New Media and Public Relations - Part 1 - Spring, 2016

CM443 B1 Spring 2016
New Media and
Public Relations
Explores the effects of new media on the fundamental theories, models, and
practices of public relations. Studies how websites, blogs, citizen journalism, social
media, direct-to-consumer communication, podcasting, viral marketing, and other
technology-enabled changes are affecting interpersonal, small group, and mass
media relationships. Also covers and uses the interactive tools that are re-defining
the practice of public relations. The course combines lecture, discussion, guest
speakers, case study, and research to help students uncover and appreciate the
power and potential of interactive media.

Who am I?
Who are you?
It was either this,
crisis communications,
or

“To be honest”
Used under Creative Commons licensing.
http://www.flickr.com/photos/phoenixreguy/4809292076/
Pet Peeve #1

“Who gives a ____
about an Oxford comma?”
Pet Peeve #2

Writing Feedback
1. You are writing for business, not academic! AP Stylebook is our textbook.
2. Proof it! Read it aloud before you print and submit it.
3. Prove it! Back up any bold claims with data or citations. "People say?" Which people?
4. Structure your work! Use section headers and typographic techniques to organize your thoughts.
5. Remember the Rule of Three:
1. Tell 'em what you're gonna tell 'em
2. Tell 'em
3. Tell 'em what you told 'em
6. Less is more (to a certain point)!
"I would have written a shorter letter, but I did not have the time." – Attributed to Blaise Pascal (and many others)
I delete a lot of uses of "to be" and "to have" -- is and has are weak words, and often (though not always) passive.
7. That said, beware of pronouns. What is it? Who are they? If there's any chance of confusion, use the noun, not the pronoun.
8. Agreement is imperative:
1. Tenses
2. Plurality
3. Subject/object/pronoun
4. Parallel construction of sentences and vertical lists
5. Grammatical person / narrative mode
9. Periods vs commas vs semicolons vs dashes
10. Companies are singular
11. Data and media are plural
Pet Peeve #3: Crappy Writing

COURSE OVERVIEW
CM443 B1 Spring 2016 – Week 1
Pet Peeve #4: Tweet, take notes – that’s fine.
But pay attention. Your time, your dime…
http://www.gocomics.com/frogapplause/2012/01/16/

Grades
Component Points
Participation 15
Homework 20
Project 25
Midterm Exam 20
Final Exam 20
Score Grade
93-100 A
90-92 A-
87-89 B+
83-86 B
80-82 B-
77-79 C+
73-76 C
70-72 C-
67-69 D+
63-66 D
60-62 D-
Below 60 F

First Steps
• Be on Blackboard
• Have or create a public Twitter account and share that account with the
class
• Have a Klout account and a Klout score and connect that to your public
Twitter account: http://klout.com/
• Sign up for an RSS reader/aggregator. With Google Reader now gone, I
recommend Feedly: http://cloud.feedly.com/
• Subscribe to the BU New Media RSS Feed one of the two following ways (I
recommend both, just to hedge your bets):
– Real-time RSS feed: http://feeds.feedburner.com/bunewmedia
– Daily email alert: http://bit.ly/bunewmediasubscribe
• Get comfortable in WordPress:
– http://codex.wordpress.org/Introduction_to_Blogging
– http://bit.ly/10zbBnh
• Learn a little about Google Analytics:
http://www.google.com/analytics/iq.html

Participation & Homework
• Participation (15 points)
– 7: Knowledge of readings and participation in class
– 8: Interaction online via #bunewmedia hashtag
(curved) averaged with the change in your Klout
score (kurved)
• Homework (20 points)
– 5 or 6 Homework assignments will be given out,
each worth 20 points
– Will be averaged and rounded to generate point
score
– Grading is explained in each assignment

#bunewmedia
• Read articles sent around, especially
those by me and Professor Quigley, but
also by classmates
• Suggest your own readings / listenings
• Reply to or retweet thoughts that resonate
or otherwise impact you (from both
classes)

Required Reading
• Required: Subscribe to and read daily alerts:
– RSS: http://feeds.feedburner.com/bunewmedia
– Email: http://bit.ly/bunewmediasubscribe
• Required: Read the “Reading Assignment” emails/board and
be prepared to speak in class!
• Required: Share links, content and thoughts using the
#bunewmedia hashtag
• No textbooks, but…
• AP Stylebook highly recommended – your writing will be
judged against it
• Social Media Marketing by Dave Evans is also top on the
recommended reading list

Course Project
• Create an “online presence”
• Preliminary Project plan due 2/1
• Mid-Semester Check in due 3/22
• Final project due 4/26

Graduate Project: Key Facts
• Universities challenged to counter the pervasiveness of extremism
on social media
• Teams compete for the chance to present their campaigns in
Washington, D.C. to senior USG officials, earn scholarship awards
• Most students earn academic credit in marketing, communications,
social/digital media, conflict, human rights and terrorism studies
• No limits on creativity or scope, but students must implement their
projects and demonstrate effectiveness
• Sponsored by the U.S. Department of State with support from other
inter-governmental agencies
• 93 documents (over 1,000 pages) of basic research on radicalization
and social media recruitment provided to guide student efforts

