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

A fundamental principle of SM

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

Contact me

Office: 101-E Journalism

Email: graybs@uga.edu

Twitter: @graybs13