#Manship4002: Blogging & Facebook - Lecture 10

1. BLOGGING
&
FACEBOOK FOR PR
#Manship4002

2. Embedding Content in Blogs
• Embedding YouTube Videos in Wordpress
•
Include just the YouTube link itself, NOT hyperlinked, in it’s own line
• Embedding Vine videos in Wordpress
•
Include just the Vine video link itself, NOT hyperlinked, in it’s own line
Like this:
https://vine.co/v/hBFxTlV36Tg
Not this:
https://vine.co/v/hBFxTlV36Tg

3. Embedding Content in Blogs
•
How to Embed Video Into Tumblr: http://www.ehow.com/how_8475787_embed-videotumblr.html
•
Log in to your Tumblr site to access your dashboard. The dashboard allows you to add content to
your Tumblr site and customize the look of your theme.
•
Select the "Video" button located at the top of your dashboard above the column of blog entries
from you and the people you follow.
•
Paste your copied video embed code into the window with the tab labeled "Embed a Video." This
tab opens automatically once you activate the "Video" button on the dashboard.
•
Add any caption information to this window, such as a name and location of where the video
was shot or why you felt compelled to share the video with your audience.
OR
•
Create a new text post
•
Activate the “html” button, and then copy and paste the video embed code, like this:
<iframe src="//player.vimeo.com/video/50791810" width="500" height="281" frameborder="0"
webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe> <p><a
href="http://vimeo.com/50791810">Winning the Story Wars - The Hero's Journey</a> from <a
href="http://vimeo.com/freerangestudios">Free Range Studios</a> on <a
href="https://vimeo.com">Vimeo</a>.</p>
•
Now unclick the html button, and you should see the video appear

4. Embedding Content in Blogs
• Storify:
• You CAN embed a Storify in Tumblr (using embed code, copy and
pasting the code using the HTML viewer)
• You CAN’T currently embed a Storify in Wordpress.com – you can
try, but it just provides a link to the Storify

5. Facebook for PR: First Things First
• Understand: “Facebook is first and foremost a very personal
space for many users.” - Sarah Skerik
• So communications between brands and individuals “have
an intimate, one-on-one aspect. Respecting individual
preferences and boundaries is important.” - Sarah Skerik
• Don’t just “get it on Facebook.” Understand and get to
know who your audience is and how your audience uses
Facebook FIRST.
• “Any social media strategist worth his or her salt will tell you the first
step in planning a strategy on social networks is to listen, and you’ll
find the same advice here. Find active groups focused on relevant
topics, and join them. Spend most of your time listening and
observing.”

6. Facebook for PR
• Decide what your goal is:
• To generate buzz?
• Raise awareness?
•
Move beyond getting “likes” – you want to engage people.
• Building relationships (like with media people or bloggers?)
•
Build relationships on Facebook with media personnel. Pay attention to
what THEY share and post – you can learn what interests them, what
they write about. You can even begin to pitch stories in personal
messages to media personnel who you get know personally.
• Call to action? Petition?
• Building traffic to your main website?
•
“Building interactions with your content – getting people to like, share
and comment on the things your organization posts – is where the
Facebook magic happens.” But “people won’t like or share boring
things.”

7. Facebook
But note: “most of your communications should be
focused on building relationships and credibility with
your audience.” - Sarah Skerik

8. Facebook: Guiding Principles
• Build a strategy that is social by design
•
How do we start out with a campaign design that is social by nature?
• Create an authentic brand voice
Provide straightforward information about your organization / business
• Bring your “brand personality” to Facebook
•
• Make it interactive!
How can we spark 2-way conversations?
• What aspects of the brand are inherently social? What content would people be
excited to pass along?
•
• Nature your relationships (reward people for their loyalty)
• Keep learning
Get feedback on what people are saying, what their concerns are, the content
and products they find most interesting
• Example: At KLSU or the Reveille, do you look for feedback from people on
social media as far as what they liked? Didn’t like? What they shared? Etc.?
•

14. Blogging is great, but think beyond text:
Using Digital Storytelling
http://www.americanpressinstitute.org/publications/reports/
white-papers/break-away-articles-invent-new-story-forms/

15. Things to think about…
• Using “games” to tell stories
• Having a mobile app for your blog or website
• Fan fiction: inviting the public to write fictional narratives around
an issue you represent (for example about living with the effects of
climate change in the future.)
• Tell a story with pictures or other visuals
• Have contests and quizzes
• What other ways could you tell your stories in social media formats?