Antes da implementação de uma marca em qualquer rede social dever-se-ia em primeiro lugar reflectir sobre os objetivos de comunicação e os resultados que se pretendem alcançar com essa ferramenta. Aconselha-se a leitura deste curto texto em Why social media strategy should NOT start with a drive for Facebook fans, para perceber a importância da definição de um plano estratégico que promova o envolvimento com os clientes.
«The one thing missing in almost any social media strategy I see is a plan for company representatives to actually go spend some time at the customer’s “house” — 100 percent of the effort is usually aimed at the very difficult task of drawing those eyes to THEIR page, their home, every day instead of visiting customers where THEY “live.”
If the true goal is customer connection, why does it have to start on your own Facebook page?
Why is the metric for success always the number of comments or likes you have on your page, rather than the number of likes and comments your company gives away on other pages? Shouldn’t the effort be at least equal?
Relationships start with small interactions — and you probably have to go to where your customers are at first. As they get interested in you, maybe they will start coming to your site where they may connect in a bigger way, and eventually bring their friends as they turn into fans.
Of course there are many different ways to be successful on the social web and lots of companies are doing great things on their Facebook pages, but I wanted to introduce the idea that it doesn’t necessarily have to start with a “drive for likes”(…)
Source: availble in http://www.businessesgrow.com/
Sarah Skerik aponta algumas das competências que um profissional de RP deve possuir na actualidade: para saber contar histórias é necessário conhecer e acompanhar o(s) público(s); ler dados, tabelas e resultados obriga a mobilizar competências analíticas; numa era em que a imagem, infografia e o vídeo são cruciais, para incrementar o word of mouth é urgente mobilizar conhecimentos de pensamento visual; a monitorização antes, durante e depois (social listening); a capacidade de adaptação a cenários de mudança frequente, obrigando a uma capacidade para aprender todos os dias.
The advent of social media and the ever-increasing role of digital media in our lives means there are a number of opportunities for public relations. There are new ways to find audiences, new media through which to convey messages, tons of opportunities to connect with your brand’s fans, and so on. Best of all, digital campaigns can be measured.
Isso implica articular a vertente mais tradicional «who values the ability to write, build relationships, isolate and convey key messages and build publicity strategy above all else», com o entusiasmo digital mas também ligando o tratamento de dados para medir a eficácia das acções.
1. Storytelling (and “story selling”)
There’s a difference between writing well and telling a story, and a good story is valuable currency today. Stories are sticky, relatable, and effective; these are the reasons stories are the cornerstone of the content marketing strategies and social media programs that are becoming enmeshed within public relations. But there’s more to storytelling than good writing.
Required skills: Curation. To develop a story that will gain traction with your audience, it’s necessary to spend a little time learning about their interests; otherwise, you risk missing the mark with them. Curate content (which is a fancy way of saying “find interesting stuff and share it) and see what sort of information (and format) resonates with your audience. Observe what they’re sharing (and re-sharing) too. The intelligence you glean will be invaluable to your writing process.
The ability to measure digital outcomes requires communicators to dust off their analytical skills, because “big data” is here to stay, and it is strongly informing communications. Knowing how to organize and crunch data, correlate results, and correctly interpret and apply data are core skills that enable communicators to turn the masses of data available to us into valuable business intelligence and ROI metrics.
Skills: Data analysis and advanced spreadsheet. The good news, especially if you’ve been out of school for a while, is that today’s spreadsheet programs like Excel include powerful data analysis functions that make things such as correlation and statistics work fast and easy. Developing advanced understanding of the spreadsheet programs and the data analysis toolkits they contain is an important first step.
3. Visual communications
The rise of the infographic and the emergence of platforms such as Pinterest, Tumblr and Instagram—all of which trade heavily if not exclusively in visuals—has accelerated the trend of using visuals in PR. Harnessing multimedia and video to engage and attract audiences is rapidly becoming stock in trade for PR.
