Social media is changing public affairs
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Social media is changing how public affairs is conducted. It increasingly influences search results, drives traffic to news sites, and makes mobilizing support easier. Content must be optimized for search engines, social networks, and sharing in order to be effective. This requires a new set of skills around search optimization, social networking, community building, and online reputation management rather than traditional public affairs approaches. Politicians and journalists are embracing social media and Twitter in particular, though its influence is still evolving.
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Social media is changing public affairs
- 1. HOW SOCIAL MEDIA IS CHANGING PUBLIC AFFAIRS CIPRsm
- 2. The 13 word version: Social media is very public … … but much of its influence is hidden away CIPRsm
- 3. Another 13 word version: Social media… 1. Increasingly influences search results 2. Drives traffic to news 3. Makes mobilisation easier CIPRsm
- 4. Social media... shapes search results Search matters because: 1. 90% online sessions start with it 2. Used widely for research 3. Frames the debate before it starts CIPRsm
- 5. CIPRsm Photo credit: Mon of the Loin on Flickr
- 6. Social media... shapes search results Social signals increasingly used by search engines PLUS Social networks have their own search engines CIPRsm
- 7. Another 13 word version: Social media… 1. Increasingly influences search results 2. Drives traffic to news 3. Makes mobilisation easier CIPRsm
- 8. 43% of news sharing is via social media CIPRsm Photo credit: chiefmoamba on Flickr
- 9. Social media... drives traffic Encouraging sharing is NOT just a matter of adding buttons Encouraging sharing IS a matter of the right content and the right community CIPRsm
- 10. Social media... shapes search results So content has to be: 1. Search engine friendly 2. Social network friendly 3. Sharing friendly CIPRsm
- 11. Another 13 word version: Social media… 1. Increasingly influences search results 2. Drives traffic to news 3. Makes mobilisation easier CIPRsm
- 12. CIPRsm
- 13. CIPRsm
- 14. Social media... makes mobilisation easier 1. Speedy 2. Unpredictable 3. Often superficial 4. Can be caught in online ghetto CIPRsm
- 15. Another 13 word version: Social media… 1. Increasingly influences search results 2. Drives traffic to news 3. Makes mobilisation easier CIPRsm
- 16. A different set of skills This isn’t traditional Public Affairs: 1. Search optimisation 2. Social networking 3. Community building 4. Online reputation CIPRsm
- 17. CIPRsm Photo credit: Mon of the Loin on Flickr
- 18. SOCIAL MEDIA AND POLITICS 2012 Tweetminster By Ian Kirby Director, MHP CIPRsm
- 19. WHO AM I? Ian Kirby Director – Media ian.kirby@mhpc.com @ianakirby I worked in the Westminster Lobby for over 15 years, and spent 13 of those years as Political Editor of the News of the World. I now work at MHP at a senior level, advising clients and the company about media strategy, messaging, campaigning and crisis communications. CIPRsm
- 20. MPS & TWITTER? IS IT THIS? CIPRsm
- 21. OR THIS? CIPRsm
- 22. THE LOBBY: THIS … OR THIS? CIPRsm
- 23. POPULAR? Tweeter Followers @frasernelson 38,723 @paulwaugh 35,906 @IainDale 34,690 @TimMontgomerie 30,843 @gabyhinsliff 23,874 @benedictbrogan 22,616 @MirrorJames 15,742 @jameschappers 10,775 @ShippersUnbound 9,980 @MattChorley 5265 CIPRsm
- 24. TELLY VS THE WEB 119,642 239,842 86,241 CIPRsm
- 25. WHY ARE THEY TWEETING? Questions Breaking news Profile commentary banter with mates CIPRsm
- 26. HOW CAN YOU INFLUENCE THEM? Do NOT use corporate Charities and pressure Deliver breaking news, messaging groups will be retweeted quotes, rebuttal, links CIPRsm
- 27. WHEN IT WORKS tweet retweet Newsnight CIPRsm
- 28. Thank you CIPRsm
- 29. NEXT SOCIAL SUMMER 6 December 2012 2013 Social Media Trends – Neville Hobson CIPRsm
Hinweis der Redaktion
- Should my boss meet X?Would Y be a good person to get on the News Channel?What are the arguments for and against Z?Who are the stakeholders in this area?How BBC journos use searchMy xp with Twitter and TV interviews
- YouTube search box
- Daily Telegraph and DiggClassic public affairs e.g. of trade bodies with members around the country
- It’s not about coding or geeks.
- London riotsHillsborough e-petitionConsumer protests
- 38 Degrees. Mobilising people to meet up together and to meet MPs500,000 signed petition220,000 shared campaign on Facebook100,000 emailed or called MP30 local groups created