Tag: University of Washington

Social Media for PR (2016 edition)

Social Media 2016It was my pleasure tonight to speak to Lee Schoentrup’s University of Washington PR Certificate class about social media. This is the sixth or seventh [correction: ninth] year I’ve given the social media briefing, and it’s a presentation that has to be rewritten top to bottom each time.

Last year I talked about interactive social media — “Dancing with Your Audience” was the title. This year I didn’t feel as optimistic about the field. I titled the latest version of the presentation “How to Stand Out in a Busy World.” My feeling is that social media has maxed out audience bandwidth; people are experiencing more than enough social media interaction. Now social media professionals face a battle for attention, a battle that will be won by people and organizations delivering the best (most valuable or most entertaining) content and the best user experiences.

Here, for Lee’s class and anyone else interested, is the presentation SME – UW – 2016 in PDF form.

I challenged the class to invest in training that will enable them to produce podcasts, webinars, and video content for social media. I realize that I need to take my own challenge, so I’m committing to learn how record that Keynote presentation with an audio voiceover!

Dancing with your audience — thoughts on social media

Social media in 2015 has moved beyond story telling to become an interactive public performance with a variety of audiences.

Last night I spoke about social media to the folks in the PR Certificate Program at the University of Washington. This is the 7th year I’ve done a presentation for them, and it never fails to astonish me how much the field of social media changes from year to year.

(This year’s presentation: Dancing with your Audience – UW – 2015)

The options for social media have become so complex, the tools for managing a social media program so sophisticated, and the demands on communicators so great, that it’s difficult to cover it all.

picture of dancers

From talking with the students, many of whom are already working the field, I came away with the impression that organizations are overwhelmed. While companies realize that it’s now essential to have a social media plan and a social media program, they are vastly underestimating the resources required to execute even a basic social media program. (They are also overestimating what social media programs can accomplish, often regarding them as a magic solution to problems rooted in inadequate branding or poor customer service — but that’s another story.)

Organizations that are doing a good basic job of communication (branding, publications, website, etc.) are well positioned to undertake social media work. But if they don’t allocate the resources required to listen as well as talk, they’re headed for big trouble. Companies that fail to monitor and follow up not just on comments but on mentions are both losing opportunities and risking possible disaster. It used to be enough to moderate and answer comments on blogs. Today follow up involves tracking your company, your products, your field, your partners, and your competitors on Twitter, Facebook, LinkedIn, Instagram, Tumblr, Ello, Google+ and on and on and on.

It’s hard to imagine an effective social media program being administered by fewer than two full-time employees; large organizations that work directly with the public need correspondingly large teams.

I urged the students, some of whom are tasked with designing and managing social media programs, to ruthlessly focus their efforts on key audiences, suitable platforms, easy-to-use tools (including video), and significant messages.

And to think: seven years ago it was all about blogging and keywords.

Social Media Survival presentation

A social media program that makes perfect sense today is likely to be significantly out of alignment in 18 months.

Last night I spoke about social media at Lee Schoentrup’s class on public relations writing at the University of Washington. This is the sixth year I’ve done the presentation. I think when I started, with blogger Peggy Sturdivant, all we talked about was…blogging.

Six years later, the list of social media tools I cover goes on, and on, and on. While in the past I’ve focused on social media strategies for particular tools, this year I revamped the presentation to focus on the need for a social media strategy that can roll with continuous change. I pointed to trends affecting social media, including:

  • Crowds (crowdsourcing, etc.)
  • Increasing use of mobile devices to create and access social media content
  • The return of organic content after the recent obsession with SEO

It’s clear to me that a social media program that makes perfect sense today is likely to be significantly out of alignment in 18 months. Who knew two years ago that companies would be getting mileage out of Facebook and Pinterest? How many companies are providing a good experience for the growing number of people who visit their blogs (or Facebook and LinkedIn pages) using a smartphone? How many are even aware of the social media consequences (good and bad) of sprinkling “Like” and “Share” buttons around their web pages?

I changed the topic of the presentation from “Social Media Success” to “Social Media Survival.” It’s a jungle out there.

Members of the UW class who would like to download a PDF of the Keynote presentation will find it here: SME – UW – 2013.

Speed, transparency, and the long tail

Tomorrow I’ll be talking about PR and social media to another communications class at the University of Washington. This time, it’s an undergraduate class. I’m going to hit many of the points I did in my earlier presentation to students already in the business world, but this time I’m going to attempt to give more context.

So much has changed in the PR world in the past 10 years, it’s hard to know where to begin!

The model of PR in which corporate communicators developed carefully reviewed press releases and distributed them to known contacts in print and broadcast media by mail or fax, is over. Five minutes after a company announces a new product, it’s been Twitter and blogged about. (Example — Amazon released Kindle software for the iPhone last night, and that rocketed to a top spot on Twitter in about two hours. Interestingly, it was being discussed on Twitter even before it had registered on Google News searches.)

Any hope PR folks once had of controlling public perception of the announcement — via their carefully chosen words, or via the sedate reviewing of a friendly news reporter — is a quaint delusion. People are raving and ranting about it on blogs — or pointedly ignoring it — within 24 hours. And good luck to the PR person who tries to spin or puff a product. Her or she risks being reviled right along with the product itself.

Clearly, old-school PR doesn’t work in the current online environment. As anyone who follows Twitter has seen, a new school of PR is emerging to meet the new challenges. It can be successful, if it’s mindful of three characteristics of the social media world:

Speed. If PR wants to be part of the discussion, it needs to get out there, fast. A good PR operation, representing an organization that genuinely has something to contribute to the conversation, can make a splash. That may mean twittering about the city’s inept response to the snowstorm at 4 a.m. (Does your PR person work at 4 a.m.? Let’s hope so.)

Transparency. Successful PR folks have to come to grips with the transparency created by online social media. Many companies tried to hop on the social media bandwagon by making community commenting, or video contests, a part of their marketing campaigns. Often they forgot that they could no longer control the distribution of the resulting comments or videos. In 2006, General Motors’ attempt to harness “viral marketing” for their Chevy Tahoe SUV inspired hundreds of people critical of SUVs to create and then post anti-Tahoe videos. To its credit, General Motors remained cool and the flap eventually died down.

The Long Tail. The days when nearly everyone read the newspaper and families gathered around the TV after dinner to watch the network news are long, long over. Instead, household members are more likely to be getting information individually, from a variety of sources (such as watching a NetFlix video, playing World of Warcraft, reading their favorite blogs, or talking to friends on Facebook). To be successful, PR campaigns will need to focus on these narrower audiences, often with savvier members.

The professor of the class asked me to emphasize the continuing need for strong writing skills in PR. That will be no problem. Sure, you see sloppy writing all over the web. But you don’t see it on highly ranked blogs. If PR people want to draw traffic to their blogs and followers to their Tweets, clear, polished writing is a must.

%d bloggers like this: