Social media has changed the PR game. Not only does social media break news, but it is increasingly becoming a go-to resource for journalistic research. In this presentation, Dell’s Carly Tatum discusses tips to approaching public relations on the social stage.

1. 5 Social Media Tips
For PR Pros
Photo Credit: Flickr user Marc_Smith
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2. Social Media- The New PR
World Order
Carly Tatum
Global Social Media Manager, Dell

3. Media Landscape has Changed!!
“I’ve stopped accepting email pitches. Please follow
me on twitter and pitch in 140 characters or less” –
Dennis Howlett- tech analyst
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4. 51% of journalists
worldwide use “microblogs”
(Twitter, FB, Weibo) to gather
news stories*
*Must be a trusted source. Source: “The New Normal News” Orellia PR Network’s 2013 Digital
Journalism Study survey of 500 journalists spanning 14 countries
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6. The PR job description has changed
• PR Manager Job Description: Traditional & Social Media/Word-of-Mouth
Marketing for commercial topics including virtualization and thin-client
solutions plus public-sector and healthcare segments. Role includes full lifecycle PR for brand products/solutions and WOMM program development,
content creation and distribution, community-building activities, social
channel management and crisis communication.
Candidate also will help recruit and assist a range of individuals to be online
advocates for brand solutions, expressing how [company] addresses
customer needs and contributing to a thriving online community.
Candidate will manage an agency team and collaborate closely with internal
colleagues in the US and abroad.
Business environment is fast-paced and demanding. Ability to create
content, devise strategies and execute at a world-class level is required.
While strong individual leadership is required, proven teamwork skills are
also a must.
Qualifications * 5 years media-relations or comparable experience with
relationships in place * 2 years experience with social media * Experience
creating and deploying innovative social media programs
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7. 5 Tips for PR Social
Success…
Photo Credit: Flickr user Marc_Smith
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8. 1. Always start
with listening.
Free tools: Google alerts,
SocialMention.com,
Topsy.com, Muckrack.com
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9. What are people saying about your
organization or topic of interest?
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10. 2. Craft
your
message
so it’s
sharable.
Photo credit: Flickr @RaphaelLove
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12. Formula for a social headline:
Number or Trigger word +
Adjective + Keyword +
Promise
(In 100 characters or less)
Source: goinswriter.com
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13. That includes Press Releases!!
• LinkTracker inclusion
• “Click to Tweet”
• Video and multimedia
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14. 3. How you
respond is as
powerful as
what you say.
Credit: The Oatmeal
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15. Dell case study: social listening, response
results in national news coverage
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16. 4. Be true to who
you are. Focus
on creating
conversations,
relationships
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17. Dell’s Digital Conversation Ecosystem
OWNED
LEVEL 1:
Dell.com
EARNED
LEVEL 2:
Dell Social Media Properties
LEVEL 3: Non-Dell
Properties & Influencers*
LEVEL 4:
Search
Dell Communities &
Influencers
Non-Dell Communities &
Influencers
* Level Three Outlets Vary Per BU
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Confidential
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18. Do you know your
influencers?
Culturemakers
Policymakers
Academics
• Culturemakers?
• Policymakers?
Advocates
Brands
• Academics?
• Advocates?
• Bloggers?
• Brands?
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19. 5. Measure your success (and keep the
metrics simple)
1. Impressions
(Twitter reach)
2. Content
Engagement
(“Likes” and
Comments)
3. Amplification
(retweets,
shares)
4. Sentiment
5. Share of Voice
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Confidential
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20. Social Platform Quick Guide:
Purpose
Time
Level of
Commitment
Level of
Difficulty
Outcome
Professional
community
Platform
2-3x per week
Low
Easy
Connecting, recruiting
Relationship-building,
connecting w/ “influencers” &
advocates
Relationship-building,
connecting w/ friends,
influencers & advocates
Microblog
Medium
Medium
Social network
2-3x per week
Medium
Medium
Social aggregate
Daily
Low
Easy
Storytelling, syndication
Micro blog /blog
platform
2-4x per
month;
High
High
Storytelling, syndication
Powerpoint
presentation
community
Monthly;
ongoing
comments
High
High
Story-telling, syndication
Photosharing,
inspirational
Monthly
Low
Low
Sharing, visual storytelling
Video sharing
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Daily
Ad Hoc
High
High
Storytelling
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21. Good Reads…
• The New Normal PR- Orellia PR Global Digital Journalism
Study 2013
• Mashable: Dos and Don’t’s of Pitching Journalists on Social
Media
• Mashable- How PR Pros are Using Social Media for Real
Results
• eMedia- The Rise of Journalists as a Publisher
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22. Thank you
Stay connected:
about.me/carlyjeane