Public Relations via Social Media
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A talk given to the Public Relations Society of America by HPR founder John Hope-Johnstone on how to enhance your public relations campaign through social media.
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Public Relations via Social Media
- 1. Public Relations through Social Media HPR Digital Marketing LLC Certified Internet Marketers
- 2. Nearly 65% of all PR Departments are also now responsible for Social Media. (IPR)
- 3. Lesson 1: All Social Media are Inert: It IS Social Media Networking (SMN). Networking that is the action, networking is the action of connecting with people, and people to people. www.johnhopejohnstone.com
- 4. What Drives Social Media? “Ambient intimacy” is being in contact with key influencers on a regular basis that you normally could not achieve because of time and distance. www.johnhopejohnstone.com
- 5. Who you are Thought leadership, what you know What you do Support by SEM Support by SEO www.johnhopejohnstone.com
- 6. Why is communicating through a computer so often easier than face to face?
- 7. When we interact with a human, we cannot control the emotional involvement invested in the process. This is often due to the stress of additional body language cues.
- 8. A girl and a guy meeting at a Bar, will hold a conversation that is usually 40% about themselves. Which adds up to 80% leaving 20% for awkward silences, or checking out others at bar, or bathroom breaks.
- 9. However, a girl and a guy posting on social media will usually talk about themselves 80% of the time, allowing a 160% conversation over the same period of time. And the elimination of checking out other people at the bar.
- 10. Personal Social Media can be a very narcissistic activity
- 11. Posting about ourselves often comes in the form of what is called “Social Badging”. (40%)
- 12. 68% of us will “share” someone else's content to “Social Badge” i.e. to show what kind of things we care about, and build out our personal image.
- 13. Social Badging aligns our purchases, possessions, travel, things we love, and through these things, we present a reflection of who we are. Social Validation is when others approve, like or share what we have shown to be important to us.
- 14. Sharing provides a form of Social Currency. 62% of us feel better about ourselves when someone has shared, liked or commented positively about our content.
- 15. So, how can we get ourselves more of this Social Currency of sharing, liking and commenting for our clients?
- 16. Surveys have shown that digital brands promoting the social conscience and good deeds of that Brand, rather than its core product, are likely to receive 58% more engagement
- 17. So, what makes content interesting enough to engage?
- 18. Content that confronts our assumptions about the Brand, and shake us up. (Jeff Goins)
- 19. Why do we perform the action of “Liking” certain pages, or posts, on Social Media?
- 20. 1. It adds value to a relationship 2. That value is called the “Reciprocity Effect” i.e. I’ll like you if you’ll like me back. (Holiday Cards) 3. Your job on social media is to help and connect other people. 4. To provide value to others, NOT just for you Why We “Like” on Social Media
- 22. 1. Most marketers feel that “engagement” is key for advocacy. 2. Yet only 13% of their audience feel the same way….hmmm Why We Comment
- 23. What about Selfies? 1. On Social Media, pictures with faces are 38% more likely to receive engagement 2. Selfies satisfy the “Looking Glass Effect” which infers that we never truly see ourselves, except through the eyes of others
- 24. John Hope-Johnstone CIM Managing Director www.HPRDigitalMarketing.com www.facebook.com/HPRDigital (541) 829 0037 john@HPRDigitalMarketing.com
Editor's Notes
- Communications: Create your social media platforms so that they will bring people to an understanding of who you are, what you know and what you do: Micro blogs such as Twitter, facebook, My Space, Linkedin and E-Newsletters are commonly used to shout-out and point people to other information you want them to know about. The next step points to>>>> your blog, where you show your expertise and knowledge in a casual and friendly manner and certainly NOT in a sales-like manner. Blogs can also include V-Logs where you are showing your knowledge but on video (such as YouTube). Once convinced of your expertise, these blogs and V-logs can point towards >>>>Your Web site where finally they really understand what you have to offer. Please understand that although this is an ideal progression, people will jump in at any one point and go on to another (if they are interested), so you must cross reference your platforms at all points.