Social media
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1) Social media has disrupted traditional top-down media by allowing ordinary people to generate and share content freely. 2) This has diminished the role of media gatekeepers and given more people a voice, but it has also led to "echo chambers" where people only engage with those who share their views. 3) For public relations, this means organizations have lost some control over their messages and now must engage on social media to shape conversations and build relationships with customers.
![The media, communications, and marketing
landscape in which the PR industry was developed
is being knocked down. [...]
It is the decline of media based on a top-down
model of communications. [...] This model is
premised on the audience being passive receptors
for the message [...]
In the emerging model, as epitomized by YouTube,
MySpace, Oh My News and Wikipedia, ordinary
people provide content to others. Ideas and
information are passed virally. This consumer
generated content alters the laws of control of
message. Many are calling this new social and user
driven media ‘Web 2.0.’
- Richard Edelman (President & CEO of Edelman PR)
“
“](https://image.slidesharecdn.com/socialmedia-220214213048/85/Social-media-11-320.jpg)
Social media
- 1. Social Media has changed the game
- 2. 2006 TIME MAGAZINE Person of the Year
- 5. Public Source The Social Media “Revolution”
- 6. Media as Gatekeeper Public Source The Social Media “Revolution”
- 7. Public Source The Social Media “Revolution” No more Gatekeepers
- 9. “Everyone has a voice now”
- 10. Control MESSAGE
- 11. The media, communications, and marketing landscape in which the PR industry was developed is being knocked down. [...] It is the decline of media based on a top-down model of communications. [...] This model is premised on the audience being passive receptors for the message [...] In the emerging model, as epitomized by YouTube, MySpace, Oh My News and Wikipedia, ordinary people provide content to others. Ideas and information are passed virally. This consumer generated content alters the laws of control of message. Many are calling this new social and user driven media ‘Web 2.0.’ - Richard Edelman (President & CEO of Edelman PR) “ “
- 12. ? ? What does this mean for public relations
- 13. Then:
- 14. Then:
- 15. Then:
- 16. Then: Now:
- 17. Then: Now:
- 18. Then: Now:
- 19. More drawbacks: Birds of a feather flock together
- 20. More drawbacks: “narrowcasting”, “echo chamber” Birds of a feather tweet together tweet tweet
- 21. • The Internet has made PR public again, after years of almost exclusive focus on media relations • Social media let organizations communicate directly with consumers • People want authenticity, not spin • People want participation, not propaganda • No one-way interruption marketing New Rules of PR
- 22. • Orgs don’t have full control over messages any longer • Crowds create content/messages • Need for orgs to participate in order to: • Establish thought leadership • Build digital brand embassies • Encourage customer evangelism Loss of Control
- 23. Reputation Management When a company wrongs consumers
- 24. United Breaks GuitarsYouTube Song
- 25. October 28, 2009
- 28. April 10, 2017
- 29. Social Media: The Good • Allows companies to engage publics directly during a crisis • Use the social media tools the public is using • Allows for information to get out quickly and unfiltered • Allows orgs to bypass the traditional media • Ability to create customer evangelists A Brief Recap Social Media: The Ugly • Allows publics to start “firestorms” • Enables publics to co- construct your brand • Negative comments/reviews • Negative blog posts/tweets
- 32. The Internet has breathed new life into consumer activists, who use the net to mobilize in chat rooms and on rogue Web sites. Consumer relations departments must scrupulously monitor the online environment.
- 33. Organization Board of Directors Investors Employees Media Unions Consumers = Consumer PR Government Community
- 34. 1. keeping old customers 2. attracting new customers 3. marketing new items or services 4. expanding complaint handling 5. reducing costs OBJECTIVES Typical consumer relations
- 35. Who are they? Citizen Marketers
- 36. Who are they? Citizen Marketers
- 37. Conversation means creating a dialog with in which useful information is exchanged so that both parties benefit from the relationship. PR publics
- 38. • Requires understanding of who your publics are, who influences them and how to engage with those influencers • Means exchanging info, not delivering a message Means conversations, not messages Means 2-way communication not 1-way Feedback /Receiver /Source Message Channel Source Organization Receiver Publics
- 39. & Blogs • YouTube • Twitter • Instagram • Wikipedia • Social Networks • etc. Tools for communicating Community for sharing
- 40. Regaining Trust When a company is wronged
- 41. CEO apology posted toYouTube
- 44. Reputation Management When a company wrongs consumers
- 45. Comcast’s YouTube Baggage - Sleeping Comcast Technician Video
- 46. Photo Credit: Richard A. Lipski -- The Washington Post “Cable Rage Pushes Granny Over The Edge Cable guy doesn’t show up, so granny does - with a hammer” “Taking a Whack Against Comcast: Mona Shaw Reached Her Breaking Point, Then for Her Hammer” “Taking a hammer to Comcast”
- 47. learned Comcast’s lesson TechCrunch Founder Michael Arrington tore into Comcast on twitter after 36 hours without Internet service. Within 20 minutes of his first tweet a Comcast executive called to ask how he could help. Photo Credit: Joi Ito