Social Media: The New PR Landscape

Let me introduce myself. My name is Karen Sams and I'm Marketing Co-Chair on the Minnesota Interactive Marketing Association's (MIMA) Board of Directors. As an interactive association, we're always looking for ways to bridge the gap between traditional and online marketing. In fact, many offline disciplines are now becoming increasingly relevant in an online context..... including Public Relations.

When people think of PR, the first things that usually come to mind are press releases, newspapers, TV and radio; not the Internet. With PR being a traditionally offline practice, marketers are only just beginning to realize its potential online. The emergence of Social Media, what I consider to be the epitome of online PR, has opened up new opportunities for PR professionals to communicate with both consumers and journalists.

Social Media is completely changing the way that journalists do business. Not only are journalists now writing blogs and contributing to online versions of their publications, but they're also leveraging Social Media as a research tool. According to a recent article in PRWeek (State of Transition, March 30, 2008), journalists are increasingly turning to online tools to acquire information and find sources for their stories.

• 25.5% have profiles on MySpace
• 29% are on Facebook
• 32.3% are using LinkedIn
• 38.7% use blogs to find subject matter
• 29.5% use social networks and blogs for identifying industry experts
• 13.9% use RSS feeds

With journalists increasingly responding to the online tools available to them, PR professionals must adapt their practices to leverage new communication channels that are constantly emerging. Not only do PR pros have new vehicles for communication, but actual media coverage is happening more quickly than before. News stories are hitting in real time, sometimes only hours after an interview has taken place. PR pros no longer have to wait days, weeks, months to view their client's/company's story in print.

Social Media is not, however, without its PR challenges. The very nature of Social Media makes it very difficult to control the dissemination of information about your company or client. Whereas traditional PR may often be viewed as one-sided, a one-way communication from PR agency to consumer, Social Media opens up the topic for discussion, allowing consumers to publicly respond. It's more important than ever for companies to build credibility and become a trusted brand. In this sense, Social Media becomes the double-edged sword. Positive product reviews, for example, help you build credibility, but negative coverage quickly unravels your good work. At the end of the day, Social Media offers transparency, which makes your brand so much more real and is an important factor in building trust.

How are you all leveraging Social Media for your clients/company? And, how are you managing negative coverage?

“We need to do something in MySpace.” – Strategizing for social media

The PR profession has seen significant growth in social media marketing. There is a lot of chatter on how to best participate in online environments and networks and utilize the latest apps and technologies. One area of particular interest, however, is the initial strategy piece of social media marketing.

Now that the “what is social media” question has been chewed over for several years now, how can PR counselors be more strategic in this category? Here's a starting point: ask good, thought-provoking questions and seal the deal on clear objectives.

Presence vs Participation
We’re seeing a strong desire from CEOs and marketing managers to connect with key stakeholders online and experiment with or enhance social media marketing efforts. This is commendable and encouraged as it demonstrates a willingness to better understand the customer, grow as a brand and be open and involved. But Jason Heller from Online Media Daily shares a relevant concern about assertive statements (e.g. ’We want to do something in MySpace.’ ‘What about Facebook?’ ‘Second Life?’ 'Twitter?' ‘We need to do a viral campaign.') that are "without respective objectives.” Yes, many of these platforms, networks and technologies are great places for a brand, but first, some desired objectives please.

Heller also draws a nice distinction about forced social media marketing: “presence” versus “participation.” Participation requires a thoughtful strategy and a serious time and resource investment. While participation is certainly ideal and presence can be generally valuable from an awareness point of view, when done without a strategic vision there is simply more at risk. Like what? The potential to fail in “clear sight of your most valuable consumers and brand advocates.”

Social Media Marketing Strategizing
The abovementioned statements and questions are examples of how brand managers want in but may not understand what would be the most meaningful, appropriate and strategic way(s) to be in. That’s when as communications professionals (in all industries) we have a responsibility to help guide that strategy based on a deep knowledge of the business and opportunities, an understanding of social media marketing best practices and use of the right tools, OR, by pulling in the smart resources and experts out there to partner with for sustainable social media marketing projects.

