PR | Social Media University, Global (SMUG)

Asking the Right Questions about PR and Social Media

Tomorrow I have an opportunity to discuss social media and how it is changing the practice of public relations with students from the University of St. Thomas’ chapter of the PRSSA.

Jessica Snell, a St. Thomas junior who is in charge of the noon program, sent me a list of questions as a starting point for discussion. If getting the right answers depends on beginning by asking the right questions, I think they’re off to a good start.

We won’t get to all of these in an hour, but if any SMUGgles have interesting answers, perspectives and stories you would like me to share with the students, please leave your thoughts in the comments below.

Meanwhile, I’ll start updating this post with some of my answers to those questions.

• In what ways do you feel that the field of public relations is changing due to the use of social media technologies?

– Journalists interacting with PR professionals through Facebook, LinkedIn, Twitter

– It’s not just media relations, but is really public relations.

– HARO as a free alternative to ProfNet

• How are social media technologies being used specifically in the health care field?

Many health care providers have YouTube channels. Here are channels for Mayo Clinic, M.D. Anderson and MUSC. See some of our podcasting and blog offerings in the links below. We also have a Facebook “fan” page.

• What impact do social media technologies have in a crisis communication/issues management? (e.g., beneficial way to get out important info.? harmful rumors spread quickly?)

See this post on Facebook Crisis Communications and this one one Twitter and Facebook “off-label” uses. See the 35W bridge collapse group in Facebook.

• Have social/digital media technologies changed the way you work with journalists?

Absolutely, whether through Facebook and Twitter interactions or through our News Blog.

• Have social/digital media technologies changed the way you communicate with patients?

See our Podcast blog, which lets us share much more in-depth information with patients (and lets them ask questions), and our Facebook page.

• What skills do you believe are important for students to develop for projects that incorporate social media technologies?

– Start and sustain a blog

– Writing

– Shooting and editing video

– Photography

– Basic familiarity with the types of social networking tools

– Interactivity

• How do you recommend keeping up with all of the changes in the digital world? Is important to know about, and participate in every new thing to be a good PR practitioner?

– Like some foul-mouthed broadcasters need a seven-second delay, consider a seven-day or seven-week delay before jumping after every shiny new toy.

– It’s more important to think creatively about how to use new but fairly mainstream technologies instead of being the first to use a hot new tool.

– I would be remiss – given that your tuition at UST is $27,722 – if I failed to urge you to enroll in SMUG.

– Check out my Slideshare slideshows and slidecasts to see some of the presentations I’ve done (some of the slides will be similar to what I presented today) as well as some of the SMUG curriculum.

• What challenges do you believe students should be prepared to address when working on campaigns that incorporate social media technologies?

– FUD – Fear, Uncertainty and Doubt.

– Skepticism about how a social media slingshot can compete with mass media. Remember Goliath. Remember George Allen.
• What ethical challenges have emerged when using social media technologies in a PR context?

– Temptation to comment anonymously or “game” the rankings in Digg or on other social sites. Yield not.

• What is important for young professionals to know about our ability to measure results when using social media technologies as part of PR campaigns?

– Measurement is a significant advantage for social media as compared with mainstream media.

– You can justify based on tangible outcomes, and then have intangibles as icing.

• What is important for young professionals to know about working with clients (or management) when recommending social media strategies?

– See the FUD observation above

– Show examples of mainstream success with social media, from well-established companies and brands. The Blog Council is a group of large companies using social media internally and externally, and here is our Alltop page.

– Keep costs low and show them how easy it can be using free and/or open source solutions.

– Engage front-line employees instead of thinking all communication needs to come from the PR team.

• What types of technologies or applications should students be familiar with (e.g., Facebook, RSS feeds, Digg, Twitter, Ning, Linked In, Technorati, Google Analytics, del.icio.us, YouTube, blogs, podcasts, designing a Web site, etc.)?

All of the above. You need to develop an understanding for each of the kinds of tools, so you can select or recommend the right one for the job. If all you have is a hammer….

• What impact do you believe the Internet and social media technologies are having on how PR, advertising and marketing professionals work together?

• What advice do you have for helping the areas of PR, advertising and marketing work together successfully?

• Please describe a recent project/campaign that you feel illustrates how public relations is impacted by the use of social media technologies.

• What aspects of the project represent a change or shift in PR practice, and what elements remain unchanged from traditional PR practice?

I welcome any other thoughts people may have to share with students from the UST chapter of PRSSA. They would, too.

HARO: Craigslist for PR and Journalism

I had heard about Peter Shankman’s service, HARO – Help A Reporter Out, but until yesterday hadn’t gotten around to trying it. I had meant to check it out, but it just never got to the top of my to-do list. Probably it’s because my focus has been in social media instead of mainstream, traditional media.

Apparently 37,000 other PR sources haven’t been so slow in adopting.

My first impression has been quite positive. HARO is a really neat service, with a site for sources to sign up to receive thrice-daily emails of media requests, and a separate page for journalists to enter their source requests. Peter goes through the journalist requests and categorizes them (actually, the journalists do the categorization themselves) and sends the email digests to the HARO, community which operates on five simple rules. And it’s free to both sources and journalists.

You also can get Urgent HARO requests by following Peter on Twitter.

Craigslist has contributed significantly to the mainstream media meltdown, particularly in newspapers, by offering a free alternative to what formerly had been a cash-cow monopoly, the local classified ad.

I don’t know whether Peter aims to do the same to ProfNet, an established service of PR Newswire that is free to journalists but not to PR sources.

What do you think? Have you used HARO, either as a source or as a journalist? Will HARO make a significant dent in ProfNet’s market share?

Yammer 103: Coordinating Media Relations Idea Gathering

Among the benefits of Yammer is the ability to subscribe to, or “follow,” conversations or “tags” that you find interesting.

