Just a powerpoint

1. Social media & public relations Melanie Moran Vanderbilt University November 17, 2009

2. Today How online communications have changed Definitions of social media The importance of conversations Audience expectations Tools and opportunities

3. Then Press releases (faxed) Newsletters (mailed) Magazines (print only) Mainstream media coverage Top down control One-way

4. Now… We still write press releases but… 24/7 news cycle 55 percent of Americans have broadband at home 62 percent of Americans use wireless, mobile devices Blogs, Video, Podcasts Two-way No direct control Anytime, anywhere, anything, any device

5. What is social media / Web 2.0? Driven by RSS Digital tools and services that allow content creation with little to no technical knowledge Consumer-created content Personal profiles Shared interests / online communities Repurposing of content

7. Content comes to users

8. Must-have for any site with regular updates

9. Built in to any blogging / social media software

11. Twitter

12. Wikis

14. “Join the conversation” Dozens / hundreds of conversations taking place every day online about your organization Who is talking? Who is listening? What are they saying? What are you saying in response? Examples: Dell, Target

15. Why join the conversation? To correct misconceptions To provide less formal interaction with your organization To strengthen connection to your organization To build community To empower your community to speak for you Improve search engine rankings The media listens, too

16. To succeed with any of these tools… Be a consumer Know your audience Know your goals Be relevant, honest and timely Understand and watch your stats Listen Content is still king

17. But before you start talking… Listen Read Ask Plan Implement Listen / Monitor Regroup Revise

19. Twitter Immediate, brief, global Social messaging Mobile Mini, constant blog Increasing news use Learn more from Common Craft

20. Blogging: content options About your organization About your field About your profession About a particular area of expertise About an event From the painfully obvious files - don’t blog unless you have something to say!

21. Facebook & Organizations 300 million people can’t be wrong (or can they?) Do you have an audience and content? Are you ready for interaction? Start small

22. Podcasting - What and how? Plan - live event? Scripted story? Images? Shorter is often better Recorder, mic, software, RSS feed Check out Talkr

23. Marketing your podcast Register with iTunes Prominent link to it from your Web site Register with podcast search engines Include podcast information in your news releases

24. Challenges Building buy-in: overcoming fear Partnering with IT Time management Changing paradigms

25. Going mobile Content is being captured by mobile devices Align your content with these devices Understand you are not the main content provider for your content

26. Get started in an afternoon Add “Share This” to your Web site Get a Google Reader account Sign up for Twitter, and start following people and organizations of interest Search Technorati for blogs on your topic area and add them to Google Reader Compile blogs, Facebook pages, Twitter feeds of your audiences and peers

27. Some final thoughts Use tools to support the overall strategy, not just to say you’re using the next cool thing Be willing to experiment (low-risk investment) Be a consumer of new media Focus on transparency, authenticity

28. Contact Melanie MoranAssociate DirectorVanderbilt News Service(615) 322-NEWSmelanie.moran@vanderbilt.edublogvu.wordpress.comtwitter.com/melaniemoran www.slideshare.net/melaniemoran