These are reference slides for students who participated in Roger Williams University's PR Week.

1. Social
Media
&
the
Young
PR
Professional
Personal
Branding
in
a
Web
2.0
World
Ruth
Bazinet
@baznet

2. Why
Social
Media?
! Everyone
is
a
publisher
! Social
is
more
important
to
online
search
than
it’s
ever
been
–
understanding
this
is
critical
! Reporters
are
socializing
online
! News
breaks
online
! Consumers
are
online
! Great
place
to
network

3. Check
it
once
Check
it
twice
And
when
you
think
it’s
right
Check
It
Again.

5. Quick
Word
on
TwiAer
! Make
sure
your
proHile
page
looks
professional
! What
are
your
last
three
tweets?
! Photos
–
check
the
last
photos
you
posted
! Twitter
Lists
! Hashtags
! Twitter
Chats
-­‐
#U30Pro
#PRStudChat
#journchat
#connectchat

6. Takeaways
! Be
genuine.
! Set
up
your
proHiles
with
keywords
so
people
know
why
you’re
there:
e.g.
PR,
softball,
music
industry.
! Have
a
purpose
–
What
is
my
ROI?
! Don’t
stalk
journalists,
but
use
social
for
research
and
interaction.
! If
you
make
a
mistake,
own
up
to
it.
! Don’t
share
links/articles
without
looking
at
them
Hirst.
! Your
online
footprint
is
permanent
(sort
of)
–
Google
yourself.
Set
up
a
Google
Alert.
Employers
do
look
at
your
online
reputation.
! Take
your
online
experience
ofHline
–
face-­‐to-­‐face
networking
is
valuable.
! Find
inHluential
people
in
your
Hield,
connect
with
them.
Remember,
just
because
you
read
it
on
the
internet
doesn’t
make
it
true
(or
a
best
practice
in
social
media).
! Follow
your
instinct.
Don’t
be
afraid
to
ask
questions.
! Use
social
media
in
moderation
–
don’t
let
it
get
in
the
way
of
other
priorities.

7. Journalists
&
Social
Media
! Be
professional.
! Journalists
don’t
like
to
be
stalked,
but
appreciate
PR
people
who
do
their
homework.
! If
you
are
trying
to
connect
with
a
particular
journalist
without
luck,
check
out
their
blog,
Twitter
stream,
etc.
It
will
give
you
helpful
information.
! Use
your
best
judgment
when
friending,
following,
linking
in,
etc.
online.
Send
a
personal
note
with
an
invite/friend
request
–
give
context
–
why
should
they?
! Monitor
online
conversations
–
who
is
writing
about
your
client’s
area
of
interest?
! If
you
share
an
article
–
mention
the
author
if
possible/appropriate
(either
by
their
handle
on
Twitter
or
+’ing
them
on
Google
Plus,
etc.).
! If
you
have
no
luck
with
journalist,
look
to
see
who
they
are
talking
with
online,
try
engaging
with
them
(if
appropriate,
not
awkward).
The
slow
build
can
have
a
huge
payoff.
! Nothing
is
guaranteed
“off
the
record”
–
especially
online!

8. Some
PR
and
Social
Media
Pros
to
Watch
! Sarah
Evans
-­‐
@prsarahevans
! Brian
Solis
-­‐
@briansolis
! Chris
Brogan
-­‐
@chrisbrogan
! Deirdre
Breakenridge
-­‐
@dbreakenridge
! Todd
Defren
-­‐
@tdefren
! Lindsay
Olson
-­‐
@prjobs

9. AAend
Free
Webinars
&
Tweetups
! Awareness,
Inc.
! Marketing
Profs
! Radian
6
! Meetup.com
(search
for
local
events
in
your
area)
! Hubspot
! PRSA
(catalog
of
webinars
with
membership)

10. Advice
from
the
Pros
! Tim
Carmody
–
staff
writer,
Wired
Magazine
@tcarmody
Be
a
good
guest/host:
funny,
authentic,
opinionated.
Don't
monopolize
the
conversation;
don't
start
(or
try
to
Hinish)
Hights.
! Doc
Searls
-­‐
author
of
The
Intention
Economy,
co-­‐
author
of
The
Cluetrain
Manifesto,
fellow
of
CITS
at
UCSB,
alumnus
fellow
of
the
Berkman
Center
at
Harvard.
@dsearls
Just
realized
I
have
a
policy:
If
you're
not
linking,
I'm
not
following.
All
i
need
is
1
link
in
what
Twitter
shows
-­‐
your
last
3
posts.