Skills: Visual thinking. Basic videography, photography, and design are important, as is the ability to develop visual concepts to accompany and illustrate messages. A bonus skill is multimedia production and editing skills. Even if you have a design team at your disposal, learning how to think about messages visually is an important skill, because communications are becoming more and more about art. If you don’t have a design team on hand, learning how to develop, edit, and publish visuals for campaigns is crucial.
4. Proactive and predictive monitoring
We’re in an age of radical transparency, which is fueled in part by the lightning-fast flow of information. Instead of monitoring “downstream”—that is, looking for media pick up that has been published—PR teams are switching gears and monitoring conversations and trends to predict events and communicate proactively. In a nutshell, PR can influence outcomes, rather than simply measuring them.
Skills: Social listening. Acuity with social media monitoring and understanding of social audiences is the cornerstone of good monitoring. Learn how to use a social media dashboard to evaluate what people are discussing and identify the recurring issues in your marketplace. Get involved in social media and industry discussion groups to observe first-hand how conversations work and how ideas flow.
Content marketing, search engine optimization, video production. None of it sounds like PR—or, more specifically, PR as we’ve traditionally thought of it. The truth is many public relations job descriptions are reading more like a catalogue of communications skills. The mushrooming demands on PR departments—and subsequently, on professional communicators—is in itself an important trend.
Skill: Learning. The ability to succeed in changing times is really part of the DNA for public relations. After all, this is the department that cuts its teeth on curve balls. The only thing predictable about PR is change. Make time in your day to read, practice, and learn.
LER ARTIGO de Sarah Skerik AQUI.
Sarah Skerik is the vice president of social media at PR Newswire, which recently announced The Crowd-Sourced eBook: The Definitive Guide to Social Influencer Engagement and invites you to contribute.
The PR/marketing industry has undergone a dynamic shift that requires a new set of skills and a deeper understanding of the power of the Web.
Scott Meis, um especialista em social media, director de Estratégia Digital da Weber and Shandwick, em Seattle, EUA, autor de Social Media Snippets, reflectiu, há uns tempos atrás, sobre as competências que um profissional de RP deve possuir na era 3.0. Segue um apanhado do que foi escrito no artigo PR 3.0 – Do You Have the Skills to Compete? . Ver em baixo uma selecção de excertos.
«For those currently in the field, it’s critical that you at least develop a baseline understanding of the importance of social media and its overall role in bridging connections between online audiences. For those finishing up college, a proactive approach to developing some of the skills below will certainly help you battle the existing tough job market.
At the college level, it’s great to see various PRSSA chapters getting students involved with not only learning about the value of social media but also working with different clients to implement practical social media campaigns. Likewise, agencies are taking steps to make sure employees are up to speed on the changing digital landscape. But, gone are the PR 2.0 days of just talking about blogs and the Web as a valuable marketing platform. The Web is now a necessity for anyone in the communications field and PR 3.0 is upon us.
The verdict on an accurate definition of PR 3.0 is still out, but more importantly, it’s crucial that we all adapt and learn the skills that will eventually be expected of any PR practitioner.
As 10 competências propostas por Meis:
1. Search Savvy
Two words – Research Guru. PR relies heavily on solid research and fact finding. Get savvy on how to dig quick and dig deep to get answers. Hint – Google should be your best Web friend.
2. Web Architecture
Many websites are now constructed from blog platforms such as WordPress.org. Search results are influenced through paid advertising, linking and search engine optimization (SEO). The content on your website makes a difference (Meta-Tags, Keywords, Links). Understand how all this works together to impact overall Web presence.
3. Social Media Savvy
Understand the definition of social media and get that it’s not just about the tools and technologies, but more importantly, the conversations, engagement, interaction and relationships these tools facilitate online.
4. Active Social Media Involvement
You’re not a head nodder that pretends to get social media. You’re not just a content pusher but an engager. You comment, you critique, you add value to existing conversations. You get the crucial importance of listening and monitoring on the Web. You’re actively involved on at least a few different social media sites and are willing to try a new, proven platform to see its role in facilitating online conversations.
5. Blogger Relations
You recognize that a blogger is a blogger and know the different nuances associated with connecting with bloggers. Learn blogger relations 101 and understand how bloggers connect and influence one another.
