90+ social pr secrets to get more publicity in 2016
TRANSCRIPT
Social PR Secretsby Lisa Buyer
1@LisaBuyer
Chapter 1: Social PR Evolution and Revolution
Chapter 2: Today’s Media Relations
Chapter 3: The New Press Release
Chapter 4: Content Strategy
Chapter 5: Editorial Calendar
Chapter 6: Online Newsrooms
Chapter 7: The Art and Science of Social Publishing
Chapter 8: Managing a Community
Chapter 9: Dial into Social PR Customer Service – NEW
Chapter 10: Jump Into Any News Story
Chapter 11: Distribution, Amplification, and Promotion
Chapter 12: Live Streaming PR Secrets – NEW
Chapter 13: Podcasting for Social PR– NEW
Chapter 14: Mobile and Social PR Hook Up
Chapter 15: The Rise of Visual Reporting
Chapter 16: Visual PR Secrets – NEW
Chapter 17: Scoring Influence
Chapter 18: Measurement, Analytics, and Google
Chapter 19: Avoiding a PR Disaster
Chapter 20: Strategy for Tragedy
Chapter 21: Optimizing an Event for Social PR
Chapter 22: Social PR Collaboration #FTW
Chapter 23: Facebook PR Secrets
Chapter 24: Instagram PR Secrets – NEW
Chapter 25: Snapchat Secrets and Savviness – NEW
Chapter 26: Pinterest PR Secrets – NEW
Chapter 27: LinkedIn PR Secrets – NEW
Chapter 28: Twitter Social #PR Secrets
Chapter 29: Stay Namaste Sane in Social Media– NEW
Chapter 30: Social PR Wisdom
Table of Contents
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Sarah EvansIntroduction
Social PR Secrets 3rd Edition 2016
Consider Social PR Secrets the communication professional’s modern-day beginner’s handbook. It may appear to have a light- hearted or whimsical approach, but therein lies its brilliance.The non-threatening format allows anyone to feel comfortable reading while they are exposed to tactical and practical public relations tips.
Guy Kawasaki Foreword
Social PR Secrets 3rd Edition 2016
We are fortunate that Lisa has written this book to help PR people understand this brave, new world. She provides tactical and practical methods to combine the best of both worlds. We’re lucky that she has done this for marketers, PR people, and entrepreneurs.
Guy Kawasaki Foreword
Social PR Secrets 3rd Edition 2016
We are fortunate that Lisa has written this book to help PR people understand this brave, new world. She provides tactical and practical methods to combine the best of both worlds. We’re lucky that she has done this for marketers, PR people, and entrepreneurs.
Social PR Evolutions & RevolutionsChapter 1
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Social media has the power to make or break a brand in a
snippet of text.
cc: Liam Higgins -‐ https://www.flickr.com/photos/72441891@N007@LisaBuyer
Transparency and authenticity still wins.
cc: GollyGforce -‐ Living My Worst Nightmare -‐ https://www.flickr.com/photos/20581458@N008@LisaBuyer
Today's Media RelationsChapter 2
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Create a Twitter list for your media target natively in Twitter. Make it public so they can see
you added them.
cc: shawncampbell -‐ https://www.flickr.com/photos/59077136@N0010@LisaBuyer
Think like your audience.
cc: Davide Restivo -‐ https://www.flickr.com/photos/43698630@N0011@LisaBuyer
The NEW Press ReleaseChapter 3
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It’s better to send out 1 press release a month that is
substantial than 4 that are all fluff.
cc: ginnerobot -‐ https://www.flickr.com/photos/78011127@N0013@LisaBuyer
Break the press release up into 5 to 10 newsworthy Tweets with a link to the story on the corporate
blog/company newsroom.
cc: DubaiFM -‐ https://www.flickr.com/photos/84208998@N0014@LisaBuyer
Content StrategyChapter 4
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Content is about them. Not you.
cc: Brandon Christopher Warren -‐ https://www.flickr.com/photos/92694860@N0017@LisaBuyer
Editorial CalendarChapter 5
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The social PR editorial calendar isn’t designed to be
a top-‐secret document.
cc: Ninja M. -‐ https://www.flickr.com/photos/30359603@N0319@LisaBuyer
In the Social PR world, there is NO such thing as a template.
cc: davedehetre -‐ https://www.flickr.com/photos/22433418@N0420@LisaBuyer
Online NewsroomsChapter 6
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Make your newsroom content mobile-‐friendly
cc: chase_elliott -‐ https://www.flickr.com/photos/19746950@N0022@LisaBuyer
94% of journalists surveyed said that having photos in an online newsroom is important.
