Social Media: Who uses it?

"A Growing Tool."

Are you a social media butterfly?
Is Tweeple in your vocabulary?
Do you know anyone who is hooked on Facebook?
Out of confusion, have you decided to "just say no" for now!?

According to a social media study by Michael Stelzner for the Social Media Success Summit 2009, "88% of marketers in a recent survey say they are now using some form of social media to market their business, though 72% of those using it say they have only been at it a few months or less."

Of social media tools, the % of responders use the following:

• Twitter 86%
• Blogs 79%
• LinkedIn 78%
• Facebook 77%
• YouTube/Other video 41%
• Social bookmark sites 38%
• Forums 38%
• StumbleUpon 28%
• Digg, Reddit or similar 26%
• FriendFeed 18%

Key survey findings about the applications indicate:

• Small-business owners are more likely to use LinkedIn than employees working for a corporation;
• Men are significantly more likely to use YouTube or other video marketing than women (52.4% of all men compared with 31.7% of women);
• Newbies to social media rank LinkedIn as their number-two choice;
• Among users of a few months or more, Facebook takes second place. This group also uses Twitter more;
• Twitter is used by 94% of marketers using social media for several years, followed by blogs. This group also endorses online video more than the other groups; and
• 72% of marketers say they have either just started or have been using social media for only a few months.

Since MySpace came on the scene in 2003, numberous cyber affairs a.k.a. social media applications have been launched. Maybe because of the MySpace successes or the scandals, the Internet doors swung open to mimic, improve, create more user-friendly and also implement "safer" measures of online networking for personal and business use.

To learn how to incorporate social media into a marketing plan, whether to tweet, post, blog, get linked in, or even a lesson on how to actually the tools in the cyber world, email me at mmonte@hotmail.com, invite me to be your Facebook friend at www.facebook.com and search Monte Martin, follow me on twitter at http://twitter.com/montemartin, get linked up to me at http://www.linkedin.com/in/montemartin or pick up the phone and punch in my digits (we do not dial anymore : -) 407-964-1557 to talk in real time about meeting in person! Hopefully, you won't get my voice mail - and that's a story for a future blog.

PR Tips: Social Media Defined

Social Media a.k.a. Cyber Affairs

It isn't defined by Webster yet, but other sources define it as:

• A form of Internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media;
• Writing content that is remarkable, unique, and newsworthy. This content can then be marketed by popularizing it; and
• Utilizing social networking and user-generated content platforms promote a product, service or content.

An easy way to picture it is how people use online communication to:

• Discover;
• Learn;
• Read;
• Share;
• Inform; and
• Connect.

It is a communication tool.

In the last 10 years, it has become a way for Homo sapiens — Latin for "wise human" or "knowing human" to share information across a distance. We certainly have come a long way from using smoke signals, drum beats and homing pigeons! Social media fuses the human desire to connect to each other using the technology of the world-wide web to:

• Transform a monologue (from one person to many people);
• Pushes the monologues out through dialog (many people take it to many other people); and
• Through information sharing, turns people from content users into publishers.

Social media applications allow people all over the world to connect online for personal or business uses. Depending on the application, how it is used, how often it is used and the person or people using it, social media use can create both loose and tight relationships. It may incorporate one or many forms of communication such as the written word, spoken word, music, live video, recorded video, slideshows, photos and more.

So how expansive or narrow is your communication around the world, in your community, with co-workers, to clients, within professional organizations, to neighbors, friends and even your family?

Want to grow it or control it? Contact me today by snail mail, email, phone or if you see me surfing, leave me a note in the sand.

PR Tips: Ten Tried And True Topics To Talk About

Not sure how to promote your organization to the media and in turn, help grow your business? These top ten can help maximize your chances of media coverage to get your message in front of decision makers.

1. Health. This topic is covered more than any other by the media. (except in a presidential election year or during a spiraling down economy ; - )
Do you have a fabulous spa that offers unique health benefits? Does your hotel cater to patients recuperating from plastic surgery? Do you offer "Low-Fat, Low Calorie, or Vegan" meals? Can employees to workout at work? Do you have weight-loss tips or have a staff expert who can be interviewed about getting healthy?

2. Children. Everyone loves children. (good children ; - )
Do you offer specials for children? Do you have a kid-friendly event? Has a child done something good/unique/kind/helpful/thoughtful? Is there a special children's menu?

3. Pets. People love reading about pets, almost as much if not more than children.

How about a new service at a doggie day care? Can employees bring their pets to work? Health care services for pets? What about unique pet services such as frequent flyer miles, doggie treats at the drive-in window, unique pet products, check-in goody bags, pet-friendly patio?

4. Holidays. The media is always looking for stories surrounding holidays.
Does a spa offer relaxation tips for the stressful season? What about a special rate or price for Mothers, Fathers, Grandparents or Friends Day? How about a restaurant offering a free beverage on tax day or a kick off summer special at a museum where an adult gets in free with paying child (yep...backwards!)?

