PR Best Practices: Social Media

Molly AlexanderAlyssa Nichols

Nid OvathanasinCarlee Thomson

Kara Whytas

Advertising overload

Traditional advertising can become white noise

Brand’s message does not resonate with the consumer

The Problem

70% trust opinions from strangers online

Passive receivers active contributors

Endorsement & increased loyalty

More receptive to shared content

The Solution

Establish brand voice/personality

Acquire an audience

Interact with other brands

Encourage audience engagement

Best Practices

Establish a community

Practice transparency

Share valuable information

Be LIVE: social media is evolving traditional advertising in to real time PR

Best Practices Continued

35MM likes on Facebook

Over 286K followers on Twitter

“You can still dunk in the dark”

Daily Twist Campaign◦ 280% increase in Facebook shares◦ 510% increase in Twitter re-

tweets ◦ Media outlet attention

Oreo

Felix Baumgartner Over 8MM concurrent live streams on YouTube 3.2MM Tweets on certified hashtags 22,000 photos on Instagram Over 1MM Likes on a Facebook photo Sales

Red Bull: Stratos

What would you do?

What would you do?

Barry, Chris. "Putting Social Media to Work." Bain & Company. Bain & Company, 12 Sept. 2011. Web. 13 Feb. 2014.

"Consumer Trust in Online, Social and Mobile Advertising Grows." Nielsen Newswire. Nielsen, 10 Apr. 2012. Web. 16 Feb. 2014.

"Cool Cookie." 360i. 360i, n.d. Web. 13 Feb. 2014.

Fidelman, Mark. "Study: 78% Of Salespeople Using Social Media Outsell Their Peers." Forbes. Forbes Magazine, 19 May 2013. Web. 14 Feb. 2014.

Kitchen, Michael. "CNN Twitter, Facebook Accounts Hacked." Fox Business. Fox News, 23 Jan. 2014. Web. 13 Feb. 2014.

"Nielsen Social Media Report 2012." Nielsen Report. Nielsen, 2012. Web. 16 Feb. 2014.

Pick, Tom. "103 Compelling Social Media And Marketing Statistics For 2013 (and 2014).“

Business 2 Community. Business 2 Community, 12 Nov. 2013. Web. 14 Feb. 2014.

Rusch, Michael. "1-800-Flowers’ Twitter Account Had A Very Bad Valentine’s Day." BuzzFeed. BuzzFeed, 14 Feb. 2014. Web. 15 Feb. 2014.

Schultz, E.J. "Beyond Super Bowl Stunt, Oreo Finds New Voice In Social Media.” Advertising Age. Advertising Age, 25 Feb. 2013. Web. 13 Feb. 2014.

"Social Media." Red Bull Media House. Red Bull, n.d. Web. 14 Feb. 2014.

Sources