“ Leveraging Trends in Social Media for Public Relations”By MrCharles Nii Ayiku Ayiku, APRDeputy Head of Public AffairsCouncil of StateState HouseGhana+233 262339999, +233 email@example.com
How big is Social Media? • More than 200 Million Blogs • An estimated 3 billion videos being watched on video sharing website, YouTube. • More than 600 million users on social network website, Facebook. • Millions of people use social media on a regular basis, and many more are joining the ranks every single day. • http://www.personalizemedia.com/garys-social-media-count/
What is social media? • Social media are primarily Internet- and mobile-based tools for sharing and discussing information among people. This term often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.
People Involved in social media • Coca Cola: Fan Page on Facebook, Youtube and other networks. • Absolut Vodka: They have an Online Video on YouTube and Use Facebook . • OkudzetoAblakwa.com: Utilizing Social Media to promote His Political Campaign. • Ghana.Gov.Gh: Quick and easy way for Gov to get the opinion of the public and to keep the public updated on their activities. • Barack Obama: President Barack Obama. Has been seen as a leader in the use of Twitter during the Presidential Election. He has over 170,000 followers and is following over 165,000.
PR AND SOCIAL MEDIA • Without a doubt, the web and social media are making it easier for businesses to communicate with their publics. It is actually helping to enhance the efficiency of the PR industry. • So how can you incorporate social media to enhance your PR efforts?
PR AND SOCIAL MEDIA • Put simply, Public Relations is the practice of managing communication between a particular organization and its publics. Any given organization has a number of publics. Whether it is by communicating with prospects, customers, media, investors, the government, or even internally with employees, • PR is something that businesses will always need.
Why Social Media Participation is Critical for PR People have always said good and bad things about brands, and now that social media has risen in popularity, it means people have another platform to talk about your company and products/services. The major difference, however, is in the viral nature of this platform. When someone mentions your brand in social media, there is much more potential for many other people to notice and for conversations to spread more quickly and easily.
Why Social Media Participation is Critical for PR In addition, these conversations have the potential to reach a much larger audience than ever before. If your company is not participating in social media today, it is missing an opportunity to spread its message and missing valuable and even damaging conversations that could be taking place about your brand.
Why Do We Use Social Media? For Public Relations Practitioners, these are some reasons for using the Social Media • Supreme efficiency • Monitoring of discussions, anticipate issues • Humanize stories • Emergency communications • Continue ties with your publics • Create more loyalty, respect • “bond with the brand” • Be where the action is • Be part of the discussion
Social Media Sites by Category Communication • Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary, TypePad, Vox, WordPress, Xanga • Microblogging: FMyLife, Foursquare, Jaiku, Plurk, Posterous, Tumblr, Twitter, Qaiku, Yammer, Google Buzz, Identi.ca Nasza-Klasa.pl • Location-based social networks: Foursquare, Geoloqi, Gowalla, Facebook places, The Hotlist • Social Networking ASmallWorld, Bebo, Cyworld, Diaspora, Facebook, Hi5, Hyves, LinkedIn, MySpace, Ning, Orkut, Plaxo, Tagged, XING , IRC • Events: Eventful, The Hotlist, Meetup.com, Upcoming • Information Aggregators: Netvibes, Twine (website) • Online Advocacy and Fundraising: Causes, Kickstarter
Social Media Sites by Category Collaboration/authority building • Wikis: PBworks, Wetpaint, Wikia, Wikimedia, Wikispaces • Social bookmarking (or social tagging): CiteULike, Delicious, Diigo, Google Reader, StumbleUpon, folkd • Social Media Gaming: Empire Avenue • Social news: Digg, Mixx, NowPublic, Reddit, Newsvine • Social navigation: Trapster, Waze • Content Management Systems: Wordpress, Drupal, Plone • Document Managing and Editing Tools: Google Docs, Syncplicity, Docs.com, Dropbox.com • Collaboration: Central Desktop
Social Media Sites by Category Multimedia Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr Video sharing: sevenload, Viddler, Vimeo, YouTube, Dailymotion, Metacafe, Nico NicoDouga, Openfilm Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam, Ustream, blip.tv, oovoo Music and audio sharing: ccMixter, Pandora Radio, Last.fm, MySpace Music, ReverbNation.com, ShareTheMusic, The Hype Machine, Groove Shark, SoundCloud,
Social Media Sites by Category Presentation sharing: scribd, SlideShare Reviews and opinions Product reviews: epinions.com, MouthShut.com Business reviews: Customer Lobby, Yelp, Inc. Community Q&A: Askville, EHow, Stack Exchange, WikiAnswers, Yahoo! Answers, Quora Entertainment Media and entertainment platforms: Cisco Eos Virtual worlds: Active Worlds, Forterra Systems, Second Life, The Sims Online, World of Warcraft, RuneScape Game sharing: Kongregate, Miniclip, Newgrounds, Armor Games Brand monitoring Social media measurement: Attensity, Statsit, Sysomos, Vocus
Social Media Sites by Category • Social media tools play a vital role in the success of your company’s activities. Tools such as online social communities, blogs, videos, photos and podcasts can further enhance the company’s messaging and brand while also delivering promotional information on services.
