This presentation is designed for communications professionals who want to use social media to reach journalists and bloggers. It was presented as a Webinar on May 16th, 2013. If you have any questions, please contact sfathi@affect.com

1. PROPRIETARY & CONFIDENTIAL
5/14/13
Sandra Fathi
President, Affect
Email: sfathi@affect.com
Twier: @sandrafathi
Using Social Media for Media Relations:
New Methods for Generating Story Placements &
Online Buzz
Bulldog Reporter Webinar
May 16, 2013

2. PROPRIETARY & CONFIDENTIAL
AGENDA
§ Why Engage Journalists on Social Media
§ How to Find Journalists & Bloggers on Social Networks
§ Active Listening: Finding and Taking Advantage of Opportunities
§ Proactive Pitching: The Dos and Don’ts
§ What Journalists Want
§ Success Stories
§ Optimize Yourself

3. PROPRIETARY & CONFIDENTIAL
JOURNALISTS ON SM
§ 54% of Journalists cite social media updates from sources they know*
§ 25% of Journalists cite social media updates from sources they don’t know*
§ 83% report having a personal Twitter handle*
§ 57% reporting having a Google Plus page*
§ 15% of adults get their news from social networking – then 77% of them
click on links to full news stories! **
§ 184 news organizations now have designated social media editors**
§ 2/3rds of Journalists have written a story that originated in social media***
§ Journalists named Twitter, Blogs and Facebook as the top 3 most valuable
SM sources***
*Source: 2012 Oriella Digital Journalism Study
**Source: Pew Research Center Report: The State of the Media 2013
***Source: Brunswick Research: use of Social media Among Business Journalists 2011

4. PROPRIETARY & CONFIDENTIAL
DO YOU NEED PROOF?

5. PROPRIETARY & CONFIDENTIAL
WHY ENGAGE ON SM?
1. Modern day building relationships – when was
the last time you actually took a reporter out for
lunch?
2. Get to know the media – without being a stalker
3. Reporters are actively seeking sources – help
them!
4. Find out what they are working on right now
5. Get on the short-list for consideration in their
articles
6. Spark ideas for journalists
7. Get direct access – hint: it’s less crowded than
their inbox
8. They expect to find you there

6. PROPRIETARY & CONFIDENTIAL
5/14/13
Finding Journalists & Bloggers on Social
Networks

7. PROPRIETARY & CONFIDENTIAL
NEWSITES & BIOS

8. PROPRIETARY & CONFIDENTIAL
DIRECTORIES & DATABASES

9. PROPRIETARY & CONFIDENTIAL
TWITTER: SEARCH
§ Name
§ Location
§ Bio
§ Tweets
§ Hashtags
§ & More

10. PROPRIETARY & CONFIDENTIAL
TWITTER: WE FOLLOW

11. PROPRIETARY & CONFIDENTIAL
TWITTER: MUCK RACK

12. PROPRIETARY & CONFIDENTIAL
TWITTER: LISTS

13. PROPRIETARY & CONFIDENTIAL
TWITTER LISTS

14. PROPRIETARY & CONFIDENTIAL
FACEBOOK GRAPH
SEARCH

15. PROPRIETARY & CONFIDENTIAL
FACEBOOK PAGES

16. PROPRIETARY & CONFIDENTIAL
FACEBOOK PAGES

17. PROPRIETARY & CONFIDENTIAL
FACEBOOK GROUPS

18. PROPRIETARY & CONFIDENTIAL
FACEBOOK GROUPS

19. PROPRIETARY & CONFIDENTIAL
LINKEDIN: SEARCH

20. PROPRIETARY & CONFIDENTIAL
LINKEDIN: ADVANCED
SEARCH

21. PROPRIETARY & CONFIDENTIAL
LINKEDIN: SEARCH
GROUP/COMPANY

22. PROPRIETARY & CONFIDENTIAL
GOOGLE+

23. PROPRIETARY & CONFIDENTIAL
GOOGLE+

24. PROPRIETARY & CONFIDENTIAL
5/15/13
Active Listening: Finding &Taking Advantage of Opportunities

25. PROPRIETARY & CONFIDENTIAL
GOOGLE ALERTS

26. PROPRIETARY & CONFIDENTIAL
HOOTSUITE

27. PROPRIETARY & CONFIDENTIAL
TWEETDECK

28. PROPRIETARY & CONFIDENTIAL
RADIAN6
1. Monitor Traffic
2. Search for Keywords
3. Spot Trends
4. Respond in the
Dashboard
5. Connect to ROI

