the power of a picture & 140 characters: what aspiring pr pros should know about social media

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Presented to COMM 311: Public Relations Writing at the University of Delaware; November 2012

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  • 1. The power of a picture & 140-characters: What aspiring PR pros should know about social media COMM311: Public Relations Writing Presented by Abby Ecker November 13, 2012
  • 2. Feel free to get social with me! (Live tweeting encouraged.) @abbynicole1204 www.pinterest.com/abbynicole1204 www.linkedin.com/in/abbyecker PR and Political Communication Commentary www.abbystollar.com Levels: A Journey through Food & Fitness www.levelupfood.wordpress.com
  • 3. Our three focuses:1. Developing a personal social media brand2. Developing a business social media brand3. Resources to help manage and improve your social media branding
  • 4. What is social media?
  • 5. Part 1: Developing a personal social media brand
  • 6. Learning Social Media- Be realistic.- Be proactive.- Be curious.
  • 7. Advance your career in 140 characters or less.
  • 8. Twitter Tips1. Establish a professional handle. (Anything with xo in it doesnt count!)2. Pay attention to your Twitter bio. (Include school, graduation year, interests, and link to your online portfolio)3. Make it public.4. Be a resource & get involved in the conversation.5. Always be gracious, not greedy.
  • 9. #Useahashtagtherightway Try out these great PR, job searching, and young professional communities: #prstudchat #prssa #udcommpr #internpro #jobhuntchat #pr20chat #likeablechat
  • 10. Advance your career with a digital resume.
  • 11. LinkedIn Tips1. Treat it like your 8 x 11 resume it matters more.2. Claim your profile address. 1. Ex. www.linkedin.com/in/abbyecker vs. www.linkedin.com/in/32858763247812678643. Aim for at least two to three recommendations.4. Utilize student-friendly features to highlight your accomplishments.5. Challenge yourself to make connections (use Linkedin groups).
  • 12. Advance your career with a blog or digital portfolio.
  • 13. Blogging/Portfolio tips1. Commit. If you cant commit to regular blogging, thats okay stick with an online portfolio, NOT a blog format. 1. Topic: If you are establishing a blog, establish a theme, and dedicate yourself to writing valuable content around that theme.2. Showcase your skills. Include your resume, writing sample, digital media samples (guest blogs, videos, etc.), and contact information.3. Find a platform. 1. Blog: Wordpress, Blogger 2. Website: Weebly, Google4. Upload work samples. (Use Scribd, DocStoc for easy imports.)5. Promote!
  • 14. Part 2: Developing a business social media brand
  • 15. 1. Survey the social media landscape Ask Why am I joining this network? Who is my audience? What is my purpose?
  • 16. 2. Listen before engaging. Its not something that you apply once at thebeginning of an engagement. It is something we do throughout the process ad infinitum. Chuck Hemann
  • 17. 3. Develop a strategic plan.- Ask two questions - Who are you communicating with? - Why are you communicating?- Develop goals & measureable objectives.- Differentiate goals for various networks.
  • 18. Case Study: ATIs Pinterest Page- Pre-planning - Understanding the core Pinterest audience - Understanding our ATI brand (education)- Strategic plan development- Flexibility/adaptability
  • 19. Case Study: ATIs Pinterest Page
  • 20. 4. Evaluate and measure.- Social media ROI- Ask - What are you trying to accomplish? - How can this be measured?
  • 21. 5. Remember, content is king.
  • 22. Best Practices - Content (Brand Social Media)1. Be human. Have a personality.2. Two things play well on social media: humor & charity. (So do gratefulness and playfulness.)3. Ask questions.4. Use visuals. Photos get the most engagement, followed by video.5. Ask yourself this question before hitting send: Would I engage with this?
  • 23. Part 3: Resources to help manage and improve your social media branding
  • 24. Social Media Management Tools
  • 25. Sites to share
  • 26. Books
  • 27. Websites