Grads and Undergrads
• Our grad students will help design the
homework assignments to meet the needs
of the P2P project, so everyone
contributes!
• Undergrads will be able to earn extra
credit with active participation

FRAMEWORK DISCUSSION

Homework #1
In Week 2 of our class, we will begin exploring in depth ways of
understanding new media from a number of different perspectives,
or frameworks. Those frameworks include:
• Historical: How new media has evolved from old media
• Organizational: How companies traditionally organize
communication efforts
• Philosophical: The founding principles of social media
• Procedural: The process of how organizations can become social
• Technological: The kinds and categories of social media tools
• Functional: The key tactics and functions of new media
• Analytical: Ways to justify your existence and measure your
effectiveness

Homework #1
• Select from among the list above your top three
choices for frameworks you would like to research
further. Send an email to vanhoose@bu.edu or
a tweet to @vanhoosear by the end of day on
Wednesday, January 20th, with your rank-
ordered list of top-three preferred framework
topics. For example:
– Technological
– Analytical
– Functional

Homework #1
• I will review your preferences in light of
other students and choose for you one
topic. I will post the list of framework
assignments by Noon on Thursday,
January 21st. I’ll do my best to give you
your first preference, but if everybody
avoids a particular topic I’ll have to assign
it to someone. It’s not personal…

WORDPRESS 101

TWITTER 101

HISTORICAL FRAMEWORK

Todd’s 6 Eras of
Communication
1. Illustration*
2. Spoken Word
3. Written Word
4. Printed Word
5. Mass Media
6. Social Media
http://www.flickr.com/photos/37644376@N00/34021850
/
http://www.flickr.com/photos/darwinbell/155183682/
http://www.flickr.com/photos/burwash_calligrapher/647
8042809/
http://www.flickr.com/photos/queen_of_subtle/4462520
710/
http://www.flickr.com/photos/videocrab/116136642/
http://www.flickr.com/photos/aslanmedia_official/6292
167103/
Used under Creative Commons licensing.
* Added by Kylie Keegan

Tomi Ahonen’s Seven* Mass Media
1. Print
2. Recordings
3. Film
4. Radio
5. Television
6. Internet
7. Mobile*
http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media:
augmented reality.
http://www.flickr.com/photos/tncountryfan/6176358339/

History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little commerce:
Town crier, known to announce sales
• Rome:
• Wine, with a little commerce
• Already jaded: “Vino vendibili suspensa
hedera non opus est” – “Good wine
needs no bush”
• Acta Diurna (Rome, c151BC) – Daily
Roman Gazette (Stone / Metal)
• Libelli: Bills announcing estate sales,
baths, lost & found, etc.
• London: The rise of the “billsticker” and
the “bellman”

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”
• Notizie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches, or Petites
Affiches, first published in 1612

http://en.wikipedia.org/wiki/Mail_order
http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008
http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/
• 1744: Benjamin Franklin sells scientific and
academic books by mail, offers first
guarantee
• 1872: Montgomery Ward launches first
catalog
• 1893: T.B. Russell writes article in Printer’s
Ink magazine titled “With English
Advertisers” with perhaps the first mention of
“direct mail”
• 1903: Preview of telemarketing when the
Multi-Mailing Co. of New York used
telephone directories as a source for (postal)
mailing lists
• 1905: Homer Buckley builds first direct mail
advertising business

http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/
http://www.prwatch.org/prwissues/1996Q4/ewen.html
http://www.economist.com/node/17722733
• Early 20th Century: L.L. Bean & Sears
take off
• 1906: Ivy Lee issues the first press
release
• WWI: Big transition from door-to-door to
direct mail
• 1916-1935: Eddie Bernays writes
Propaganda, The Engineering of Consent
and Crystallizing Public Opinion (later
used by Goebbels in Nazi Germany)

Ivy Lee’s “Blindingly Obvious”
Idea
• Public opinion can be a very dangerous thing,
but Lee realized early on that it can be
manipulated as well
• Started as a reporter, then a publicist before
opening his own shop and taking on a long-
boiling anthracite coal strike
• Lee hit upon an idea: Send news desks a (daily)
stream of statements and facts about the strike
• While well received at first, some members of
the press complained that they were just well-
disguised (and free) ads
• As a result, he issued his “Declaration of
Principles”
http://pr.wikia.com/wiki/Ivy_Lee

Ivy Lee’s “Declaration of
Principles”
• This is not a secret press bureau. All our work is done in the open. We aim to supply news.
• This is not an advertising agency; if you think any of our matter ought properly to go to your
business office, do not use it.
• Our matter is accurate. Further details on any subject treated will be supplied promptly, and any
editor will be assisted most cheerfully in verifying directly any statement of fact.
• Upon inquiry, full information will be given to any editor concerning those on whose behalf an
article is sent out.
• In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to
supply to the press and public of the United States prompt and accurate information concerning
subjects which it is of value and interest to the public to know about.
• Corporations and public institutions give out much information in which the news point is lost to
view. Nevertheless, it is quite as important to the public to have this news as it is to the
establishments themselves to give it currency.
• I send out only matter every detail of which I am willing to assist any editor in verifying for himself.
• I am always at your service for the purpose of enabling you to obtain more complete information
concerning any of the subjects brought forward in my copy.
Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?

