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Social Media for PR 2010

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Larissa Fair

This document provides an overview of social media and public relations. It discusses how social media has changed PR from a one-way broadcast model to a two-way conversation. It then provides tips and best practices for using various social media platforms like blogs, Twitter, Facebook, and LinkedIn for PR purposes. Case studies of how companies have effectively used social media for PR in times of crisis are also presented.

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Social Media and PR: Conversation Unleashed By: Larissa Fair For: University of Maryland University College Comm 495: Seminar in Workplace Communication July 14, 2010
Who am I? Larissa Fair President and Chair of Social Media Club DC (SMC-DC) Profiled in The Washington Post "Up-and-Comers Who Are Breaking Down a Digital Divide" on July 27, 2009 Quoted in The Washington Post "Social networking sites: 10 mistakes organizations make" on June 28, 2010 Blogger since 2005 Tech PR and social media background Worked for one of the first boutique social media/PR agencies – Livingston Communications (now CRT/Tanaka) Freelancer/consultant for government, healthcare, nonprofit, technology and consumer companies @LYF108
Facebook / MySpace Twitter YouTube Blog (Personal/Corporate) Flickr / Picasa (photo sharing) Delicious (bookmarking) Google Reader / Bloglines (RSS subscriptions) Quick Poll:
Who Uses Social Media?
Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de
Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
Use Cases for Social Media Brand Awareness Customer Service Reputation Management / Crisis Communications Community Management (Local, SMB) Marketing (Lead generation) SEO Monitoring Brand and Competitors Humanize the Brand or Company The Content Generation
Filter Through the Noise Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/
 
 
Traditional PR vs. PR 2.0 Source: http://www.slideshare.net/CometBranding/pr-social-media-case-study-if-the-military-can-leverage-social-media-so-can-you Two way Social Media News Release Video News Release Search is King Livestreaming One-to-one / Intimate Always-On Hyper-Warp Speed Open Conversations Peer to Peer Multiple Voices Authentic One way News Release Media Relations The Wire Events One-to-many / Shotgun Scheduled Manageable Pace Structure Broadcast Single Audience One Voice Spin PR 2.0 Traditional PR
Getting Started with Social Media for PR Identify Your Strategy Set Your Goals Choose Your Tools Monitor and Measure Listen and Take Action Engage and Share Evaluate and Revise Tactics Photo Credit: http://www.toprankblog.com/2009/11/social-media-pr/
Case Studies JetBlue Negative publicity and public outcry = now what? Customers wanted authenticity, no middle man Tools are not social media, it’s the relationship Monitor, engage, inform, humanize Source: http://www.slideshare.net/TWTRCON/twtrcon-ny-10-jet-blue-case-study-marty-st-george Comcast Reputation management, bad customer service Twitter engagement, problem solving Use social media across multiple business units Brand engagement, personalize – open policy, employees allowed to represent brand Sources: http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm and http://rohitbhargava.typepad.com/weblog/2008/10/comcasts-actual.html
Quick Tips for Setting Up Social Networks for Business Blogs Twitter Facebook YouTube Flickr LinkedIn Delicious (bookmarking) RSS (subscribers) INTEGRATE! Photo Credit: http://gapingvoid.com/2005/03/10/good-for-you/
Blogging Tips Who’s on first? Eye on the Prize: finding your focus Learn it, Love it: research and read for success Shout it out: the value of commenting A-list vs. the Magic Middle Link Love Photo Credit: http://www.flickr.com/photos/andersdenkend/2063090148/
Twitter Tips Follow you, follow me Sharing means caring: bit.ly and beyond The art of the RT List-mania Tweet Management It’s the conversation, stupid!
