Social Media as a PR Tool - Seminar

Introduction:
“Social media is the knock on the door that, if answered, opens into a house of millions’(Purcell, 2009).

If the initial form of the internet was Web 1.0 it can best be described as a shouting match between people looking for attention, Web 2.0 has evolved to a conversation and social media is the core element of that conversation.

With the amount of information on the web increasing exponentially and even the best search engines incapable of providing personalised and socialised searches web users are now looking to each other to provide a filter on the information.

How the information is highlighted and flagged can differ from platform to platform but the reason why the information is highlighted is the same. Internet users are looking to people who they trust or platforms they follow for guidance, this is what has been termed their ‘social graph’.

The social media platforms may change in terms of popularity and buzz but the essential traits will remain, i.e. internet users want social content that is easy to share, easy to use, easy to personalise and easy to sync with other platforms

If I want information on social media there are certain personalities, or key influencers, that I follow because I trust their knowledge and respect the direction that they give. If I am interested in media, the arts, language, sports, music etc there are other key influencers that I will follow for the same reasons.

The social web is now dividing into two parts, content creators and content consumers. The creators constitute only about 5% of the overall social web and the rest are the content consumers. For someone who wishes to use social media as a form of publicity it is important that you inhabit both parts of the social web i.e. you must create social content and be a part of the conversations with social content users.

I am not talking only about a presence in the online social sphere, or using these channels to broadcast messages. This is about deep and meaningful social engagement. Wetpaint/Altimeter Group defined this term in its study, “ENGAGEMENTdb”

“Resembling any in-person exchange, socializing requires more than just being there – you have to interact with others, instigate discussions, and respond during conversations. Our study implies value in social engagement on top of social presence – it pays to actively and continually participate and invest in your networks.”

Seminar Outline

The idiosyncrasies of the various social media platforms that can be used:
  • o Facebook
  • o Twitter
  • o Flickr
  • o YouTube
  • o Linkedin
  • o Gmail (Buzz).

How to set up and use the various platforms
  • o Facebook
  • o Twitter
  • o Flickr
  • o YouTube
  • o Linkedin
  • o Gmail (Buzz).

How to get engagement
  • o Listening to conversations
  • o Establishing Share of Voice
  • o Identifying Influencers
  • o Picking Your Tools
  • o Creating and Delivering the Content
  • o Engaging and Facilitating Conversations
  • o Measuring Results
Q and A regarding all aspects of Social media PR.

Lecturer: Patrick O’Connor is a native of Connemara who holds a B.Sc in Communications and a MA in Political and Public Communications.
Patrick has extensive PR experience both in the national and international media sphere and is a specialist in Social Media PR, Crisis Communications and Media Interview Preparation.
Patrick has extensive experience as a social media consultant including to the Government Press Office and has lectured on a number of Communications Masters in DCU and NUI Maynooth.


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“The Gréasán na Meán Skillnet is funded by member companies and the Training Networks Programme, an initiative of Skillnets Ltd. funded from the National Training Fund through the Department of Education and Skills.”