The First Press Release: 1906
• Just a month after issuing his
declaration, there was a terrible
rail accident that killed 53 people
• Lee was retained to get the word
out on behalf of his client, the
Pennsylvania Railroad Company
• He issued a “press release”
• His words made it into The New
York Times verbatim!
• His next big client was John D.
Rockefeller!
http://www.economist.com/node/17722733

From Principled to “Poison
Ivy”
• Lee’s support of Rockefeller led him to
be criticized by many on the left,
including “Mother” Jones, the liberal
magazine’s namesake
• By 1915, despite attempts to remain
behind the curtains, Lee was outed as
a highly-paid consultant ($1,000/mo in
1914!)
• By 1919, Upton Sinclair, author of The
Jungle, had him in his sights and had
labeled him “Poison Ivy.”
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf

Enter Eddie Bernays
• Nephew of Sigmund Freud, who
shaped his world view:
Humans are easily swayed by
irrational thought and “herd
mentality,” making mani-
pulation a necessary tool
• Served on WWI Committee on
Public Information
• Saw value of controlling info
• Wrote Propaganda, The Engineering of Consent and Crystallizing
Public Opinion (later used by Goebbels in Nazi Germany)
http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733

PR’s Flawed Roots
• Dig deep into the technology, culture and mindset of
this dangerous combination:
– Freudian psychology
– The influence of mass media and the one-to-many
broadcast model that prevailed for most of the 20th
Century.
• PR is deeply flawed because of this…
• But we’ll wait to the “Philosophical Framework” to
talk about it in more depth…
http://www.flickr.com/photos/makasu/397792717/

Moving On: Radio, Phones,
TV

The Rise of TV

Sputnik and Social Media
There was a sudden crisis of confidence in American
technology, values, politics, and the military. Science,
technology, and engineering were totally reworked and
massively funded in the shadow of Sputnik. The Russian
satellite essentially forced the United States to place a
new national priority on research science, which led to
the development of microelectronics—the technology
used in today's laptop, personal, and handheld
computers. Many essential technologies of modern life,
including the Internet, owe their early development to the
accelerated pace of applied research triggered by
Sputnik.
“
”http://www.pbs.org/wgbh/nova/space/sputnik-impact-on-america.html

History of the Internet
http://www.internetsociety.org/internet/what-internet/history-internet/brief-history-internet
http://blog.ibefound.com/wp-content/uploads/2014/08/timeline-history-of-the-internet.png

The Rise of PCs, Dawn of
Mobile

Steve Case’s History of the
Internet
1. Research (1970s)
2. Pioneering (80s to Early 90s)
3. Growth (Mid-90s)
4. Hype (Late 90s)
5. Despair (Early 2000s)
6. Recovery (Mid-2000s)
7. Boom (Late 2000s – Early 2010s)
8. Rinse, Repeat
http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase

Class Project: Preliminary
Plan
Due February 1st, comprised of the following:
• Theme and/or Title
• Desired URL: (e.g.,
bunewmedia.net/mygreatblog)
• Primary Objective, for instance:
– Get a job (this choice is harder than it looks)
– Share my passion
– Raise awareness about an issue
– Sell a product or piece of content (real
products only please)
– Capture information from individuals for
networking or other future use
• Key Performance Indicators (2-3
measurements of success), e.g.
– Traffic
– Comments
– Downloads
– Sales
– Share of Voice
• Target Community – Who are you trying to
connect with and why?
• Search Strategy – How will you make the site
search optimized? A good resource to help
feed this section:
http://www.searchengineguide.com/stoney-
degeyter/seo-101-everything-you-need-to-
know-abou.php
• “Voice” – Describe the writing or content style
you anticipate using. What is the intended tone
or of your presence? How will the look and
“style” of your presence support your voice?
Be specific and detailed.

THE ANALYTICAL
FRAMEWORK
CM443 B1 Spring 2016 – Weeks 2-3

The Three Os of Measurement
1. Outputs – Results of
publicity efforts
2. Outtakes – How people
think as a result of these
outputs
3. Outcomes – How their
behavior changes as a
result of these outtakes
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15

What’s Missing?
• Katie Paine’s Three Os describe most, but not
all, of the metrics we should be tracking
• They represent the part of the marketing / PR
process over which you have the most control

The Two Is
• Missing are the two important factors that you
have the least control over
– Inputs are the “raw materials,” resources and tools
that you have been given to accomplish your task
– Impact is the positive economic or life change brought
about as a result of the outcomes

Ad Value Equivalency
• The calculation of space or time used for earned
media (publicity or news content) by comparing
it to the cost of that same space or time if
purchased as advertising
http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/

The Problems with AVE
1. AVEs do not measure outcomes
2. AVEs reduce public relations to media relations
3. AVEs treat advertising and PR as cost alternatives,
flying in the face of integrated measurement
4. AVEs provide no diagnostic value – they don’t tell
you what’s working
5. AVEs do not take into consideration credibility, and
ignore social media
6. AVEs are commonly used in conjunction with
multipliers (i.e., “this article is worth 2x its AVE
because it has editorial credibility”), but no
research supports this
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
http://www.instituteforpr.org/wp-content/uploads/Dispelling_Myth_of_PR_Multiplier.pdf