Facebook Tips Fandom Works Two Ways Where’s Your Content? Interact: Contests, Videos, Special Offers, etc. Stats Counter Case Studies: http://www.ignitesocialmedia.com/top-50-branded-facebook-fan-pages-of-2009/ http://mashable.com/2009/06/16/killer-facebook-fan-pages/ Examples of Good Facebook Pages: http://www.facebook.com/#!/underarmour http://www.facebook.com/#!/globalrace Photo Credit: http://www.flickr.com/photos/mikeymoran/4435017575/
Video Tips Short and Sweet Viral Means Being Clever Think Outside the Box Recycle – Editing is Your Friend Photo Credit: http://www.flickr.com/photos/mcclanahan/41350696/
Flickr Tips Organization (Sets & Collections) Connection (Partner Organizations) Tagging Promotion Creativity All Graphics Basics of Flickr: http://www.mahalo.com/how-to-use-flickr-basics-and-beyond Photo Credit: http://www.supercoloring.com/pages/taking-some-photo/
LinkedIn Tips Great, free tool for your business Company Profile (RSS, Tagging) Groups – Conversations, Announcements (NO SPAM) Recruiting and Connecting – Recommendations Applications Talk to @ mariosundar – LinkedIn Community Manager Other Smart LinkedIn Tips: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/ http://searchengineland.com/how-to-use-linkedin-to-generate-business-44330 http://www.huffingtonpost.com/ari-herzog/12-ways-to-use-linkedin-t_b_260472.html http://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/
Delicious and RSS Tips Photo Credits: http:// comingupforair.net/ojingogo/downloads / , http://kristenluke.com/2009/02/01/how-to-use-linkedin-to-market-your-business-part-two/ and http://www.iconarchive.com/show/circle-social-bookmark-icons-by-fasticon/delicious-icon.html Resource Library Tag Smart - SEO
“ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
Free Social Media Monitoring Tools Image Credit: Hamed Saber
Paid Social Media Monitoring Tools Photo Credit aresauburn ™
How to Stay Sane 24/7 Set a Schedule Prioritize Your Responses Keep it Simple: CommonCraft Comic Relief: Geek and Poke, The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters Photo Credit: http://www.flickr.com/photos/stuckincustoms/300928932/
Remember This: Strategy Monitor Evaluate Adapt
Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: http://www.flickr.com/photos/vrogy / Cisco: http://blogs.cisco.com/news/comments/cisco_social_media_guidelines_policies_and_faq/ Coca-Cola: http://www.thecoca-colacompany.com/socialmedia/ The United States Air Force: http://www.af.mil/shared/media/document/AFD-090406-036.pdf and Rules of Engagement: http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ Government 2.0 Examples: http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-and-Best-Practices Kodak: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf American Speech-Language-Hearing Association: http://beth.typepad.com/files/asha-social-media-guidelines.pdf
Blogger Outreach 101 Photo Credit: http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers Researching Relevant Bloggers Technorati Search Google Blog Search Industry Specific Searches Magazine, Newspaper and Journals Alltop Twingly Avoid Spam Blogs More resources: http://en.wikipedia.org/wiki/Spam_blog http://www.blogcatalog.com/topic/spam+examples/ http://blogshares.com/wikihelp/Blog_Examples_Spam Evaluate Your Outreach Campaign
Blogger Outreach 101 Pitch Angles (General) ( more from Problogger ) Announcing new products/services in the hope of being linked to or reviewed Exploring potential partnerships Asking for guest posts Asking questions or requesting a Q&A interview Request for an interview/briefing with a client Messaging Tips Read their blog, engage first if possible Personalize the message Keep it short, bullets are helpful Offer links or free resources Be respectful of their time Don’t force coverage or expect to be mentioned Provide contact information Be transparent The 6 C’s (via Brian Solis ) Concept: What's the compelling plan. Context: Why is it relevant to them. Consumption: Create a package that makes it easy for bloggers to write their story. Credibility: What makes you credible? Become the expert. Community: Join it, participate without expectations. Conversation: You are not invited to the conversation as a marketer. This is about people, so be articulate, responsive, honest, smart, and resourceful.
