the new media world
DESCRIPTION
The intersection where social media, public relations and journalism collideTRANSCRIPT
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The New Media World
The intersection where social media, public relations and
journalism collide
Best of the Midwest College Journalism ConventionFebruary 21, 2009
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Where do you get your news?• Broadcast (TV & Radio)• Print Newspapers• Online News Services• Text Messages• Blogs• Social Media
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Information is everywhere
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And its changed how…
• We gather information;• We share information; and• How we connect
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And now everyone is a journalist
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In a changing media landscape, communication professionals and
journalists need to not only understand the New World Media
but also how to navigate it.
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What is Social Media?
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Social Media is…a conversation
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A conversation between people
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Powered by…
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It’s Big.
• More than 112 million blogs are being tracked by Technorati
• 100 million videos watched/day on YouTube
• 123 million users on Facebook• And new tools, daily
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Prove it.• Nearly 70% of online adults use social media • 33% of Gen Y-ers, 17% Gen X-ers, 11% baby
boomers, and 8% of seniors visit blogs, communities, or social networks DAILY
• Affluent visitors are most likely to research products online (43%)
• 26% of respondents in the survey changed their minds about a product or service because of what they read in the blogging/social networking community
All data from http://www.markettools.com
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Social Media Tools
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Social Media Tools
• Social Networks• Blogs• Social Ads• Micro-Blogs• RSS Feeds• Wikis• Applications
• Social Bookmarking• User Generated
Content• Multi-Media Sharing• Tagging• Forums• Communities• Widgets
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Why Facebook Is for Old Fogies • Facebook is about finding people you've lost track of. • 2. We're no longer bitter about high school. • We never get drunk at parties and get photographed
holding beer bottles in suggestive positions. • Facebook isn't just a social network; it's a business
network. • We're lazy. • We're old enough that pictures from grade school or
summer camp look nothing like us • We have children. • We're too old to remember e-mail addresses. • We don't understand Twitter. • We're not cool, and we don't care.
TIME
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Facebook – Not just for kids• Fan pages, groups• Share your knowledge• Create awareness for events,
contests, campaigns• Facebook social ads
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• Groups• Jobs• Answers• People• Companies
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MySpace
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A social networking and micro-blogging service that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.
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http://search.twitter.com/
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Blogs
• A way to find out about emerging stories/filter for what is worth paying attention to
• Sources for story ideas• Sources for information you can’t find
anywhere else• A source for contrary voices• To add evidence to stories
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Google Reader
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Google Alerts
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http://technorati.com/watchlist/
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www.blogpulse.com
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Measuring Results
• Technorati (number of links, “authority”)• Del.icio.us (quality and type of
coverage)• Digg (Diggs)• Flickr (photo views)• Facebook (analytics, fans,…)• Feedburner (subscribers)• Compete, Alexa (traffic)• Quantcast (ratings and demographics)
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Google Analytics
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Social Media Monitoring
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You + Social Media = POWER
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Using Social Media
• Listen (Market Intelligence)– Monitor conversations to learn what is
being said about an organization or an event
– Early warning system – Gauge public opinion
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Using cont.
• Communicate – Speak out and share information– Provide commentary or clarification– Promote an idea or product
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Using cont.
• Engage– Building relationships with audiences
or customers or sources– Address concerns– Clarify statements or assumptions– Continue discussion– Get advice / sources / leads
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PR & Twitter @Perfectporridge: Twitter offers a
unique window into the human side of reporters, what actually interests them.
@EvaEKeiser: Track topics of discussion; reporter requests for information
@Jojeda: Find sources and gather opinions
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Making it work for you• Identify trends & stories
– Read blogs– Monitor Twitter
• Track brands & topics– Set up an RSS reader– Set up Google Alerts
• Make connections– Cultivate your network– Join Facebook, Twitter, Flickr, Digg
• Share information
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Power Example
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Esme Murphy• Heard in the morning meeting -
Minnetonka company GoGirl selling device that lets gals pee standing up - didn't know I needed it 9:37 AM Feb 16th from web
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Esme Murphy• GoGirl a device allwing women to
pee standing up - prompting a lot of comments - what do you think? 10:15 AM Feb 16th from web
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Viewers/Followers Weigh In• @esmemurphy There's a car
parked in a driveway on Interlachen that's done over in "Go Girl" logos. Ah, the glamor of PR and marketing. 10:20 AM Feb 16th from twhirl in reply to esmemurphy
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TV Story Appears at 5 p.m.
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People Digg It!
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Results
• Two dozen TV stations across in two days
• Dozens of radio morning shows• Chelsea Lately show, Feb. 19• Today Show next week• Server Crashed --- went from a few
hundred daily visits to more than 30,000 on Tuesday alone.
• Selling 15-20 an hour
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Social Media used to
• Find the story (e-mail from banner ad guy)
• Vett the story with listeners/followers• Find sources and set up an interview• Promote the story• Drive people to the Web site for more
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Parting Thoughts
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Words of Wisdom @JasonSprenger How to find the best
sources, and how to distinguish them from the hacks, rumor spreaders, etc. all over SM and the Net.
@KadetComm Since “everyone” is the media, journalism will need the best writers, reporters, fact checkers and storytellers to rise above.
@mnpr New reporters need to know how to balance research with interviewing skills. Not everything can be found on the Internet.
@StoryAssistant It's so important to remind people to follow your instincts & to above all else, do the right thing.
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Questions?
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Contact
• Eva Keiser – [email protected]– www.twitter.com/EvaEKeiser
• Jared Roy– [email protected]– www.twitter.com/laskaroy
• Joel Swanson– [email protected]– www.twitter.com/Joel22882