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Twitter Chat: PR in the age of Social Media - Transcript & Summary

Twitter Chat: PR in the age of Social Media - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 12th September 2017.

Madalyn Sklar hosted a Twitter Chat with Lisa Buyer around the topic of “PR in the age of Social Media”.

Details of our next Twitter Chat:

Topic: Brand Visibility & Discovery – How To Ensure Your Brand Gets Seen & Heard
Guest: Chris Spurvey – Entrepreneur Sales Mentor, Sales Speaker, Author & Podcaster
Date & Time: Tuesday, 19th September 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Lisa Buyer.

From the CEO Questions:

  1. How has ManageFlitter used PR for its own purposes?

Guest Questions:

  1. PR is changing. Can you explain the evolution from traditional press-kits to today?
  2. Why is the combination of PR & Social Media so powerful?
  3. Describe what a successful PR campaign looks like? Can you provide some examples?
  4. Social Media introduced the 24/7 news cycle. In what ways is this beneficial or detrimental for PR campaigns?
  5. How do you measure the ROI of PR campaigns particularly Social PR campaigns?
  6. Explain how content marketing and PR need to work hand in hand?
  7. What role can a brand ambassador / influencer play in a PR campaign?

From the CEO Questions:

Q for @Ke_Ga) How has ManageFlitter used PR for its own purposes? #SocialROI pic.twitter.com/NiUh05yrI0
— ManageFlitter (@ManageFlitter) September 12, 2017

CEO Answers

1/ In the very early days of ManageFlitter we used PR to get a couple of stories about us on the influential @TechCrunch blog. #SocialRoi https://t.co/GuafPswZsQ
— Kevin Garber (@Ke_Ga) September 12, 2017

2/ This helped us significantly to gain some initial traction with @ManageFlitter. #SocialRoi https://t.co/GuafPswZsQ
— Kevin Garber (@Ke_Ga) September 12, 2017

3/ I don’t think people realise how easy it is to learn a little about PR and do some small campaigns yourself. #SocialRoi https://t.co/GuafPswZsQ
— Kevin Garber (@Ke_Ga) September 12, 2017

4/ If anything doing a few of your own small campaigns will help you understand the power of PR and what is involved. #SocialRoi https://t.co/GuafPswZsQ
— Kevin Garber (@Ke_Ga) September 12, 2017

5/ Then when you get a professional involved you will understand the process. #SocialRoi https://t.co/GuafPswZsQ
— Kevin Garber (@Ke_Ga) September 12, 2017

6/ Big companies use PR all the time, but you don’t need to be big to benefit from PR. #SocialRoi https://t.co/GuafPswZsQ
— Kevin Garber (@Ke_Ga) September 12, 2017

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Guest Questions:

Q1) PR is changing. Can you explain the evolution from traditional press-kits to today? #SocialROI pic.twitter.com/r7UCE7KNUA
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A1 PR’s been rapidly evolving the last 10 years. Brands can now be the newsmakers via social channels. #SocialROI #Control
— Lisa Buyer (@lisabuyer) September 12, 2017

A1 Today’s press kits are now a brand’s online newsroom url laced with images , videos, stories, social bits #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A1. A brand online newsroom example is @Starbucks https://t.co/oJA8SV47Yg #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A1. Prediction: Retro traditional press kits will make a comeback to stand out in the digital #PR clutter #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

A1) Traditional press kits were static, printed. Today, content is digital, dynamic and real-time #SocialROI Info=democratized
— Trevor (@TrevR) September 12, 2017

A1. A person now have to provide video package or an article when doing public relations and pitching to journalist #socialroi
— Cheval John (@chevd80) September 12, 2017

A1C. Now you have to build more trust with journalist in this day and age especially here on Twitter if you are in p.r. #socialroi
— Cheval John (@chevd80) September 12, 2017

A1. Press Kits & Press Releases are only a means to an end. Awareness, engagement, credibility are the end goal. #SocialROI https://t.co/KS9QQql4v9
— Su Doyle (@sudoyle) September 12, 2017

A1: These days PR options are more diverse! You can pitch your own story! Social proof / influence and platform all matter! #socialroi https://t.co/bPH8zsRmZW
— Brandie Peters (@brandiepeters_) September 12, 2017

A1 I love having “PR only” access web areas, where journos can get a variety of press materials so easily and fast #SocialROI
— LUCYrk (@LUCYrk78) September 12, 2017