Bloggers vs. Journalists Paid to write content Has a masthead with an editorial mission Needs sources Supposedly adheres to journalistic standards Has an editor Has a publisher Has advertisements Unpaid Writes to topic – or not Writes for self, or to build business May or may not want sources Adheres to personal standards Does not need PR Main differences between bloggers and journalists ( via Geoff Livingston ) JOURNALISTS BLOGGERS
Bloggers vs. Journalists General Tips Do not force media relations tactics on bloggers. Start by providing value – why is your message important to them? What are you offering that matters? Consider unconventional pitching methods – Twitter, social networks – go where their community is and engage . Be a part of their community. Do not send press releases. More resources: http://www.successful-blog.com/1/explore-the-magic-middle-with-authority/ http://overtonecomm.blogspot.com/2006/02/new-technorati-tool-explore-magic.html http://rohitbhargava.typepad.com/weblog/2006/03/7_tips_on_pitch.html http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/ http://prmeetsmarketing.wordpress.com/pitching-bloggers/ http://www.chrisbrogan.com/some-differences-between-pitching-mainstream-press-and-bloggers/ http://searchenginewatch.com/3627926 http://www.briansolis.com/2008/03/10-steps-to-building-better-blogger.html http://nakedpr.com/2008/05/01/bloggers-vs-journalists-with-pro-blogger-darren-rowse/ http://www.slideshare.net/geoliv/geoff-livingston-ppt-for-prsancc http://www.web-strategist.com/blog/2008/07/09/how-blogs-and-mainstream-media-appear-the-same/ http://rohitbhargava.typepad.com/weblog/2009/01/what-all-pr-people-should-know-about-journalists.html
Resources Mashable or ReadWriteWeb Copyblogger – Brian Clark: http://www.copyblogger.com/ and Problogger – Darren Rowse: http://www.problogger.net/ Social Media Today Eloqua Social Media Playbook http://blog.eloqua.com/eloqua-social-playbook/ Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: http://beth.typepad.com/beths_blog/ and Nonprofit Tech 2.0 by Heather Mansfield: http://nonprofitorgs.wordpress.com/ AdWeek: http://adweek.blogs.com/ WWPR The New Rules of Marketing and PR – David Meerman Scott http://www.davidmeermanscott.com/books_dms.htm The Viral Garden – Mack Collier: http://moblogsmoproblems.blogspot.com/ and The Harte of Marketing – Beth Harte http:// www.theharteofmarketing.com / Advertising Age HubSpot Engage – Brian Solis http://www.briansolis.com/2010/01/engage/ Influential Marketing Blog – Rohit Bhargava: http://rohitbhargava.typepad.com/ PR Week Marketing Profs Anything by Seth Godin http://www.sethgodin.com/sg/books.asp Conversation Agent – Valeria Maltoni: http://www.conversationagent.com/ and Brass Tack Thinking – Amber Naslund: http://www.brasstackthinking.com/ B2B Magazine IABC The Corporate Blogging Book – Debbie Weil http://www.debbieweil.com/book/ Web Strategy – Jeremiah Owyang: http://www.web-strategist.com/blog/ and How to Change the World - Guy Kawasaki: http://blog.guykawasaki.com/ BrandWeek PRSA Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Li http://www.forrester.com/Groundswell/book.html Chris Brogan: http://www.chrisbrogan.com/ and PRSarahEvans: http://prsarahevans.com/ AdAge Social Media Club Personality Not Included - Rohit Bhargava http://www.personalitynotincluded.com/ PR 2.0 – Brian Solis: http://www.briansolis.com/ and PR Squared – Todd Defren: http://www.pr-squared.com/ Media / Industry Prof. Orgs / Memberships Books / Guides Blogs / Personalities
Connect with Me Twitter: http://www.twitter.com/LYF108 Facebook: http://www.facebook.com/larissafair LinkedIn: http://www.linkedin.com/in/larissafair E-mail: [email_address]
Thank you! Questions?

