social media & pr: view from the bridge
TRANSCRIPT
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Social Media & PR
A view from the bridge
simon collisterLondon College of Communication,
University of the Arts London
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PR industry “missing the boat”
“Within minutes of PRWeek's interview starting, Grant is lambasting the PR industry for 'missing the boat' on digital, allowing advertising and media agencies to steal a march.”
- Robin Grant, Global Managing Director, We Are Social - PR
Week, 24th May 2012
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Current challenges [in a nutshell]
1. Increasing commercialisation of social media
2. Rise of the ‘social business’ or ‘social organisation’
3. Data-driven communications
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What’s happening to Facebook?
1. Post-IPO social interaction within Facebook is becoming increasingly commercialised
2. Shift from ‘organic’to paid communicationpushes Facebook more intothe domains of mediaand ad agencies
3. Similar happening withother platforms, e.g. Twitter
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Commercialisation
• Facebook:– Newsfeed not ‘open’ communications channel– Determined by Facebook’s ‘EdgeRank’– Visibility determined by Affinity, Freshness &
Weight of ‘edges’, e.g. links, photos, videos, etc
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The word from within Facebook
• ‘While news feed posts are fine for everyday engagement, businesses should consider using ‘Sponsored Stories’ [i.e. advertising] to ensure business critical information reaches users’
– Advice from Facebook employee
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The Rise of Social Business
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Social business strategy absorbs all
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Who owns social communications?
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Big Data?
• Commonly applied to the vast quantities of data being generated by contemporary socio-technological systems whose size is beyond the ability of commonly used software tools to capture, manage, and process the data within a tolerable elapsed time
– Bollier 2009; boyd and Crawford 2011
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What is Big Data?
• Search engine marketing performance• Digital ad acquisition metrics• Website analytics• Email communication performance• Online surveys • Social media conversations• Media content
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Tracking big data
• Database of 20 billion social media conversations• 8 million new posts archived every hour• Social media and news
sources gathered
SOURCE: Sysomos MAP
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Impact on PR?
• “Metrics driven communication, advocacy and outreach efforts are now becoming the expectation.”
– Big Data comes to the Communications Industry
• [Political] campaign planning now “involves the computer-automated analysis of blog postings, Congressional speeches and press releases, and news articles, looking for insights into how political ideas spread”
– The Age of Big Data
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Future for PR…?
• Much more complex landscape blurring boundaries between traditional industry sectors and organisational models
• Strong opportunity to adapt, presuming PR can fulfill its role as a strategic business function
• However, need to consider:– Big rethink in terms of skills of PR practitioners – Big rethink in terms of organisational structure and roles– Greater leadership from industry bodies
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References• Bollier, D. (2009) The Promise and Peril of Big Data. Extreme Inference:
Implications of Data Intensive Advanced Correlation Techniques. The Eighteenth Annual Aspen Institute Roundtable on Information Technology, Aspen, Colarado, The Aspen Institute.
• boyd, d. and K. Crawford (2011) Six Provocations for Big Data. A Decade in Internet Time: Symposium on the Dynamics of the Internet and Society. Oxford.
• Lohr, S. (2012). The Age of Big Data. New York Times, 12 February. Available: http://www.nytimes.com/2012/02/12/sunday-review/big-datas-impact-in-the-world.html?_r=2&pagewanted=all
• Luker, S. (2012) Robin Grant: Man on a Digital Mission. PRWeek, 24 May. Available: http://www.prweek.com/uk/features/1133323/robin-grant-man-digital-mission/
• Olsen, C. (2012) Big Data Comes to the Communications Industry. Huffington Post, 13 March. Available: http://www.huffingtonpost.com/christian-olsen/big-data-comes-to-the-com_b_1343310.html