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Q2) Why is the combination of PR & Social Media so powerful? #SocialROI pic.twitter.com/INM5HMIaa0
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A2. What is actually most powerful is the combo of #PR + #socialmedia + #seo. Call it #PROptimization #SocialROI https://t.co/ztaDL5gFPP
— Lisa Buyer (@lisabuyer) September 12, 2017

A2 a brand can post something on @medium and it can go viral on Facebook that same day via social shares #SocialROI https://t.co/ztaDL5gFPP
— Lisa Buyer (@lisabuyer) September 12, 2017

A2 if you optimize your social media with keywords and hashtags reporters and your audience find you #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

A2 social media can amplify PR efforts/wins like never before. One posting can now be seen by more than ever before #SocialROI
— LUCYrk (@LUCYrk78) September 12, 2017

A2 The mesh of public relations and social media is part of a coherent one-voice communication strategy. #SocialROI
— Jim Katzaman (@JKatzaman) September 12, 2017

A2. PR involves lots of storytelling. There is no better way to tell your stories & build an engaged community than using SM #SocialROI
— Ai Zhang, Ph.D (@aiaddysonzhang) September 12, 2017

A2 The PR professional has more ways to positively impact the brand they represent via social media.. #SocialRoi
— Lucille Fisher (@sageandsavvy) September 12, 2017

A2. PR is the messaging & contact strategy. Social Media amplifies messaging & provides engagement. #SocialROI https://t.co/HkzGG5GWF3
— Su Doyle (@sudoyle) September 12, 2017

A2B. You interact on a daily basis with journalist and you share valuable content from them which provides value to your audience #socialroi
— Cheval John (@chevd80) September 12, 2017

A2. If you spend time building out your S M presence will it will assist with credibility when you kick off your PR campaigns. #SocialRoi https://t.co/TmCkkocmGP
— Kevin Garber (@Ke_Ga) September 12, 2017

A2. I think social media can make pr seem invisible with clever and shrewd social media marketing #SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) September 12, 2017

A2: Technology & News are converging and blurring the lines of traditional media even more by faster reach! #SocialROI
— Christopher Thames (@ChrisThames29) September 12, 2017

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Q3) Describe what a successful PR campaign looks like? Can you provide some examples? #SocialROI pic.twitter.com/2UKqUNnRl5
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A3 One of my faves @Buzzfeed and @Purina Dear Kitten campaign. #SocialROI https://t.co/XmzBcX0jYD https://t.co/tG6PBDVh5N
— Lisa Buyer (@lisabuyer) September 12, 2017

A3 The @Buzzfeed and @Purina Dear Kitten campaign blended storytelling, product, video, friendship + #Cats #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A3 People who saw Dear Kitten video were 57% more likely to want to buy wet food for their cat #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A3 PR campaigns are also real time campaigns – something that needs to involve social team #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

A3 A successful public relations campaign is well planned, tapping into all available print, online, email & spokesperson tools. #SocialROI
— Jim Katzaman (@JKatzaman) September 12, 2017

A3 must be Unique, authentic and honest. Promote on SM channels using videos and visuals. Don’t be scared to make a contest #socialroi https://t.co/iu898iPf7J
— Jade Alberts Consult (@Jade_A_Consult) September 12, 2017

A3 don’t be afraid to step out and try something new. Always set goals and monitor the results #socialroi https://t.co/iu898iPf7J
— Jade Alberts Consult (@Jade_A_Consult) September 12, 2017

A3 In digital era, diff than traditional. “Broadcasted” press releases are substituted by connections, engagement, cont creation #SocialROI https://t.co/40MER73oha
— Zala Bricelj (@ZalkaB) September 12, 2017

A3. A successful PR campaign doesn’t look like PR. It looks like a helpful, knowledgable brand. Like @Casper #custserv #SocialROI https://t.co/Ck2cIqvGdT
— Su Doyle (@sudoyle) September 12, 2017

A3 A successful PR campaign covers all the bases which are dependent on audience. Campaigns have 2 be timed to perfection. #SocialROI
— Lucille Fisher (@sageandsavvy) September 12, 2017

The #IceBucketChallenge is a PERFECT example of both the power and the fleeting nature of #SocialMedia campaigns #socialroi
— Chaim Shapiro (@ChaimShapiro) September 12, 2017

