Guest lecture for Dr. Westerman's COMM 472 PR class at North Dakota State University. Fall 2013

1. Karen Freberg, Ph.D.

2. Karen Freberg, Ph.D. –
University of Louisville

Education:
 Ph.D.,
Communications
(University of Tennessee)
 MA, Strategic Public Relations
(University of Southern
California)
 BS, Public Relations (University
of Florida)

3. 
Social media describes technologies that
people use to share content, opinions,
insights, experiences, and perspectives by
interacting with each other in an
environment.

5. 
700 YouTube video links are shared on Twitter every minute
(source: Relevancy Group)

79% of social media log ins by online retailers are with Facebook,
compared to 12% for Google+, and 4% for Twitter (source: Gigya)

61% of social media users primarily use LinkedIn for professional
networking (source: Lab42)

Twitter users send 400M tweets each day (source: Nielsen)

25% of consumers who complain about products on Facebook or
Twitter expect a response withing 1 hour (source: American Express
OPEN Forum)

90% of US online specialty retailers use Pinterest, up from 81% in
2012 (source: L2)

Instagram users upload 40M photos to the site each day
(source: Nielsen)

6. 1750s
advertising
1920s
1960s
reporters
technology
pr
public
word
of
mouth

7. reporters
pr, advertising, social insiders
social public

8. 
Fueled by
Instant gratification culture
 “Experience” mentality among consumers
 Listening & monitoring conversations and trends
 Demand for information at a rapid pace and accessed
at any time.
 Growing need for rapid demand to create
engagement and response from consumers
 Heated competition by brands
 Sparks related to a person, event, brand activities,
and situation occurring in the news.


16. 
Determine the mission, value proposition, and objective. - What is
the message?

Define the context as it relates to the organization. - What is the
context?

Decide on the voice or voices of the organization. - Who is the
messenger?

Discover where your existing customers already are. - Where are
your customers?

Determine where your potential customers might be. - Who else
might be interested?

17. 
Decide which technologies could reach them. - Where
are they engaged?

Listen to what is already taking place in the space. How receptive will they be?

Figure out how you can add value to what they do. - Do
you have beneficial content?

Decide what your expected outcomes might be. - What
is the expected outcome?

20. • Twitter campaign: 2013
• Tweeted: Use Glass to
show what it was like
to be a PR professor
teaching social media
at UofL
• Got accepted to
program March 2013
• Got Google Glass July
2013

21. 



Determine if audiences want information in
visual and multimedia formats.
Engage with community and share options
through other social media (ex. Facebook,
Twitter, blog)
Enhance your best skills through video
sharing channel
Be consistent and timely with updates in
multimedia – as well as measurement

22. 




Success doesn’t happen overnight – takes
time, resources, and persistence!
In order to gain influence online as a
PR/Advertising professional, you have to be
generous with information – in multiple
formats and sites
Consider multimedia outlets an extension to
online reputation for brand or individual
Keep future trends in mind and determine
what is the next step for social media.
Engage, Inform, Inspire, and be relevant!

23. 
Individual Blogs







Brian Solis:
http://www.briansolis.com
Jeremiah Owyang:
http://web-strategist.com
Jason Falls:
http://www.socialmediaexplor
er.com/
Katie Paine:
http://kdpaine.blogs.com/
Shonali Burke:
http://www.waxingunlyrical.co
m
Melissa Agnes:
http://www.melissaagnes.com
Mark Schaefer:
http://www.businessesgrow.co
m/blog/

Blogs






Mashable:
www.mashable.com
PR Squared: http://www.prsquared.com/
Social Media Today:
www.socialmediatoday.com
Digital Buzz Blog:
www.digitalbuzzblog.com
Simply Zesty:
www.simplyzesty.com
Social @Oglivy

24. 






@arikhanson
@armano
@briansolis
@ginidietrich
@jasonfalls
@jaybaer
@Britopian






@conversationage
@dbreakenridge
@markwschaefer
@prtini
@steveology
@steverubel