When it comes to social media, one of the most common questions asked is: “Who does what?” Should brand marketers take the lead? Is it the domain of digital agencies? Where does advertising fit? And, how about PR? What role do PR professionals play in the delivery of social media marketing? We’re firmly of the belief that each discipline has a role to play. The following presentation outlines where we see PR, our primary background, fitting within the social media machine.

1. What role does PR play in social media marketing?

3. What constitutes social media marketing?

4. Social media is…. Paid Earned Owned Internet Advertising PPC – Search Marketing Mobile Advertising Sponsorships Paid Applications Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships Brand and Product Websites Mobile Brand and Product Websites Proprietary Mobile Applications Customer Care Services Proprietary Digital Content Proprietary Blogs … more than just Facebook and Twitter. http://www.presentationadvisors.com/ Source:

5. PR is best suited to...

7. The specific focus for PR is on... Earned Owned Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships Customer Care Services Proprietary Digital Content Proprietary Blogs … editorial content optimization. Content and relationships are two vital ingredients of successful social media marketing, whether these are via earned audiences or owned channels.

8. What exactly does this all mean?

9. Roles and responsibilities... Advice and direction Creation and activation Social media audits Listening and monitoring Strategy Training / mentoring … listen, engage, analyse. Analysis and insight Content creation Engagement Community Mgmt SEO

13. How does the puzzle fit together?

14. A summary of integrated responsibilities Communications / PR Web / Digital Marketing / Brand Customer Service “ Editorial content” – structure, search, production, relationships / reputation ‘ Paid for’ content i.e. promotions – production, placement Technical delivery / support Customer relationships (escalating upwards when appropriate) Each discipline has a role to play

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