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Practical Issues in Social Media
The document discusses the evolving landscape of social media, defining it as a platform for user-generated content and emphasizing its characteristics such as participation and community. It highlights the benefits and pitfalls, including rapid audience reach and potential reputational damage, while providing case studies of both successful and failed social media endeavors. Furthermore, it critiques traditional press releases, advocating for the development of social media releases that incorporate multimedia and foster better communication with journalists and bloggers.
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Practical Issues in Social Media
- 1. Practical Issues in Social Media Ben Cotton Leeds Business School
- 2. What is socialmedia? Kaplan and Haenlein, (2007): "a group of Internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of User Generated Content”. Hazleton, Harrison-Rexrode and Kennan (2007): “ social media can include, but is not limited to, email, instant messaging, online groups, blogs, internet social networks and cell phones”.
- 3. What are thecharacteristics? Mayfield (2008): Participation Openness Conversation Community Connectedness
- 4. The major playersBrown (2009): Bebo Blogger Delicious Digg Facebook Flickr Friendster Last FM Linked In MySpace Photobucket Twitter Wordpress Youtube
- 5. And a fewmore…
- 6. Benefits of SocialMedia Lower cost, but not free Reach a large audience, quickly Can communicate directly with audience Social Media can remove traditional channels from the communication process
- 7. Pitfalls of SocialMedia Skills/knowledge gap Lack of understanding of etiquette Loss of control Can cause reputational damage
- 8. Good & BadOften public, immediate and permanent Viral nature It is now, popular and growing…zeitgeist
- 9. When Social Mediagoes wrong!
- 10. Case study: MicrosoftMicrosoft Astroturfing on Wikipedia Paid bloggers to edit ‘inaccuracies’ on its Wikipedia entry Against Wikipedia rules Publicly criticised Unethical, lack of disclosure
- 11. Case study: HabitatHabitat spamming the Iranian election on Twitter
- 12.
- 13. Thornton’s Manager offendedthe town he moved to Case study: Thornton’s employee
- 14. GMPTE brandjacked onTwitter Case study: GMPTE
- 15. When Social Mediagoes well!
- 16. Barnet Council usesits Facebook page as a forum Social Media in the public sector
- 17. NHS Salford usedTwitter to inform patients of which hospital services were available Essex and Kirklees councils created a Gritter Twitter account Reports faster than news agencies Social Media in the public sector
- 18. Social Media GuidelinesDo you have them? Do employees know about them? Who wrote them? Are they available?
- 19. What do youthink? Social Media will change the face of Public Relations? Social Media is just another communications tool?
- 20. The good oldpress release
- 21. Die Press Release!Die! Die! Die! In Feb 2006 Tom Foremski blogged about traditional press release Challenged PR industry to come up with something new
- 22. Social Media ReleaseTom Foremski (2006): “ Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat on-the-back phrases and meaningless quotes. Often they will contain quotes from C-level executives praising their customer focus. They often contain praise from analysts, (who are almost always paid or have a customer relationship.) And so on...”
- 23. Social Media ReleaseTemplate In May 2006 Todd Defren came up with a template for the SMR
- 24. Traditional PressRelease Social Media Release vs.
- 25. Traditional Elements HeadlineCore facts Approved quotes Boiler plate Contact details
- 26. Navigation Hyperlinks intext Links to previous coverage Links to FAQ Social Media Elements Multimedia Video Audio Images Social Media Social Bookmarking RSS feeds Technorati tags In bound links Comment with organisation
- 27. Who are theyfor? Journalists Bloggers Consumers Bloggers the new journalists?
- 28. How to pitchto bloggers Still much debate… Bloggers don’t like being pitched to – nor do journalists Email, phone, meet, comment on blog, follow on Twitter Read the blog rules to see if there are guidelines Establish a relationship first, then approach
- 29. Other considerations Mayget shown as a bad example Embargoes may not be respected Can be time consuming More work than a traditional press release e.g. you need video, audio, images, social media etc
- 30. Examples ITV -FA Cup Final Bright One Communications – Unique partnership project seeks illustrative talent to collaborate on exciting youth project
- 31. What are thebenefits? Enriched with multimedia Optimized for search Optimized for conversation Optimized for sharing
- 32. Social Media ReleaseConclusions They look nice, but they still need to be newsworthy They are not a substitute for relationships – the usual rules apply Research in PR Week showed journalists prefer SMR, still need to be targeted If it’s unsolicited…it is still spam!
- 33. Recommended BlogsSteve Rubel.com Brian Solis.com Neville Hobson.com Ste Davies.com PR Squared by Todd Defren Mashable Wolftstar
- 34.
- 35. Thank you Contactdetails [email_address] www.twitter.com/bencotton www.socialwebthing.com www.linkedin.com/in/bencotton End
Editor's Notes
- #2 I’ll be very quickly going over some practical issues in social media complete with examples and considerations
- #3 It is a relatively new area so some of the definitions are still somewhat ambiguous
- #4 Does this match with what you thought social media was?
- #5 Does this match with what you thought social media was?
- #10 Wikipedia is 7 th most popular website in the world. Microsoft paid people to correct ‘inaccuracies’ on its entry. Unethical, not transparent, bias
- #11 Wikipedia is 7 th most popular website in the world. Microsoft paid people to correct ‘inaccuracies’ on its entry. Unethical, not transparent, bias
- #13 It’s a social space and people do not want it encroached by corporations – less to be spammed by them
- #14 There is always the risk of employees bring their employer into disrepute, many examples e.g. Tim Bresnan All these examples show either organisations or employees not behaving in the correct way. Permanent, immediate, public
- #15 Organisatons need to have a social media presence
- #17 Facebook being used for two-way communication, feedback and consultation, Q&As
- #18 Twitter being used as an emergency comms channel – it reports events before the news agencies does e.g. Hudson plane crash, Balloon Boy, natural disasters
- #19 IBM do some guidelines
- #20 Two schools of thought