What are some of the questions and considerations to ask or ponder when shaping a social media strategy? Lee Odden from Online Marketing Blog throws out a few common outcomes for when talking about goals or strategy, including driving traffic for ad revenue models, building links for SEO or increasing brand visibility and authority. And when asked to strategize social media marketing initiatives for brands, Heller suggests first starting with “Why?” A standard reaction? Hopefully. Smart? Yes. He goes on:

“What are your specific objectives? Engaging and developing brand advocates? Establishing or expanding your consumer feedback loop? Creating additional media reach? Dissemination of marketing activation like coupons, incentives? … Does the combination of your existing brand personality and assets lend themselves to engaging consumers, or do you need to create new assets and a brand personality extension to accomplish your objectives?”

Simply doing it because everyone else is just doesn’t cut it. It needs to tie back to business and communications goals. Then, the value derived from the social media marketing effort becomes much clearer, rewarding, and – important to ROI – measurable! Hello KPIs.

In managing and committing to your or your client’s social media marketing plans, what have you found to be the most popular answers or drivers received when prompted with the “Why” question?

Katharine (Kaboord) Mudra
Beehive PR

The rise of citizen journalism

Hello, my name is Arik Hanson, APR. Full disclosure: I am a board member of Minnesota PRSA and the liaison to the programming and networking committee. Last week I had the privilege of participating in one of Ragan’s Social Media Workshops led by the incomparable Shel Holtz. For two full days we discussed the potential business impact of a host of social media tools that have burst on the scene the last few years—including Twitter, FriendFeed, Second Life and Facebook and how we, as communications professionals, can leverage these tools to start meaningful discussions with our key stakeholders to create value for our organizations.

What I found fascinating about the conversations was how quickly the democratization of content has changed the way communicators interact with their audiences (just look how multinational corporations like Kodak and Starbucks are leveraging social media to build their brands). To me, this sounded eerily similar to a trend that’s taking hold in media circles: Citizen journalism. Much like social media, citizen journalism (or, participatory journalism), has given readers and customers a voice. It’s changing the way we consume our news. While social media tools like blogs, podcasts and YouTube have allowed anybody with a computer and internet access the ability to shape, influence and change the perceptions, attitudes and behaviors of our audiences (see what happened when two guys got creative with the Coke and Mentos brands), citizen journalism has given those same folks the ability to directly contribute to the news in their community.

Interested to hear more? (Here’s my shameless plug—remember, full disclosure) Attend an interactive session on citizen journalism at American Public Media/Minnesota Public Radio’s offices in downtown St. Paul on Thursday, June 19. We’ve assembled an all-star cast of journalists, editors and producers who will discuss the changing model of journalism and how you, as communications practitioners, can take advantage of this new trend to help better tell your organization’s story to your key audiences. Visit the MN PRSA Web site for complete details. I look forward to seeing you next Thursday. (Also, big thanks to Ryan for giving me the opportunity to guest blog).

iReport, CNN and PR???

For those of you PR savvy folks maybe some of you have explored CNN's new iReport. "iReport For CNN" is being hyped as the first interactive, international weekly half-hour TV news program comprised of iReporters -- and the stories behind the scenes at CNN.

This is citizen journalism at its finest. Now anyone can download stories, photos and videos on anything and if it is popular enough it will show up on CNN's half-hour iReport television show hosted by award-winning anchor Michael Holmes.

At first glance it seems a lot like YouTube, but it is clear that CNN is working to stay in front of the "user-generated generation." Watch a sample of iReport here.

Please Join Me and the MNPR group on LinkedIn

Starting today you can perfect your social networking skills by joining me on the new MNPR LinkedIn group. Just click here to join.

8 Top Trends for 2008

Wondering what 2008 will bring for the world of marketing? Join the Minnesota American Marketing Association and Hans Eisenbeis, Sr. Editor at Iconoculture for a discussion on social networks and green technologies.

That's right, it's that time of year again. As the curtain closes on 2007, marketers, brand planners and media outlets across the country are pondering the same billion-dollar question: What's next for 2008?

From group solving of social issues to the maturing of social networks and green technologies, Iconoculture's 8 Top Trends for 2008 unearths future projections, trends and values that are impacting consumer behavior today and tomorrow - illuminating not only what consumer activity is transpiring, but why it's happening and where it's heading.

