Oct 1 2010

Your Social Media Questions, Answered

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I asked for social media question submissions yesterday for today’s blog post. Below is a representation of the most common questions asked. If you like this concept and want to see more, please let me know. Happy Friday!
Ed Cabellon (@EdCabellon): Given the speed that technology and social media are moving at, what advice would you give Higher Education Administrators on where they should focus their energy?  Should they focus on Facebook, Twitter and blogging, or location based services, video production, and mobile accessibility?

Many businesses fear social media simply because they can’t control it and the fear of the unknown is overwhelming. Emerging media is about two-way communication; it’s not just another advertising alternative or push marketing tactic. Businesses can’t just sign up for a Facebook or Twitter account, post items/status updates and talk “at” their audiences. They have to listen, learn how to engage their audience and become part of their conversations…that is if they think that’s a valuable and viable communications tactic.

Where should higher ed administrators focus? Go to where their stakeholders are. For the student audience it is most likely Facebook, parents, faculty and others may use Twitter. Point being that different tools may work for different audiences. Think about it this way, the majority of us have cell phones, yet many prefer text versus talking. You need to identify the right platform and the right way to use it (i.e. what works best for the audience).

Sharon Lee: Is pitching to the media on Twitter going to be the next big thing? Is it effective?

Never before have we had the opportunity to connect with people in vastly different places beyond the telephone or the email – social media is a vehicle that helps us engage with others in a meaningful way, whether they live next door or a thousand miles away.

I don’t think it’s the next big thing as opposed to a new(er) way to reach media. I’ve had much success developing stories with media via Twitter, but even more important I’ve built relationships. These relationships have often progressed to regular email and/or phone communication–which have allowed me to send targeted pitches to the right media.

I also like to help media who are looking for sources. So, instead of pitching them about something I need, I may ask if there is something I can do for them. No strings attached.
Hillel Fuld (@HilzFuld): How do you suggest a blogger go about monetizing his/her blog using social media?
I do not monetize my blog and don’t consider myself an expert source on this topic. I highly recommend following and reading professional bloggers: @Copyblogger and @Problogger. Also check out Jaden Hair of @steamykitchen–she’s a power house at monetizing blogs. In addition, find others you admire and want to emulate. See if you can grab 15 minutes of their time or send an email with specific questions.
Kevin Flavin (@kevinflavin): What long-term harm can an offensive tweet do to a brand?

With more than 43,773 tweets per minute, it’s a good idea to keep tabs on any online conversations that people are having about your organization. You can use free monitoring tools, including www.icerocket.com or www.socialmention.com to find articles/posts and gauge sentiment on blogs, microblogs like Twitter and traditional media.

Think of social media as a virtual town hall forum. It’s SOCIAL for a reason – you want people to express their concerns and provide feedback so that you know what problems need correcting. Communicating directly in two-way conversations helps to humanize your brand.

A tweet’s “harm” level is going to depend on: content of the tweet, reach of the tweet and potential reach of the tweet. For example, Kevin Smith’s tweets to Southwest Air had a substantial reach and almost immediate impact. Most of us don’t have that kind of initial impact.

Taylor Vick (@TaylorVick): When launching a product, what is the most effective way to promote on Facebook specifically? contest, giveaway, coupon, Q&A?
It’s hard to promote something right out of the gate with Facebook. Why? I assume you don’t already have a loyal consumer base. Facebook works really well for those things that people feel a connection to. For your viewing pleasure, here is a ranking of the “least” liked types of pages on Facebook per Hubspot:
bottom_types
Joan Grott (@joangrott): How do you break into a career in social media?
Know the basics
PR is more than media relations. Many times, even in a digital PR role you may be responsible for or contribute to: internal and external communications, community relations, government relations and some marketing. This will vary if you work for an agency versus internal to a company.
At our core, we’re still story tellers, connectors and brand ambassadors–with a few new tools up our sleeves. In addition to traditional PR skills, those interested in a digital PR role should be able to do the following:
  • Create a website and blog
  • Listen and track online conversations with a digital dashboard
  • Search Engine Optimization (SEO) and HTML (and for a bonus FBML) coding (e.g. create a hyperlink)
  • How to develop a keyword vocabulary
  • How to write a social media release optimized for the web
  • Video and photo editing and social network sharing
  • Build a strong media list, including: mainstream or traditional media, bloggers and online influencers
  • Track, measure and report online activities (e.g. share of voice, overall impact, sentiment, etc…)
  • Familiarity with popular social networks, including how to create online profiles and a presence
  • Tactical understanding of how to incorporate digital into a public relations and/or communications strategy
  • Digital empathy (i.e. ability to relate to stakeholders through various digital platforms)
Take the necessary steps
If you’re a current student, think about a bachelor’s degree in a communications field and take ANY classes related to new media. Grab up as many intern opportunities as possible where the role you want exists. TIP: Create a professional portfolio to document your experience. Future employees will love it. Call, email or tweet someone with your “future job” and interview them about it.
If you’re currently in the PR profession, ask your employer for professional development opportunities in digital PR. Participate in industry chats via Twitter like #pr20chat and #journchat (yes, a personal plug from me) — it’s a great way to learn. Follow other digital PR people on various social networks to engage with and learn from them.
Seek out employers on social networks.
Notice an opening at a company you’d love to work with? See if they already have an online presence and let them know you’re there. We’re moving past the days where Human Resources were the gatekeepers of an organization’s hiring process. When recruiters, employees and other professionals engage via social media on behalf of the organization it’s an open invitation for you.
Don’t have the experience? Make it happen.
Use an online tool like a blog or website to share insight or offer commentary on digital PR. Create a permanent “workshop” blog dedicated to what you would do for specific brands and companies if you were part of their digital PR team. When it comes time for an interview (if it doesn’t help you score one already), you’ll have great content to share with specific examples.

