Participating in the webinar, "10 Keys to Social Media Success" discussed key topics in social media tactics to employ for your client's success. Integrating your public relations campaigns into your social media is crucial. There are so many ways for you to aid a campaign with a social media element, such as creating a short video and posting it throughout various outlets, tweeting about the progress of the campaign, changing your client's default picture on Facebook to reflect the PT campaign, etc. Although this seems like common sense, title all of your videos, blog posts, etc the same of the campaign or reflecting the name of the campaign as well. By making the published social media content easy to find when typed into a search engine, you are helping to ensure its popularity and help it go viral.
The feedback aspect of social media is not only so unique to what makes it such a helpful public relations resource but should be used to your client's advantage as well. Pay attention to what users are writing and respond back to them so that they know there actually is someone paying attention to them. Similarly, use Facebook groups to find your best customers and localize your search. Think globally, act locally is the tried and true public relations motto, so do not let that fall through the cracks when your PR efforts go cyber. It is still important to target very specific locations and demographics and tailor your message accordingly.
Additionally, it is savvy social media public relations to capitalize on activity between Facebook friends and what they are up to. By finding active Facebook users appropriate for your client, you are able to track what groups they joined, which then can lead you to hundreds if not thousands of people just like that one person who was interested in your product. There are countless opportunities available to you and your client via social media, if you know how to use them correctly.
Wednesday, November 30, 2011
Thursday, November 17, 2011
w13r
Measurement of social media is important not only in the beginning and end of a specific campaign, but as an ongoing aspect of your public relations efforts. First, knowing your objectives is key to being able to measure the success of your social media outlet. For example, are your objectives informational or motivational? Do you want to spread awareness of increase ROI? Obviously based on your objectives the way you measure the effectiveness of your social media will reflect as well.
Measuring the results of social media efforts when they are based on how much revenue is produced can be measured by the amount of clicks/hits/visits/etc lead to purchases. However, measuring attitudes and opinions are often a bit more challenging since they can only be based on the feedback your client receives.
The best way to measure its success and popularity though is to track the amount of active, average monthly users and what percentage are returning versus new visitors. Additionally, you can track how often others spread and share your client's social media pages since that influence can lead to increased usage as well.
There are many different ways to tailor the measurement of social media outlets to fit your client. However, despite what their objectives might be, it is always crucial to constantly monitor the various pages to minimize risk and keep track of how successful and efficient their social media is being.
Wednesday, November 16, 2011
w12o
One of social media's most popular website, Facebook, somehow always has a way of knowing just what advertisements to post that relate most to you, or who exactly to suggest you add as a friend. Have you ever wondered how they know what relates specifically to you? Thanks to the article "Facebook Privacy: Social Network Tracks Users After They Leave Site," the mystery is solved. Facebook has shared that they track users even after they leave the website.
Although Facebook officials promise that they personal information they obtain is solely used to tailor advertisements to be specific for each user's interests and that they do not sell the information to theird parties, it is still not a fact openly shared with its users. Regardless of whether or not this should be deemed "unethical," should it at least be clearly stated and shared with users that Facebook does track you upon registration?
Many Facebook users take advantage of the privacy settings and assume that since they take precaution in what gets posted to their friends and who can find them when being searched that they're privacy is being highly protected. However, would they have the same feelings toward Facebook if they knew that the website has been tracking and following them after they exit the web page? Despite personal opinions, Facebook has not openly shared their user's information with any other companies as far as public knowledge goes, and promises never to do so.
The article referenced can be found here: http://abcnews.go.com/Technology/facebook-tracking-scrutiny/story?id=14960711
Friday, November 11, 2011
w12r
Personal privacy is often sacrificed when using smart phone mobile applications such as on an iphone. The article, "Parting With Privacy With a Quick Click for Adolescents" discuses an age which is not protected by the federal government and yet not quite aware of the risks of sharing their privacy through a mobile application, and yet are a booming demographic of social media.
Not only are smart phone applications a risk to this age group of tweens and young teens, but social media in general. At this age, many middle school and early high school attendees do not think twice to post personal information to Facebook or other social media sites since many of them edit their privacy settings. However, just because a privacy setting may not be as exposed as usual does not cover their safety in its entirety. The article discuses how many adolescents are so quick to click "allow" when a mobile phone application asks for their location, and yet do not wonder or question why that information is needed.
