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Social Media . Communications for the 21st Century Dan A. Nelson. New Audience, New Media. Traditional Media losing followers U.S. Newspaper readership down as much as 10% Internationally, newspaper circ. Grows 3% annually More people cite internet than newspapers as primary source of news

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social media

Social Media

Communications for the 21st Century

Dan A. Nelson

new audience new media
New Audience, New Media
  • Traditional Media losing followers
    • U.S. Newspaper readership down as much as 10%
      • Internationally, newspaper circ. Grows 3% annually
    • More people cite internet than newspapers as primary source of news

*Source: The Pew Research Center for the People & the Press

the new world order
The New World Order
  • Web 2.0
    • New approach to web site design and development, focused on user interactions, rather than static content.
  • PR 2.0 & Social Media
    • New approach to public relations/communications, focused on direct communication with individuals and groups through digital channels.

(see http://www.briansolis.com )

social marketing
Social Marketing
  • Direct communications to individuals
  • One-on-one, in vast numbers, all at once
  • Blog posts
  • Email alerts
  • Facebook updates
  • Twitter feeds (tweets)
the basics
The Basics:
  • Online services and tools
    • Social Networking:
      • Facebook
      • MySpace
      • LinkedIn
      • Plaxo
      • Classmates
      • Reunion
social networking
Social Networking
  • New Media/Social Media
    • New Tools for old trades

– Easy one-on-one communications, on a mass scale.

– Fastest growing form of public relations and marketing

– Obama was No. 1 Twitter user for months leading up to election, base on number of followers.

the face of facebook
The face of Facebook
  • 175 million users, with another 5 five million new users a week.
  • 18- to 24-yo < 25% users.
  • Fastest growth rate = 40-55 yo
facebook components
Facebook - components
  • Pages, Groups, Events
    • Pages: Individual profiles and updates
    • Groups: “Pages” for agencies, groups, associations, etc.
    • Events: “Pages” for specific happening, events.
facebook content
Facebook - content
  • What to Post
    • Photos: Posters, air quality images, signs, etc.
    • Videos: Anything from your 30-second PSAs to self-produced digicam vids of smoking burn barrels
    • News updates, or “tweets”*

* More on tweets later!

other sm sites
Other SM Sites
  • MySpace.com
    • Plateaued at 130 million members
      • Used mostly by younger audience (teen and college aged)
      • Heavily favored as playground for music lovers
  • LinkedIn
    • Professional connections, especially for employment/biz networking
blog posts
Blog Posts
  • Consider regular updates to your website using new blogging tools.
    • CMS: Content Management Systems
      • Wordpress
      • Joomla
    • Automatic feeds to FB, Twitter, SMS (short message service), etc.
  • Blogging provides the dynamic content needed keep visitors coming back!
email alerts
Email Alerts
  • Automatic digital message delivery to those who register.
  • Services available that can be integrated into any website with LITTLE website/formatting skills needed
  • www.mailermailer.com - free service for limited messaging.
twitter
Twitter
  • Micro-blogging service
  • Maximum post = 140 characters
  • Twitter posts are known as Tweets
    • Twitter’s logo is a small bird
twitter1
Twitter
  • Registered twitter users can follow any other user, and be followed by any registered user.
  • Used extensively as a social ‘friends’ tool initially
  • Growing business use
  • Obama used Twitter to send headlines to millions of voters every day before the election.
twitter2
Twitter
  • Registered twitter users can follow any other user, and be followed by any registered user.
  • Used extensively as a social ‘friends’ tool initially
  • Growing business use
  • Obama used Twitter to send headlines to millions of voters every day before the election.
slide19

What Tweets looks like:

    • Lancearmstrong: Another tough day at the ToC. Had a spill half way. Moto with a photog crashed in front of me and I t-boned them. Body's ok tho.
      • Lance Armstrong about 24h ago via TwitterBerry
    • ORCAA_Dan EPA to improve kids's health, monitor air toxics around schools. http://bit.ly/oRSD9
      • 19 minutes ago from web
  • Who uses it?
    • 2.5 million people visit Twitter.com each month, growing at about 300,000-500,000 users per month and up over 440% since this time last year.

(Source PR2.0 blog at www.briansolis.com )

twitter what to post
Twitter - What to Post?
  • ORCAA tweets one or twice daily about Burn Bans, upcoming events, specific programs (news about woodstove change-outs, lawn mower exchanges, etc.)
  • Tweets can be posted from computers, cell phone text messages, iPhones/Blackberries, etc.
  • Tweets can be RECEIVED as text messages, email alerts, etc.
twitter other uses
Twitter – Other Uses
  • Skills building/technology updates
    • Use of Hashtags (#) to categorize tweets
  • Weekly twitter ‘Conference’ between PR professionals and journalists
    • Enter search page of twitter.com or tweetchat.com and enter:
      • #journchat
    • Moderated discussion about use of Social Media tools in new communications world.
slide22

Other Web 2.0 Tools

  • YouTube
    • Create account and post your agency PSAs, education videos, etc.
  • RSS feeds
    • Enable RSS on your website/Blog
      • RSS = Really Simple Syndication
      • Provides “news feed” to anyone who subscribes to your RSS
  • Digg, Stumble, FriendFeed, deddit, etc.
slide23

THANK YOU!

Dan A. Nelson

Public Information Officer

Olympic Region Clean Air Agency

www.orcaa.org

Dan.nelson@orcaa.org

Twitter: ORCAA_Dan

Facebook Group:

Olympic Region Clean Air Agency