My 16 year-old-daughter first introduced me to Tumblr when she told me that she wanted to start her own blog. She used to spend countless hours on MySpace checking out bands, on YouTube sharing funny videos and she used her Facebook profile to keep in touch with many of her friends after we moved from North Jersey to Central Jersey a few years ago. I would say that YouTube and Facebook are still among her favorite social sites. However, Tumblr has come onto her radar and clearly captured her attention. Based on her behavior, Tumblr is her new social media habit.
For those not familiar with Tumblr, it’s an easy platform to express your thoughts and share information through a variety of formats including text, photo, chat, links, audio and video. Tumblr is recognized today as a platform somewhere in between a WordPress blog and Twitter stream, which lets you share media in short form or as “media snacks.”
I’ve been investigating Tumblr to see exactly what it is that makes the platform so special. Here’s what my 16 year old has to say about Tumblr:
Tumblr is a place where you can express what you like and how you feel.
Tumblr is about yourself, above everything else … it can encompass all that you do and what you want. Although, some people might criticize, there are so many more supporters; the community is generally supportive of what you post.
You can find a lot of people with similar interests. When someone reblogs a picture that I like, I look at their blog to find other things that interest me.
Tumblr is better than Facebook…anyone can have a Facebook, but with Tumblr it goes deeper into your personality.
I’m on Twitter too. Although my Tumblr is linked to my Twitter, I spend more time on my Tumblr dashboard. It’s all right there for me, and it’s so much easier to use.
Tumblr is the more complex version of Twitter, yet, at the same time, it’s easier to use and manage.
Twitter is something you do when you’re out…”eating with my friend …” It’s what’s happening now and Tumblr is your online journal.
Twitter is like a memo pad and Tumblr is like a daily journal.
It’s the most addictive thing ever!
Here is a quick snapshot from Compete comparing Posterous (another short form blogging platform) to Tumblr, with respect to unique visitors and visits to the sites:
As you can see, there has been a significant increase in traffic and unique visits to Tumblr over the past year. As communications professionals, it’s our job is to understand the market and to identify where various audiences congregate. Tumblr is definitely a place of interest and focus for the Millennials. Based on the information from February 2011 (see chart below), Tumblr is poised for growth as a simple microblogging platform.
Yesterday, I conducted an all day learning workshop. It was pretty intense, with only a couple breaks and a working lunch. The employees who participated in the workshop were there to learn about the new social media plan and policy recently adopted by the organization. They spent the day listening to presentations, getting involved in several team exercises (both with their departments and people who they never worked with before) and watching videos from outside experts and companies.
Taking the time to communicate, educate and involve employees in your new initiative that’s poised to move the organization forward, makes people feel valuable and a part of the company’s growth. It also motivates people to buy into a new program and to take action. If a company wants an army of internal brand ambassadors, the company has to invest time and energy into creating those brand ambassadors. Of course there will always be natural champions who surface. These are the “Passionates” who raise their hands and want to immediately get involved. However, creating a broader learning environment and engaging more members of the company, means moving different people toward passion through education and team development. Suddenly, you’ll find champions, you never knew existed in your company.
”It’s their job and they need to get on board” is not a good approach. Sure, in a tough economy, when companies aren’t spending a great deal on internal education, I’m sure this has been said a lot. However, the reality is … if you want your employees to truly buy into your efforts and believe in the brand, you have to empower them, educate them and give them the tools that they need to succeed. This is especially true with social media and employee participation. At the onset, social media to the employee may appear as “one more hat they have to wear.” Of course, this type of thinking is not exclusive to social media. Any change effort that necessitates a shift in culture (the mindset of the people), the process (management of systems and procedures) or the technology (infrastructure), should be introduced in a way that makes people feel a part of the process and working together toward a better solution.
Investing in your employees isn’t a one-time opportunity, it’s ongoing and the more you continue to empower, give trust and provide the right tools, the more they will feel motivated and use the tools to participate in programs that transform or advance your business.
I was recently invited to participate in Online Newsroom Summit in September. A great deal has changed over the years with respect to developing or “socializing” your newsroom. Because companies are looking to accommodate social audiences, the newsroom is an area that has experienced a makeover.
When I first started working with companies to create their online newsrooms (although at the time we were calling them online pressrooms), these areas offered an excellent way to build relationships with journalists. Newsrooms provided information and resources for their stories, making the company information gathering process extremely turnkey. The idea was to have materials available, at any time, and, if necessary, without the assistance of a PR representative. Journalists would gather the resources they needed, when they needed it, having access to company’s information portal 24/7.
