pr(evolution) session five open social media

PR(evolution)Building 21st Century Relationships

“Open Social Media”

®Jessica Ayers | Jacob Summers

Review


1. PR & Social Media

2. What Is Social Media?

3. Closed Social Media

4. Semi-Open Social Media

5. Open Social Medai


Any Web page you can find through a Google search

Organization-Initiated: organization Web site, blog

Community-Initiated: Twitter, FriendFeed, forums, wikis, blogs

Open Social Media

Advantages of Open Social Media Provides a resource open to everyone

Resource is available to casual information seekers

Easier for consumer


Disadvantages of Open Social Media It is the consumer’s responsibility to initiate contact

Must be monitored closely and can be time consuming

Anyone can see negative information


Classifications of Open Social Media

Organization-Initiated Company Web site

Company blog

Community-Initiated Twitter

FriendFeed

Wikis

Blogs

Forums


Organization Initiated


Pros:• Conversation always begins with positive information• Less risk

Cons:• Not a community, so harder to encourage interaction

Community Initiated


Pros:• Foundation of media is interaction• Easy for organization to answer questions and meet needs

Cons:• Organization cannot censor negative opinions

Using Open Social Media


Web Site

Example: Starbucks

Accessible resources

Reward Interaction

Accessible Resources




Wikipedia

Example: Starbucks

Create content

Provide more content than

necessary so that someone else

doesn’t

Monitor changes for accuracy



YouTube

Example: Starbucks

Short informative videos

More than self-promotion: provide a

resource

Design channel page

Moderate comments


Twitter

Example: Starbucks

Add value

Be personal

Look for people looking for you

(even if they don’t know it!)

Reward interaction


Twitter if explained to a First Grader


Twitter…

…Helps people learn about each other…Do things together…Just talk…Make each other laugh…Make each other think…They can help each other when something goes wrong…They can work together to do more than they could alone

Review


There are many types of open social media Open social media is easiest for consumers, but requires

constant monitoring on the part of the organization Most new interaction occurs in open social media Someone is out there answering questions about your

company. Is it you or Joe Internet?

Next Time


• Organization and Consolidation

• Next week, April 3

Thank You.


pr(evolution) session five open social media

Business