Although the federal government protects young children, they do not regulate the safety of teens via social media because they are supposed to know better. However, when discussing an age of 12-14 year-olds, they are still naive enough to not know better yet expected to do so. In addition, although the government does take some action for the safety of children, there is just so much they can actually do. The laws typically address what is made available to children and what warnings need to accompany certain applications, however, the conduct of children through social media and mobile applications is up to their parents as well as their own personal responsibility.
Not only are smart phone applications a risk to this age group of tweens and young teens, but social media in general. At this age, many middle school and early high school attendees do not think twice to post personal information to Facebook or other social media sites since many of them edit their privacy settings. However, just because a privacy setting may not be as exposed as usual does not cover their safety in its entirety. The article discuses how many adolescents are so quick to click "allow" when a mobile phone application asks for their location, and yet do not wonder or question why that information is needed.
Although the federal government protects young children, they do not regulate the safety of teens via social media because they are supposed to know better. However, when discussing an age of 12-14 year-olds, they are still naive enough to not know better yet expected to do so. In addition, although the government does take some action for the safety of children, there is just so much they can actually do. The laws typically address what is made available to children and what warnings need to accompany certain applications, however, the conduct of children through social media and mobile applications is up to their parents as well as their own personal responsibility.
Saturday, November 5, 2011
w11o
Knowing when and how to "talk business" through social media outlets, especially like Twitter for example, is important before engaging in such. Before posting anything to a social media site, a business needs to have the message approved and checked through the appropriate people. By ensuring the message posted on social media outlets is appropriate for your client's brand is crucial to keeping their image consistent.
Consistency within social media public relation's efforts helping shape and mold the brand's identity and reputation online. When you think of a company and visit their social media pages, you should have an idea of what to expect, the content on your client's social media shouldn't be shocking or out of the ordinary to their visitors. What ends up being published to a brand's social media should be an extension of their overall reputation, as well as should add value to the visitors and be relevant information shared that their fans/followers/visitors would assume to be interested in.
A way for you to track your client's success or need for improvement of its social media reputation is by constantly monitoring and measuring their various outlets. Through tracking the number of fans, followers and blog hits/visitors, it will be evident whether or not your social media efforts have been efficient. In addition, by tracking your client's mentioned tweets, retweets and Facebook insights on their fan page (which can tell you the break down of what their fans were engaging in the most, whether it be looking through pictures, posting comments or responding to status updates) can give you an idea of where additional social media efforts are needed.
Consistency within social media public relation's efforts helping shape and mold the brand's identity and reputation online. When you think of a company and visit their social media pages, you should have an idea of what to expect, the content on your client's social media shouldn't be shocking or out of the ordinary to their visitors. What ends up being published to a brand's social media should be an extension of their overall reputation, as well as should add value to the visitors and be relevant information shared that their fans/followers/visitors would assume to be interested in.
A way for you to track your client's success or need for improvement of its social media reputation is by constantly monitoring and measuring their various outlets. Through tracking the number of fans, followers and blog hits/visitors, it will be evident whether or not your social media efforts have been efficient. In addition, by tracking your client's mentioned tweets, retweets and Facebook insights on their fan page (which can tell you the break down of what their fans were engaging in the most, whether it be looking through pictures, posting comments or responding to status updates) can give you an idea of where additional social media efforts are needed.
Tuesday, November 1, 2011
w11r
Search engine optimization is not only the practice in which a website pops up when typed into a search by a user as a result of mathematical formulas. It is an extremely useful public relations and marketing social media tool as well. By editing your client's website to help increase its visibility on web engine searches, it can help increase the amount of visitors and traffic it receives, which then in turn will help ultimately boost its popularity and revenue.
While the most commonly used search engine is Google, there are countless options when seeking alternative search engines. Some other commonly known ones include Bing, Stumble Upon, Yahoo, Ask Jeeves, Ask.com, MSN, the list could go on forever.