Today, as a result of social media, the newsroom has become an area for all of the company’s stakeholders, not just the media. Bloggers, customers, prospects and partners searching for information, find an updated newsroom to be very useful. As a matter of fact, many companies are renaming their newsrooms, opting for a “Media Center” or “News Center” as a repository for different groups to find all types of media.
It’s interesting to review how the newsroom has changed. Back in early 2000, the best newsrooms included the following:
Company backgrounder
Facts sheet or company snapshot
Bios of executive or key team players
High resolution photos and logos
Executive presentations
Corporate videos and videos from company events
News releases (archived)
Links to past publicity
Links to helpful resources and industry partners
Ten plus years later, not only do we have the information listed above, but we also see a drastic change to the newsroom’s content and functionality, with the addition of the following new social features:
Blog communities with company executives or SMEs
Speaker and / or interview requests
Social media releases (SMRs)
Multimedia galleries
Podcasts for download
Optimization of content by tagging images and text for search engine relevancy
The ability to share newsroom content in a number of different social media communities
Icons to find, “Like” and/or follow the company in various social network communities
Tag clouds to see the most frequently tagged newsroom topics
Twitter feeds for products / services, and company conversations
Although all stakeholders find and use a company’s newsroom, we still organize information to suit the needs of journalists. It’s important to note that according the Bulldog / TekGroup International 2010 Online Journalist Survey on Media Relations Practices, “97% of journalists indicated that they use such sites in their work.” The survey also revealed that nearly 45% of participants visit newsrooms more than once a week, with approximately 84% reporting that they visit at least once a month.
Here’s a list of a few really good examples of socialized newsrooms for you to review and consider, as you develop your own newsroom, media or news center for your website:
What are some of the best examples of socialized newsrooms that you’ve found? How are you changing the features and functionality of your company’s newsroom?
This post is slightly different than many of the others in the past, where I’m reporting on PR 2.0 and the latest social media strategies internally and externally for an organization. This is a more personal post, because it’s how social media affects my own behavior as a consumer. I am clearly affected more by social media than any other form of communication, more than print advertisements, direct mail piece, TV commercials and radio spots. That’s not to say that when I see Sarah McLachlan’s commercial to end the cruelty and abuse of animals that I don’t get upset (because I do), but after an intense moment, I’m disconnected and the emotion subsides.
The opposite is true with social media and I’m learning and feeling this more every day. I’ve felt strongly for many different causes over the years, and, like most, I have a favorite cause (St. Jude’s Children’s Hospital which tugs at my heart strings). However, through social media I’m feeling very connected to an organization and campaign that I just recently learned about from a friend. Shonali Burke introduced me to USA for UNHCR, which is non-profit headquartered in Washington, D.C. The organization works to raise awareness of the international refugee crisis, and to raise funds. It’s a way for U.S. residents to show support for the millions of refugees around the world. I didn’t realize that at the end of 2009, almost 43.3 million people were “forcibly displaced worldwide,” due to conflict and persecution.
Yes, reading about the numbers was alarming but watching the videos of how different people were deeply affected by this issue really ignited a passion to help. For me, social media was the instant connection to a good cause. It’s the easiest way to keep me informed and makes me feel closer to this effort than most. Using social media for awareness and engagement led to emotion, passion and more action. I’ve joined the Blue Key Campaign as a Blue Key Champion to help get 6,000 US residents to sign up for their own symbolic Blue Key – a lovely $5 pin or pendant over the next few weeks leading up to World Refugee Day on June 20th.
Everyone is different, but here’s how USA for UNHCR continues to reach me and keeps me connected. The Blue Key Campaign has a very active Facebook group for us Champions. The conversations go on all day, and, like me, the participants are all very passionate. For me, passion feeds off of passion. This is where social causes do well with social media, because social media allows you to tap into critical issues and this initiative has tapped into mine. I listen to NPR every morning and the stories coming out of Libya and the Middle East are truly eye opening and sometimes frightening, to say the least. But, when I leave the car…the day continues. I’ve talked about NPR and what I’ve heard during my morning drive time, but no one reaches me through my social channels to engage me further or enlist my support.