Alternatives to AVE
1. gAVE (Google AVE =
CPC x search
volume)
2. Reach/OTS/Frequen
cy
3. ROE: Return on
Engagement?
4. AMEC’s response: A
grid of alternatives
http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/
http://www.catherinelane.com/ave-is-a-dying-breed-but-what%E2%80%99s-the-alternative/
http://www.slideshare.net/garydpreston/g-ave-slide-share
http://www.chalkablog.com/2014/07/10-top-
tools-for-measuring-pr.html

Alternatives to AVE: AMEC
http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf

The NEW Barcelona
Principles1. Goal setting and measurement are fundamental to communication and
public relations
2. Measuring communication outputs is great, but also measuring outcomes
is even more important
3. The effect of communication efforts on organizational performance can
and should be measured
4. Measurement and evaluation require both qualitative and quantitative
methods
5. AVEs are not the value of communications
6. Social media can and should be measured consistently with other media
channels
7. Measurement and evaluation should be transparent, consistent and valid
http://amecorg.com/how-the-barcelona-principles-have-been-updated/

Net Promoter Score
http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter

Impact
• ROI is just 1 metric
• It may not even be
the most important
metric!
• It’s the best
measurement of
impact we have
though

The Tangibles of ROI
(Gain from Investment – Cost of
Investment)
Cost of Investment
ROI
(%) =
 Gain: Total revenue generated that can be attributed to the program /
campaign
(If the program or campaign is not aimed at revenue generation, you
can substitute “cost savings”)
 Cost: Total cost of program / campaign, including:
 Staff time, calculated by FTE %age of salary or hourly rates
 Hard costs

The Intangibles of ROI
• Attribution can be difficult to determine
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Calculating Value – Not Just
$$
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Seven Steps of Building a
Measurement Program
1. Identify the community
– Who do you have relationships with?
– Who do you want relationships with?
– Who are you reaching with this program
2. Define objectives for each community
– At a high level, what are you trying to achieve?
3. Define measurement criteria
– Create specific goals, or “conversion goals”, measured by real performance numbers,
percentage growth, share of revenue/voice, etc.
– You must be able to tie these to your high-level objectives
4. Define your benchmark
– Where are you starting from? Baseline metrics are critical!
5. Select a measurement tool
– Both traditional and new media
6. Analyze, create action items & recommendations
– Focus on what you can change
7. Make changes and measure again

Examples of High-Level
Objectives
• Learn something about customers we’ve
never known before
• Tell our story to customers and have them
share it
• Have more comments than posts
• Get our customers to help each other
• Create a new revenue channel
• Improve our reputation online
Jeremiah Owyang, via

Sample Basic Metrics
• Get on page one of SERPs for key industry term
• Grow RSS or email subscriptions by 100%
• Have an average of 3 comments per post
• Increase the number of Facebook users “talking about” our page by
75
• Grow inbound links by 50
• Have at least two blog and media mentions per week
• Grow our Alexa ranking by 500 places by n date
• Improve the sentiment so there are more positive mentions than
negative ones
• Grow web traffic by 200%
• Grow downloads or sales by 50% over next four months

Where Measurement Starts
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat)

What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and
marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

The Best Social Media
Metrics*
1. Conversation Index – Ratio of posts to
comments or replies
2. Amplification Rate – How many people
share each post/update/tweet/etc.
3. Applause Rate – How many people “like,”
“+1” or “favorite” each piece of content
4. Economic Value – Sum of short- and long-
term revenue and cost savings
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Paul’s Favorite Metrics
• Page Views – Simple but easy, as long as you understand
difference between views (or visits) and visitors
• Returning Visitors – How sticky is your site? Over time this
becomes more important
• Pages Per Visit – Keep it trending upward; it’s another
measurement of stickiness
• RSS Subscriptions – How many people read your blog on a
regular basis (in theory)
• Referring Sites – Who’s sending you the most traffic, to
where, and why?
• SERP – Where do you rank?
• Search Terms – Use these to optimize your site content

Visualizing Early-Stage Conversions
Twitter
“Applause Rate”
(Favorites, Likes)
Low Engagement
High
Engagement Medium Activation
Lead Generation
High Activation
Share
“Amplification Rate”
(Retweets)
Download
Opt In
Engage Activate
Medium Engagement
LinkedIn
Activation (Click)
“Engagement Rate”
(Original Tweets
or Replies)
Bounce
Lands on Slideshare/Blog Post/Website,
Reads, No Follow-through
Low Activation
Clicks to Read More on Site

Homework Assignment #2
The following research areas, all which have been suggested by the U.S.
Department of State as important topics, have been selected by your professor
and the graduate students in our class:
– Humanitarianism
– Civic Engagement
– Islamic Culture
– Rehabilitation
– Migrant, Refugee and Immigrant
Issues
– Social Issues: At-Risk or Underserved
Communities
– Social Change Through the Arts
– Border Security
– Gang Violence
• Pick your top 3, in order, just like
assignment #1
• Email (vanhoosear@gmail.com) or
tweet (@vanhoosear) me your
preferences by end of day
Wednesday
• I’ll drop the 1-2 least popular topics
• I’ll get you your assignment by
Thursday at noon

