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PR Midterm part 2

Extra content for the midterm covering chapters 2B to 2E

TermDefinition
We now spend 2.5 hours a day using social media true; social media reaches 49% of the world's population
Six platforms that are essential for pr professionals in the early 2020s: Instagram, Youtube, Facebook, Twitter, Pinterest, and Snapchat.
Four important trends within social-media platforms (an ever-changing medium): The relevance of social media influencers, the importance of monitoring social media conversations, the use of algorithms and the importance of video.
Social media influencers They are opinion leaders; 49% of twitter users consulted influencers when making significant purchases. More attention should be focused on building relationships rather than likes/retweets.
Social media monitoring Monitoring social media conversations may be just as important as joining them
Social media monitoring has two missions: Carefully listening for mentions of your organization, especially those that demand a response/ listening for any issues-oriented conversations that your org might join to serve publics (journalists, stockholders, potential employees.)
Social media algorithms They are secret mathematical formulas developed by each platform to determine which messages people will see; stay current on favorable algorithms and do most conversing via dms and comments (one on one.)
Algorithms mean that not every person who follows you on social media will see your messages, even if they're online when you post True.
Videos Social media algorithms favor posts with videos. Live videos fare the best. Teens seek entertainment videos, and older people seek how-to and informational content.
A recent survey ranked social media skills as second only to the creation of strategic content among the drivers of future growth for PR True.
Microblogs Exs include tweets and facebook status updates. They help organizations and individuals maintain ongoing, productive conversations with key publics. Are concise, digital only msgs.
Microblogs are used to communicate and build relationships True. They can also serve as aggregators, providing links to information of interest to targeted publics, especially important marketing content.
Publics for microblogs and status updates Includes any groups or individuals that possess desirable resources: customers, employees, stockholders, voters and more.
Publics for microblogs are generally self-selecting True; this means most organizations use many forms of media to encourage people to follow them on other platforms.
Twitter and facebook is used most among.. Those aged 18-45. Social media usage decreases with age.
Key to success with microblogs: Business-oriented microblogs and status updates are brief, highly focused and often multimedia. They immediately emphasize something of interest to the reader.
Format/design Include several sections for information: photos, videos, events, about us and more. Profile photos and icons usually accompany status updates. Messages are brief.
Format/design continued: Status updates and tweets often include an attention-grabbing photo, video, GIF, or link image. Posts with visual elements gain more attention.
Content and organization part one: Microblog posts share a few things in common: 1. They are short 2. They quickly focus on reader interests 3. They encourage responses via comments, replies, links etc 4. They are often responses to messages initiated by others
Content and organization part two: 5. They're controversial, but use strong verbs and precise nouns to achieve brevity 6. They use casual grammar, including sentence fragments; sometimes humor 7. They use personal pronouns (you, your, we, our) 8. They avoid jargon/technical language
Content and organization part three: 9. They use capitalized words for emphasis 10. They can include links to news releases and other documents and sites 11. They avoid using vulgar words, images, links
Twitter includes a variety of ways to engage in conversation: Mentions (@ symbol), replies, direct messages, retweets, hashtags (categorizes tweets), and shortened website addresses (URLs).
Microblogs are... Key for delivering engaging, informative and entertaining content to important publics. Platforms such as Facebook, Instagram and Twitter can be important parts of content marketing
Microblog tips 1. Go to the experts (help sites) 2. Imitate the best (study other orgs using microblogs) 3. Plan (build social media calendar) 4. Be timely (post when target publics are online) 5. Build a team (managers for microblogging) 6. Expand 7. Monitor
Continually.. Scan social media for references for your organization. Have a policy for addressing criticism and removing comments from your own sites
Podcast An audio and/or video file downloaded from the internet. It is typically available in a series; video podcasts are sometimes called "vodcasts."
Podcast listening rates have increased; they are an inexpensive vehicle organizations can use to increase brand awareness and strengthen relationships True.
More than half of Americans 12 and older have listened to a podcast True.
Pew reports... That NPRs podcasts attracted 7.1 million listeners as early as 2018, a 31% increase from the previous year. NPR derives many benefits from these podcasts, including enhanced credibility and a trusted source of information.
Key to success with podcasts Success depends on the purpose of the podcast. Most podcasts are conversational and informal. A successful podcast often begins with a well-written, well-edited script (clear and strategic message)
Format/design Podcasts should deliver a clear strategic message; this often means working with a production script.
Podcasts scripts Begin with a written title that becomes the headline (website link people can use to access the podcast.) Guest's may have scripts and a host's intro is usually scripted.
Caution about scripts.. A script should NOT sound like it is being read. A scripted podcast must be rehearsed. Some live events may be unscripted. When a podcast is hosted by a website, the site should include the podcast's title, date of posting, and a summary.
Content and organization Learn by watching/listening to other podcasts. New podcasts should be posted frequently. Outdated podcasts fail as sources of current info. Podcasts often open/close with theme music or include sound snippets.
Many types of podcasts exist.. Informal personal essays (conversational blog), recordings of live events, interviews with guests, instructional how-to segments, answers to listener's questions, short news stories, fiction, etc.
Podcast length.. Should be as long as org needs it to be (average is 43 minutes.) Usually uses informal, conversational language. The knowledge level of the audience dictates the language used in the podcast.
Podcasts titles Some have clever, teasing titles. Others use more specific titles or titles that resemble headlines. Most are concise, specific labels.
Podcast conclusions Podcasts often conclude by repeating the name of the podcast and directing attention to the hosting organization.
Podcast tips part one 1. Brand your podcast (pick a memorable name with keywords) 2. Promote your podcast (publicize it) 3. Plan your podcast (keep a list of topics/ideas) 4. Post the transcript (use SEO techniques to increase visibility)
Podcast tips part two 5. Diversify (orgs can have more than 1 podcast) create for different audiences 6. Build your audience (create a strong website, encourage audience feedback) 7. Archive (make all your podcasts available)
Created by: FaithMcBaith
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