1. The Power of Social
Media in Marketing
and Public
Relations
Dr. Curtis R. Rogers, Communications Director
South Carolina State Library
crogers@statelibrary.sc.gov
803-734-8928
www.slideshare.net/crr29061

2. agenda
• Open discussion about
concerns and issues
• Take a look at social
media uses and statistics
• Review of social media
management tools
• Understanding
community & customers
• Brainstorming Group
Project
• Resources

3. Brief history of social media
• 1971 - The first email was delivered.
• 1985 - The America Online (AOL) service opened.
• 1995 -Newsweek headlines an article: The Internet? Bah! Hype alert: Why
cyberspace isn't, and will never be, nirvana.
• 1997 - The Web had one million sites.
• 1998 - Google opens as a major Internet search engine and index.
• 2002 - AOL had 34 million members.
• 2003 – MySpace launched. LinkedIn was started as a business-oriented social
networking site for professionals. There were more than 3 billion Web pages.
Apple introduced the online music service iTunes.
• 2004 - Facebook, another social networking website, was started for students
at Harvard College.
• 2007 - Apple released the iPhone multimedia and Internet smartphone.
• 2008 - Facebook surpassed MySpace in the total number of monthly unique
visitors.
• 2009 - Facebook ranked as the most-used social network worldwide with more
than 200 million. Google saw one trillion unique URLs – after eliminating
duplicate entries.
• 2010 - Facebook's rapid growth moved it above 400 million users.
• 2011 - Social media were accessible from virtually anywhere and had become
an integral part of our daily lives with more than 550 million people on
Facebook, 65 million tweets sent through Twitter each day, and 2 billion video
views every day on YouTube. LinkedIn has 90 million professional users.
http://www.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html

4. • It’s about
enhancing your
services!
• But how do I
find the time?
• Social media is
NOT about
technology.
• How is social
media changing
your industry?

5. • According to the 2012 Medscape Physician Lifestyle Report, the
answer is “yes”.
http://www.medicineandtechnology.com/2012/03/how-many-physicians-use-social-media.html

6. Physicians & Social Media
• The use of social media drastically decreases with the age of
the physician.
• Only about 8% of physicians under 30 do not use it, while
approximately 44% of those over 61 are not engaged in any
social media.
• Facebook is the most popular medium among all age groups,
being used by over 87% in the under-30 group and by over
36% of those over 61.
• LinkedIn, the network that provides professional contacts and
connections, is used by roughly 20% of all physicians over 31.
• Twitter is not widely used by many physicians but,
interestingly, approximately the same percentage (around 7%)
of each age group surveyed tweets and/or follows.

7. Social networking is about
communicating with customers

8. Social media management
tools
HootSuite is a social media
management system for businesses
and organizations to collaboratively
execute campaigns across multiple
social networks from one secure, web-
based dashboard. Launch marketing
campaigns, identify and grow
audiences, and distribute targeted
TweetDeck is messages using HootSuite’s unique
an app that social media dashboard. Streamline
brings more team workflow with scheduling and
flexibility and assignment tools and reach audiences
insight to with geo-targeting functionality. Invite
power users. multiple collaborators to manage
social profiles securely, plus provide
custom reports using the
comprehensive social analytics tools
for measurement.

12. Understanding your
community • Are there segments of
the community
underserved?
• How do you find out
where they are?
• Does my community
want or value my
unique competitive
offering?
• Is there too much
competition?
• Who are the
competitors?

13. Understanding your target
audience
• Internal vs. external
customers.
• What kinds of habits does
my customer have?
• How does my potential
customer get information
products and/or services?
• What are my target
customer’s primary
motivations for seeking out
this kind of service?

14. 1. What are some innovative
ways you COULD use social
Brainstorming media for your
organization?
2. What are some ways you
Share Ideas & SHOULD NOT use social
Share media for your
organization?
Solutions
3. What do you think is the
best social networking tool
and why?
4. What are your next steps
to use social media more
effectively to promote your
organization’s services and
products?

15. Resources, Books, Articles…
• Doing social media so it matters by Laura Solomon
• Social media analytics : effective tools for building,
interpreting, and using metrics by Marshall Sponder.
• Mining the social web by Matthew A. Russell.
• The social media survival guide : strategies, tactics, and
tools for succeeding in the social web by by Deltina Hay.
• Social media “likes” healthcare: From marketing to social
business -http://www.pwc.com/us/en/health-
industries/publications/health-care-social-media.jhtml
• 5 keys to the legal issues of social media in healthcare -
http://www.healthcareitnews.com/news/5-keys-legal-issues-
social-media