Homework Assignment #2
• Recommend a specific marketing campaign that could help reduce the instances of
extremism in the assigned area
• Answer this question: “How can a specific social media campaign focusing on your
assigned area help reduce the spread of extremist views online?”
• Include as part of the introduction, the following:
– A definition of your topic area
– Identifying any inspirations you found for your campaign
• Write a two-page paper that defines:
1. A high-level objective
2. A definition of your community (a.k.a., “target audience”) in terms of 1-3 “buyer personas” (more on buyer
personas here: http://bit.ly/BuyerPersonas )
3. The Content and Channel
4. The Message
5. The KPIs (for a little more on KPIs, visit http://www.refresher.com/alrpmkpi2011.html )
• Each section is worth 4 points
• Due next Tuesday!

ORGANIZATIONAL
FRAMEWORK

Kinds of Organizations
• Government
– Steve Goldsmith’s Three Problems
1. Responsiveness
2. Efficacy
3. Opacity
• Non-Profit
– Most potential for real impact,
growth
– Four key roles
1. Spokespeople
2. Social media team
3. Media relations team
4. Media advocacy (public affairs)
team
• Private
– Biggest budgets for real impact, growth
– Not just the marketing / corp comms team, please!
http://significa.edelman.dev.auctollo.net/government-and-new-media-2/
http://www.flickr.com/photos/36498826@N02/4324885147

Organizational Infrastructure
• Management
• Internal Communications & HR
• Sales, Marketing and Corporate Comm.
• Customer Support
• Product Development and Engineering
Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588

The Anti-Social Organization
Fresh Ground, Inc.
The old model, or one reason why PR is flawed
Megaphone
Flickr image uploaded by thivierr
Shared under Creative Commons
Attribution-Share Alike 2.0 Generic
License
The Earth
Taken 7 December, 1972
Apollo 17 mission
Courtesy: NASA

The Risk of Over-Organization
We’ll tackle how to
overcome these silos
in the Procedural
Framework discussion

The Risk of Silos
TALKING HEAD
SYNDROME
Social media practitioners fall victim to three key ailments.
This is one of them…
• If your public presence
is disconnected from
your business and
unable to satisfy the
demands of your
community, you’re
probably suffering
from…

Fresh Ground, Inc.
The Reality
The Social Organization

Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
Attribution-No Derivative Works 2.0 Generic
License
Share
Flickr image uploaded by Ed Yourdon
Attribution-Share Alike 2.0 Generic
License
Listen
Flickr image uploaded by andronicusmax
Attribution 2.0 Generic
License
Change
Flickr image uploaded by adam*b
Attribution 2.0 Generic
License

Social Business Organization
Models: Organic
http://www.web-strategist.com/blog/2010/04/15/framework-and-
matrix-the-five-ways-companies-organize-for-social-business/

Models: Coordinated

Models: Centralized

Models: Dandelion Hub & Spoke

Models: Honeycomb

Challenges to Social
Adoption
• Giving up the “Command and Control”
mentality and ceding control – REAL control
– to your customers
• Building bridges to other departments
• Managing short-term performance
expectations in a long-term game
• Getting a handle on all the technology
• Allocating a budget for tools, metrics and
follow-through
Source: Social Media Marketing, Chapter 3

SELLING YOUR MARKETING
PROGRAM

Some
Basic
Social
Media
Facts
Courtesy Moz.com
http://moz.com/beginners-guide-to-social-media
PDF:
http://d2eeipcrcdle6.cloudfront.net/guides/beginners_guide_to
_social_media.pdf

How to Sell Your Ideas Internally
• Seed (identify a suitable first user group)
• Prioritize (identify key players)
• Experiment
• Create evangelists
• Turn evangelists into trainers
• Don’t forget everything we learned in the
Analytics Framework

Who Uses Social Media / What’s
New In Social Media?
• Social media is more popular
than ever
• “Social media” may just finally
be “media?”
• The lines between paid and
unpaid media continue to blur
• More participants and more
content means better filters
are needed
• Perfect opportunity for
curation
• More importantly, content
marketers need to make better
content to break through the
better filters

Should We Break Up With Social Media?
Courtesy of Digiday, Eat24.

How People Use Social Media
• Are Gallup’s numbers right?
Probably not.
• But we can still learn from
these data
http://www.gallup.com/poll/171785/americans-say-social-media-little-
effect-buying-decisions.aspx

THE PHILOSOPHICAL
FRAMEWORK

What is Social Media?
• Social media is a set of channels, tools and philosophies
for creating content, building community, joining (and
shaping) the conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a
new way to do business
• Ultimately, social media, and more specifically social
marketing, is about turning your customers and
influencers into salespeople.
118

“Ultimately social media is not about the tools, technology and whiz-bang
things. It’s about culture and culture change.”
- @ScottMonty

We Just
• Talked About Old School vs New School

The Cluetrain Manifesto
http://www.cluetrain.com/book/95-theses.html

The New Clues
http://newclues.cluetrain.com/

The Four Ts
Organizations need to understand and
respect these four fundamental social media
philosophical tenets:
• Technology
• Time
• Transparency
• Trust
Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/