Presented by Hans Eisenbeis, Iconoculture's Sr. Editor, "8 Cultural Trends for 2008" is designed to inform and inspire spot-on marketing plans, savvy business strategies and innovative marketing solutions. This presentation will feature a full "8 in '08" countdown, expert analysis and a question and answer session.

About the Event Sponsor
The Master of Business Communications program at The University of St. Thomas is a unique program for professional communicators. It offers professional development for mid-career professionals, communications specialists, and people in transition. For more information, go to www.stthomas.edu/mbc or call (651) 962-4380.

Meeting Specifics

Date and Time
Tuesday, February 12, 2008
7:30-8:00 AM: Registration & Networking
8:00-9:00 AM: Program
9:00-9:30 AM: Q&A / Meet the Speaker

Location
University of St. Thomas
Minneapolis Campus, Opus Hall Room 201
1000 LaSalle Avenue
Minneapolis, MN 55403
(612) 926-4000
Directions

Cost
Member $25
Guest $50
Student $15

Click here for registration!

MINNESOTA PRSA EXPLORES SOCIAL MEDIA’S IMPACT ON CUSTOMER INTERACTION AT CORE TRAINING SEMINAR

WHAT: How is social media transforming the way you interact with your customers? Join Minnesota Public Relations Society of America for its latest Core Training session featuring David Krejci, vice president of Weber Shandwick’s Interactive, Social and Emerging Media Group. During the session, Krejci will offer a fresh perspective and practical tips on how to translate the theory of social computing communications into real-life public relations strategies and tactics. Come learn how the social computing phenomenon has revolutionized the way PR practitioners think about their profession from top to bottom.

WHEN: Registration and breakfast: 7:30 a.m.; Program 8:00 a.m. – 9:30 a.m.
Thursday, January 17, 2008

WHERE: Metropolitan Ballroom
5418 Wayzata Blvd
Golden Valley, MN 55416

REGISTRATION:
Registration costs for attending the Core Training session are $30 for PRSA members, $45 for non-members and $15 for students. The cost of admission includes breakfast.

To register, visit www.mnprsa.com or call the Minnesota PRSA office at 651.917.6244.

Ad Fed November Luncheon - Social Computing

Ad Fed November Luncheon - Social Computing
Wednesday, November 14, 2007

Time: Registration - 11:30 am; Program - Noon
Location: The Metropolitan, 5418 Wayzata Blvd., Golden Valley, MN

Speakers:
David Krejci, Weber Shandwick
Larry Harris, Ansible
Tommy Arrix, Facebook

As the popularity of social networking sites like Facebook and MySpace outpace time spent on other Web sites and even email, marketers are left wondering how to harness the power of this new phenomenon ... or better yet, anticipate what the “Next Big Thing” will be and prepare for it!

Prepared to speak on this topic are David Krejci, VP of Interactive and Emerging Media at public relations firm Weber Shandwick; Larry Harris, formerly of Draftfcb and now with Ansible Mobile; and Tommy Arrix of Facebook.

Come see what these visionaries have to say – not only will you get a short break from the office, but you may take away a thing or two.

Cost:
Members: $30
Nonmembers: $65
Students: $25

Register Online Today

Reserve tables of eight for $400 (includes company mention in promotional materials and corporate signage on the table during the presentation).

Contact the Ad Fed office at (651) 917-6251 for more information.

The Prosumer

Gutenberg. Radio. TV. Internet. We know the history of media. Got it. And today we see traditional media channels dissipate before our very eyes as multi-directional, consumer-generated media gain solid ground. Social media continues to proliferate across the world, affecting our ways of receiving – and producing – information. Yep, got that too.

But how accurate can we be with our predictions on how media and information sharing will evolve in years to come? Will we get it right?

The latest Prometeus Media Revolution video provides us with an interesting take on where we’ll be in the next fifty years.

Could Second Life become the new reality? Will virtual life capture the biggest market on the planet? The terrestrial avatar? Say it ain’t so! While a bit far-fetched in my opinion, what’s your take?

Oh, and what is a “prosumer”? Apparently, anyone. Check it out…