Similarly, there are many different types of search engines as well. While the typical user will go to a general search engine when looking for information, users visit other topic-specific search engines when seeking additional information on a subject. For example: dictionary.com when looking up definitions of words, travel websites like Orbitz,com, Travelocity.com or Kayak.com when looking for flights and other travel accommodations as well as websites like Yelp.com which can help a user find information on a business or service.
Search engines and their optimization can be altered in a number of ways, however, it is always in your client's best interest to use best public relations practices and "white hat" search engine tactics to ensure their social media is being conducted as ethically as possible. If you or your client are practicing "black hat," or unethical, search engine techniques, then there is the risk not only of a negative public reputation but of being banned from a search engine altogether should they discover the negative practices being employed.
While the most commonly used search engine is Google, there are countless options when seeking alternative search engines. Some other commonly known ones include Bing, Stumble Upon, Yahoo, Ask Jeeves, Ask.com, MSN, the list could go on forever.
Similarly, there are many different types of search engines as well. While the typical user will go to a general search engine when looking for information, users visit other topic-specific search engines when seeking additional information on a subject. For example: dictionary.com when looking up definitions of words, travel websites like Orbitz,com, Travelocity.com or Kayak.com when looking for flights and other travel accommodations as well as websites like Yelp.com which can help a user find information on a business or service.
Search engines and their optimization can be altered in a number of ways, however, it is always in your client's best interest to use best public relations practices and "white hat" search engine tactics to ensure their social media is being conducted as ethically as possible. If you or your client are practicing "black hat," or unethical, search engine techniques, then there is the risk not only of a negative public reputation but of being banned from a search engine altogether should they discover the negative practices being employed.
Saturday, October 29, 2011
w10o
Corporate social media during times of crisis or even just any negative social media in general, needs to not only be taken seriously but receive an individualized and personalized response to in order for it to be taken care of. In the article, "Social Media Can Damage Corporate Image" by Rick Nauert of Psych Central News, business's responses to these issues are not only cause of concern and interest to public relations practitioners but to he business world overall.
Public relations practitioners are extremely concerned with how negative social media can effect their PR efforts, but it is important to step back and also think of the lasting impact it has on the consumer and the reputation of the brand in general and not just to them specifically. Nauert makes valid points when he states, "negative messages created by victims significantly increased the negative reputation of an organization, and were more likely to result in boycotts against the organization than when it was sourced to unaffected individuals" in a study published by the University of Missouri.
User-generated content is such a valued aspect of social media given its ability to offer the feature of feedback and for the brand to give a response based on their consumer's feedback. However, that valuable feature is lost and could ever turn sour when not responded to in an appropriate way. Although it is rarely acceptable to delete a post made by your audience (unless it is spam or irrelevant), sometimes it is absolutely crucial when the user is making obscene, violent or threatening comments. Unless the feedback going to an extreme like that, it is important to leave up all responses you or your client gets, even if it is negative, so other visitors can notice that not only do you respond in a timely matter but that you have the consumer's best interest in mind.
By offering personalized responses to your visitors feedback encourages for more so take place, and provided that you appropriately respond to any negative outcry, encourages even more positive posts to be shared.
Public relations practitioners are extremely concerned with how negative social media can effect their PR efforts, but it is important to step back and also think of the lasting impact it has on the consumer and the reputation of the brand in general and not just to them specifically. Nauert makes valid points when he states, "negative messages created by victims significantly increased the negative reputation of an organization, and were more likely to result in boycotts against the organization than when it was sourced to unaffected individuals" in a study published by the University of Missouri.
User-generated content is such a valued aspect of social media given its ability to offer the feature of feedback and for the brand to give a response based on their consumer's feedback. However, that valuable feature is lost and could ever turn sour when not responded to in an appropriate way. Although it is rarely acceptable to delete a post made by your audience (unless it is spam or irrelevant), sometimes it is absolutely crucial when the user is making obscene, violent or threatening comments. Unless the feedback going to an extreme like that, it is important to leave up all responses you or your client gets, even if it is negative, so other visitors can notice that not only do you respond in a timely matter but that you have the consumer's best interest in mind.
By offering personalized responses to your visitors feedback encourages for more so take place, and provided that you appropriately respond to any negative outcry, encourages even more positive posts to be shared.
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