5. Controversy. Opportunities can be a great fit with controversial current events.
Are you helping prevent or deter crime with a new service? If a movie star sports a certain negative, send them your positive product and also ask them to send you a photo of it with them or written note to promote it. Can you offer tips that combat controversy or serve as an expert on either side?

6. Celebrity. Everyone wants the scoop on celebrities.
Get a photo of a celebrity (athlete, actor, comedian) at your place of business and send it to the media? Is a celebrity part of your charity event? Is your CEO a celebrity in their own right? Is Brad Pitt at your house at 3 a.m.? (call TMZ, right then and there after you snap a photo using your cell phone)

7. Money. Money is always hot if it saves.
Do you offer unique ways to save money? Offering any new or increased perks or rewards ? Do you offer special discounts seniors, students or moms?

8. Current Trends. The media likes to tie stories to current trends.
Does your restaurant offer "South Beach Diet or Weight Watchers" selections? Has your business won a green award? Have you reduced your electric bill by changing light bulbs?

9. Charity. Heartwarming stories sell, especially Friday or weekend news.
Did you donate to a charity in need? Does your company sponsor or host a charitable event? Does your business offer free tickets to certain non-profit groups?

10. Interesting. Producers, editors, writers, reporters…want interesting!!
Is your product or service REALLY unique? Do you work in a cool location like a boat? Are you a former real estate agent now happily working for a nonprofit? Have you retired and then started a new career in a different kind of business?

These are just a few popular topics. "Ten Tried And True Topics" are definitely things to think about when writing a PR plan or if you are just looking for new story ideas. By targeting the pitch to topical ideas or issues, it will help increase the chances of coverage.

Need ideas? Contact me at mmonte@hotmail.com or 407-964-1557!

Measuring Public Relations: Social Media

"Diggs...Tweets...Delicious!"

Social Media. (aka Cyber Affairs = - > )

Google Analytics
This is an absolute. Google analytics tracks web traffic levels (among other things) and identifies where traffic is directed from
· Overall traffic increases
· Where your traffic is from such as Digg, twitter, etc.
· Most trafficked key word(s) or phrase(s)

Feedburner
Feed burner allows a subscribion to blogs via RSS or email
· RSS subscribers
· Email subscribers
· The Tool

Blog comment
The comments/feedback on Web site
· Amount of comments (don’t count spam or non-quality comments)

Twitter Search/Tweetbeep
Twitter search allows a search for keyword(s) or phrase(s) in real time, tweetbeep sends alerts when someone mentions a particular keyword/phrase/product/etc.
· How many times a product/company/article/service is mentioned
· Track over time

Google Alerts
Google alerts send email notifications of online mentions if keyword(s) or phrases
· Number of times a product/company/service is mentioned daily, weekly, monthly
· Trend over time

VITRUE
The Vitrue social media index is an easy-to-use tool designed to provide a snap shot in time of a keyword(s) compared to other keyword(s) and measures online conversations
· Track this over time
· Trend this over time

Yahoo Site Explorer
Yahoo site explorer is a Yahoo tool that tracks links
· Number of incoming links over time
· Trend over time
· Make correlations between social media efforts and the amount of incoming links
· Exclude your domain from the results

Backtype
Backtype allows a search of comments across the net for particular mention(s) or keyword(s) and can be set up to alert every use
· How many times a company/product/service is mentioned online in comments
· Opinion of comment: negative, positive, neutral

Tweetburner
Tweetburner tracks number of times people click on the links shared via twitter
· Number of times links are clicked that are sent out via twitter
· Use most popular categories/types of links people click the most
· Keep in mind activity of twitter followers to specific content

Delicious
Delicious is a bookmarking utility to share, organize and save web bookmarks
· How many times content is bookmarked by searching for keywords/phrases that return relevant bookmarks
· Trend over time

Keyword rank checker
Checks rankings for a domain for a particular set of keywords or phrases
· Progress and rankings for keyword(s) or phrases
· Monitor bi-weekly or monthly

Measuring Public Relations: Quantifiable Picture

"1, 2, 3, say cheese."

In a public relations plan, goals must be measurable. There are plenty of things to measure that cannot specifically be quantified by a number such as the tone of a story (positive or negative), accuracy of the story (yes or no ;- ) and timing (pushed out by a pitch or release). The best way to get a picture of any long-term public relation effort is to assign quantifiable numbers to each story, reporter and media outlet.

By monitoring news clips and identifying measurables, efforts can be measured over the long-haul. The numbers can then be translated into charts or graphs to visually measure goals.

Measurement identifies trends and helps target specific tactics with reporters or outlets. The function ensures tactics meet goals. As well, trends in the report may flag a need for a change in messaging and tactics without waiting to the end of the year or the campaign to see if goals will be met.