6. Media Relations
Not so quick, traditional media hasn’t gone away yet. Still at the core of any good PR pro, is an understanding of how to appropriately craft releases and pitch TV, radio and print outlets. It’s more important than ever to understand the need for short, relevant, personal, localized pitches. In addition, recognize how journalists are utilizing blogs as a fluent news publishing platform.
7. HTML 101
You don’t have to be a web programmer, but take an HTML 101 course so that you have the flexible skill base to manipulate web content. Learning the basics of Dreamweaver can’t hurt either.
8. Content Creator
Similarly, no need to be a professional photographer or videographer, but it doesn’t hurt to bolster these skills. Compelling Web content thrives around photos and video. It wouldn’t hurt to be familiar with how to effectively shoot both and what it takes to get that content on the Web in a shareable, searchable format (yes, tags and titles really do matter). Check out Photoshop or iPhoto as well as iMovie or Finalcut to get some basic photo/video editing skills under your belt.
Whether it’s a strategy document, client monthly report, press release, blog post, tweet, video description or website copy, writing skills will always be of the utmost importance for any strong communicator.
Clients like results. It’s no longer just about quantity of hits or press clips. It’s about quality of conversation and social influence. Be able to recognize and justify to clients how key blog mentions and placements frequently hold more value and influence over traditional media placements. Companies such as Radian6 are helping refine online measurement and many tools have excellent embedded analytics tools (ex: YouTube Insight).
Bonus – Client Relations!
You didn’t think I’d forget did you?! Above all, solid client relations should remain a primary focus for any PR practitioner. Clients look to PR pros to guide and direct, counsel and execute plans that help them achieve their PR and marketing goals. Be the trailblazer that can pave the path to success by conveying the importance of online PR/marketing tactics to clients in a clear, concise manner while remaining flexible and adapting to the changing demands of the Web.
Num artigo recente Mapping social media trends around the world, Christian Arno aborda a hegemonia do facebook, tendo em conta os dados mais recentes, lembra:
It’s also interesting to look at different uses for social network. For example, LinkedIn is widely used among professionals as a tool for business networking. A similar network, Zing, has a large number of followers among users inNorthern Europe. And of course, it’s hard to ignore the extraordinary growth of Pinterest in a short space of time.
A distinguishing feature of Google + is that it allows users to separate colleagues, friends and family into separate “circles”. And more users are juggling multiple social media accounts, while brands experiment with different platforms for global marketing.
Facebook might have the most friends worldwide. But that’s not to say the world of social networks is becoming more homogenous. It’ll be fascinating to watch the shifting trends on the world’s social map.
Social Media Marketing must be approached very different than traditional marketing. You are not selling your business, you are creating relationships through communities. If people feel you are part of their community, they will support you and recommend you to their friends. It is truly word-of-mouth marketing at its best. Do you have a Social Media Management plan and strategy? Retirado de Social Media Pathways
- SOCIAL MEDIA « is media for social interaction as a super-set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicate». [ in WIKIPEDIA ]
- «The best way to define social media is to break it down. Media is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication. In Web 2.0 terms, this would be a website that doesn’t just give you information, but interacts with you while giving you that information. (…) Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter. Social media, on the other hand, is a two-way street that gives you the ability to communicate too. [in What is Social media? ]
- «I’m not talking about re-inventing the wheel, but to make the wheel working for us. The media revolution it isn’t about what the platforms or tools can do for us, I think it’s more about how human interactions can change the outcome for business, people and the environment». [ Isra Garcia em Adding a Human Touch to the Social Web through Human Media ]
A quinta edição ISVOUGA MARKETING SESSIONS vai discutir a importância do universo Social Media no Marketing. A 26 de Março, Helder Falcão e Vasco Marques são os oradores. Às 19h, no auditório do Isvouga, em Santa Maria da Feira
Inscrição obrigatória pelo email: email@example.com .
Mais pormenores vão sendo actualizados no blogue ISVOUGA MKT SESSIONS