Sevans Strategy: PR and Social Media Fast Fire Whitepaper

W: www.sevansstrategy.com B: http://prsarahevans.com E:
sarah@sevansstrategy.com
Sevans Strategy: PR and Social Media Fast Fire Q
& A
This is a compilation of the remaining questions not addressed
during the October 21 Fast Fire webinar.
How do I get my older colleagues to become more active in social
media?
–Christa Conte
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.
Change is scary to many people. The thought of having to use a
technology that is computer and/or mobile dependent is
overwhelming enough. One of the tactics I’ve used in the past is to
make a comparison to ways in which one uses a phone versus
snail mail or email versus face-to-face communication. Setting
context around the communication habits of online tools has
resonated with those fearful of social media, regardless of their
age.
Recommended reading:
 Older generations consuming more social media
 Study: Ages of social network users
 How To Explain The Benefits Of Social Media

How should we follow up with media (including bloggers) via
social media?
–Katie Marroso
Instead of asking “Did you get my press release?” Ask them
questions like “How do you like to get your news? Email? Social
media?” Respect their deadlines. Simple. (And, if you don’t
already, use social media as a place to comment and share their
work—authentically.)
 How to Use Twitter for Media Relations

How can you measure the importance of engagement for clients?
–Raquel Gonzalez
A business might be missing out on opportunities, especially if
they don’t have the time or the resources to allocate to social
media. Social media takes time, strategy and creativity and the
results can be shared via “Return on Engagement” (ROE) as
opposed to ROI “Return on Investment” (ROI).
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.
To get into the specifics of measurement, I can think of none other
than Jeremiah Owyang of the Altimeter group. See my favorite
posts, below.
 Enhancing Net Promoter Score (NPS) with Total Social
Customer Value (TSCV)
 Altimeter Report: Social Marketing Analytics (Altimeter Group
& Web Analytics Demystified)

What is the best way to leverage LinkedIn for a B2B strategy?
—Jennifer Rademacher
Instead of only looking at LinkedIn, I’ve compiled my favorite B2B
resources and examples. Think about where or not social is right
for your particular B2B and, if it is, what that means. LinkedIn
may end up being your “go to” platform, but don’t select it
without first taking a quick look at the social landscape for B2B.

 B2B Social Selling Meets CRM
 Measuring the ROI of B2B Social Media
 B2B Niches Are Prime Audiences for Podcasting
 7 B2B Social Media Tools You Haven't Heard Of
 10 Examples of B2B Facebook Fan Pages
 Big Company. Personal Touch.
What’s your opinion on companies having multiple social media
accounts? Example: one account targeting consumers and another
for the company’s PR team. Do multiple accounts dilute social
media efforts, or do they help focus on individual community
needs?
—Brandi Neloms
This will absolutely vary depending on the business/brand.
There are companies like Pepsi, for example, who have multiple
sub-brands. Consumers may only identify with one of those sub-
brands as opposed to all Pepsi products. Therefore it makes the
most sense to have multiple accounts for consumers to interact
with. If your brand does not have a built in passionate audience
or multiple sub-brands, creating several accounts may not be
needed. A few reasons you might need to create multiple social
media accounts:
1. Business locations in multiple geographic locations (and your
consumers identify themselves by their location)
2. You decide your brand will have both a professional and
personal social presence

3. Your brand has a parent company that most consumers don’t
identify
 Managing Multiple Social Media Accounts is becoming a real
"Pain in the Arss"…
How can higher education best leverage social media?
—Carlee Drummer
Look for ways to provide helpful resources to students, potential
students and other education stakeholders by positioning yourself
as an industry expert. This might mean providing tips on “how
to” get the most financial aid, to developing student blogs that
follow the lifecycle of a student. Using social media as a:
recruitment tool for new students; connection tool for current
students and engagement for alumni and other stakeholders is
possible!
Before you start engaging or jumping onto the social media
bandwagon:
 Think about what your goals are and create a social media
plan where all tactics relate back to that end goal
 Realize how much time you are able to dedicate to social
media – you can’t just push content out and hope for people to
respond, you have to be there to engage in the conversation
 Create a social media policy, select your social media
ambassadors and know how to respond to negative comments

