building social relationships: beyond blogger relations
TRANSCRIPT
Building Social RelationshipsBeyond Blogger Relations
Kami Watson Huyse, APR
“Building Blocks” by Redroom Studios, Flickr
The Evolution of Mass Communication
Social Media:
Powerful tools + Easy to use = Everyone can create content
“This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”
Amy Jussel, Founder Executive Director, Shaping Youth
Off Target
Target’s e-mail response:
“Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
Four Stages of Engagement
I. Listen
IV. EvaluateIII. Contribute
II. Participate
Listen: Define Stakeholders• Customers or clients• Employees• Affinity groups• Critics• Preferences
Technographics, from Groundswell, http://tinyurl.com/2vv3dv
Listen: Monitor Issues• Free tools:
Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.
• Paid Tools: Radian 6, DIY Dashboard and others
Participate: Find Influentials • AllTop Blogs• Top Blog Lists• Twitterholic• Technorati Authority• aideRSS• Blogroll• Analyze links
Participate: Engage Influentials• Commenting• Cross linking• Build offline relationships
Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
Participate: Many Channels
Participate: Join the Community• Facebook• Twitter• LinkedIn• Forums
Contribute• Content• Values/Culture• Experiences• Resources
Evaluate• Interest• Attitude• Action
Resources
http://del.icio.us/kamichat/PRSA08
Kami Watson Huyse, APRPhone: (713) 568-5750
E-mail: [email protected]: Communication Overtones
Web site: www.myprpro.com