In PR we Trust?
• No, say journalists…
http://www.adweek.com/prnewser/pr-wins-the-digital-content-game-but-struggles-with-trust-and-disclosure-issues/114176

In PR we Trust?
• No, say
consumers
(assuming we
compare with
advertisers…)
http://www.gallup.com/poll/1654/honesty-ethics-professions.aspx

Ethics and PR
“The practice of public relations is all about
earning credibility. Credibility, in turn, begins
with telling the truth. Public relations, then,
must be based on ‘doing the right thing’ – in
other words, acting ethically.”
(Seitel, 2007, p. 108)
http://www.slideshare.net/oreshetn/ethics-in-pr-11310284

So Why Can’t We “PR” This?
• Because PR is not (just?) about spin
• Because “PR” is not a verb
• (Because we shouldn’t “verb” words
anyway)
• Because of Ivy Lee and Eddie Bernays
• Because PR, if misused, can be very
dangerous

Ethics and PR
• So, are we conveyors of the truth, or
• Are we manipulators of the public mind?
• What would Eddie Bernays say?
– “The instruments by which public opinion is organized and
focused may be misused. But such organization and focusing
are necessary to orderly life.” – Propaganda
– “The only way to combat … unethical methods, is for ethical
members of the industry to use the weapon of propaganda in
order to bring out the basic truths of the situation.” – Propaganda
• Where is the PR ethics battle being fought today…?
– Traditional PR
– New media

Edelman & the Environment
• 4 AUG 14: 10 global PR firms say they will not represent
clients that deny man-made climate change or that seek to
block emission-reducing regulations. Edelman not among
them, says they “take on clients on a case-by-case basis.”
• 18 NOV 14: Edelman called out for supporting creation of
“front groups” to support Canadian pipeline project.
• 7 JULY 15: Edelman loses 4 execs who led its corporate-
responsibility practice, and 2 clients due to the “company’s
unwillingness to take a strong stand on climate change.”
• 15 SEP 15: Edelman ends work with coal producers and
climate change deniers, criticizes past practices of
“greenwashing” and “fake front groups.”
http://www.theguardian.com/environment/2015/sep/15/edelman-ends-work-with-coal-and-climate-change-deniers
http://www.theguardian.com/environment/2014/aug/04/worlds-top-pr-companies-rule-out-working-with-climate-deniers
http://www.theguardian.com/environment/2014/nov/18/revealed-keystone-companys-pr-blitz-to-safeguard-its-backup-plan
http://www.theguardian.com/sustainable-business/2015/jul/07/pr-edelman-climate-change-lost-executives-clients

Wikipedia
From the Wikipedia “Paid editing (essay)” page:
• Paid editing is not currently prohibited on Wikipedia.
• The community has, to date, attempted twice to ban the
practice, with the outcome twice being no consensus.
• It has, however, been made by consensus that editors
who are paid represent a clear conflict-of-interest and
are strongly encouraged to state this on the Conflict of
Interest Noticeboard what articles they are being paid to
edit and declare whom they are working for before
doing so.
• Failure to do so may result in disputes with established
editors and the Wikipedia community.
• Depending on the situation's severity, an editor's
privilege to edit Wikipedia may be subject to sanctions
for both the editor and their client.
https://en.wikipedia.org/wiki/Wikipedia:Paid_editing_(essay)
https://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest/Noticeboard

Editing Wikipedia
Side #1: Ban PR People
• Jimmy Wales
Side #2: Be Responsible
The Wikipedia Terms of Use “prohibit
engaging in deceptive activities, including
mis-representation of affiliation,
impersonation, and fraud. As part of these
obligations, you must disclose your employer,
client, and affiliation with respect to any
contribution for which you receive, or expect
to receive, compensation.
You must make that disclosure in at least one
of the following ways:
• a statement on your user page,
• a statement on the talk page
accompanying any paid contributions, or
• a statement in the edit summary
accompanying any paid contributions.
https://wikimediafoundation.org/wiki/Terms_of_Use
http://www.examiner.com/article/
wikipedia-s-ketel-of-conflict-of-interest

A Framework for Ethical Decision Making
Recognize an Ethical Issue
• Could this decision or situation be damaging to someone
or to some group? Does this decision involve a choice
between a good and bad alternative, or perhaps
between two "goods" or between two "bads"?
• Is this issue about more than what is legal or what is
most efficient? If so, how?
Get the Facts
• What are the relevant facts of the case? What facts are
not known? Can I learn more about the situation? Do I
know enough to make a decision?
• What individuals and groups have an important stake in
the outcome? Are some concerns more important?
Why?
• What are the options for acting? Have all the relevant
persons and groups been consulted? Have I identified
creative options?
Evaluate Alternative Actions
• Evaluate the options by asking the following questions:
• Which option will produce the most good and do the
least harm? (The Utilitarian Approach)
• Which option best respects the rights of all who have a
stake? (The Rights Approach)
• Which option treats people equally or proportionately?
(The Justice Approach)
• Which option best serves the community
as a whole, not just some members?
(The Common Good Approach)
• Which option leads me to act as the sort of person I want
to be? (The Virtue Approach)
Make a Decision and Test It
• Considering all these approaches, which option best
addresses the situation?
• If I told someone I respect-or told a television audience-
which option I have chosen, what would they say?
Act and Reflect on the Outcome
• How can my decision be implemented with the greatest
care and attention to the concerns of all stakeholders?
• How did my decision turn out and what have I learned
from this specific situation?
http://www.scu.edu/ethics/practicing/decision/framework.html#sthash.x62cpk8g.dpuf
http://www.huffingtonpost.com/jeremy-harris-lipschultz/the-ethics-of-social-media_b_7489280.html
This framework for thinking ethically is the product of dialogue and debate at the Markkula
Center for Applied Ethics at Santa Clara University. Primary contributors include Manuel
Velasquez, Dennis Moberg, Michael J. Meyer, Thomas Shanks, Margaret R. McLean, David
DeCosse, Claire André, and Kirk O. Hanson. It was last revised in May 2009.