From a start-up perspective – good coverage in an accurate interesting content piece on high profile media 🙂 #SocialRoi https://t.co/NsmETmHGlu
— Kevin Garber (@Ke_Ga) September 12, 2017

A3: When you receive high engagement & feedback from your target audience that provides you with usable analysis! #SocialROI
— Christopher Thames (@ChrisThames29) September 12, 2017

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Q4) Social Media introduced the 24/7 news cycle. In what ways is this beneficial or detrimental for PR campaigns? #SocialROI pic.twitter.com/easHh7ExMl
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A4 – it brought #newsjacking to a new level – you need to be fast and strategic #SocialROI https://t.co/u26pwvTwBx
— Lisa Buyer (@lisabuyer) September 12, 2017

A4 I recommend everyone read on @dmscott book #newsjacking https://t.co/SyDi9HAzcf #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A4 Brands – personal and business – need to understand one tweet can make it or break it. #SocialROI #PR #SocialPRSecrets
— Lisa Buyer (@lisabuyer) September 12, 2017

A4 24/7 news cycle means more opportunities for content to be digested and absorbed #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A4 24/7 news cycle means news can have LESS impact because of the possible dilution factor #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A4 – 24/7 gives brand the opportunity to break news and make news on their own turf and time #SocialROI #PR
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

Q4 Figuratively, public relations never sleeps, but don’t short cut verification, risk putting out bad info to satisfy deadlines. #SocialROI
— Jim Katzaman (@JKatzaman) September 12, 2017

A4) You not only need to be listening longer, but more attentively. PR campaigns have to be more frequent or have longer life #SocialROI
— Trevor (@TrevR) September 12, 2017

A4 it means you always have to be ready to engage. Must be there when clients need you. Great Customer service retains business #socialroi https://t.co/d0YKNyp8eu
— Jade Alberts Consult (@Jade_A_Consult) September 12, 2017

A4 Having a 24/7 Cycle allows for more opportunities to add depth/context/value to your story & #Brand message #SocialROI pic.twitter.com/SY7zCxGqyc
— Walid Flavor-Doctor (@WalidTerrell) September 12, 2017

Most people don’t realise that the large majority of “news” is actually PR – especially in the business/tech media. #SocialRoi
— Kevin Garber (@Ke_Ga) September 12, 2017

An influential media outlet anywhere in the world can run a story as a result of your campaign at any time – be prepared 🙂 #SocialRoi https://t.co/h0nPrKaZqJ
— Kevin Garber (@Ke_Ga) September 12, 2017

A4 Creates the need to use scheduling tools but you still want to monitor them. Agree that work life balance is tough. #SocialROI
— Lucille Fisher (@sageandsavvy) September 12, 2017

A4: Beneficial if you have a niche. Not beneficial if your press releases or newsletters are too broad across channels. #SocialROI
— Christopher Thames (@ChrisThames29) September 12, 2017

A4 You constantly have to plug in but luckily you can automate and marry #AI like IBM Watson to help. This will be the norm soon #socialROI https://t.co/nhxlggTlit
— Musolé Kambinda (@Musolek) September 12, 2017

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Q5) How do you measure the ROI of PR campaigns particularly Social PR campaigns? #SocialROI pic.twitter.com/FtRcYREDuR
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A5 Measuring PR campaigns is easier today than EVER! @Google analytics and referring traffic is one way #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A5- the only way to measure #PR campaigns is when they are tied to business goals and objectives. #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A5 the biggest mistake in #PR and #SocialMedia = measuring what does NOT matter. #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A5 – the key is making sure everyone is in agreement of what success looks like – quantitate, qualitative #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

Most brands do not have a plan – so if you have a plan you are WAY ahead #SocialROI https://t.co/NtUpD9Py9B
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

A5: Good PR should lead to a clear result – but before you plan for PR consider what you want to achieve! #socialroi https://t.co/fCLSqdJ0BK
— Brandie Peters (@brandiepeters_) September 12, 2017

A5 ultimate goal is to grow your business. If that’s not happening you must pivot. Other metrics are nice but must grow revenue #SocialRoi https://t.co/I9Evnd6MDz
— Jade Alberts Consult (@Jade_A_Consult) September 12, 2017

Not easy to measure brand awareness but social conversions & website traffic can be tracked on Google analytics. #socialroi
— Isil Simsek (@IsilSimsek) September 12, 2017

