The New Media World

The intersection where social media, public relations and

journalism collide

Best of the Midwest College Journalism ConventionFebruary 21, 2009

Where do you get your news?• Broadcast (TV & Radio)• Print Newspapers• Online News Services• Text Messages• Blogs• Social Media

Information is everywhere

And its changed how…

• We gather information;• We share information; and• How we connect

And now everyone is a journalist

In a changing media landscape, communication professionals and

journalists need to not only understand the New World Media

but also how to navigate it.

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What is Social Media?

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Social Media is…a conversation

A conversation between people

Powered by…

It’s Big.

• More than 112 million blogs are being tracked by Technorati

• 100 million videos watched/day on YouTube

• 123 million users on Facebook• And new tools, daily

Prove it.• Nearly 70% of online adults use social media • 33% of Gen Y-ers, 17% Gen X-ers, 11% baby

boomers, and 8% of seniors visit blogs, communities, or social networks DAILY

• Affluent visitors are most likely to research products online (43%)

• 26% of respondents in the survey changed their minds about a product or service because of what they read in the blogging/social networking community

All data from http://www.markettools.com

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Social Media Tools

Social Media Tools

• Social Networks• Blogs• Social Ads• Micro-Blogs• RSS Feeds• Wikis• Applications

• Social Bookmarking• User Generated

Content• Multi-Media Sharing• Tagging• Forums• Communities• Widgets

Why Facebook Is for Old Fogies • Facebook is about finding people you've lost track of. • 2. We're no longer bitter about high school. • We never get drunk at parties and get photographed

holding beer bottles in suggestive positions. • Facebook isn't just a social network; it's a business

network. • We're lazy. • We're old enough that pictures from grade school or

summer camp look nothing like us • We have children. • We're too old to remember e-mail addresses. • We don't understand Twitter. • We're not cool, and we don't care.

TIME

Facebook – Not just for kids• Fan pages, groups• Share your knowledge• Create awareness for events,

contests, campaigns• Facebook social ads

LinkedIn

• Groups• Jobs• Answers• People• Companies

MySpace

Twitter

A social networking and micro-blogging service that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.

http://search.twitter.com/

Blogs

• A way to find out about emerging stories/filter for what is worth paying attention to

• Sources for story ideas• Sources for information you can’t find

anywhere else• A source for contrary voices• To add evidence to stories

Google Reader

Google Alerts

http://technorati.com/watchlist/

www.blogpulse.com

Measuring Results

• Technorati (number of links, “authority”)• Del.icio.us (quality and type of

coverage)• Digg (Diggs)• Flickr (photo views)• Facebook (analytics, fans,…)• Feedburner (subscribers)• Compete, Alexa (traffic)• Quantcast (ratings and demographics)

Google Analytics

Social Media Monitoring

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You + Social Media = POWER

Using Social Media

• Listen (Market Intelligence)– Monitor conversations to learn what is

being said about an organization or an event

– Early warning system – Gauge public opinion

Using cont.

• Communicate – Speak out and share information– Provide commentary or clarification– Promote an idea or product

Using cont.

• Engage– Building relationships with audiences

or customers or sources– Address concerns– Clarify statements or assumptions– Continue discussion– Get advice / sources / leads

PR & Twitter @Perfectporridge: Twitter offers a

unique window into the human side of reporters, what actually interests them.

@EvaEKeiser: Track topics of discussion; reporter requests for information

@Jojeda: Find sources and gather opinions

Making it work for you• Identify trends & stories

– Read blogs– Monitor Twitter

• Track brands & topics– Set up an RSS reader– Set up Google Alerts

• Make connections– Cultivate your network– Join Facebook, Twitter, Flickr, Digg

• Share information

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Power Example

Esme Murphy• Heard in the morning meeting -

Minnetonka company GoGirl selling device that lets gals pee standing up - didn't know I needed it 9:37 AM Feb 16th from web

Esme Murphy• GoGirl a device allwing women to

pee standing up - prompting a lot of comments - what do you think? 10:15 AM Feb 16th from web

Viewers/Followers Weigh In• @esmemurphy There's a car

parked in a driveway on Interlachen that's done over in "Go Girl" logos. Ah, the glamor of PR and marketing. 10:20 AM Feb 16th from twhirl in reply to esmemurphy

TV Story Appears at 5 p.m.

People Digg It!

Results

• Two dozen TV stations across in two days

• Dozens of radio morning shows• Chelsea Lately show, Feb. 19• Today Show next week• Server Crashed --- went from a few

hundred daily visits to more than 30,000 on Tuesday alone.

• Selling 15-20 an hour

Social Media used to

• Find the story (e-mail from banner ad guy)

• Vett the story with listeners/followers• Find sources and set up an interview• Promote the story• Drive people to the Web site for more

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Parting Thoughts

Words of Wisdom @JasonSprenger How to find the best

sources, and how to distinguish them from the hacks, rumor spreaders, etc. all over SM and the Net.

@KadetComm Since “everyone” is the media, journalism will need the best writers, reporters, fact checkers and storytellers to rise above.

@mnpr New reporters need to know how to balance research with interviewing skills. Not everything can be found on the Internet.

@StoryAssistant It's so important to remind people to follow your instincts & to above all else, do the right thing.

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Questions?

Contact

• Eva Keiser – eva@risdall.com– www.twitter.com/EvaEKeiser

• Jared Roy– jared@risdall.com– www.twitter.com/laskaroy

• Joel Swanson– Jswanson@risdall.com– www.twitter.com/Joel22882