was “Having a great day with my new friends at #Fedex” and apologized. He also posted an apology to his blog.

FedEx concluded that "Mr. Andrews made a mistake, and he has apologized. We are moving on."