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Social Media for PR 2010

  • 1. Social Media and PR: Conversation Unleashed By: Larissa Fair For: University of Maryland University College Comm 495: Seminar in Workplace Communication July 14, 2010
  • 2. Who am I? Larissa Fair President and Chair of Social Media Club DC (SMC-DC) Profiled in The Washington Post "Up-and-Comers Who Are Breaking Down a Digital Divide" on July 27, 2009 Quoted in The Washington Post "Social networking sites: 10 mistakes organizations make" on June 28, 2010 Blogger since 2005 Tech PR and social media background Worked for one of the first boutique social media/PR agencies – Livingston Communications (now CRT/Tanaka) Freelancer/consultant for government, healthcare, nonprofit, technology and consumer companies @LYF108
  • 3. Facebook / MySpace Twitter YouTube Blog (Personal/Corporate) Flickr / Picasa (photo sharing) Delicious (bookmarking) Google Reader / Bloglines (RSS subscriptions) Quick Poll:
  • 5. Social Media Can Drive Leads and Customers Photo Credit: PhotoDu.de
  • 6. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
  • 7. Social Media is for B2B and B2C Source: State of Inbound Marketing Report - http:// bit.ly/aewfHr
  • 8. Use Cases for Social Media Brand Awareness Customer Service Reputation Management / Crisis Communications Community Management (Local, SMB) Marketing (Lead generation) SEO Monitoring Brand and Competitors Humanize the Brand or Company The Content Generation
  • 9. Filter Through the Noise Photo Credit: http://www.flickr.com/photos/9119028@N05/591163479/
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  • 12. Traditional PR vs. PR 2.0 Source: http://www.slideshare.net/CometBranding/pr-social-media-case-study-if-the-military-can-leverage-social-media-so-can-you Two way Social Media News Release Video News Release Search is King Livestreaming One-to-one / Intimate Always-On Hyper-Warp Speed Open Conversations Peer to Peer Multiple Voices Authentic One way News Release Media Relations The Wire Events One-to-many / Shotgun Scheduled Manageable Pace Structure Broadcast Single Audience One Voice Spin PR 2.0 Traditional PR
  • 13. Getting Started with Social Media for PR Identify Your Strategy Set Your Goals Choose Your Tools Monitor and Measure Listen and Take Action Engage and Share Evaluate and Revise Tactics Photo Credit: http://www.toprankblog.com/2009/11/social-media-pr/
  • 14. Case Studies JetBlue Negative publicity and public outcry = now what? Customers wanted authenticity, no middle man Tools are not social media, it’s the relationship Monitor, engage, inform, humanize Source: http://www.slideshare.net/TWTRCON/twtrcon-ny-10-jet-blue-case-study-marty-st-george Comcast Reputation management, bad customer service Twitter engagement, problem solving Use social media across multiple business units Brand engagement, personalize – open policy, employees allowed to represent brand Sources: http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm and http://rohitbhargava.typepad.com/weblog/2008/10/comcasts-actual.html
  • 15. Quick Tips for Setting Up Social Networks for Business Blogs Twitter Facebook YouTube Flickr LinkedIn Delicious (bookmarking) RSS (subscribers) INTEGRATE! Photo Credit: http://gapingvoid.com/2005/03/10/good-for-you/
  • 16. Blogging Tips Who’s on first? Eye on the Prize: finding your focus Learn it, Love it: research and read for success Shout it out: the value of commenting A-list vs. the Magic Middle Link Love Photo Credit: http://www.flickr.com/photos/andersdenkend/2063090148/
  • 17. Twitter Tips Follow you, follow me Sharing means caring: bit.ly and beyond The art of the RT List-mania Tweet Management It’s the conversation, stupid!