11. Advice
from
the
Pros
Steve
Bradt,
Director
of
News
at
MIT
The
people
you'll
be
talking
to
probably
already
know
this,
but
in
our
Hield
there's
no
substitute
for
real-­‐world,
in-­‐the-­‐trenches
experience.
Whenever
I
talk
to
students
about
careers
in
PR
I
always
urge
them
to
get
as
many
internships
and
as
much
communications
experience
as
possible.
A
degree
in
PR,
marketing,
etc.,
doesn't
carry
anywhere
near
the
same
weight
to
a
hiring
manager
looking
to
Hill
an
entry-­‐
level
position.
On
social
media
speciHically,
a
few
thoughts:
1)
It's
not
a
new
sentiment,
but
content
is
king.
Your
organization
won't
succeed
on
social
media
without
a
story
to
tell,
and
content
to
point
to.
2)
Don't
take
too
seriously
anyone
presenting
themselves
as
a
social
media
"expert"
or
"guru."
If
you
talk
to
X
number
of
professional
users
of
social
media
(which
I
did
before
launching
the
@HarvardResearch
account),
you'll
get
X
opinions
on
what
works
and
what
doesn't.
There
just
isn't
a
robust
body
of
research
at
this
point
on
social
media,
so
whatever
advice
the
"experts"
are
peddling
is
likely
anecdotal
at
best.

12. Advice
from
the
Pros
Tom
Boucher
Communications
Manager
Neighborhood
Health
Plan
of
Rhode
Island
I
just
got
back
from
a
Mobile
Marketing
Conference
and
realized
how
behind
we
are
with
our
social
media
work.
From
attraction
and
retention
of
health
plan
members
to
improving
health
outcomes,
social
media
can
have
a
huge
role.
One
example
is
how
people
are
joining
social
network
support
groups
on
Twitter
and
Facebook
to
help
with
weight
loss
or
smoking
cessation.
To
the
extent
that
PR/Comm
folks
can
help
publicize
and
support
that
effort,
it
can
make
a
big
difference
in
meeting
organizational
goals.
Right
now,
we
maintain
a
Facebook
page
that
helps
further
our
brand
and
add
value
by
sharing
ideas
for
Hinding
"good
stuff,
cheap,"
but
there
is
so
much
more
to
do!

13. Advice
from
the
Pros
Kevin
Carter
Manager,
Business
&
Trade
Public
Relations
at
TripAdvisor
@kcarter
(excerpt
from
his
related
blog
post)
Establish
yourself
on
social
media
-­‐
If
you
haven’t
already,
get
a
Twitter
account
(preferably
in
your
real
name)
and
begin
following
people
in
the
PR
industry
in
your
area.
Twitter’s
search
feature
can
help
you
identify
these
folks.
Be
sure
to
listen
Hirst
to
get
a
handle
on
social
media
etiquette
and
the
topics
they’re
discussing,
and–when
you
feel
conHident–begin
an
ongoing
dialogue
about
relevant
topics.
You’ll
also
want
to
follow
folks
like
PR
Week
(leading
trade
publication),
Doug
Haslam
(communications
pro)
Shannon
Paul
(social
media
consultant).
A
polished
Linkedin
proHile
is
also
essential,
and
don’t
be
afraid
to
ask
for
recommendations
on
the
site
from
people
who
have
been
pleased
with
your
work,
whether
it’s
a
college
professor
or
a
colleague.
Linkedin
is
a
great
tool
for
networking
and
searching
for
jobs,
and
having
strong
recommendations
from
people
in
your
network
will
help
you
get
the
attention
of
recruiters.

14. Advice
from
the
Pros
Mitch
Wagner
Editor-­‐in-­‐Chief
of
@theCMOsite
@mitchwagner
Social
media
is
a
way
to
connect
with
journalists
as
people.
The
relationship
between
PR
and
journalists
is
often
antagonistic;
social
media
can
soften
that
up
a
bit
and
make
it
more
human.
Social
media
are
the
big
pub
in
the
Internet,
where
everybody
knows
each
other
and
can
have
a
pint
in
a
casual
environment.
And
of
course
connecting
with
people
opens
the
door
to
doing
business
together.
Social
media
is
also
a
dashboard
of
what
the
overall
population
is
talking
about.
What
news
stories
and
trends
are
hot?
What
are
the
latest
pop
culture
fads?
Social
media
provides
a
read
on
that.
People
talk
about
brands
on
social
media.
If
customers
are
unhappy
with
a
client's
offering,
they'll
talk
about
it
on
social
media.
Social
media
provides
a
barometer
to
Hind
out
how
consumers
feel
about
a
particular
brand.
And,
since
consumers
often
complain
about
negative
experiences
with
a
brand
on
social
media,
that
provides
businesses
with
an
opportunity
to
Hix
the
consumer's
problems,
and
turn
a
hater
into
an
evangelist.