Industries in Flux: PR Impact of Social Media
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This document outlines a presentation on how social media has impacted industries like media and public relations. It introduces the speakers - Michael Pranikoff from PR Newswire, Denise Polverine from Cleveland.com, and Darren Toms from WTAM radio. It then covers topics like how social media allows for more visibility and engagement between brands and audiences, and how organizations need to listen to customers and analyze data from social platforms to understand and respond to trends.
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Industries in Flux: PR Impact of Social Media
- 1. Industries in Flux: Media and Public Relations & the Impact of Social Media Twitter Hashtag: #prnCL
- 2. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncg
- 3. Denise Polverine Editor-In-Chief Cleveland.com Facebook.com/clevelancom dpolverine@cleveland.com Twitter /clevelanddotcom Twitter/cdotcombrowns Twitter/cdotcompolitics Twitter/PDcavsinsider Twitter Event Hashtag: #prncl
- 4. Darren Toms Director of News Programming www.wtam.com Dtoms@wtam.com Twitter/WTAM100 Twitter Event Hashtag: #prncl
- 5. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 6. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 7. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 8. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 9. From BusinessWeek, Michael Mandelhttp://www.businessweek.com/the_thread/economicsunbound/archives/2009/09/the_journalism.html
- 11. Source: Slideshare.net JohannesBhakfi Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 12. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncl
- 16. Make your contentEasy To View
- 17. Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 18. The Traditional NewsWire Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 19. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 20. PULL Photo credit: http://www.flickr.com/photos/lasertrimguy/132901948/
- 21. The Newswire Today – 2009 & Beyond! PR Newswire editors process copy in PR Newswire’s state-of-the art editorial system, looking for errors, typos, etc.,and prepare it for distribution Distribution via satellite, internet, e-mail and RSS. Reaching news organizations, individual reporters and bloggers, websites, financial networks, search engines and mobile devices. Reach traditional and non-traditional media, investors, customers and general public around the world, generating media coverage in print and TV, social media buzz, investments and purchases Upload release and multimedia. Select newsline distribution (ie. Global) plus create targeted list from our media database
- 22. The Power of PUSH & PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 26. Twitter Event Hashtag: #prncl
- 29. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 31. Intimacy – The affection a person holds for a brand
- 32. Influence – The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 33. WhiteHouse.gov New Era of Engagement – Nielsen http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/
- 34. Listen Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 35. Twitter Event Hashtag: #prncl
- 36. Twitter Event Hashtag: #prncl
- 37. We ALL need toBecome ‘ers Data Twitter Event Hashtag: #prncl
- 41. If You Can’t Measure It… Don’t Do It Strata-G – Seizing Opportunity in a Recession, March 2009 Photo credit: http://www.flickr.com/photos/wattornot/2811970213/
- 42. Twitter Event Hashtag: #prncl
- 43. Industries in Flux: Media and Public Relations & the Impact of Social Media Twitter Hashtag: #prnCL
Editor's Notes
- This is an example of just one way PR Newswire has been working on increasing the ability for anyone to engage with our client’s content since 2006 when we first added a Delicious button to our news releases to allow people to start sharing that content. We have continued to increase the ability for anyone interact with our content.
- Mashable – one of the top blogs covering the social media space picked up the story – and used the image and Target Logo that were distributed with the release.
- In the end, over 280K votes were tallied, and $3 Million given away to various charities.
- When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
- As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
- This is a great example from Nielsen about different ways to measure. Today, there is a big difference of just measuring clear “hits” or unique visits to a page that you are directing people to go to. Today, we need to also and maybe more acutely look at the “engagement” of a user once they get to where you are trying to drive them too.
- Today, when we think about monitoring and measuring social media, there are lots of pieces and purposed to consider.
- All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
- However, sometimes people are afraid of new services or paid tools because it takes budgets.
- New expenditures on your budget makes one panic.
- Because all of our budgets our like broken piggy banks right now. However, these services – some with very low costs – will provide the ROI that you need to not only justify the budget, but also make you smarter. In this day, anything that make you smarter allows you to do your job more effectively and better over all.