1. Eric Schwartzman PRSA Tar Heel Chapter Annual Conference High Point University Sept. 10, 2009 Your Gateway to Online Audiences Social Media Training “ Surrender to the Conversation” How a News Media Junkie Found Solace Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
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3. Media Relations Addict Star Wars 30 th Anniversary Salt Lake Olympics Academy Awards Britney Spears Pussycat Dolls
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63. Social Media Discoverability and Amplification Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging
70. Social Media Training (310) 463-4026 Phone ericbennettschwartzman[at]gmail[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast facebook.com/ericschwartzman Facebook ericschwartzman Friendfeed @ericschwartzman Twitter Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
Notas do Editor
If we could find a way to fit our story neatly within one of their editorial beats, we could use them to do our bidding for us. Please we got the added credibility of an endorsement from a seemingly neutral third-party. We controlled how the message was delivered through spokespeople and media training.
Visibility and Credibility through Neutral Third Parties. Practice of managing the flow of information between an organization and its publics.
Cater to the press for reach and credibility
We controlled how the message was delivered through spokespeople and media training.
Cheaper and more targeted than airplane pamphlet drops.
Controlling the Break. Isolating Online Media.
We controlled how the message was delivered through spokespeople and media training.
And we made sure that the messages were distributed to coincide with news media cycles. And when the web first appeared, before it was easy for anyone to publish content to it, it was used to repurpose mainstream fare.
We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it.
We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it. Volume and conversation.
Cheaper and more targeted than airplane pamphlet drops.
Page Rank is the new PR
Web 2.0, Read Write Web, Converse instead of Distribute
What You Say vs .What You Do
What You Say vs .What You Do
What You Say vs .What You Do
What You Say vs .What You Do
Social Antibodies
Hopefully, I’ve given you better understanding of some the trends, threats and opportunities that exist online. MSM no longer dominant Don’t need a printing press or signal. The personal publishing revolution is under way. Resistance is futile, and denial is not a business strategy.
You’ve thought about the fact that people might want certain information about your product, brand or service and published it online so that if I want it. I can easily find it. And if you haven’t, the assumption is that your either arrogant or incompetent, and I’ll exercise my right as a consumer to find a brand that has.
17,000 employees
Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment
Why is it people behave badly online?
Become a community member. Comment on issues of interest. Build your street cred.
Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.