Measuring is fairly easy though it takes commitment to monitor the media if a service is not contracted. So how do you do it?

• It can be as simple as creating an excel spreadsheet and setting benchmarks from 1-10 with 1 being low and 10 being high (or 1-5 or 1-100);
• Identify what the numbers mean as a teacher would when grading a test;
• Just as different teachers might assign grades a bit differently, for consistency, it is best for one person or team members to assign the quantifiable numbers;
• The spreadsheet should list the media outlets and the reporters and align them with the story, pitch or product; and
• As clips come in, assign quantifiable numbers to the different categories of measurement.

Even monitoring the length of a story, over time, you can see if a reporter or media outlet increases or decreases the length and which news releases resulted in what lenght of story. By monitoring and measuring, the reasearch accumulated can identify whether you are on target to meet goals, as well as serve as a flag if there is a need to alter the plan.

Yep, this is all a bit of a science. And, an art too. For sure though, numbers don't lie! Quantifiable measurements can certainly prove to be very valuable.

If you need someone to help set up a clip service, monitor or measure media, contact me at mmonte@hotmail.com or at 407-964-1667!

Measuring Public Relations: Seen and Heard

"Seen and heard...looking great and saying all the right things."

Spokespersons.

By analyzing spokespersons mentioned in a story, it allows for whether a point of view is communicated by the person "authorized" to speak to the media.

Status, respect and effectiveness of the spokesperson can be tied to media exposure and can play an important role in image and branding.

Things that may be measured for spokespersons include:

• Key message (s) on target;
• Appropriate tone and body language for the topic; (i.e. smiling when giving good news)
• Believability;
• Concise answers;
• Number of quotes attributed in each story;
• Note repeated message (s) used by a number of media outlets;
• Influence on positive or negative coverage with a particular outlet or reporter; and
• Confidence.

By tracking spokespeople, their role in effectively communicating the message and brand can be measured. No one is ever gives a perfect interview...most people can improve upon something...so "measurable" feedback can help a spokesperson for the next interview.

The spokesperson is the "expert" for the interview and they should be as comfortable as possible when speaking to the media. It is OK for everyone to be a bit nervous, but consider including annual media training as part of any marketing plan.

And always...always...always...provide key messages, along with talking points for even the most interview savvy person.

In photo above, B.B. King and Tommy Peters (owner of club) were interviewed at a media conference before the opening of B.B. King's Blues Club Orlando. (Patricia James of WLOQ is doing the interview. Dave and Leslie of Magic 107.7 wait in the wings)

Mr. King is certainly an expert when it comes to "working" the reporters! He didn't need any talking points and he had a lot to say. In fact...he could have talked all night.

He loves telling stories and even more, enjoys hugging female reporters and PR ladies ; - )

The media, B.B. King staff, PR event volunteers and I probably could have stayed in the "green room" and listened to him all night! Unfortunately, after 30 minutes, we had to remind him that he had a concert to play. An appointment to play Lucille before a crowd of 800+ was the only way we got him to end the press conference!

Measuring Public Relations: Words count

CONTENT. How it is said and what is said both count for a lot!

In the long haul, these measurements can be tracked for a specific reporter and media outlet.

1. Editorial tone. Positive, negative or neutral? Subliminal?

By analyzing news coverage for the reporter's editorial tone, it can be helpful to see how the company, event, activity, government, agency, etc. is portrayed in the media. This seemingly small point can be crucial to setting the pace for the future successes for a sales and marketing team, their strategy, opportunities and challenges.

2. The words. Story content measurement and evaluation looks at:

• Subject covered;
• Summary of story;
• Story type (positive, negative, neutral); and
• Strategic messages.

3. Exponential marketing. Key to opening more and bigger doors. Often monitored through other marketing and sales opportunities.

• Identification: How did the story explain a mission, use or even a brand? Was it clear?
• Attributes: What benefits did the news story describe? How is the media mention helpful to the untimate key public...the end user defined in the sales and marketing plan?
• Differentiation: Was a competitor mentioned? If so, were the differences clear? Was the story part of a universal type of story or was it meant to be a feature story on your business?
• Endorsement: Was there evidence to support of the issue, product, service, company or event? Were the benefits stated? Were the whys answered? Was there a nod or smile from the reporter?
• Call to Action: Was followup information included (i.e. for more information) such as an email address, Web site, phone number, address?

These can all be easily measured (a mechanisim must be in place, usually through all sales and marketing efforts to measure bigger or driving factors) by the following:

• Customers mention the story they heard or read;
• Increased hits to a Web site following the news story;
• Phone calls increas immediately following the story;
• Emails are received regarding the topic;
• The number of registrations increase;
• More coupons are redeemed;
• More traffic;
• More sales; and the best thing a boss or owner wants to hear or know...
• More $$$$$$$$!