Class Notes Exam 3 - Chapter 11: Social Media and the...

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Chapter 11: Social Media and the Internet Mediasphere - Top-down - Expensive - Controlled by gatekeepers - One-way communication - Traditional media – print, broadcast, and outdoor media - Centralized - Controlled by others (gate-keepers, editors, publishers, reporters) - More expensive - Limited feedback channels – generally one-way communication Blogosphere - Widespread broadband - Inexpensive - New channels - Mobile - New advertising paradigms The internet has democratized information around the world for the first time in history. - Widespread - Everyone has access - Inexpensively available Useful Characteristics of the Web for PR - Instant updates - Allows interactivity – two-way communication - Space and time limitless - Cost-effective global distribution - Niche audiences - 24/7 access - Internet is medium, web is delivered through that medium Internet for Media Relations - 90% of journalists regularly use corporate websites - Keep them coming back with: o High quality content o Easy access o Quick downloads o Frequent updates – at least once a week Interactivity - Pull media, participation - Push media (traditional media) information delivered to you, pushed out, no participation - Encouraging feedback should be done with caution – if you don’t respond in a timely fashion you’ll often do more harm than good
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- The cost-effectiveness of websites needs to be proven with a link of ROI (return on investment), compare to what delivery of information would cost in a different fashion Webcasts - Any event that transmits information from a person or organization via the internet - 90% of public relations practitioners use them - Can be simple or complex o Inexpensive (no travel needed) Social Media - Shift from vertical to horizontal communications - 70% of digital media is created by consumers - Unorganized, uncontrolled, not necessarily on message - Can support or destroy a reputation - PR needs to be more focused on listening to and facilitating conversations - Is casual, less sanitized, accepted with less cynicism Blogs - First created in 1998 - Corporate - Employee – make staff seem human, accessible, approachable, real, must have strong guidelines and regulations - Third-party – ex. mommy blogs, need to be monitored - Advantages: o easy to create o no start-up costs o informal o can link o post comments o quick exchange o quick assessment o unfettered - Rules o Be transparent o Timely o Original o Relevant o Yourself “Friends” - Facebook surpassed 500 million users worldwide - Companies use social networks to build brand awareness and loyalty - Requires relevance and, often, humor YouTube - contains 40% of US videos
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- Founded in Feb. 2005 - 2 billion videos are watched a day on average - Every minute, 24 hours of video are uploaded - Others are MySpace, Viacom, Digital MTV, Yahoo!, Microsoft, Hulu - Audiences: o 35-64 year olds o College students Texting and Tweets - Broadcast texts – brief message sent to everyone in the system - Subscription texts – sign up for updates
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Class Notes Exam 3 - Chapter 11: Social Media and the...

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