Mar 15 in Uncategorized
Written by: Heather Rast
Shankman: Yogurt, then informational yogurt. Meaning, if you are on Twitter, you represent your brand (if you’re a PR rep). Don’t tweet that you’re eating yogurt. Tweet that you just bought yogurt 1/2 off for one day only at YogurtWorld.
Solis: Facebook opening up the API will bring Twitter into FB, sharing will explode
Shankman: Still put stuff out on the wire service, but it must be optimized for search and across social platforms so that reporters can find what they seek.
Solis: Write a press release as a formality (use PitchEngine). WRite it well, not like a press release. Use keyword density for search optimization. SM tools aside, consider more what you share and less about how you share it. These SM tools allow you to reach those customer bases directly. Figure out how they talk to one another, how they share, and then go out there.
Shankman: It’s more important than ever to know how to write, get your point across succinctly. Consider attention spans (in the 80′s, it was 3 min–now it’s 140 char).
Solis: PR as they exist is dead. But the mechanisms remain true. Write the story as though you want to read it in the NY times. Journalists still need background, still need info.
Shankman: But just dropping out in the wire and hoping someone picks it up is like buckshot–broadly scattered.
Portman: More folks use social networks more than they use email.
Solis: Launch stuff, crickets chirp. If your customers aren’t there, it’s poitless to place stuff out there. Listen to conversations (your audiences) first. Empathize, listen, observe. It will influence how you write, make you more compassionate.
Shankman: PR firms should work hand-in-hand with their agencies. Be transparent and forward if PR agencies write for their clients. Transparency is huge — you will be caught, not if you’re caught ghost-blogging.
Shankman: Twitter makes sense for 99% of companies–if only for search tools, if not to Tweet. What kind of stuff is being talked about associated with your brand.
Solis: There’s no threaded dialogue in Twitter. PeopleBrowsr is a better answer, covering FB and other platforms. There’s a different culture across each platform (Flickr, Facebook, etc.) Focus group by culture, by community.
Portman: Managing a message vs. putting out a message: Biz is constantly reacting, lack resources to manage all communications. Why most co’s use PR agencies to outsource.
Solis: How measure success of SMM campaign? Apply today’s metrics systems to these new ways of communicating (# followers, # friends, etc.). What is your objective? Your goal? Drive what it is you want to measure, create that first, then establish a campaign around that. Created a unique URL for a specific Anheiser-Bush destination site/campaign, based on finding a way to measure the action for that campaign. Start backwards.
Shankman: McFail example–great McDonald’s example where Peter used Twitter to post an experience–the McD PR agency was listening. Hardee’s, Florida Acquarium also listen and respond. Giving interesting info, embracing an audience that is searching for relevant keywords.
Solis: Create a personality around a brand, the new Facebook is going in the right direction. FB is just where people are; give them a reason to come hang out with you (regardless of the platform).
Portman: Skittles example got lots of negative tweets about their new move; Skittles was not monitoring, buzz got out of control.
Solis: PR can be outsourced, or build your own infastructure. Community Management is listening to PR, as is HR, etc.
Shankman: Before co’s start on Twitter, should own your name on all platforms. Then listen, find out about what people are saying about your brand, company, etc. Use a college student to monitor b/c chances are they’re already using those tools. Let them teach you.
Solis: Rules of engagement are dictated by the communities themselves. Those people can blow up your story, or blow it out. Do the litmus test first to get a feel.
Portman: Transparency and honesty is critical.
Shankman: Interns can show you how to use the tools; you can show the interns what to write about.
Solis: PR agencies have competition from sources they never had before. Interactive agencies, freelancers, community management companies. These companies are hiring blogger relations folks, etc. Not charging for media campaigns, etc. anymore.
Metrics matter. New scool, old school. Both have a place. Blasting out co info and not responding is dead. Advertising is when you do it. PR is when someone else does it for you.
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