cc: The PIX-‐JOCKEY (visual fantasist) -‐ https://www.flickr.com/photos/18583731@N0723@LisaBuyer
Art & Science of Social PublishingChapter 7
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Write like a social news reporter and leave the selling
out.
cc: Jösé -‐ https://www.flickr.com/photos/9985167@N0425@LisaBuyer
Share third-‐party content.
cc: John Flinchbaugh -‐ https://www.flickr.com/photos/7327560@N0626@LisaBuyer
Managing a CommunityChapter 8
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Connectors make savvy Social PR Managers. Salesmen do
NOT.
cc: John Flinchbaugh -‐ https://www.flickr.com/photos/7327560@N0628@LisaBuyer
Think outside the box.
cc: Ben Mortimer Photography -‐ https://www.flickr.com/photos/71768083@N0729@LisaBuyer
Dialing into Social PR Customer ServiceChapter 9
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Social media is the new 1-‐800 number
cc: hyku -‐ https://www.flickr.com/photos/12734746@N0031@LisaBuyer
Personalizing your messaging is key to social customer
service.
cc: fractalx -‐ https://www.flickr.com/photos/95575701@N0032@LisaBuyer
Jump Into Any News StoryChapter 10
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Content comes first. PR comes second
cc: andrechinn -‐ https://www.flickr.com/photos/16167252@N0034@LisaBuyer
Be quick.
cc: jeff_golden -‐ https://www.flickr.com/photos/46868900@N0035@LisaBuyer
Distribution, Amplification, & PromotionChapter 11
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Reporting your company’s news content in a Facebook-‐friendly way is the first step to driving quality visitors to your website or blog
cc: bengrey -‐ https://www.flickr.com/photos/28196992@N0737@LisaBuyer
Show a different side of your company by sharing inspirational
pictures and reach a global audience in a very mobile and visual way.
cc: Jiahui Huang -‐ https://www.flickr.com/photos/27237408@N0338@LisaBuyer
Live Streaming PR SecretsChapter 12
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“Livestreaming is the missing link between television & social
media"-‐Cathy Hackle
cc: JavierPsilocybin -‐ https://www.flickr.com/photos/70154861@N0040@LisaBuyer
Have an influencer take over the account.
cc: thecomeupshow -‐ https://www.flickr.com/photos/22257051@N0741@LisaBuyer
Podcasting PR SecretsChapter 13
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Think about search-‐friendliness for your podcast
& episodes.
cc: Jeffrey Beall -‐ https://www.flickr.com/photos/31437555@N0043@LisaBuyer
Don’t ask a podcast host to be on their podcast just so you can promote your wares.
cc: tranchis -‐ https://www.flickr.com/photos/25813335@N0044@LisaBuyer
Mobile & Social PR Hook UpChapter 14
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A mobile-‐friendly website or blog is good Social PR.
cc: .reid. -‐ https://www.flickr.com/photos/29406311@N0446@LisaBuyer
PR Mistake:The company’s contact information is on the home page but is part of an image, instead of HTML. -‐ Joe Laratro
cc: Joaquin Villaverde Photography -‐ https://www.flickr.com/photos/46078235@N0347@LisaBuyer
Rise of Visual ReportingChapter 15
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Adding a strong photo, video, and/or a downloadable file to a press release distribution can increase your online
visibility by 10 times the views.
cc: alexblanck -‐ https://www.flickr.com/photos/57527425@N0649@LisaBuyer
Check out Twitter Cards to add visual impact from your
content to Twitter.
cc: Zeusandhera -‐ https://www.flickr.com/photos/55476234@N0050@LisaBuyer
Visual PR SecretsChapter 16
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Images are the key to grabbing the attention of your
audience
cc: Paul Nicholson -‐ https://www.flickr.com/photos/82879511@N0052@LisaBuyer
Canva offers free access to a wide assortment of design
tools.
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Scoring InfluenceChapter 17
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There’s some correlation between number of +K’s
earned and high Klout scores
cc: adrants -‐ https://www.flickr.com/photos/93461622@N0055@LisaBuyer
Social media popularity (in terms of number of friends and
followers) does not equate to influence.
cc: amanda.venner -‐ https://www.flickr.com/photos/30863759@N0656@LisaBuyer
Measurement, Analytics, & GoogleChapter 18
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The most important analytics are what matters most to
your business goals.
cc: tiffa130 -‐ https://www.flickr.com/photos/23682502@N0458@LisaBuyer
Think beyond the obvious KPIs such as number of followers and quantity of visitors.
cc: Me2 (Me Too) -‐ https://www.flickr.com/photos/67689349@N0859@LisaBuyer
Avoiding a PR DisasterChapter 19
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Do NOT treat social media as a silo.