Social Media Sites by Category • • Online Social Communities: global social networking sites such as Facebook, Twitter and Hi5 provide an open forum for users to create group pages, share information and establish new connections. • Benefit: Online social communities offer a quick and, more importantly, free means of promoting events, products, services and post show. You can set up discussion boards on Facebook for attendees to share best practices and relevant content. Also, specific Twitter event pages, provides an excellent channel for real-time announcements and event promotions that engage attendees and exhibitors.
Social Media Sites by Category • • Video/photo Distribution Channels: one of the best-known video distribution site is YouTube (www.youtube.com). This is where one can upload videos at no cost for anyone to see. Additionally, Flickr and picasa are image hosting website to share photographs and is also used widely by bloggers as a photo repository. • Benefit: Organizations can use these free distribution channels to promote their video documentaries. Photos can also be posted on these channels for staff and other clients to download as well as view. You can Interview satisfied attendees at your event to post with a link to and on your website. They can promote events, products and services in exciting and engaging ways all at a fraction of the cost of traditional media.
Social Media Sites by Category • • Blogs (web logs): online journals typically written by an individual or a group. Typically, the entries are dated with the most recent on top, and there is usually an opportunity for readers to make comments. There are millions of blogs. • Benefit: Blogs can be useful for promoting meetings. You can build blog channels around your events to create interest, to get feedback and to build communities.
Social Media Sites by Category • • Podcasts: on-demand radio/video “talk shows” that can be accessed directly from your computer or downloaded to your iPod or other MP3 player. They are typically inexpensive to make and can be distributed essentially free via iTunes, other podcast distributers and/or your website. • Benefit: Podcasts are also great promotional tools for events. Meetings are content generators. For example, interviewing upcoming speakers about their subject matter to create podcasts is one way to promote meeting attendance. If done properly, podcasts will bring traffic to your website, generate business and attract attendance to meetings.
Social Media Sites by Category • • User-generated review sites: review sites may ultimately have one of the greatest impacts on meetings, events and society. These types of platforms allow users to locate and rate all types or services, including organizations. • Benefit: The reviews from clients, good and bad, aid greatly in making purchase decisions. These review sites are emerging for most goods and services. According to the 2008 North American Technographics Media and Marketing Online Survey, sixty percent of people trust information on consumer product ratings and reviews. Yelp (www.yelp.com) for example, is one of several that is used for restaurant reviews and many other services.
Standard classifications of discussion Acknowledging receipt of information Answering a question Asking a question Augmenting a previous post Distributing media Expressing agreement Expressing criticism Expressing support Giving a heads-up Responding to criticism Giving a shout-out Making a suggestion Making an observation Offering an opinion Rallying support Soliciting comments Soliciting help Starting a poll
Classification of Video Content • Advertisement • Animation • Demonstration • Event/Performance • Fiction • Film • Instructional Video • Interview • Lecture • Montage • Music Video • News Broadcast • Promotional Video • Sightseeing/Tour • Slideshow • Speech • Television Show
Social Media Best Practices • One of the first steps in developing a social media strategy is to establish objectives and determine how your company’s social media usage will help to engage buyers, influencers and customers. • How will you present your company brand and which social media components will the organization engage? • Will you present the brand as one corporate ID, several ID’s or as an individual employee? What will be included in your content plan?
Social Media Best Practices • Don’t duplicate your Web site, brochure, newsletter • Start with your friends • Embrace your audience • Keep it personal, real & authentic • Use often • Build maintenance time into your schedule • Encourage participation
Before We Conclude, Some tips; • Social media makes us "real" to consumers. If you want people to follow you don't just talk about the latest product news, but share your personality with them. • We can use social media to associate ourselves with our peers, which may be serving the same target market. • We can use social media to communicate and provide the interaction that consumers look for.
Conclusion Organizations have a remarkable opportunity to use social media to extend their products and services and capture greater share of mind. They can propel their brand to a higher level, where true benefits can be created. By working closely with the right partner and developing a strong strategic approach to social media communications, organizations can use this new medium to gain membership and revenue.
Acknowledgements • Hubspot • Laura Lake • Gary Hayes
QUESTIONS AND CONTRIBUTIONSBELOW ARE SOME OF WEBSITES I HAVE DEVELOPED • WWW.GHANA.GOV.GH • WWW.AUCC.EDU.GH • WWW.FUNERALSINGHANA.COM • WWW.HORSEMANSHOES.COM • WWW.MISSTOURISMGHANA.ORG • WWW.VIELUNG.COM • WWW.OKUDZETOABLAKWA.COM • WWW.VOLTAKENTE.ORG • WWW.GAF.MIL.GH • WWW.TCPGHANA.GOV.GH