  • 18. Facebook Tips Fandom Works Two Ways Where’s Your Content? Interact: Contests, Videos, Special Offers, etc. Stats Counter Case Studies: http://www.ignitesocialmedia.com/top-50-branded-facebook-fan-pages-of-2009/ http://mashable.com/2009/06/16/killer-facebook-fan-pages/ Examples of Good Facebook Pages: http://www.facebook.com/#!/underarmour http://www.facebook.com/#!/globalrace Photo Credit: http://www.flickr.com/photos/mikeymoran/4435017575/
  • 19. Video Tips Short and Sweet Viral Means Being Clever Think Outside the Box Recycle – Editing is Your Friend Photo Credit: http://www.flickr.com/photos/mcclanahan/41350696/
  • 20. Flickr Tips Organization (Sets & Collections) Connection (Partner Organizations) Tagging Promotion Creativity All Graphics Basics of Flickr: http://www.mahalo.com/how-to-use-flickr-basics-and-beyond Photo Credit: http://www.supercoloring.com/pages/taking-some-photo/
  • 21. LinkedIn Tips Great, free tool for your business Company Profile (RSS, Tagging) Groups – Conversations, Announcements (NO SPAM) Recruiting and Connecting – Recommendations Applications Talk to @ mariosundar – LinkedIn Community Manager Other Smart LinkedIn Tips: http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/ http://searchengineland.com/how-to-use-linkedin-to-generate-business-44330 http://www.huffingtonpost.com/ari-herzog/12-ways-to-use-linkedin-t_b_260472.html http://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/
  • 22. Delicious and RSS Tips Photo Credits: http:// comingupforair.net/ojingogo/downloads / , http://kristenluke.com/2009/02/01/how-to-use-linkedin-to-market-your-business-part-two/ and http://www.iconarchive.com/show/circle-social-bookmark-icons-by-fasticon/delicious-icon.html Resource Library Tag Smart - SEO
  • 23. “ Social Media Monitoring Collects Online Mentions for Measurement and Response” Image Credit: Suchitra Prints
  • 24. Free Social Media Monitoring Tools Image Credit: Hamed Saber
  • 25. Paid Social Media Monitoring Tools Photo Credit aresauburn ™
  • 26. How to Stay Sane 24/7 Set a Schedule Prioritize Your Responses Keep it Simple: CommonCraft Comic Relief: Geek and Poke, The Oatmeal, Gaping Void, xkcd and The Trouble with Twitters Photo Credit: http://www.flickr.com/photos/stuckincustoms/300928932/
  • 27. Remember This: Strategy Monitor Evaluate Adapt
  • 28. Examples of Corporate Social Media Guidelines Don’t Re-invent the Wheel! Photo Credit: http://www.flickr.com/photos/vrogy / Cisco: http://blogs.cisco.com/news/comments/cisco_social_media_guidelines_policies_and_faq/ Coca-Cola: http://www.thecoca-colacompany.com/socialmedia/ The United States Air Force: http://www.af.mil/shared/media/document/AFD-090406-036.pdf and Rules of Engagement: http://www.globalnerdy.com/2008/12/30/the-air-forces-rules-of-engagement-for-blogging/ Government 2.0 Examples: http://govsocmed.pbworks.com/Web-2-0-Governance-Policies-and-Best-Practices Kodak: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf American Speech-Language-Hearing Association: http://beth.typepad.com/files/asha-social-media-guidelines.pdf
  • 29. Blogger Outreach 101 Photo Credit: http://www.goodhousekeeping.com/family/tweens/Three_Great_Web_Sites_for_Mom_Bloggers Researching Relevant Bloggers Technorati Search Google Blog Search Industry Specific Searches Magazine, Newspaper and Journals Alltop Twingly Avoid Spam Blogs More resources: http://en.wikipedia.org/wiki/Spam_blog http://www.blogcatalog.com/topic/spam+examples/ http://blogshares.com/wikihelp/Blog_Examples_Spam Evaluate Your Outreach Campaign
  • 30. Blogger Outreach 101 Pitch Angles (General) ( more from Problogger ) Announcing new products/services in the hope of being linked to or reviewed Exploring potential partnerships Asking for guest posts Asking questions or requesting a Q&A interview Request for an interview/briefing with a client Messaging Tips Read their blog, engage first if possible Personalize the message Keep it short, bullets are helpful Offer links or free resources Be respectful of their time Don’t force coverage or expect to be mentioned Provide contact information Be transparent The 6 C’s (via Brian Solis ) Concept: What's the compelling plan. Context: Why is it relevant to them. Consumption: Create a package that makes it easy for bloggers to write their story. Credibility: What makes you credible? Become the expert. Community: Join it, participate without expectations. Conversation: You are not invited to the conversation as a marketer. This is about people, so be articulate, responsive, honest, smart, and resourceful.
