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Twitter Chat: Bringing Social PR To Life: A How-To Guide for Marketers - Transcript & Summary

Twitter Chat: Bringing Social PR To Life: A How-To Guide for Marketers - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 23rd January 2018.

Madalyn Sklar hosted a Twitter Chat with Shonali Burke around the topic of “Bringing Social PR to Life: A How-To Guide For Marketers”.

Details of our next Twitter Chat:

Topic: Twitter Content in 2018 – What You Need To Know
Guest: Meghan Monaghan – CEO of Smart Bird Social
Date & Time: Tuesday, 30th January 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Shonali Burke.

From the CEO Questions:

  1. When and how has ManageFlitter used Social PR?

Guest Questions:

  1. Let’s start simple: What is the purpose of Social PR?
  2. What role does Social PR play in bringing ideas to life?
  3. What are some common misconceptions people have about Social PR?
  4. What does a good piece of Social PR content look like?
  5. How can marketers optimise their Social PR outreach?
  6. What tools do you recommend to marketers just getting started with Social PR?
  7. Can you provide some examples of brands doing Social PR well?

From the CEO Questions:

Q for @Ke_Ga) When and how has ManageFlitter used Social PR? #SocialROI pic.twitter.com/xoxJVEtYjB
— ManageFlitter (@ManageFlitter) January 23, 2018

CEO Answers

A1. When @ManageFlitter kicked off in 2010 we used traditional PR to get some articles on the influential @techcrunch blog. https://t.co/B8Mrn3cn3j #SocialRoi https://t.co/a8thfawIFz
— Kevin Garber (@Ke_Ga) January 23, 2018

A1. When @ManageFlitter kicked off in 2010 we used traditional PR to get some articles on the influential @techcrunch blog. https://t.co/B8Mrn3cn3j #SocialRoi https://t.co/a8thfawIFz
— Kevin Garber (@Ke_Ga) January 23, 2018

A3. In terms of Social PR, from the very early days we put together a ManageFlitter Ambassador program that provided ManageFlitter accounts to Twitter influencers (before the word influencers was in vogue!) as a thank you for tweeting their thoughts re ManageFlitter. #SocialROI https://t.co/a8thfawIFz
— Kevin Garber (@Ke_Ga) January 23, 2018

A4. Who better to talk about the benefits of product than people actually receiving direct benefit? #SocialROI https://t.co/a8thfawIFz
— Kevin Garber (@Ke_Ga) January 23, 2018

A5. On that note we have been lucky enough to have many people Tweet about us, blog about us, and put together ManageFlitter walkthrough videos without any incentive or solicitation from us. #SocialROI https://t.co/a8thfaOk49
— Kevin Garber (@Ke_Ga) January 23, 2018

A6. And of course the most fun Social PR exercise is the #SocialROI chat! https://t.co/a8thfawIFz
— Kevin Garber (@Ke_Ga) January 23, 2018

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Guest Questions:

Q1: Let’s start simple: What is the purpose of Social PR? #SocialROI pic.twitter.com/jN2uKmZqe8
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A1: The reason I talk about #SocialPR is to underscore a) #PR isn’t just about “publicity, and b) in the social age, PR pros have several more audiences they need to cater to than simply the media (see pt # a again). #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A1 (cont): So the purpose of #SocialPR is to strategically use social technologies and networks to build, manage and motivate myriad communities of #influence, who start to tell your story for you. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A1 (cont): When #PR pros do this well, then their work literally gets taken to a whole other level (jargon alert!), because you now have SO many more people helping you get the word out… and they WANT to do it. That’s the power of #SocialPR. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A1 Social PR is using social media platforms to achieve your public relations goals. #SocialROI
— Lucille Fisher (@sageandsavvy) January 23, 2018

A1. Social PR is about strategically integrating messages and managing mutually beneficial relationships across different communities with a consistent brand voice. Creativity in messages that are strategically executed is key. #SocialROI https://t.co/gIHkpLallB
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) January 23, 2018

A1 I believe social pr is a great way to build brand authority! The more exposure you get, the more people will start to trust you/your brand #SocialROI
— Chelsea Krost (@ChelseaKrost) January 23, 2018

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Q2: What role does Social PR play in bringing ideas to life? #SocialROI pic.twitter.com/stUiN1xX6A
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A2: I believe it was @kenblanchard who said “None of us is as smart as all of us.” So no matter how big your “big idea” is, you’re going to need help if you want it to see the light of day. #SocialROI pic.twitter.com/hvADqMLAEN
— Shonali Burke (@shonali) January 23, 2018