29. PROPRIETARY & CONFIDENTIAL
TWITTER: SEARCH

30. PROPRIETARY & CONFIDENTIAL
HARO & PROFNET

31. PROPRIETARY & CONFIDENTIAL
FACEBOOK: HARO

32. PROPRIETARY & CONFIDENTIAL
SEEK OR SHOUT

33. PROPRIETARY & CONFIDENTIAL
TWITTER: HASHTAGS -
#JOURNCHAT

34. PROPRIETARY & CONFIDENTIAL
FACEBOOK WALL POSTS

35. PROPRIETARY & CONFIDENTIAL
LINKEDIN: ANSWERS

36. PROPRIETARY & CONFIDENTIAL
LINKEDIN: PROFILES &
DISCUSSIONS

37. PROPRIETARY & CONFIDENTIAL
5/14/13
Engaging & Building Relationships with
Journalists through Social Media

38. PROPRIETARY & CONFIDENTIAL
WHERE TO START
1. Provide full disclosure
2. Seek opportunities for relevant engagement
3. Become a resource/thought leader
4. Value over noise
5. Bring Online Offline

39. PROPRIETARY & CONFIDENTIAL
RETWEETS & MENTIONS

40. PROPRIETARY & CONFIDENTIAL
LIKING & SHARING

41. PROPRIETARY & CONFIDENTIAL
BLOG COMMENTING

42. PROPRIETARY & CONFIDENTIAL
RELEVANT ENGAGEMENT

43. PROPRIETARY & CONFIDENTIAL
THOUGHT LEADERSHIP

44. PROPRIETARY & CONFIDENTIAL
PROVIDING VALUE

45. PROPRIETARY & CONFIDENTIAL
TAKING THE
CONVERSATION OFFLINE

46. PROPRIETARY & CONFIDENTIAL
5/15/13
Proactive Pitching: The Dos and Don’ts

47. PROPRIETARY & CONFIDENTIAL
WHAT TO KNOW
1. Set goals, objectives & strategies
2. Communicate publicly
3. Interaction over distribution
4. Quality over quantity
5. Be relevant
6. Provide value

48. PROPRIETARY & CONFIDENTIAL
WHAT TO AVOID
1. Releasing confidential information
2. Attaching reporters names to irrelevant content
3. Blatant flattery
4. Repetitive content
5. Inadvertently outing a reporter’s story

49. PROPRIETARY & CONFIDENTIAL
CONTENT CREATION

50. PROPRIETARY & CONFIDENTIAL
FROM TWEET TO ARTICLE

51. PROPRIETARY & CONFIDENTIAL
FROM TWEET TO ARTICLE

52. PROPRIETARY & CONFIDENTIAL
HASHTAG TO ARTICLE

53. PROPRIETARY & CONFIDENTIAL
FACEBOOK POST TO BLOG

54. PROPRIETARY & CONFIDENTIAL
STORY GENERATION TO
SYNDICATION

55. PROPRIETARY & CONFIDENTIAL
5/14/13
Questions?

56. PROPRIETARY & CONFIDENTIAL
5/14/13
Contact Information & Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi
President
Affect
989 Avenue of the Americas, 6th Floor
New York, NY 10018
212 398 9680
sfathi@affect.com
Twitter: @sandrafathi
LinkedIn, Facebook: Sandra Fathi
Web: www.affect.com
Blog: www.techaffect.com