Manage a brand’s reputation online
This is kind of a big deal. Even if you’re looking to get into an entry-level role you should understand what it means to manage an online reputation. Everything from “how to” emerge a digital presence to setting and managing expectations with a client or executive.
Insatiable appetite for all things digital
A genuine curiosity about all things new media and how they impact communications is a plus. I’m more likely to hire (and have) someone with the passion but not the technical skills.

25 Comments on this post

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  1. Miss Versatile, PR Geektess » Blog Archive » Want to know about getting into Social Media? wrote:

    [...] http://prsarahevans.com/2010/10/your-social-media-questions-answered/ Share and Enjoy: posted under Public Relations [...]

    October 3rd, 2010 at 3:48 pm
  1. bikram said:

    this is key “Manage a brand’s reputation online” for any site/brand online

    October 1st, 2010 at 12:57 pm
  2. Computer Tips Tricks said:

    I really appreciate for the tips you’ve given as what a student should be looking at. Yes, I agree with you that we should really step more deeper into communication and exploring new media. I would take your advise!

    October 1st, 2010 at 2:45 pm
  3. Megan said:

    Great advice for students. It’s great to see a list of technical requirements, I feel like there are a lot of students who don’t know enough about coding (I know I definitely need to brush up).

    October 1st, 2010 at 10:34 pm
  4. car battery said:

    Thanks, those are some great tips and explanations. Recently, a friend of mine managed to find an opportunity with a company by keeping tabs on their online presence regularly.

    October 2nd, 2010 at 3:25 am
  5. acai said:

    Awesome tips for a newbie and experienced. Social media is a hot topic nowadays and everyone wanna know more about it. You answered the questions very well. Thanks for all..

    October 2nd, 2010 at 3:23 pm
  6. Essay said:

    Social media is growing rapidly. We must take electives related to social media in our Bachelor’s or Master’s programs. It will certainly help us to get better job when we will pass out from the University.

    October 2nd, 2010 at 3:58 pm
  7. Sell Textbooks said:

    The questions were well thought out, but I was impressed with your answers. Facebook, MySpace, and Twitter have changed the way companies and single people interact with each other. For smaller companies, it can be easier than ever to get your products or information out there. And you are definitely correct about “know your audience”.

    October 4th, 2010 at 11:59 am
  8. Amanda said:

    Thank you for posting these. Until recently I thought I was fairly well versed in social media practices, but I know there is so much more to learn. I love your site for showing ways for people to use the tools more effectively. As a PR professional, I find it is sometimes difficult to explain to clients with limited knowledge of the new age of media and PR why social media is so important and how exactly we should be using it to help them. I know I can always get great insight by coming here.

    October 4th, 2010 at 4:31 pm
  9. Android tablet said:

    Thank you. The asking possibility is quite good and very web 2.0 :)
    I still think that many companies trying to use twitter don’t get it and simply use it just like some tool to shout out messages.

    October 5th, 2010 at 7:06 am
  10. acai said:

    It is always good to share the innovative ideas with others on our demand.That is the main way for the people to know about the useful types of techniques to equip it. It will really gives the crucial moments for others to know about it. It is a useful passion for the people to select the beneficial categories of the stories on the requirements of using it…

    October 5th, 2010 at 1:49 pm
  11. p90x reviews said:

    I think getting a bachelor’s degree in a communications would really ramp up your chances of success in the social media field. Thanks for sharing Sarah.

    October 7th, 2010 at 4:48 am
  12. Cannes property said:

    I am also doing Social Media. I am so new to all this online, the more I read the more I realize there’s so much more for me to learn, thanks for the awesome post I will be back!

    October 7th, 2010 at 5:06 am
  13. bikram said:

    Social media such as facebook and twitter has change the way the companies do business and manage their image.

    October 7th, 2010 at 11:30 pm
  14. wordgeist said:

    @bikram you are right and not only that also how the manage promotions and release of new products

    October 7th, 2010 at 11:49 pm
  15. Web Development said:

    Good conversation about social media. Yes, social media is not only promote your site. Good way to explain about use of social media.

    October 8th, 2010 at 2:30 am
  16. Digitürk said:

    The asking possibility is quite good and very web 2.0 :) ..
    Thanks for sharing…

    October 8th, 2010 at 1:30 pm
  17. acai said:

    Really you did a great job. I love your site for showing ways for people to use the tools more effectively. As a PR professional, I find it is sometimes difficult to explain to clients with limited knowledge of the new age of media and PR why social media is so important and how exactly we should be using it to help them. Keep updating like that, awaiting for your next post..

    October 10th, 2010 at 4:29 am
  18. Cannes property said:

    Thanks for share the awesome post. i read it its good for those who do social media.

    October 11th, 2010 at 6:32 am
  19. wordgeist said:

    @acai, I agree with you this is a great break down

    October 11th, 2010 at 1:29 pm
  20. textbook rental said:

    These are all great tips. I think the most important thing to remember about social media is that you’re dealing with REAL people – not virtual people. You have to exhibit as much tact as you would in a face to face conversation.

    October 12th, 2010 at 11:55 am
  21. Essay said:

    Smaller companies which has very low budget for adverting or promotion can use social media for a kick start.

    October 12th, 2010 at 1:50 pm
  22. turkey tourm said:

    I really appreciate for the tips you’ve given as what a student should be looking at. ;)

    October 13th, 2010 at 4:37 pm
  23. turkey tourm said:

    Thank you for posting these. (:

    October 13th, 2010 at 4:39 pm
  24. turkey tourm said:

    It is always good to share the innovative ideas with others on our demand. (;

    October 13th, 2010 at 4:43 pm