A PR Pro’s Guide to Twitter

Heather Whaling • @prTiniheather@gebencommunication.com

prTini.comfacebook.com/GebenCommunication

http://on.mash.to/A2GDAW

Connect with Reporters

• Use Twitter lists to track & interact with key reporters

• Follow @ProfNet and @HelpaReporter

Land a Job

• Make your profile “Twitter friendly”– Include a bio with your job pitch– Professional-looking avatar & background– Link to your bio or online portfolio

• Follow job boards on Twitter:– Companies: @MTVNetworksJobs, @ATTJobs– Industry: @PRSAJobCenter

• Help a PR Pro Out (#happo)• Build a network before you need it.

build new relationships

Twitter chats:

#pr20chat

#prStudChat

#u30Pro

#internchat

Create Opportunities

• 80% of Geben’s new business comes from relationships that began on social media, mostly Twitter

• Outback Bowl “social media correspondent”

this was my idea of travel …

nothing can prepare you for the devastation …

Columbus Marathon: a social media case study

Priorities

• Communicate with marathoners/supporters when & where they want

• Foster engagement with & between marathoners

• Take the “scare” factor out of marathoning• Sustain Columbus Marathon community

year round• Improve customer service

Nail the Basics

nail the basics

• facebook.com/columbusmarathon• Off season: Update 4-5 times per week• Training season: Update twice daily• Emphasis on facilitating conversation among

marathoners

• @cbusmarathon• Limit: 3-4 scheduled tweets per day• Focus on being conversational, providing moral support• Heavy use of lists & local search

www.columbusmarathon.com/blog

• “Maintenance mode” during off season• Blogging team provides real-life

perspective. • Bloggers include:

– Board member/sponsor– Local media personality– Mom walking to lose pregnancy weight– First-timer

• 2-3 posts per week• 30 Tips, 30 Days (see here)

after you nail the basics, add some sizzle

Virtual Scavenger Hunt

• Drive traffic to the new website• Establish new connections with

potential marathon runners/walkers• Offer positive reinforcement for

participants, in the midst of grueling training

• http://bit.ly/CbusMarathonHunt

Ask the Race Director

• Live broadcast on Ustream• Solicited questions on

Facebook,Twitter, blog & enewsletter

• 45 minutes, over lunch hour

day-of interactions

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Results

• 2010 race sold out faster than ever• 2011 sold out again• 37% of columbusmarathon.com traffic

in 2010 was referred by social media• Facebook referrals increased 95% from

2009 to 2010• Improved customer service by

responding to 25+ Facebook questions the week of the marathon

say hello to the new telephone

Heather Whaling • @prTiniwww.GebenCommunication.co

mheather@gebencommunication.

com

subscribe to my blog: bit.ly/prTini

Collaboration. Integration. Social Good.