week 8: the internet & social media

PUBLIC RELATIONS PRACTICE

2014 Week 8

!

!

DR KANE HOPKINS

1

32

Social media

Journalists + information! + the internet

Online relationship management

THE INTERNET & SOCIAL MEDIA

If it doesn’t have ones and zeros, it doesn’t exist.

Social Media vs Social NetworkingSocial networking!• The main purpose of social networking is to connect with other

people. • Social networking is about mutual communication. !!

Social media!• Social media is a very broad term and really encompasses

several different types of media, such as videos, blogs, etc. • Social media is a place where you can transmit information to

other people.

BEFORE YOU CAN BE A COMMUNICATOR, YOU NEED TO BE A TECHNOLOGIST

7

actsSix

un

1

2

3

412% of Facebook users say that someone has asked them to “unfriend” a person in their network.

5Facebook users “like” their friends’ content and comment on photos relatively frequently, but most don’t change their own status that often.

6Half of internet users who do not use Facebook themselves live with someone who does.

ONLINE RELATIONSHIPS

Hallahan's (2008) five online relationship development measures...• Satisfaction • Commitment • Control mutuality • Communality • Trust

Ensure online spaces are easy to use, have relevant and useful information and satisfy publics’ needs for that online space.

Satisfaction

Invest time, resources and funding towards up-to-date technology that is relevant to publics. Organisations must commit to using online spaces to communicate.

Commitment

Engage in conversational interpersonal communication, and include interactive design elements such as surveys, quizzes, online photo albums and other multimedia to increase two-way symmetrical communication and empower the publics.

Control mutuality

Foster a community based on shared values, interests or ideas, either by interpersonally communicating with publics, or fostering a space for publics to communicate based on their shared interest. !

Communality

Make online spaces credible by ensuring there are security measures in place on a website, having genuine, truthful and accurate information available including contact details, and branding online spaces according to the organisation’s official image. !

Trust

Where social media is located within an organisation will influence how it is managed. !

Channels used to access customer service

Customer service

Blogger relations• Cultivation: Get to know bloggers • Collaboration: working together to develop

mutually beneficial relationships • Content: help the blogger out • Community: Most bloggers answer to their

community: not editors or publishers • Communication: Be specific in your

communication. Bloggers are pressed for time

!Nearly a third (32%) of people aged 18-24 use social networking in the bathroom lolz!

@HellooooooooLadies

Seltzer and Mitrook (2007) applied dialogic principles to compare environmental websites and blogs, and found that blogs have more potential for relationship building than websites

33

In its best incarnation corporations will use blogs to become more transparent to their customers, partners and internally. By encouraging employees to ‘speak their minds’ companies will be able to demonstrate their heart and character. Not an easy trick for a faceless legal entity. This will facilitate stronger relationships and act as ‘grease in the gears’ of a business’ operation.

Larry Genkin Blogger and Podcasting magazine

GLOSSOLALIA

JOURNALISTS + INFORMATION + THE INTERNET

Twitter

A media friendly website• Media releases (by date and topic) • Executive bios • Useable photos • Activity calendars • Copies of speeches • Downloadable logos • Lists of upcoming events • Past media coverage • Contact info • Discussion papers or backgrounders

Online news rooms• Now an essential PR tool; increasingly offer

broadcast quality digital video/audio. • Require a united approach by all sectors within

an organisation. • Should reflect journalists’ needs (e.g. good

archives, easy navigation). • Should only contain what can be maintained.

Add news and keep calendars and contacts up-to-date.

• Avoid recycling stories

Organising the online newsroom• Keep open access; encourage media to register

for email alerts, online conferences, etc. • PR should have overall responsibility for

newsroom, with support from IT. • Consolidate all contact information on specific,

well signposted page – and update regularly!