Archive for the ‘Social Media’ Category
Wednesday, February 2nd, 2011
Despite company marketing and public relations budgets being in a state of ambiguity, many public relations organizations are focusing on social media, trying to figure out “do’s and don’ts” to improve online reach. At the same time, search engine optimization (SEO) of news content is fast becoming an established part of the mix for many public relations programs.
On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end-consumers through push and pull public relations. Together, SEO and social media combine to create a competitive edge that can boost online public relations results.
Why is this so? Changes in the way the media and end-consumers discover, consume and share content illustrate the intersection of opportunity for both the search and social Web. Today’s increasingly social media savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.
Sunday, August 29th, 2010
OpenCa.mp DFW is a conference focused on WordPress, Drupal, Joomla! and .NET development. There are a few sessions touching on blogs and social media and surprisingly, one on public relations. Paula Berg was with Southwest Airlines for 10 years building their social media effort to 8 people and becoming a very legitimate and significant source of revenue for the airline.
Her presentation at OpenCa.mp started with an admission of being somewhat hungover, we are at a tech conference after all, and a rate of speech that was more like East Coast than South West. She was engaging and entertaining.
A lot of companies are doing “Third world social media”. They’re doing things tactically and not integrating into their overall business.
1. About jaw dropping reports: Sure, servies like Radian6 can create nice looking reports, but what does it mean?
It’s not all about the numbers. What is the data trying to tell us? What are we tring to prove or accomplish. What should we be doing differently. Who cares about this insight?
2. Launch an all out PR assault – tell everyone about your social media program
3. Make executives love it. Dazzle them. Scare them. Do what you have to do.
Tuesday, August 25th, 2009
The PR industry is in a state of flux with increasing emphasis on the digital and social side of communications. In the context of digital PR, social media and search engine optimization can work together to compound results. As PR efforts continue to emphasize content publishing, digital and social communications, the opportunity to keyword optimize content for search is low hanging fruit.
Forward thinking companies would do well to assess the SEO and social media readiness of their marketing and PR resources. Is the current digital PR effort leveraging improved visibility through search engines? Do current PR and Marketing staff or vendors possess the digital PR tools they need to offer competitive consulting in a “PR 2.0” world? Consider the following questions to assess the SEO and social media readiness of your digital PR assets:
- Is social media participation conducted without attention to SEO?
According to the iPressroom Digital Readiness Report, social media adoption outranks organic SEO. Yet more than 82% of Internet users surveyed in “When Did We Start Trusting Strangers” (published by Tom Smith, one of the researchers of the Digital Readiness Report) stated search engines are the tools most frequently used to source information about products, brands and services. That disconnect reinforces the need for search engine optimization as a key digital marketing and PR tactic.
Tuesday, August 4th, 2009
PR budgets have been affected just as much as marketing and Public Relations departments in every industry are trying to figure out the mechanics of how to improve PR effectiveness through social media. At the same time, optimizing news content for search engines is fast becoming an established part of the mix for many PR programs.
On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end consumers through push and pull PR. Together, SEO and social media combine to create a competitive edge that can boost online PR results.
Why is this so? Changes in the way the media and end consumers discover, consume and share content illustrate the intersection of opportunity for search and the social web. Today’s increasingly social savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.
Tuesday, October 28th, 2008
Listening and continued engagement. This is how Craig Newmark, creator of Craigslist, explained the success of his business during a PRSA International keynote address: “How Social Media Creates a More Democratic Society”. Newmark explained that you have to do what makes sense and continue to engage your community. By engaging you build a culture of trust where shared values are expressed and followed. Success is achieved.
Craigslist is almost 99% free, with only 1% being charged for a services. To be successful Craig Newmark realized that he didn’t need to overtly charge the public who viewed and used Craigslist, but instead offer services to help cultivate and aid in the public’s growth. By helping to shape your community you are helping people try to succeed. You are doing well. Craig Newmark beleives by doing well in his business strategy he is doing good in his community.
“To do well in business by doing good,” is the simple business philosophy of Craigslist. PR and Social Media has a bad rap as not being a service for anyone but ourselves, as not being honest, but we are doing well in business, we help promote small businesses, we encourage growth of communities. Aren’t we doing good for society.
Monday, August 4th, 2008
By Lee Odden
In the world of using search engine optimization tactics for extending the reach of media relations, optimizing press releases alone leaves a tremendous opportunity untouched.
Increasing numbers of companies have realized this and are adopting more formal holistic news content optimization strategies. Digital Asset Optimization is a SEO Point of View that our search marketing agency, TopRank started developing in early 2007.
Limiting news content optimization to press releases with a web site rich with news, media coverage and digital assets leaves a lot of the “good stuff” out of the scope of SEO attention. There’s a tremendous opportunity for a competitive advantage in search engine PR when all of the news content digital assets involved with the SEO effort.
The first step to managing a news digital asset optimization program is to take inventory of the media assets and content types that are currently being created. It is important not to discount content because it is not published online. Many types of press clippings, news coverage, digital communications, video and image assets can be repurposed for news content optimization and promotion.
Tuesday, April 8th, 2008
“Do it Wrong Quickly: What Corporations Need from PR in Today’s Transforming Marketplace”Mike Moran begins the afternoon keynote with what is perhaps the most salient point of the whole conference. We don’t need to be the expert in new media or blogs. We need to be the expert in how to solve our client’s problems. Otherwise, we might as well give up. We’ll never be the blog expert because the blog experts exist, and they’re not getting any dumber.
Moran’s tone is optimistic, and not at all condescending, which is a refreshing change from many speakers on this topic, who seem to want to tsk-tsk us for not having discovered social networking years ago. Oh, and they are eager to inform you that whichever social media platform you have succeeded in engaging was obsolete in 1999. Moran eschews alarmism to good effect.
PR types tend to view new media as a sort of death knell for Public Relations. Moran sees them as an opportunity. The new model allows Public Relations to deliver hard results where we know we are making an impact on behalf of our clients. We can target more closely, measure results more accurately, and respond more quickly to customer feedback.
Tuesday, April 8th, 2008
So, between Lee Odden losing his camera in the bay, and my failure to bring a charger to town, this will be less-than-visual post. Feel free to Google for a stock photo image of Robert Scoble, if you want the full effect.Scoble begins by informing us that he doesn’t have slides, but rather wants to give us a glimpse into his life. This sets the tone for a very informal presentation that introduces a variety of new social media platforms (even I wasn’t familiar with FriendFeed, but then, I’m something of a dinosaur). As such, I’ll give you all a very informal blog post.
Among his Twitter friends are none other than Barack Obama, yet more proof that his campaign is making an earnest effort to engage new media. I suppose all the campaigns have some social media presence, but Obama seems to be the only one effectively using it. A blog is just a blog until someone reads it. Then it becomes a tactic.
I am familiar with sliderocket, but Scoble illuminates perhaps its most valuable feature, which is version control. Presentations tend to be collaborative efforts, and revamping existing presentations to accommodate edits can be a chore. PowerPoint in real-time is a powerful idea, I think.