So instead of a mass e-mail going to 100 people in your department, you can Yammer with a tag, and only those people who are following that tag will get the e-mail.

Then they can respond by e-mail, and it all gets gathered, archived and redistributed through Yammer.

Here’s a practical example.

Suppose you have a geographically dispersed media relations team. You want to gather recommendations for potential subject experts for a story in an article you are writing for a publication.

Old Way #1: Send a mass e-mail to your whole department. Annoy most of the recipients with what they consider spam.

Old Way #2: Send an e-mail to a distribution list you have created, those who work in media relations. But no one who isn’t on your list gets the message, even if they might have something to contribute. The message is locked up in your recipients’ e-mail inboxes.

The Yammer Way: Go to Yammer and post your question with appropriate tags. It will look something like this as you enter it:

And in the Yammer timeline, it will look like this:

So, for colleagues who have followed the #press-call-alert or #media-relations tags, and who have their e-mail settings set appropriately, like this…

…will get e-mails sent directly to them. If they reply to the message, their responses also will be posted to Yammer.

The other benefit is that by being in the Yammer timeline, your message is available to others in your workplace, who may not have originally subscribed, but who might see that a conversation is occurring and decide to chime in.

And through Yammer tags, people subscribe to messages of interest to them. You don’t need to have someone maintain a master distribution list or, what’s worse, have each individual on the team maintaining his or her own distribution list. The lists maintain themselves in Yammer as people “follow” given tags.

The other benefit is that instead of having the info locked in e-mail inboxes, the Yammer site is searchable, creating a knowledge base for the workplace. But we’ll discuss that more in Yammer 104.

Assignments:

If you are a Mayo employee in Public Affairs, click this #public-affairs link and see if you can get signed up for and have access to this Yammer tag. You also could try following #social-media-team, #medical-edge, #media-relations and #press-call-alert.
If you are NOT a Mayo employee, I would be interested to find out what happens when you click those links in #1 above, or specifically whether you can see this particular Yammer. Part of the benefit of Yammer is that you can limit your updates to be only visible by your co-workers. If you can see mine (or if you can’t), I’d appreciate knowing that.

So let me know how this works for you in the comments below!

Shel Holtz Ragan Presentation: What’s Next?

I’ve known Shel for several years, and I try to keep in touch via Twitter, his RSS feed and listening to his For Immediate Release podcast (with his sidekick Neville Hobson.) Still, it’s been a couple of years since I’ve heard him present, and this talk at the Ragan conference with SAS was really interesting and helpful.

As I sit in the Charlotte airport, loving the free wi-fi, I’m taking the opportunity to clean up my liveblogging post from his talk, and to add some links to the sites he mentioned.

The title of the presentation was, “What’s Next?” and he had ten key trends he saw as important. I missed #9, so if anyone else (or even Shel) can fill in the missing info, I would appreciate it. But before I get into those trends here were a few of Shel’s observations.

Shel says the high-end webcast is going the way of the DoDo, because now anyone can do a webcast using Qik or Ustream.tv.

Seesmic – lets you record videos at your Webcam. Put video up instead. Twitter for video. And WordPress now has a plug-in that lets people comment on your posts via Seesmic.

Integrated social networks. Websites, networks merge. Conversation with customers becomes part of the online presence.

Fastcompany.com has redesigned its Web site extensively to incorporate conversation. All of the content except one cover story is contributed by the community.

Tulane University is using LiveWorld.

Google Open Social will enable you to turn your Website into a social network, just by copying some code.

Shel says Web 3.0 involves these key trends:

Trend #1: Ubiquitous connectivity

Broadband
Wireless
Mobile computing – get to the Web anywhere you have a phone signal. Very few organizations have mobile phone strategies; they (we) really should.

Trend #2: Network computing. Web services, cloud computing, grid computing, distributed computing

Shel uses Live Mesh. I like Dropbox. Google has a video service just for corporations, available only to employees. Videos are hosted outside the firewall. Company IT departments will need to get comfortable with software as service like this. Shel uses Google Docs to develop and store his documents. He mentioned Yammer, too.

Trend #3: Open technologies – APIs and protocols, software, data. This is a huge trend. Why spend a half million dollars on a CMS when you can download a free open source package that is just as powerful, and pay someone $10K a year for support?

Trend #4: Open Identity – Open ID, Open reputation, Open portable identity

Business world doesn’t like this because companies want to gather your info.

Trend #5: The intelligent web. Use Pandora, for instance. It looks at music you like and finds similar songs that are what you’ll like. Recommendation agent. Natural language search instead of keywords. Semantic Web. Check out Twine.

Trend #6: Distributed Databases

Trend #7: Technology Populism: Tech has gotten so easy that you don’t need an IT person to help you implement it. That’s really one of the main ideas behind SMUG. “It’s Not That Hard.”

Trend #8: The information workplace. Getting people whatever information they need when they need it.

Prologue is a WordPress Theme that can be added to a blog you have behind the firewall.

TownSquare is a plug-in for Microsoft SharePoint that adds functionality like Facebook. Not available yet.

As Shel mentioned, FriendFeed is a great way to pull together information.

Yahoo Pipes is a really interesting service and Shel showed a video that demonstrates it. Here it is:

[youtube=http://www.youtube.com/watch?v=d3h6ROs__II]

Gotta play with that.

Trend #9: (Updated) Aggregation–Friendfeed, Dubpages, Google Reader, Yahoo Pipes (mashup feeds), Feedburner – (Thanks to sktuttle for providing in the comments.)

Trend #10: Widgets will also increase in importance for distributing your content.

Comcastcares uses search.twitter.com to do customer support. Symantec has a fan page on Facebook.