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What role does  PR  play in social media marketing?
<ul><li>When it comes to social media, one of the most common questions asked is:  “Who does what?” </li></ul><ul><li>Shou...
What constitutes  social media   marketing?
Social media is…. Paid Earned Owned Internet Advertising PPC – Search Marketing Mobile Advertising Sponsorships Paid Appli...
PR   is best suited to...
<ul><li>PR agencies have traditionally been good at: </li></ul><ul><li>Developing relationships with editorial contacts; a...
The specific focus for PR is on... Earned Owned Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announc...
What  exactly  does this all mean?
Roles and responsibilities... Advice and direction Creation and activation Social media audits Listening and monitoring St...
<ul><li>What does a  social media audit  involve? </li></ul><ul><li>Benchmarking your social / digital presence, getting a...
<ul><li>What does a  social media strategy  involve? </li></ul><ul><li>Creating a pathway for your social media activity t...
<ul><li>What does  content creation  involve? </li></ul><ul><li>Blog post, status updates, videos, interviews, infographic...
How does the  puzzle  fit together?
A summary of integrated responsibilities Communications / PR Web / Digital Marketing / Brand Customer Service “ Editorial ...
Keep up to date with all the latest communications news, insights and trends at www.paratuscommunications.com http://www.f...
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The role of PR in social media marketing

When it comes to social media, one of the most common questions asked is: “Who does what?”
Should brand marketers take the lead?
Is it the domain of digital agencies?
Where does advertising fit?
And, how about PR? What role do PR professionals play in the delivery of social media marketing?
We’re firmly of the belief that each discipline has a role to play.
The following presentation outlines where we see PR, our primary background, fitting within the social media machine.

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The role of PR in social media marketing

  1. 1. What role does PR play in social media marketing?
  2. 2. <ul><li>When it comes to social media, one of the most common questions asked is: “Who does what?” </li></ul><ul><li>Should brand marketers take the lead? </li></ul><ul><li>Is it the domain of digital agencies? </li></ul><ul><li>Where does advertising fit? </li></ul><ul><li>And, how about PR? What role do PR professionals play in the delivery of social media marketing? </li></ul><ul><li>We’re firmly of the belief that each discipline has a role to play. </li></ul><ul><li>The following slides outline where we see PR, our primary background, fitting within the social media machine. </li></ul><ul><li>Paratus Communications </li></ul>i INTRODUCTION
  3. 3. What constitutes social media marketing?
  4. 4. Social media is…. Paid Earned Owned Internet Advertising PPC – Search Marketing Mobile Advertising Sponsorships Paid Applications Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships Brand and Product Websites Mobile Brand and Product Websites Proprietary Mobile Applications Customer Care Services Proprietary Digital Content Proprietary Blogs … more than just Facebook and Twitter. http://www.presentationadvisors.com/ Source:
  5. 5. PR is best suited to...
  6. 6. <ul><li>PR agencies have traditionally been good at: </li></ul><ul><li>Developing relationships with editorial contacts; and </li></ul><ul><li>Creating editorial content that can be published by these contacts </li></ul><ul><li>In other words, PR has always been about the management and optimization of mutually influential relationships. </li></ul>Relationships and content… Message Media Audience
  7. 7. The specific focus for PR is on... Earned Owned Social Media (Pages and Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships Customer Care Services Proprietary Digital Content Proprietary Blogs … editorial content optimization. Content and relationships are two vital ingredients of successful social media marketing, whether these are via earned audiences or owned channels.
  8. 8. What exactly does this all mean?
  9. 9. Roles and responsibilities... Advice and direction Creation and activation Social media audits Listening and monitoring Strategy Training / mentoring … listen, engage, analyse. Analysis and insight Content creation Engagement Community Mgmt SEO
  10. 10. <ul><li>What does a social media audit involve? </li></ul><ul><li>Benchmarking your social / digital presence, getting a clear picture of which conversation drivers are most important to your business. </li></ul><ul><li>Or, it could involve looking at a specific sector and identifying who will have the biggest reputational impact on the activity in question. </li></ul><ul><li>What does social media monitoring involve? </li></ul><ul><li>This can performed in real-time and retrospectively. This includes manually monitoring blogs, forums, social networks and communities for keywords and relevant conversations. </li></ul>Analysis and Insight… Influencers Communities Blogs Pages Sharers Channels
  11. 11. <ul><li>What does a social media strategy involve? </li></ul><ul><li>Creating a pathway for your social media activity to fit seamlessly within your overall marketing and communications approach. </li></ul><ul><li>What does social media training / mentoring involve? </li></ul><ul><li>This can involve introductory training to help internal team members better understand the role of social media channels or can be an on-going thing, providing advice and tips when necessary. </li></ul>Advice and Direction…
  12. 12. <ul><li>What does content creation involve? </li></ul><ul><li>Blog post, status updates, videos, interviews, infographics – anything that can be consumed online. </li></ul><ul><li>What does engagement involve? </li></ul><ul><li>Blogger outreach, influencer relationships, collaboration and more. </li></ul><ul><li>What does community management involve? </li></ul><ul><li>Facebook pages, Twitter followers, blog commentators / participants and more. </li></ul><ul><li>Note: SEO is also a key strategic / tactical element of PR. </li></ul>Creation and Activation…
  13. 13. How does the puzzle fit together?
  14. 14. A summary of integrated responsibilities Communications / PR Web / Digital Marketing / Brand Customer Service “ Editorial content” – structure, search, production, relationships / reputation ‘ Paid for’ content i.e. promotions – production, placement Technical delivery / support Customer relationships (escalating upwards when appropriate) Each discipline has a role to play
  15. 15. Keep up to date with all the latest communications news, insights and trends at www.paratuscommunications.com http://www.facebook.com/ParatusComms http://twitter.com/ParatusComms

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