Forbes: Six rules let you play social media PR

Win social media strategies for public relations

Most social media are a waste of time, according to the Forbes website. This is a good place where you can post a photo of your cat, post your opinion about politics or music, exercise your thumb by clicking "Like" and "thread", and you can participate in other harmless activities. Social media is less nutritious than cotton candy, more repetitive than the Big bang, and you don't have time to take care of it on weekdays. But in seemingly useless social media, public relations (PR) professionals and entrepreneurs have found useful tools to move the web in a better direction than evil.

In order to discover these useful tools, and more importantly, how to use them, I interviewed a number of experts around the world and investigated many websites and found 6 strategies for public relations to win social media. Why 6 instead of 5? The first rule of PR: always follow the promise.

Principle one: Simplicity, don't make people bored. "Boring stuff doesn't work in social media at all," says Muckrack's CEO Galant, "like a boring press release, your draft is best made in a humane way because your audience will care more about every social media." On Twitter, in an exciting way, to release your message in 107 words, remember that you need to leave 23 words for your link. Find a picture that is relevant to your published content and put it in your post in Instagram and Pinterest. Make a 6-second video about what you're releasing for Vine. Even on social networks where you can publish a lot of text, such as Facebook and Tumblr, don't publish a press release. Re-write, do not use jargon, stock quotes and meaningless phrases (such as "we" are very excited to announce, the best of our kind), just as you are telling your friends why the things you publish matter. ”。

More of the rules that highlight what you're releasing, such as thinking about your title as a message on Twitter, refer to the previous column, which is about how to add color to your work.

Principle two: Publish something that is newsworthy. Famous writer, digital media expert David Meerman Scott ("The new rules for marketing and public relations") preaches the speed and relevance of practice. In the past, after a news report was released, PR people would email, fax and call reporters and tell their clients to comment on the report immediately. Today, Scott recommends a way he calls "news http://www.newsjacking.com". "It's about injecting your ideas into the explosive news stories, reaching buyers directly and resulting in a lot of media coverage of science and art." In the example, Scott mentions Hillary Clinton, who released a hilarious tweet during the Super Bowl: "It's more fun to watch Fox News when someone gets drunk and robbed." Scott said: "After Fox News, the audience will love its humor and the right jokes, and it is famous for its conservative political views."

Scott recommends these actions: "Make your blog newsworthy", "use existing tags to post Twitter", "Send live media Messages", "hold live or virtual press conferences," and "direct contact with journalists who may be interested."

Principle three: helpful. Digital brand Blonde 2.0 CEO Ayelet Noff to make friends with the media through social networks. But he doesn't contact them through Facebook or Twitter, "I do have a big message for you." The purpose is to prohibit your efforts in PR, and your email is included in the Shield list, Noff support reimbursement rather than annoyance.

"The good way to get your events covered is to give the final results, not to get the media to get the results," Noff said. "Usually we just try to get an event from a journalist without thinking about what might be useful/helpful to the journalist."

Principle four: Avoid Facebook. There is a PR person in Orange County, who I met by chance on Facebook thread. His posts include "I'm at the gym!" "and" I'm going hiking, feeling like it's burning, "together with photos of fellow friends. This person seems to attract a large number of people, but does that mean anything? Then I thought about the problem. Facebook has much in common with Orange County: superficial, narcissistic, digitized and/or surgically fortified, but largely harmless. These posts may lead to business such as party planning, fashion or cosmetics, but it is best to avoid Facebook for people in academic, engineering, scientific, legal or other industries. Your posts and messages should not be the same news feeds, like wacky animals, political speeches, and tanned holiday photos. But there are some exceptions, including community services, buildings and some branding, but there are more effective tools in social media.

Principle five: In time. When possible, you or other people in your PR team should respond directly in case of emergency. Sometimes, indifferent social media responses sound like "If you need help, press 5." If you want to suspend for more than 2 hours, press 6. If you would like us to respond to you, please remain online. The American Express Small Business Forum advises companies not to let social media become your crisis response tool. I want to change it to: don't let it be your only crisis response tool.

"Sometimes bad things happen to good companies: Websites crash, C-level executives are sued, facilities burned or flooded." When the crisis occurs, at the right time, you need to be in charge of the PR team and have them deal directly with the media and provide the latest support to reassure the public and the customers. Some of the worst crises in recent months have been the PR of the companies that have not dealt with the news media in a timely fashion on Twitter. The media became manic and wrote that when they tried to find a living person to answer their questions, there was a great setback. Angry clients objected to them on the company's Twitter-forwarded media posts and booed the company.

Some of the social media prosecutors are good examples of crisis management and social media strategies, and they work well in every situation.

• "Social media is public, and your fans and followers have the right to make negative comments-your company's job is to change these negative comments, and you can turn them into favorable situations to protect yourself."

• Keep an eye on your business in social media, respond to Twitter, mention your content, and comment on your company in a timely manner. Social media is real-time, so the quicker you respond, the better your customer service will look.

• If possible, send your email address or phone number to your customers and advise them to contact you privately for further communication.

• On Twitter, you have to post to your client so she can send you a message directly.

• On Facebook's fan page, you have to share personal information so that customers can send messages to you.

• On YouTube, customers can visit your company and send messages.

Principle VI: Be a video expert. If your company's video is appropriate and a certain degree of professional representation, then YouTube and other technical sites, especially Forbes, Gizmodo, Tech Crunch, Yahoo Technology and Engadget, will release your company's video link address.

One of the most striking ways to influence YouTube and other video-sharing sites is to make high-quality videos and share them with journalists or bloggers, and if you have good interpersonal and quality content, journalists or bloggers may be able to embed your videos in their posts and share them with their readers. At least one good video can provide a good way to open a conversation. You just have to make sure that the video you're sharing is not just the rest of the video. In order to achieve real success, in the production of online video, the mind must take into account the audience, they will certainly increase the value of the session. If your video quality is low, your email to bloggers or journalists will be considered spam.

Social media can be a lot of work. But this is the environment in which we live. The speed of good news and bad news has changed the relationship between PR people and media, business and their customers. Imminent。

Source: http://www.199it.com/archives/233378.html