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Social Media Advantage For Brands.

Social Media Advantage For Brands.

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Published by Mark Quaile
Some SimpleTricks to make Your Site More Social Media Ready. http://comchief.com

Some SimpleTricks to make Your Site More Social Media Ready. http://comchief.com

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Published by: Mark Quaile on Jan 19, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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 ==== ====Hi. Social madiahttp://comchief.com ==== ====The Importance of Social Media for Public Relations PR professionals today are using social media to either supplement or add to their existingstrategies, signaling an evolution in the role of PR over the last few years. Public relationsspecialists were among the first few to understand the power of social media, making themleaders in the social space. Along with handling website content, more and more PR pros areresponsible for their company's and clients' social media presence. The gradual shift towards,what industry experts call 'the social media release', indicates how the traditional long form pressrelease is changing. According to David McCulloch, director of public relations at Cisco Systems,"The press release of the future will deliver its content in text, video, SMS, microblog and podcastform, to any choice of device, whenever the reader decides, and preferably it will be pre-corroborated and openly rated by multiple trusted sources." eMarketer expects PR as well as ad agencies to witness an increase in their social media revenuein 2011. Findings from a joint study by the Transworld Advertising Agency Network and WorldcomPublic Relations Group show: • In 2010, 28% PR firms said that between 15-33% of their revenue came from social media.• This number has grown by 44% in 2011.• The study indicates that, when compared to ad agencies, the PR industry is more effectivein leveraging social media. The Road Ahead...Industry research firm IBIS World has predicted the factors that are likely to fuel the growth of PRfirms in the coming years and the expected rate of growth. • PR firms are expected to grow at an average annualized rate of 5.7% to $12.8 billion from2010-2015.• This spurt will be attributed to the increase in demand by companies who want PR firms tohandle daily interactions with consumers and the press on their social media sites such asFacebook and Twitter.• The recent shift from traditional media to more direct media (social media) will result in PRfirms specializing in or launching divisions devoted to blogs, social networking sites, mobile mediaand podcasts.• Over four-fifths of PR firms are anticipating an increase in digital and social media work inthe future. Whether it is consulting with clients from the agency point of view or working with an in-houseteam, PR agencies need to be social media ready. Position² lists a few guidelines that will help
 
your agency survive and stand out in the digital space: 1. Making a PitchSocial media has given a whole new meaning to the concept of 'pitching'. While the idea of e-mailing a press release to journalists, editors and bloggers is not completely obsolete, it is easy forthe readers to hit the delete button and forget about it. Incorporating social media in your PRstrategy will ensure your pitch is heard above the din. In order to effectively use social media inyour PR pitch plan, we recommend a few points that can be added to your 'to do' list:o Avoid the Fancy Stuff: Too much information laced with fancy catch phrases like 'cutting-edge, mission-criticalapplications to improve business process, etc' can put off readers. Keep in simple. o Getting your Tweets Right: If you are planning on using Twitter to make a pitch, keep in mind, you have 140 characters to getit right. According to Nicole VanScoten, a public relations specialist at Pyxl, getting your tweetsright leads to high response rates than e-mail. o Don't Spam them: Whether its journalists or bloggers, no one likes to receive random tweets or Facebook messages.It would be a good idea to learn about the journalist or blogger before reaching out to them. Readtheir Twitter profile or personal blog to find out if these are the contacts that need to be targetedand then make your pitch. o Build a Relationship: Once you have figured out your contacts list, the next step is easy. Building a relationship with a journalist or editor involves getting on their radar. What you can do is a) check out their Facebookpage and comment on the posts you like b) retweet their messages and c) comment on a blogpost. This will ensure your presence on their radar, even before you decide to make a pitch. Here's an example of a good pitch made by a PR professional to a marketing blogger: For PR pros, using social media to make a pitch saves time as well as money, besides yieldingmuch higher response rates. 2. Delivering Value to ClientsThe last 2-3 years have seen PR agencies don an entirely new role in organizations. A large partof a PR specialist's job involves educating clients on the benefits of social media. Handling acompany's or a client's account these days includes everything from building brand loyalty topromoting and monitoring content on various social media platforms (Twitter, Facebook, LinkedIn).In order to be a successful, we believe a PR firm should deliver value to its clients. Here are a fewsimple suggestions: o Creating Content: 
 
PR companies are expected to be experts when it comes to writing. Therefore clients expect youragency to figure out how to turn a boring announcement into interesting content. This could eitherbe a campaign or a company blog. Churning out good content will not only get the required mediacoverage, but will also help generate leads. o Identifying the Influencers: Identifying and developing relationships with the 'influencers' in the PR domain is an addedadvantage. Instead of simply looking for bloggers and journalists who are magically expected tocreate buzz and drive sales, it will be wiser to: o Determine who the real influencers in a noisy market place are. This can be done by connectingwith reporters, bloggers and journalists who cover the topics that are closer to the market yourclient is interested in. o Keep in mind, the size of one's audience does not always translate into influencer popularity.o Engaging and Monitoring Conversations: Social media monitoring and engagement is vital for any PR agency that wants to deliver value toits clients. Brands understand that they not only need a social presence, but are also keen to workwith PR agencies to know what is being said about them in the market. By using social mediamonitoring tools such as Brand Monitor, you can: o Measure your influencer scores: Social media monitoring tools make it easy to identify journalists and bloggers with high influencer scores. o Handle Crisis Situations: By keeping a watch on blog conversations, twitter messages andFacebook posts, your agency can help identify signs of trouble. Following this, you could eitherdiffuse the situation yourself, or alert your client asking them to respond as necessary. o Measure the consumer sentiment for clients' brand (s) and products (s) and quantify impact. o Measure the connection between press releases and news coverage with social media activity. o Assess the effectiveness of your communication strategies. o Provide you clients with domain expertise based on the data obtained. o Measure detailed metrics such as popularity, share-of-voice etc. When videos of rats running around at a Taco Bell outlet in NYC were posted on YouTube, ownerYum Brands saw its stock sink to an all time low, with customers doubting Taco Bell's hygienestandards. Within hours, duplicates and versions started multiplying. Customers looking forreassuring information from the brand had a hard time finding it. Although Yum Brands' PR teamwas not entirely ignorant (the CEO posted an apology on YouTube), monitoring the situation betterand engaging with customers in real-time could have averted the PR crisis. With the public relations industry evolving rapidly, the need to monitor social media channels has

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