cc: Leo Reynolds -‐ https://www.flickr.com/photos/49968232@N0061@LisaBuyer
Develop a company-‐wide social media policy that clearly defines both acceptable and unacceptable
behavior on social media
cc: theqspeaks -‐ https://www.flickr.com/photos/83261600@N0062@LisaBuyer
Strategy for TragedyChapter 20
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About 50% of consumers think a brand’s Facebook page is more useful than a
brand’s website
cc: Lori Hartman Designs -‐ https://www.flickr.com/photos/64253809@N0464@LisaBuyer
In a time of tragedy or crisis, check out sources and be sure
to fact-‐check.
cc: Curtis Gregory Perry -‐ https://www.flickr.com/photos/33124677@N0065@LisaBuyer
Optimizing an Event for Social PRChapter 21
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Live tweeting or blogging during an event
cc: Alfred Hermida -‐ https://www.flickr.com/photos/13238706@N0067@LisaBuyer
After the event, create strong visuals using slideshows to tell
the story of the event.
cc: adamtr -‐ https://www.flickr.com/photos/28991097@N0068@LisaBuyer
Social PR Collaboration #FTWChapter 22
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Create a shared calendar with everyone who contributes to
your editorial efforts.
cc: oschene -‐ https://www.flickr.com/photos/53416300@N0070@LisaBuyer
Use a social collaboration platform like Asana.
cc: orcmid -‐ https://www.flickr.com/photos/91555706@N0071@LisaBuyer
Facebook PR SecretsChapter 23
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Write simply.Quality vs Quantity.
cc: Gabriel 'Briel' Rocha -‐ https://www.flickr.com/photos/25398881@N0473@LisaBuyer
Inspire.
cc: Photosightfaces -‐ https://www.flickr.com/photos/30595068@N0674@LisaBuyer
Instagram PR SecretsChapter 24
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Be the first to know about new features or changes. Subscribe to Instagram’s business blog.
cc: Shawn Harquail -‐ https://www.flickr.com/photos/55648226@N0376@LisaBuyer
It’s not about you, it’s about your community.
cc: Jordi Payà Canals -‐ https://www.flickr.com/photos/24630636@N0377@LisaBuyer
Snapchat SecretsChapter 25
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Customize and download your own Snapcode
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“We are not the sum of everything we have said or done or experienced or
published—we are the result. We are who we are today, right now.” — Evan Spiegel,
CEO of Snapchat
cc: flow14 -‐ https://www.flickr.com/photos/77971972@N0080@LisaBuyer
Pinterest PR SecretsChapter 26
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Schedule your pins out for your campaign. Tool: Tailwind
cc: Nrbelex -‐ https://www.flickr.com/photos/91351004@N0082@LisaBuyer
Create a secret board while working with a brand or co-‐partnering with a brand!
cc: JD Hancock -‐ https://www.flickr.com/photos/83346641@N0083@LisaBuyer
LinkedIn PR SecretsChapter 27
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“People spend time on other social networks, but invest time
in LinkedIn.”– Jason Miller
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Write every day and as much as you can using LinkedIn’s blog-‐like,
long-‐form content updates.
cc: la_farfalla_22 -‐ https://www.flickr.com/photos/14844674@N0586@LisaBuyer
Twitter Social PR SecretsChapter 28
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Want to get someone’s attention on Twitter? Like one of their tweets with a click of a heart!
cc: swanky -‐ https://www.flickr.com/photos/88607481@N0088@LisaBuyer
Monitor activity via a platform such as Tweetdeck.
cc: homard.net -‐ https://www.flickr.com/photos/49548883@N0089@LisaBuyer
Namaste SaneChapter 29
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The hardest part is getting started. Just hit the start
button, and things get easier.
cc: PhotoGraham -‐ https://www.flickr.com/photos/82278008@N0091@LisaBuyer
Clear off your desktop every day before and after work.
cc: thinkdanijel -‐ https://www.flickr.com/photos/40788108@N0892@LisaBuyer
Social PR WisdomChapter 30
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“Be passionate, tell personal stories, and be real.”–Tony Hsieh, Delivering Happiness.
cc: Silicon Prairie News -‐ https://www.flickr.com/photos/38190880@N0694@LisaBuyer
Define your own way, your own structure for operating, and the creative processes that drive your purpose and objectives.
cc: woodleywonderworks -‐ https://www.flickr.com/photos/73645804@N0095@LisaBuyer
About the Author
96@LisaBuyer
When it comes to balancing relationships, Lisa Buyer
believes the practice of PR, social media, and SEO is
exponential.
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