Building Social RelationshipsBeyond Blogger Relations

Kami Watson Huyse, APR

“Building Blocks” by Redroom Studios, Flickr

The Evolution of Mass Communication

Social Media:

Powerful tools + Easy to use = Everyone can create content

“This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”

Amy Jussel, Founder Executive Director, Shaping Youth

Off Target

Target’s e-mail response:

“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Four Stages of Engagement

I. Listen

IV. EvaluateIII. Contribute

II. Participate

Listen: Define Stakeholders• Customers or clients• Employees• Affinity groups• Critics• Preferences

Technographics, from Groundswell, http://tinyurl.com/2vv3dv

Listen: Monitor Issues• Free tools:

Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.

• Paid Tools: Radian 6, DIY Dashboard and others

Participate: Find Influentials • AllTop Blogs• Top Blog Lists• Twitterholic• Technorati Authority• aideRSS• Blogroll• Analyze links

Participate: Engage Influentials• Commenting• Cross linking• Build offline relationships

Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr

Participate: Many Channels

Participate: Join the Community• Facebook• Twitter• LinkedIn• Forums

Contribute• Content• Values/Culture• Experiences• Resources

Evaluate• Interest• Attitude• Action

Resources

http://del.icio.us/kamichat/PRSA08

Kami Watson Huyse, APRPhone: (713) 568-5750

E-mail: kami@myprpro.comBlog: Communication Overtones

Web site: www.myprpro.com