Code of Ethics (Now an App!)
http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

Our Code of Ethics
The PR code of ethics is as high-minded and detailed as any I’ve seen for
the journalism world, but its idealism cannot mask the deep conflicts inherent in
the profession. For example:
• We serve the public interest by acting as responsible advocates for those
we represent.
• We adhere to the highest standards of accuracy and truth in advancing the
interests of those we represent and in communicating with the public.
• We are faithful to those we represent, while honoring our obligation to serve
the public interest.
But what happens when the interests of a client are in conflict with the interest
of the public?
“
http://www.poynter.org/uncategorized/89208/the-mcclellan-case-when-loyalty-and-public-interest-collide/
http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

Where’s Your Loyalty?
• To your client?
• To your agency?
• To yourself?
• To the media?
• To your community?
• To the general public?

5 Deadly Sins of Social Media
1. Unreported endorsements
2. Improper anonymity
3. Compromising consumer privacy
4. Overly enthusiastic employees
5. Using online community to get free work
http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/

PR, Social Media & the Law
• Your social media policy is critical
– Clearly define what can and cannot be said
• Understand the Big 5
1. The SEC, which governs publicly traded companies, has RegFD, which describes the rules of “fair
disclosure” to democratize information dissemination and prevent insider trading
• Predisclosed social media channels can be considered fair disclosure
• Additional requirements imposed on financial services firms and advisors
2. The FTC, which regulates all businesses in the US, has updated its Dot Com Disclosures governing ads
and sponsored content
• If you got paid to post it, you must disclose that fact in the post itself
3. The FCC, which governs telecommunications in the US, has its Net Neutrality rules as well, mostly
regulating content dissemination and prioritization
4. The NLRB, which enforces the National Labor Relations Act, monitors employers’ responses to
employee actions online. It watches out for organizations’ social media policies and policy enforcement,
particularly when the policy or enforcement could be viewed as directly or indirectly chilling employees’
free speech rights to discuss wages, working conditions, etc.
5. The FDA, which governs, rather strictly, the marketing of food products and drugs to Americans.
http://www.wsandco.com/about-us/news-and-events/blogs/do-blog/regulation-fd-social
http://marketingland.com/ftc-puts-social-media-marketers-on-notice-with-updated-disclosure-guidelines-132017
http://www.socialmediatoday.com/technology-data/sarah-snow/2015-06-12/new-fcc-net-neutrality-rules-go-effect-today-despite-lawsuits
http://www.poynter.org/news/media-innovation/217139/how-to-create-effective-social-media-guidelines/

PR, Social Media & the Law
• A good social media policy isn’t enough!
• Get your legal team on board early to scope out
content areas that
1. Don’t need review
2. Will require managerial review
3. Will require legal review
4. Cannot be addressed via social channels
• Build a library before beginning
• Have a decision tree / response protocol in place
before beginning

THE FUNCTIONAL
PERSPECTIVE

The Five Functions of Social
Marketing
1. Listen
2. Analyze
3. Engage
4. Influence
5. Measure
http://www.rackspace.com/blog/social-marketing-strategy/

McKinsey’s Four Functions
• Monitor social channels for trends, insights
– Brand monitoring
• Respond to consumers’ comments
– Crisis management
– Customer service
• Amplify current positive activity/tone
– Referrals and recommendations
– Fostering communities
– Brand advocacy
• Lead changes in sentiment or behavior
– Brand content awareness
– Product launches
– Targeted deals, offers
– Customer input
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
We’ll come back to
these and drop
them in a matrix
for a deeper
discussion of the
process of social
media.

The Groundswell Ladder
The Psychographic / Personal Side of Social Media:
(How People Use Social Media)
2011
http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html

THE PROCEDURAL
FRAMEWORK

The Basic Questions
How do we start?
http://www.flickr.com/photos/npobre/2601582256/

The Basic Questions
Where are we going?
http://www.flickr.com/photos/tunruh/233316674/

The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/

More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT
ALL?
or,
HOW DO I SELL SOCIAL MEDIA TO MY BOSS?We’ll revisit these questions later…

Diffusion of Innovations
Theory
(or, the New Media Adoption Process)

