Chapter 4: Social Media in PR

1. Chapter 4: Group3
Social Media in PR
Whitney Edwards, Candace Jones, Brett Bodayle,
Will Pender

2. Intro up to Social Media in Public Relations
Public Relations- Seeks to influence the influencers who make key decisions and have the
power to spend money hiring outside the company for social media services.
Key Performance Indicators - (Used to evaluate success) Focuses on continuous
monitoring of social media and sales activity data.

3. Contents
1 Curated Content
Managed by brands determining
“highest value to consumers”.
2 Co-Created Content
● Is co- produced either
peer to peer or brand to
participant.
3 Original Content
Exclusive brand messages.

4. Content
Consumer Generated Content
● Happens without the brands
involvement.
Sponsored Content
● Paid Promotion.

5. Credibility
“The potential for attitude and behavioral
change through social media
communication requires an understanding
of credibility.”
Social Capital:
Refers to the ability of individuals and
organizations to benefit from communication
behaviors.
1. Trust
2. Shared norms and values
3. Shared resources and knowledge
4. Reciprocity
5. Resilience within relationships
6. Coordination and co-operation for the
achievement of common goals

6. Social Media
Tactics
1. Utilize SEO keywords in order to
break through the clutter of social
media.
2. News must be strategic and relevant
3. Real-time PR professionals working
from “war rooms” ready to respond,
link the strategic goals of their clients
with relatable organic content.
4. “Native” social media marketing.
(Vaynerchuk)

7. Public Relations Blogging and Case Studies
1. Public Relations blogging has seen a large resurgence in order to give personal and
company brands a strong voice within new social media spaces.
2. Bloggers can also be viewed as social media influencers.
3. The large majority of bloggers, blog for free as a means to promote and their personal
brand.

8. 1. Social media is now used as a
PR tool to offer a unique and
creative way to attract
customers and keep them
interested.
2. An example is Old Spice. Old
Spice used their mascot, “Old
Spice Guy” to respond to
internet users through videos.
3. Their mascot can be viewed
as a brand ambassador

9. Corporate Social Responsibility (CSR)
1. Corporate Social Responsibility or CSR is the ideal that businesses and companies have more to look at and
understand than just their sales and profits. They must also look at the how their business affects social and
environmental issues.
2. This practice began in the late 1970’s and it’s influence can easily be seen in today’s practices - especially
within social media usage in terms of PR. The idea is simple, look past all the profits and the bigwigs in
charge, and start to understand that your employees have needs and rights, as do the consumers who are using
your company. This led to employees gaining rights, and consumers gaining a voice.
3. An example of consumers voicing their rights and opinions lies within social media and customer driven
websites like Yelp.
4. Customers can immediately voice their opinions, likes, or dislikes, and can generate a response from the
company's online PR blogger and manager.

10. A quick definition of CSR

11. Non-profits
1. Non-profits have, seemingly, the most to gain from social media public relations
blogging, as their budgets are virtually non-existent. They hope to gain a following
through social media and word of mouth from it.
2. Non-profits can gain social friends, fans, and donors from social media and drive
traffic to fundraise sites.
3. Examples of Non-profits are Planned Parenthood, Habitat for Humanity, and the
ASPCA.

12. What is Successes?
Chief executive officers can play an important role in developing social media PR success
stories.
The CEO sociability may have a positive impact on a company's reputation and the CEO
blogging magnifies effects. As a leader he can influence conversations and followers.
CEO social media use has the potential to increase perceptions of credibility. They should
always be ready to handle media and the public backlashes during social media crisis.
CEO & Social Media

13. What is Failures?
The distribution of a social media message without thinking it through and filtering it in
term of PR strategic planning and goals.
The online site Mental Floss reported 16 cases in which people had been fired from their
jobs because something as simple as a tweet , sometimes old tweets comeback to haunt
you.

14. Example of Failures
Failures

15. Lessons
Quick tips
Measure what matters: impressions and ad equivalency
Re-think media placements: social sharing, online pieces are
often driving conversation better than print coverage
Adopt a channel-agnostic approach: by connecting content
across earned, owned and paid media, brands can tell a
cohesive story that resonates with discerning consumers
today.

16. Discussion Question 1
1. How is PR changing because of social media use? What are the positives and
negatives of the shift?
Social Media has triggered a shift in resources toward communicating directly with
potential and existing customers through the use of online content. In the early 20th
century, PR was mainly geared toward churches and political campaigns. Today within
social media, PR firms focus on reputation management and crisis control.

17. Discussion Question 2
2. How is it possible to integrate the different media forms described by the Edelman
cloverleaf? What are the most important limitations to integrated PR?
Hybrid Media emerged from blogging in the 1990’s and through the cloverleaf system,
different apps and websites can be seen as similar and or different. They are arranged as a
sort of venn-diagram. Once they are identified, PR managers and firms figure out how to
filter them to users through five different options: curated content, co-created content,
original content, consumer generated content, sponsored content.

18. Discussion Question 3
3. What do you see as the most important corporate social responsibility issues related to
social media? How might these change in the future?
- The most important issue behind CSR in terms of social media is customer voice and
employee happiness. All it takes is one disgruntled employee to completely destroy a
company’s reputation by posting slandering remarks online. In the same vein, if a
customer is unsatisfied with their views of a company and the way they handle social
or environmental issues like polluting or anti-LGBT stances, a consumer can post
information like this online, thus destroying a brand. Companies must be aware of
how they are running their businesses and how their businesses are affecting the
masses.

19. Kahoot