A5 The same way you measure any social campaign – have a goal and monitor your analytics. Adjust as necessary. #SocialROI
— Lucille Fisher (@sageandsavvy) September 12, 2017

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Q6) Explain how content marketing and PR need to work hand in hand? #SocialROI pic.twitter.com/pLW0HLrGgj
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A6 For Immediate Release: #PR is #Contentmarketing #SocailROI https://t.co/GuUvy2QYme
— Lisa Buyer (@lisabuyer) September 12, 2017

A6 – Public relations needs to learn how to optimize content and write like a journalist #SocialROI https://t.co/GuUvy2QYme
— Lisa Buyer (@lisabuyer) September 12, 2017

A6 Playing a huge role in content marketing is the intro of #AR and #VR follow @CathyHackl #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

A6 How VR and AR will Change Content Marketing https://t.co/eZjPBTTm8T #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

A6. Both sense and respond what is important to the end customer. And find ways to be helpful. #SocialROI https://t.co/pEp6tspfev
— Su Doyle (@sudoyle) September 12, 2017

A6 if you have bad content how can you promote it? Everyone needs to be on the same page and have the same goals #SocialROI https://t.co/hQA6aBy8Fi
— Jade Alberts Consult (@Jade_A_Consult) September 12, 2017

A6 saw this and thought it was perfect. #SocialROI pic.twitter.com/TTghtVehFp
— Tony Stephan (@OmnipoTony) September 12, 2017

A6: PR can help you generate interest content, it can also BE your content. Think like a storyteller. Control the narrative. #socialroi
— Brandie Peters (@brandiepeters_) September 12, 2017

A6. Your content of engagement, collab, social media sharing needs to humanize, reinforce and make campaign believable. #SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) September 12, 2017

A6 In content marketing you want to deliver the info your customer wants to see. Put your best foot forward. Same goal in PR. #SocialROI
— Lucille Fisher (@sageandsavvy) September 12, 2017

If you create content based on solving your customer’s problems, it’s easier to develop trust and PR. #SocialROI
— Isil Simsek (@IsilSimsek) September 12, 2017

A6: Nowadays, especially for #Millennials, Spins & empty campaigns mean nothing. #contentmarketing with clear reasoning is a must #socialroi
— Benny Gelbendorf (@BGelbendorf) September 12, 2017

A6 emphasize their shared goals + collaborate to share a story that establishes/ solidifies the brand to audiences. #SocialROI https://t.co/Tb2714TDK7
— Musolé Kambinda (@Musolek) September 12, 2017

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Q7) What role can a brand ambassador / influencer play in a PR campaign? #SocialROI pic.twitter.com/W2p02aukST
— ManageFlitter (@ManageFlitter) September 12, 2017

Guest Answers

A7 Brand ambassadors are in a way today’s living press release only more authentic #SocialROI https://t.co/Ih5b6xsTxD
— Lisa Buyer (@lisabuyer) September 12, 2017

A7 – small brands have a HUGE opp with brand ambassadors and many are afraid to explore this #SocialROI
— Lisa Buyer (@lisabuyer) September 12, 2017

Other Answers

A7) They can bring in a different audience and make them aware of a brand/campaign in a way that makes sense for all #SocialROI
— Trevor (@TrevR) September 12, 2017

A7 Brand ambassadors and influencers put human faces & stories on public relations campaigns. Be sure they convey desired images. #SocialROI
— Jim Katzaman (@JKatzaman) September 12, 2017

A7 The right brand ambassador/influencer can greatly impact reach and visibility in a PR Campaign. #SocialROI
— Lucille Fisher (@sageandsavvy) September 12, 2017

A7: Influencers can make or break a story. If they jump on it, it can increase your credibility and get you more attention! #socialroi https://t.co/KMg6XrOHjP
— Brandie Peters (@brandiepeters_) September 12, 2017

A7. If the influencer has the target audience you are looking for, then they can help your public relations campaign #socialroi
— Cheval John (@chevd80) September 12, 2017

A7. Good brand ambassadors = the wise friend people turn to. They bring their following, new content & new ideas #SocialROI https://t.co/v6kQeUAs7u
— Su Doyle (@sudoyle) September 12, 2017

A7-2 Brand advocates: #socialroi these qualities make them an invaluable asset to include in your marketing strategy. #socialroi pic.twitter.com/jv9ws9du0e
— Musolé Kambinda (@Musolek) September 12, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 19th September 2017, 6.00pm EDT.

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