A2 (cont): From pre-launch testing and influencer seeding, to bringing a product or idea to market, to post-launch amplification, keeping your community and its needs front and center is where #SocialPR excels #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A2 (cont): In fact, smart companies started to realize some years ago, particularly in the #influencermarketing space (e.g. my good friends and former #client @traackr). #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A2 (cont): Using a #SocialPR approach from the get-go doesn’t just help you scale faster, it can also help with cost efficiencies and economies of scale. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A2. They basically have conversations with their audience and listen to what they have to say. Then they can create a blog post or video around those topics #socialroi
— Cheval John (@chevd80) January 23, 2018

Q2. Real time platform collaborate allows us to bring customers along the product/service development process which deepens brand loyalty better than any other advertising tactic. #SocialROI pic.twitter.com/4c2Gq4Edz4
— Sarah Stahl (@Mrsdstahl) January 23, 2018

A2: Social PR is equal parts content creation & engagement. It’s the push and the pull of putting yourself out there and learning from your fellow community members. #SocialROI
— Maria Marchewka (@_MariaMarchewka) January 23, 2018

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Q3: What are some common misconceptions people have about Social PR? #SocialROI pic.twitter.com/7SnZ5LIEvA
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A3: A lot of times people think #SocialPR is simply “social” slapped on top of old school PR aka publicity. Noooo!!! #SocialROI pic.twitter.com/mQCfXkeLdr
— Shonali Burke (@shonali) January 23, 2018

A3 (cont): One of the biggest differences between the two is that #SocialPR really keeps the needs of the community front and center. It’s kinda like the PR equivalent of #CSR and #sustainability (and in fact, is what leads to sustainable communications). #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A3 (cont): I actually have a completely free online masterclass where I show you how to use smart #SocialPR for breakthrough career success, in case the #SocialROI community would like to check it out: https://t.co/b350SDkxnR
— Shonali Burke (@shonali) January 23, 2018

A3 (cont): But the other big differentiator is that #SocialPR is closely tied to social karma. I know this might sound super-cheesy, but I really believe it: the more you give and are of service, the more you will GAIN, not just personally but in biz and $$ as well. #SocialROI pic.twitter.com/Lxcqjrqo8v
— Shonali Burke (@shonali) January 23, 2018

A3 (cont): So #SocialPR is about much more than just using social as a one-way platform to amplify your message. It keeps service, connectedness and community at its core, and social platforms are mediums that facilitate that approach. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A3.
– You have to be all over the place
– Numbers mean everything
– Hard to measure ROI
– Without clearly understanding business goals before jumping to a platform #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) January 23, 2018

A3: Some people still associate #PR with scandal and damage control. Again, reactive, rather than proactive and strategic brand advancement. #SocialROI
— Bill Skowronski (@BillSkowronski) January 23, 2018

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Q4: What does a good piece of Social PR content look like? #SocialROI pic.twitter.com/G47guq2zmy
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A4: I’m pretty sure everyone will yawn if I trot out that old booger, “Content is king” (or queen, or #MeghanMarkle :p). But good content really is at the heart of #SocialPR. #SocialROI pic.twitter.com/3k0n5dRtnj
— Shonali Burke (@shonali) January 23, 2018

A4 (cont): A good piece of #SocialPR content will be really useful 1st & foremost, serving the needs of the community. Without that, it’s nothing. 2nd, it must be shareable (amazing how folk forget about that). People can’t share your content if there’s no way to do so #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A4 (cont): Visually, #SocialPR content needs to be engaging, which means different things for written content (long-form or short), graphics, etc. #SocialROI pic.twitter.com/fvX5EKBNsc
— Shonali Burke (@shonali) January 23, 2018

A4 (cont): Regardless of #SocialPR content format, I tend to err on the side of simplicity + clean lines. Make it easy for people to understand what you’re trying to say, and the likelihood of them “getting” your point and, accordingly, sharing it, will be far greater. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A4. It looks like it is educating the consumer about the business industry and building long term trust with them and also building your thought leadership #socialroi
— Cheval John (@chevd80) January 23, 2018

A4 Good social PR makes you think of the people first. Messages are there but subtly delivered within the context of the overall production. Sort of a velvet hammer. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) January 23, 2018

