Basic tips and advice on how to use Social Media and SEO strategies in Public Relations. Guest lecture presented to Intro to PR Writing (ADPR) class September 29, 2011 at the University of Georgia's Grady College of Journalism & Mass Communication. © G

1. Geoffrey Graybeal University of Georgia Guest lecture ADPR class- Sept. 29, 2011 Social Media, (search)and PR

2. Geoffrey Graybeal Experience: 5 yrs. of brand strategy & research 5 yrs. of media 17 yrs. of journalism Expertise: Strategy (strategic management), brands, journalism, social media, media management, research

3. What is the most fundamental difference between social media and search?

4. Here’s a hint…

5. But search gives me this…

6. Search lacks…. CONTEXT

7. A fundamental principle of SM

8. Social media messaging… Should be authentic.* (leads to more clicks) Should be engaging. Should build relationships (PR!) Should join a conversation Trends Topics hashtags

9. The raw, unvetted, free nature of Social Media… Can cause PR troubles … But also PR successes!

10. PR (student) professionals… Should know your audiences. Know the tools at your disposal. Use social media as part of an integrated strategy. start managing SM accounts and reporting on them while in school (via@etparker) . NOT underestimate SM and SEO b/c you think you have to "dumb it down.“ (via @brixandclay)

12. Over half over the age of 35

13. 56% are female

14. SNS-92% use Facebook (1/2 engage daily) -29% use MySpace -18% use LinkedIn -13% use Twitter (1/3rd engage daily) Source: Pew Internet & American Life Project 2011 report

15. SNS demographics Women and young drive Facebook usage 18% of women update daily (11% men) Twitter is the most ethnically diverse Average ages: Facebook 38 Twitter 33 MySpace 32 Source: Pew Internet & American Life Project 2011 report

16. Peer Influence Pyramid

17. Mass Influencers

18. Social Media Marketing CHANGING THE GAME: Becoming human again. The relationship is everything. Day trading SOCIAL EMOTION Success determined by quality of listening Via Jameson Hayes

19. Reverse Everything You “Know” Push is now pull. Monologue is dialogue. Talking is listening. Image is authenticity. Cannes Advertising Festival Seminar: Simon Mainwaring

20. Tools Social Network Sites Real Time Apps Location-based apps Mobile Apps Social Web

21. Do Your Research Monitor the Conversation Google Alerts TweetDeck TweetBeep Kurrently Collecta

22. Be aware of how journalists use social media Story ideation and sources Reporting the news in real time Alternative distribution mechanism Promotions

23. SEO akaappealing to an algorithm Keywords Tags Phrases Links Comments

24. But…. writing for an audience Know what content appeals to whom Context needed for worldwide audience Keywords are important in posts Humor & Puns – good for writing, but not SEO (computers have no sense of humor) South Park Funnybot: “awkward!”

25. Questions?

26. Additional resources… Karen Russell SEO tips. Mashable.com: The Future of Social Media and Public Relations. How PR pros are using Social Media for Real Results Shameless plug: geoffreygraybeal.com SOCIAL MEDIA: Find and follow colleagues, scholars, industry and academic experts

27. Contact me Office: 101-E Journalism Email: graybs@uga.edu Twitter: @graybs13