Post on 11-Nov-2014
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Social Media, (search) and PR
Geoffrey Graybeal
University of Georgia
Guest lecture
ADPR class- Sept. 29, 2011
Geoffrey Graybeal
Experience: 5 yrs. of brand strategy & research 5 yrs. of media 17 yrs. of journalism
Expertise: Strategy (strategic management), brands,
journalism, social media, media management, research
What is the most fundamental difference between social media and search?
Here’s a hint…
But search gives me this…
Search lacks….
CONTEXT
Social media messaging…
Should be authentic.* (leads to more clicks) Should be engaging. Should build relationships (PR!) Should join a conversation
Trends Topics hashtags
The raw, unvetted, free nature of Social Media…Can cause PR troubles
…
But also PR successes!
PR (student) professionals…
Should know your audiences. Know the tools at your disposal. Use social media as part of an integrated
strategy. start managing SM accounts and reporting
on them while in school (via @etparker) . NOT underestimate SM and SEO b/c you
think you have to "dumb it down.“ (via @brixandclay)
Social Networking Sites
Avg. age of SNS users is 38 Over half over the age of 35 56% are female
SNS
-92% use Facebook (1/2 engage daily)
-29% use MySpace
-18% use LinkedIn
-13% use Twitter (1/3rd engage daily)
Source: Pew Internet & American Life Project 2011 report
SNS demographics
Women and young drive Facebook usage 18% of women update daily (11% men)
Twitter is the most ethnically diverse Average ages:
Facebook 38 Twitter 33 MySpace 32
Source: Pew Internet & American Life Project 2011 report
Peer Influence Pyramid
Mass Influencers
Social Media Marketing
CHANGING THE GAME: Becoming human again. The relationship is everything. Day trading SOCIAL EMOTION Success determined by quality of listening
Via Jameson Hayes
Reverse Everything You “Know”
Push is now pull.
Monologue is dialogue.
Talking is listening.
Image is authenticity.
Cannes Advertising Festival Seminar: Simon Mainwaring
Tools
Social Network Sites Real Time Apps Location-based apps Mobile Apps Social Web
Do Your Research
Monitor the Conversation Google Alerts TweetDeck TweetBeep Kurrently Collecta
Be aware of how journalists use social media Story ideation and sources Reporting the news in real time Alternative distribution mechanism Promotions
SEO akaappealing to an algorithm Keywords Tags Phrases Links Comments
But…. writing for an audience
Know what content appeals to whom
Context needed for worldwide audience
Keywords are important in posts Humor & Puns – good for writing,
but not SEO (computers have no sense of humor) South Park
Funnybot: “awkward!”
Questions?
Additional resources…
Karen Russell SEO tips. Mashable.com: The Future of Social Media
and Public Relations. How PR pros are using Social Media
for Real Results Shameless plug: geoffreygraybeal.com SOCIAL MEDIA: Find and follow colleagues,
scholars, industry and academic experts