The Marketer’s Arrow
Awareness Knowledge Interest Intent Action Repeat

The Integrated Approach
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

Integrated, Client-Focused Marketing
SERVICE & RETENTIONAWARENESS CONNECTION & ENGAGEMENT
DELIGHTATTRACT CONVERT CLOSE
PR
Display Advertising
Paid Search
Word of Mouth
Social Ads
SEO
Product Site
DISCOVERY CONSIDERATION PURCHASE EVALUATION
Reviews
Event Promotion
eMail
Blog
Social
Webinars
eMail Campaigns
Marketing Collateral
Symposiums
Onboarding
PRC
Portfolio Analytics
Sponsorships
Surveys
Community
ClientsVisitorsStrangers Prospects Advocates
Print Advertising
CONSUMPTION SALESSHARING LEADS SATISFACTION
eNewsletters
Events
DPC Site
Cautious Curious Engaged Convinced Satisfied
METRICS
COMMUNICATION METHODS
OBJECTIVES

Mapping Conversion Flow
Twitter/LinkedIn
Re-Tweet/Like/Share/Subscribe
Intermediary Content Opt In
Landing Pages/Blog
Download Content
Level of Engagement
Engage Activate
Read More

The 2/3 Step Process
Twitter
“Applause Rate”
(Favorites, Likes)
Low Engagement
High
Engagement Medium Activation
Lead Generation
High Activation
Share
“Amplification Rate”
(Retweets)
Download
Opt In
Engage Activate
Medium Engagement
LinkedIn
Activation (Click)
“Engagement Rate”
(Original Tweets
or Replies)
Bounce
Lands on Slideshare/Blog Post/Website,
Reads, No Follow-through
Low Activation
Clicks to Read More on Site

The “New Marketing” Funnel

Content Marketing Maturity
Model
1. Stasis
2. Production
3. Utility
4. Storytelling
5. Monetization
http://www.toprankblog.com/2014/02/content-marketing-maturity-model/

The McKinsey Matrix
Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958

AMEC’s Matrix
http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf

A Framework for Your Social
Strategy

INPUT
• Organizational factors: Conditions of the external environment/climate and leadership style.
• Human factors: Skills, knowledge and character of who works for the organization.
• Social factors: Values, inspiration, behaviors of the groups of people that work for the organization.
PERFORMANCE
• Organizational structure: This is about how the different activities, tasks and responsibilities are
distributed within the organization.
• Process: The brain and heart of our strategic planning & execution. Here we set the objectives, the
strategies, the tactics, we verify the results and determine the necessary corrective actions.
• Financial structure: It defines how the financial resources are allocated according to the defined
objectives.
OUTPUT
• Management efficiency: Quality of the management. Is the management capable of achieving a
good and tangible output?
• Motivation: This is what drives a person to perform a certain action or to pursue a certain objective.
• Morale: Do people feel under pressure when they work or do they feel satisfied? You can think it as
the “organizational climate” and it has to do with how the work environment is perceived, directly or
indirectly, by the employees.
A Framework for Your Social
Strategy

A Process
http://www.briansolis.com/2013/09/the-adaptive-digital-strategy-framework/

A Process
• Integration: The focus is on how the organization is structured around social efforts and
on how social technologies are integrated with communication channels across the
organization.
• Planning: Goals are impossible to achieve without a plan. Whether you are working on a
PR or a marketing initiative, a good plan is meant to serve as a roadmap. It’s essential for
aligning the resources and prioritizing the actions of the organization as it strives to
achieve its goals.
• Execution: Execution is what actually brings the strategic plan to fruition. This is the result
of the planning decisions made by the organization and its team.
• Evaluation: The overall process, the financial and the human resources must be
evaluated to ensure that the communications function is successful. Accurate
measurement is vital for the deployment, maintenance and refinement of ongoing and
future projects.

THE TECHNOLOGICAL
FRAMEWORK

http://www.flickr.com/photos/squirmelia/5968201800/
* Did You
?

My Favorite Tech Model
http://techcrunch.com/2015/04/07/modeling-mediums-of-communication/

The Risk of Embracing Tech
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you are quick to adopt
and embrace new tools,
technologies and
networks, you’re being
smart, but, make sure you
can explain why, or you
might suffer from… SHINY OBJECT
SYNDROME

How the Web Works (The OSI Model)
http://krystalchisholm.wordpress.com/2010/10/08/chapter-12/

How
the
Web
Works
(Client/
Server
Model)http://sleeplessgeek.blogspot.com/2
010/08/visualizing-our-example-
setup.html

HTTP, HTML & CSS
• HTTP (Hypertext Transfer Protocol) is how HTML
(Hypertext Markup Language) pages are transmitted
from the server to the browser
• HTML has evolved from a descriptive model to a
semantic model
– e.g., instead of <B> for bold, preference now is to use
<STRONG>, reflecting the need for a strong emphasis,
rather than assuming that bold is the best way to do that
• CSS (Cascading Style Sheets) allow the designer to
customize how content looks based on how it’s
marked up semantically with HTML.

New Media and Public Relations - Part 1 - Spring, 2016

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (11)

Similar to New Media and Public Relations - Part 1 - Spring, 2016

Similar to New Media and Public Relations - Part 1 - Spring, 2016 (20)

More from Todd Van Hoosear

More from Todd Van Hoosear (20)

Recently uploaded

Recently uploaded (20)

New Media and Public Relations - Part 1 - Spring, 2016