A4: I would think that the content is relevant/informative/educational/concise.
There’s no room for PR for that piece of content keeps the most important pieces of information at the forefront! #SocialROI
— Maria Marchewka (@_MariaMarchewka) January 23, 2018

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Q5: How can marketers optimise their Social PR outreach? #SocialROI pic.twitter.com/KwCoqxqzsY
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A5: First, marketers MUST know what their desired #SocialPR outcomes are. Otherwise pretty much everything they do is pointless. I always say, “Begin at the end.” What are you trying to accomplish? Why is it important? #SocialROI pic.twitter.com/9woUE5eM4s
— Shonali Burke (@shonali) January 23, 2018

A5 (cont): Then marketers need to listen, so that they understand what their audiences are saying/asking for. It amazes me how many brands simply Do. Not. Do. This. WHY????? #SocialROI pic.twitter.com/mwYTWp30pY
— Shonali Burke (@shonali) January 23, 2018

A5 (cont): The minute you really start to listen to, and engage with, your audiences, you can customize your offering to their specific needs. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A5 (cont): That is going to make your #SocialPR outreach way more targeted as well, because it will help you narrow down which channels, outlets and influencers you should approach. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A5 (cont): Once you do this, you can outline your #SocialPR strategy and tactics in a truly focused, integrated + engaging way. If you’ve been listening and engaging from the get-go, you’ll get an additional lift from your community. It will become a thing of beauty! #SocialROI pic.twitter.com/UaDiICBo6y
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A5. They can re-purpose their blog content into quotes here on twitter. That way, it can allow them to build long term trust too. #socialroi
— Cheval John (@chevd80) January 23, 2018

A5B. They can also use video and read out their blog post on say, facebook live to their community too #socialroi
— Cheval John (@chevd80) January 23, 2018

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Q6: What tools do you recommend to marketers just getting started with Social PR? #SocialROI pic.twitter.com/2DQzeicfAt
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A6: If you’re just getting started with #SocialPR, the most important thing you can do is to listen. At the risk of sounding like a broken record, without that you got nuttin’. #SocialROI pic.twitter.com/kylxn5V8mc
— Shonali Burke (@shonali) January 23, 2018

A6 (cont): To that end, there’s a whole range of listening tools and platforms you can use, ranging from the free (Google alerts, @talkwalker, etc.) to setting up dedicated searches & streams within your #socialmedia management platform. #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A6 (cont): I haven’t had a chance to use it (cough cough ) but for starters, @ManageFlitter seems like a really killer tool for #SocialPR #SocialROI
— Shonali Burke (@shonali) January 23, 2018

A6 (cont): I always caution folk not to get lost in tools – it’s super-easy to get caught up in shiny new object syndrome. First figure out what you need to do and THEN find the appropriate tool to use. #SocialROI pic.twitter.com/F9eJhYJ5TB
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A6. Don’t get lost in tools. You don’t have to use every single tool that’s out there.
The free tools can offer a lot @hashtagify @Talkwalker @GoogleAlerts @hootsuite @TweetDeck =>they are all great to get you started. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) January 23, 2018

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Q7: Can you provide some examples of brands doing Social PR well? #SocialROI pic.twitter.com/p7QckClp5X
— ManageFlitter (@ManageFlitter) January 23, 2018

Guest Answers

A7: In terms of brands doing #SocialPR well, @bestbuy does a great job and @wendys is one of my faves. Clearly @ManageFlitter was early to the game #SocialROI #Props pic.twitter.com/m4v2pED8SU
— Shonali Burke (@shonali) January 23, 2018

A7 (cont): It’s honestly not that hard to do #SocialPR well, but it does require time, consistency, and commitment to being in for the long haul. I would love to see more brands up their game. #SocialROI pic.twitter.com/JFnIotn51v
— Shonali Burke (@shonali) January 23, 2018

Other Answers

A7. It’s not done for PR reasons but brands who practice good social customer care reap big PR rewards #socialROI https://t.co/MAb6sggrdP
— Su Doyle (@sudoyle) January 23, 2018

A7. @Cinnabon @Wendys @kfreberg @kamichat @KDHungerford @ExpWriters are extremely awesome at doing social public relations well because they understand their audience #socialroi
— Cheval John (@chevd80) January 23, 2018

A7 I’m in the museums space, and @mocanyc @gettymuseum are doing a fab job of #socialPR #socialroi
— Katie Clark (@InsightsGal) January 23, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 30th January 2018, 5.00pm EST.

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