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Social Media: Remember, It’s Only One Piece of the Puzzle!!

Social Media: Remember, It’s Only One Piece of the Puzzle!!. Tina Lange, APR tlange@cfl.rr.com. Introduction!. 15 Years of public relations and marketing expertise Owner of TnT Creative Group, a Strategic Marketing and Public Relations Firm

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Social Media: Remember, It’s Only One Piece of the Puzzle!!

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  1. Social Media: Remember, It’s Only One Piece of the Puzzle!! Tina Lange, APR tlange@cfl.rr.com

  2. Introduction! • 15 Years of public relations and marketing expertise • Owner of TnT Creative Group, a Strategic Marketing and Public Relations Firm • Director of Marketing Communications at Space Florida (The aerospace economic development agency for the State of Florida) • Media Relations Specialist for Boeing – Kennedy Space Center • Marketing Manager for Florida Today • Accredited in Public Relations (APR) by Florida Public Relations Association (FPRA) • President-Elect, FPRA Space Coast Chapter Tina Lange, APR tlange@cfl.rr.com

  3. “Standing Out in Today’s Social Network” • While it’s true that social media is now playing an increasingly important role in business communications, it’s simply one piece of the puzzle! Tina Lange, APR tlange@cfl.rr.com

  4. Why is Good Media Relations Important to Your Business? • Earned Credibility vs. Paid Placement • Making your company an information resource for the press – and your customers/clients! • A significant tool in creating a strong brand • A far-reaching method to educate your target audience on your product/service • Best way to reach mass audiences with a single, consistent message • Careful! You can damage your business reputation if you don’t handle media relations effectively! Tina Lange, APR tlange@cfl.rr.com

  5. Types – Traditional vs. Social • Push: Traditional Print: Newspapers, Magazines, Newsletters • Push: Traditional Electronic: TV, Radio • Social Media – the introduction of true two-way communication! (Twitter, Facebook, YouTube, LinkedIn, Foursquare, Flickr, etc., etc., etc., etc……) • Blogs, Forums • Your Company Website • Mobile Marketing (now reflective of ALL media!) • ? Tina Lange, APR tlange@cfl.rr.com

  6. “Standing Out in Today’s Social Network” • Gives key stakeholders a way to watch u… taxpayer accountability – Governors, LG, Legislators where our funding comes from • Cross mktg of announcements… each social media application hits diff audiences…all point to a single source…makes distribution a dream for pr pp!! • BD benefits – Astronauts for Hire • Making your company an information resource – Twitter lists • Best way to reach mass audiences with a single message • Careful! You can damage your business reputation if you don’t keep it going once you initiate it • Danger! (Gov. Crist/Gambling Ship Spam!)

  7. YouTube: Press Conferences, board meetings, community roundtables – capture what was said, good for press to quote from, documents deals that were put up for vote at board meetings, etc.

  8. It’s Still All AboutRelationships… • It takes time!! • Build your credibility. Be strategic. • Minimal “gimmicks” • Know your media targets WELL. One bad pitch that doesn’t pertain to their target audience can ruin your credibility! • Making your company an information resource for the press – A critical step to establishing a real relationship with them • Know their “pet peeves!”……. Tina Lange, APR tlange@cfl.rr.com

  9. Media “Pet Peeves” • Don’t call on deadline! EVER. • Know communication preferences and use them! • Keep your pitches brief and to the point. Script. (I do!) • Keep press releases succinct – no more than 2 pages (1 is best) • Know the reporter’s beat, the publication’s target audience, the blogger’s quirks… one size does NOT fit all! Blanket pitches don’t work. • Respond promptly to inbound media requests. • Be transparent, or don’t bother. • “No comment” = I’m guilty. Tina Lange, APR tlange@cfl.rr.com

  10. Different Rules for Different Media! Newspapers (know deadlines, email word attachments only, follow recent stories/trends covered by beat reporters and leverage them, do your homework!) Note: Op-Eds follow different rules!! Weeklies/Monthlies/Magazines (deadlines are farther out, publications may be themed for the month, know word count limits for guest article/column submissions) TV News (48 hours prior typical for consideration, submit through the assignment desk, follow-up calls ok but be quick/succinct, have a REAL visual opportunity!) Radio News (All submissions to the News Director) Tina Lange, APR tlange@cfl.rr.com

  11. Different Rules for Different Media! Twitter (Be a “Listener” first and foremost – about your brand, about your competition, about your target audiences. Follow, follow, follow. Courtesy follow. Purge spammers. Always post links in your >140 character posts and tie them back to your website. Post often. And don’t forget your widget!) Facebook (Create a business page. Post regularly. Create events and invite/track. Create image albums. Use your “personal” network to start building a foundation for your business network. “Find Us” on Facebook – use your website to cross promote.) LinkedIn (This is a professional network, but once you create your individual account, you can then create a “public” or “private” group. Link your Twitter feeds – it will make your life easier!) YouTube (Create an account. Create a Channel. Use a widget!) Tina Lange, APR tlange@cfl.rr.com

  12. The Importance of Tracking, Measurement and Databases • Tracking – Are your key messages being communicated effectively to your target audiences? Track placements and messaging. Correct inaccuracies immediately. • Measurement – ROI is always key. The time, effort and resources you invest in media relations should come back to you. It’s about your bottom line! Measure! • Media Relations Databases – Turnover in the media is frequent. If you can’t afford to subscribe to a media database service (ex: Burrelle’s, PR Newswire, Vocus), keep an excel database and update it quarterly! The web makes this research incredibly easy. Tina Lange, APR tlange@cfl.rr.com

  13. Free Distribution and Measurement Tools… the Magic of the Web! • PitchEngine (1 free pitch per month, expires after 30 days) • Tweetstats, TweetDeck, HootSuite (Twitter tracking tools) • Facebook Insights (once a page has 30 “likes”) • Google Analytics (track referrals to your website through your social media channels) • Google News Alerts (google.com/alerts) • Social Mention (email alerts for new content based on your keyword across social media) • Bit.ly (share, track and analyze shortened links) • Digg, Delicious (track bookmarks) Tina Lange, APR tlange@cfl.rr.com

  14. Don’t Forget to Cross-Promote! • Once a press release goes out to target media via email or distribution service, be sure to post to your website, then point to that posting through Twitter, Facebook and LinkedIn! (shorten URLs through www.bitly.com) • When you are appear in a media source, share that article or clip via your website and social media channels! Tina Lange, APR tlange@cfl.rr.com

  15. Want to Learn More?Email Me Anytime!tlange@cfl.rr.com Tina Lange, APR President TnT Creative Group www.tntcreativegroup.com

  16. QUESTIONS? Tina Lange, APR tlange@cfl.rr.com

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