 Social media networks become increasingly integrated into
academics, job market
 Leveraging Social Media in Higher Education Marketing
 Oregon State University’s Successful Social-Marketing
Campaign
SEO? Tips, tricks…anything you want to talk about…I am all ears.
—Kristen Wesley
Search Engine Optimization (SEO) SEO helps you to:
 Garner media coverage
 Create quality keyword anchor backlinks for your website.
(Check out: Creating Website Backlinks and Anchor Texts)
 Rank in Google and Yahoo News for your keywords
 Bring content to your audience
Here’s a post I wrote almost two years ago for Mashable, “10 Ways
to Make Press Releases More SEO Friendly.”

My go to expert for all things PR and SEO is Lee Odden. Here are
a few of my favorite posts by Lee:
 Lowdown on Press Release Optimization
 5 Ways to Re-Purpose Content for Blog SEO
 Common B2B SEO Mistakes and How to Solve Them
Follow up resource
 Here’s a link to my Google Reader. This includes all of the PR,
social media and journalism blogs I scan in the morning.
Additional resources
 Bit.ly – URL shortener
(http://bit.ly)
 J.mp – A shorter version of
bit.ly (they are one and the
same…simply a shorter
version of its predecessor)
(http://j.mp)
 Google Reader – RSS
aggregator
(http://google.com/reader)
 Google Alerts – Aggregates
online mentions
(http://google.com/alerts)
 Addict-o-matic – Digital
dashboard
(http://addictomatic.com)
 Blog Pulse – Supplement to
Google Alerts to find mentions
in blog posts
(http://blogpulse.com)
 Quarkbase – Overview of
monthly web visits and other
analytics
(http://quarkbase.com)
 Board Tracker – Find brand
mentions on online forums
and discussion boards
(http://boardtracker.com)

 SocialMention – Analytics
and sentiment
(http://socialmention.com)
 Twellohood – Find people
tweeting by location
(http://twellowhood.com)
 Mail Chimp – Email
campaign platform
(http://mailchimp.com)
 Icerocket – Online monitoring
tool (www.icerocket.com)
 Twtpoll – An easy way to run
free online polls and surveys
(www.twtpoll.com)
 Oneforty – A list of all third-
party applications
(http://oneforty.com)
 Tweetdeck – Third-party
application to manage
Twitter accounts
(http://tweetdeck.com)
 Search.Twitter.com – Twitter
search
(http://search.twitter.com)
 Twellow – Identify people to
follow based off of details in
their Twitter bio
(http://twellow.com)
 WeFollow – Identify people to
follow based off of how they
classify themselves
(http://wefollow.com)
 Tweetphoto – Photo sharing
service
(http://tweetphoto.com)
 WTHashtag – Top resource for
tracking hashtag mentions
(http://wthashtag.com)
 Twitalyzer – Most
sophisticated Twitter
analytics tool
(http://twitalyzer.com)
 Listorious – Aggregator of
Twitter lists
(http://listorious.com)
 Flowtown – Import current
email addresses, locate social
networks
(http://flowtown.com)
 Flavors.me – Aggregate online
profiles in one place
(http://flavors.me)
 Help a Reporter Out – Media
opportunities
(http://helpareporter.com)
 Pitchengine – Social media
release and newsroom
(http://pitchengine.com)
 Knowem – Find where your
name is available and secure
it (http://knowem.com)
 Alexa – Find details about
your Web site and audience
(http://alexa.com)

If you haven’t yet, join the Sevans
Network. It’s a place for communications
students and professionals to help one
another grow.

Sevans Strategy: PR and Social Media Fast Fire Whitepaper

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Sevans Strategy: PR and Social Media Fast Fire Whitepaper