Uses for Social Media
Changes in the Marketing Mix • Social media is no longer separate from marketing/public relations. • Sometimes it’s not done properly…if something goes wrong…it’s difficult for those in charge and making the decisions to say, “go try it.” You can’t let it go…people will not allow it to “go away.” Companies OR individuals have to get involved and engaged.
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Uses for the Internet Attractive characteristics of the internet communication • Easy updating of material • Interactivity • Access to in-depth information • An infinite amount of space for information • Cost-effective • Ability to reach niche markets • Information available on a 24/7 basis
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Use of the Internet • How many have internet? • Estimated at 2.9 billion email users in 2010. • Check it daily? 90% • 85% of people worldwide send and receive emails • 62% of people worldwide communicate through social media • Subscribe to or receive shopping catalogs? 15% • Read it? 12% • Subscribe to news or other rss e-feeds? 22% • Read a newspaper? Daily? 42% • Subscribe to a magazine? 40% • Read it/them? More than one? 30%
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Uses for Social Media • • • • • • • •
Sales Customer loyalty programs Awareness campaigns Leads PR/outreach Generating traffic Engagement Track consumer sentiment
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SEO Tracking behaviors Sharing of content Campaign awareness Fundraising Followers Impressions Shares
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Benefits of Social Media Social media gives you the chance to stay ahead of the curve. • Respond quickly to rumors and dissention, without the filters of the media • It takes less time than writing and publishing a press release or a newsletter • Reach a much larger audience for less distribution expense • Your message can instantaneously go global It helps you build community and a sense of family and ownership among your stakeholders. • People care when they feel cared for • A social media presence speaks to inclusion • It is an invitation to be part of the action • It’s not going away. -Why School Communication Matters: Strategies from PR Professionals. AASA
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Popular Channels • LinkedIn- No. 1 employer search site • Facebook-No. 1 social media site; No. 2 employer search site • Twitter-The second most popular social media network • Used as a distribution platform for • late-breaking news • to refute a viral rumor, or • to provide updates on a developing situation • Marketing and promotional purposes
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Popular Channels • Email blasts and newsletters-Constant Contact, Mail Chimp • Document sharing-Issuu.com, elance-online portfolios • Interview tools-Skype, FaceTime • Sales, training, and entertainment-YouTube • Website promoters-QR codes • Provide a visual link to website or app
According to Evolution Creative Marketing, “60% of Hispanics visit video sharing sites and of those, 94% watch online videos visit YouTube. These users are more likely to add content or respond to content.” In addition, “There are roughly 3.5 million Spanishspeaking adults (18+) on Facebook in the US.”
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What to do with Photos What’s your policy for posting photos? • Expectation has been lowered-un-polished versus polished photos and videos are now acceptable/desirable. • Post photos, tag or email subjects to go tag themselves. 75-80% joined FB group after tagging • The ask forgiveness, not permission method • If they complain, remove it Multiple posters may lead to confusion with the “voice.” • Maintain no more than two active contributors
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Downside of SM Social Media has its negatives • Your mistakes and missteps are repeated over and over (called viral) • Lines are blurring between work and personal relationships • Rumors spread with the click of a mouse • Personal image may be damaged with untrue posts • Postings based on opinion, not fact
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Upside of SM Social Media positives…use them to your advantage! • Rumor-control method • Branding • Ease of use • Managing events and communication • Role modeling responsible use
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Upside of SM
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Upside of SM
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Writing for SM Tips for writing for print and web • Use short sentences • Use small, easily understood words. • Speak in the active voice • Don’t give more information than needed • Use 50% of the words from a print story for a web story • Spell check • Use the appropriate communication vehicle
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Censorship Eventually it will happen, censorship will be an option •Respond and talk to people •Let them have their say •Censorship turns fans into vocal enemies •Differentiate rumor from fact •Realize that NOTHING is private or sacred on the internet
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Censorship Customer dissatisfaction should be addressed • • • • • •
What’s the problem? Take it offline to handle private resolution Post the resolution and turn the attitude around Resolve it with your own group AND the public space Make public aware a resolution was found We ask others, via social media, for purchasing advice, etc. Some of those opinions may be offensive.
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