  • 31. Bloggers vs. Journalists Paid to write content Has a masthead with an editorial mission Needs sources Supposedly adheres to journalistic standards Has an editor Has a publisher Has advertisements Unpaid Writes to topic – or not Writes for self, or to build business May or may not want sources Adheres to personal standards Does not need PR Main differences between bloggers and journalists ( via Geoff Livingston ) JOURNALISTS BLOGGERS
  • 32. Bloggers vs. Journalists General Tips Do not force media relations tactics on bloggers. Start by providing value – why is your message important to them? What are you offering that matters? Consider unconventional pitching methods – Twitter, social networks – go where their community is and engage . Be a part of their community. Do not send press releases. More resources: http://www.successful-blog.com/1/explore-the-magic-middle-with-authority/ http://overtonecomm.blogspot.com/2006/02/new-technorati-tool-explore-magic.html http://rohitbhargava.typepad.com/weblog/2006/03/7_tips_on_pitch.html http://www.problogger.net/archives/2007/10/30/how-to-pitch-to-bloggers-21-tips/ http://prmeetsmarketing.wordpress.com/pitching-bloggers/ http://www.chrisbrogan.com/some-differences-between-pitching-mainstream-press-and-bloggers/ http://searchenginewatch.com/3627926 http://www.briansolis.com/2008/03/10-steps-to-building-better-blogger.html http://nakedpr.com/2008/05/01/bloggers-vs-journalists-with-pro-blogger-darren-rowse/ http://www.slideshare.net/geoliv/geoff-livingston-ppt-for-prsancc http://www.web-strategist.com/blog/2008/07/09/how-blogs-and-mainstream-media-appear-the-same/ http://rohitbhargava.typepad.com/weblog/2009/01/what-all-pr-people-should-know-about-journalists.html
  • 33. Resources Mashable or ReadWriteWeb Copyblogger – Brian Clark: http://www.copyblogger.com/ and Problogger – Darren Rowse: http://www.problogger.net/ Social Media Today Eloqua Social Media Playbook http://blog.eloqua.com/eloqua-social-playbook/ Beth's Blog: How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change - Beth Kanter: http://beth.typepad.com/beths_blog/ and Nonprofit Tech 2.0 by Heather Mansfield: http://nonprofitorgs.wordpress.com/ AdWeek: http://adweek.blogs.com/ WWPR The New Rules of Marketing and PR – David Meerman Scott http://www.davidmeermanscott.com/books_dms.htm The Viral Garden – Mack Collier: http://moblogsmoproblems.blogspot.com/ and The Harte of Marketing – Beth Harte http:// www.theharteofmarketing.com / Advertising Age HubSpot Engage – Brian Solis http://www.briansolis.com/2010/01/engage/ Influential Marketing Blog – Rohit Bhargava: http://rohitbhargava.typepad.com/ PR Week Marketing Profs Anything by Seth Godin http://www.sethgodin.com/sg/books.asp Conversation Agent – Valeria Maltoni: http://www.conversationagent.com/ and Brass Tack Thinking – Amber Naslund: http://www.brasstackthinking.com/ B2B Magazine IABC The Corporate Blogging Book – Debbie Weil http://www.debbieweil.com/book/ Web Strategy – Jeremiah Owyang: http://www.web-strategist.com/blog/ and How to Change the World - Guy Kawasaki: http://blog.guykawasaki.com/ BrandWeek PRSA Groundswell: How Technologies are Changing Everything – Josh Bernoff and Charlene Li http://www.forrester.com/Groundswell/book.html Chris Brogan: http://www.chrisbrogan.com/ and PRSarahEvans: http://prsarahevans.com/ AdAge Social Media Club Personality Not Included - Rohit Bhargava http://www.personalitynotincluded.com/ PR 2.0 – Brian Solis: http://www.briansolis.com/ and PR Squared – Todd Defren: http://www.pr-squared.com/ Media / Industry Prof. Orgs / Memberships Books / Guides Blogs / Personalities
  • 34. Connect with Me Twitter: http://www.twitter.com/LYF108 Facebook: http://www.facebook.com/larissafair LinkedIn: http://www.linkedin.com/in/larissafair E-mail: [email_address]