From the Vocus monthly webinar series: "Analyzing the Impact of Social Media: From Twitter to Facebook". Today, the barriers to communication are breaking down. Social media has removed the filters between your company and the public. As a public relations professional, you have to be prepared to control your message and your brand.

1. Analyzing the Impact of Social Media:
From Twitter to Facebook
Kye Strance
Director, Product Management
Vocus, Inc.

2. Elizabeth Friedland- Account Executive
at TrendyMinds
• Won recognition for work at TrendyMinds in PR Week, PC
Magazine, and The Indianapolis Star
• Achieved top-tier publicity for clients with placement
with The Today Show, O The Oprah Magazine, ABC World
Tonight News, Elle, Vogue, InStyle, The New York Times,
The Wall Street Journal, CBS Saturday Morning and
Entertainment Tonight
• Previously worked in public relations for Planned
Parenthood, Sease Gerig and Associates, three-sixty
group, and Janine Gordon Associates

3. Sarah Evans- Director, Communications
at Elgin Community College
• Launching Sevans Strategy Corporation on August 17
(you’re the first to know!)
– Director of Communications at Elgin Community
College
– Founder of #journchat
– Founder of MediaOnTwitter
– Partner on Namechk
– PRsarahevans.com

4. You’re already here.
• Removing barriers
• Instantaneous
• Viral
• Less control
• More interaction
• Stories evolve

5. What does a “quick win” look like?
• Twitter
– Retweets
– # of @ replies
– DM’s
• Facebook
– # of fans
– # of comments

6. What about a long term win
(i.e. measurement)?

7. #journchat
• I know there are 2,000+ tweets every Monday night
between the hours of 8-10 p.m. EST
• Approximately 4,700+ people who have participated

8. What the measurement doesn’t show?
• The opportunities
– Steve Brusk, CNN
– Mashable
– Peter Shankman
• The publicity
– Blog posts
– Name recognition and branding
– Presentations like this
• The commitment
– Repeat participants
– Loyal following
– Recommendations to others

9. The right analysis can result in a more
successful PR strategy
• What do people retweet the most? (For me, it’s usually
breaking news, fun hashtags and random thoughts.)
• Where is the majority of web traffic coming from? (Use a
shortened URL service like bit.ly.)
• Did something tick people off? (Controversy isn’t always
a bad thing.)

10. If everyone tweeted, “Vocus webinars rock” what would
happen?
Seriously.
The reach of your network and influence matters.
Everyone has a different influence and reach.
TRADITIONAL measurement doesn’t account
for this.

11. Elizabeth Friedland
Account Executive
TrendyMinds

12. Welcome to my presentation!
• Always used social media personally, but even three
years ago the personal and professional were siloed.
• Back in the day…(circa 2004)
– Old advice: Keep your Facebook profile private! Don’t
let potential or current employers and clients see it!
– New advice: Get to know your potential and current
employers and clients through social media…just
censor those Cancun pictures.

13. Elizabeth is a lover, not a fighter.
• A Battle Royal?
– PR v. social media – a cage match?
– Social media IS PR – it’s just an additional channel
like print, broadcast or Web.
• That being said….
– Traditional agencies have the edge – full
integration is the key to social media success!

14. I *heart* social media.
• Free, quick and easy
• Filter free (good and bad)
• High viral potential
• Great ROI
BUT….

15. I *heart* social media.
• Perspective is everything
– Fewer than 5% of Americans have Twitter*
– Half don’t have Facebook*
– Targeting the 55+ crowd? You’re getting less than 1% of them.
• Social media isn’t high school
– Offer real value, not just Internet stardom
– RT’s, #followfridays, @ replies, fans and followers are great, but
what’s your true result? This isn’t a social media popularity
contest.
– Remember that no one is an expert...yet.
*According to 2009 Harris Poll

16. Leveraging social media to help out my clients!
• What does TrendyMinds do?
– Press “retweetses”
– “Twitches”
– Social media training
– Extends internal and external communications plan
to cover social media
– Folds social media into a client’s overall marketing
strategy

17. Time to share case studies with my friends at @Vocus
• NASCAR’s Kevin Harvick, Inc.
– Accelerated online to social without crashing and burning
– Creation of Ning-based Fan Central – 4,000 members in 3 months
– Exposure in PR Week, PC Magazine, Inside Indiana Business,
Orlando Sentinel and more
• Spirit & Place Festival
– Growing an audience by opening up a totally new world
– Creating a presence on Facebook
– Utilizing Twitter to build buzz about events and promote the festival
• Client X
– Social media for a professional crowd
– Creating customized social media sites for professional discussions

18. Time to wrap it up…
• Here lies Public Relations (1906 - ?)
– Don’t write traditional PR’s obit just yet – It isn’t
dead. It’s evolving.
• Just as PR practitioners adjusted to and learned to
manipulate other new formats (cable, online news
outlets, bloggers), we’ll adjust to this.
• While social media needs to be explored at the very
least, it isn’t the end all, be all.

19. Contact Information
• Sarah Evans, prsarahevans@gmail.com
Twitter: PRsarahevans
• Elizabeth Friedland, efriedland@TrendyMinds.com
Twitter: Efriedland & trendyminds
• Moderator, Kye Strance, kstrance@vocus.com
Twitter: vocuspr

20. About Vocus
• A global software company specializing in on-demand
software for public relations management
• Successful, proven applications currently used by thousands
of PR professionals
• Recognized for excellence in products, growth, leadership
“Innovation of the
Year”