However, when I share something related to the Blue Key Campaign, within minutes a representative from the campaign will recognize my efforts and tweet a big thank you for sharing, making me feel appreciated. As Gary Vaynerchuk would say, it’s a “Thank You Economy.” USA for UNHCR and its Blue Key Campaign is on Facebook, Twitter and they have a blog. I believe that social media will take this campaign to greater heights and USA for UNHCR will reach its goals. I’ve been touched by the stories and the cause. Of course, if you are interested in helping out with the Blue Key Campaign, you can become a champion to too. Here’s how to get a key and become involved.
Social media is a powerful way to capture and keep attention and the Blue Key Campaign has certainly got mine.
Awareness + Engagement = Emotion, Passion + More Action
You are formally invited to attend the #PRStudChat Class of 2011 Graduation Session on May 18th, 2011 at 8:30 pm EDT
On Wednesday night, May 18th at 8:30 p.m. ET, we will celebrate the #PRStudChat graduating class of 2011. Our seniors have worked hard throughout their college years, and we want to recognize their accomplishments, offer insight into the PR profession and wish them well, as they move forward into new and exciting communications initiatives.
Our “Graduation Speaker” is Mark Ragan (@MarkRaganCEO), who is not only well known in PR, but also a highly respected colleague. Mark is the CEO of Lawrence Ragan Communications. He’s also the Publisher of Ragan’s PR Daily, a daily news site that delivers news, advice, and opinions on the public relations, marketing, social media and media worlds. As our special guest, Mark will enlighten the graduating class and community about the changing world of media and PR and what professionals can expect in the years ahead.
A few of the questions that our community will ask Mark that night will include:
Question #1: What are the differences between learning PR in school and practicing PR as a professional?
Question #2: What should graduates be doing to find the right job?
Question #3: What expectations should young professionals have if they want to become leaders in the industry?
Question #4: What can professionals do to advance and grow in the industry?
Question #5: #PRStudChat PSA Opportunity- What handle or hashtag would you like to share with the community?
Question #6: What industries are up and coming in the next five years that PR professionals should keep on their radar?
Question #7: What are some of the challenges of writing for different communications channels?
Question #8: What is your advice to young professionals entering into the world of PR?
This #PRStudChat session will be a true celebration; complete with some very special graduation awards and a book giveaway. More details to be announced prior to graduation! We also have a very special graduation present for our senior class. Our friend, Harrison Kratz (@KratzPR) is helping us to put together a memorable gift for our graduates, as a reminder of their college years.
Whether you are a current student, a new graduate or a seasoned professional, we hope you will join #PRStudChat, and Mark Ragan, on May 18th at 8:30 p.m. ET, to engage in a dynamic discussion and to celebrate our seniors and all of their accomplishments over the past four years. Help us to congratulate them and wish them well, as they transition into their professional careers.
A Little More About PRStudChat:
It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together. Read more
When it comes to PR and managing the reputation of the brand, it’s important to be proactive by setting the proper systems in place. The Social Media Gatekeeper System is a great way to keep social media managed and under the guidance of the organization. It’s a preventative measure, should employees who initially set up social sites leave the company unexpectedly.
Here’s my video with information on the Gatekeeper system. Hope your Gatekeeper System is in place, so that you are managing social communications properly within your company.
Last month the #PRStudChat Community had a really great discussion with the authors of Social Marketing to the Business Customer, Paul Gillin and Eric Schwartzman. Our discussion included: the major differences between B2B and B2C social marketing, the best ways for B2B brands to use social media and how these brands should determine the right platforms for B2B social marketing.
To further the #PRStudChat discussion on B2B social marketing, I want to share the information I received from the Worldcom Public Relations Group regarding a study they conducted with B2B companies surveying their social media practices in 2011. The study was conducted using 100 businesses, with approximately 54% of them planning to increase their spending on social media this year.
Here are several of the interesting findings from the Worldcom survey:
Twitter was the most popular channel, used by 85 percent of global respondents, followed by Facebook (74%), LinkedIn (72%), You Tube (69%) and corporate blogs (60%)
Approximately 83% of the respondents are using social media to communicate with target audiences, with about 66% doing so, for more than a year
Approximately 89% of the executives from these B2B companies believe social media will increase in value for their companies over the next year, and 58% expect the increase to be significant
When comparing companies by revenue breakdown, 80 percent of the small B2B companies (under $50 million) and 88 percent of the large B2B companies (over $1 billion) surfaced as the social media leaders, using social media for over a year
Mid-sized B2B companies are still grappling with the role social media will play in their communication and business development strategies, with only 46 percent of these companies planning to increase social media spending this year, as compared to 68 percent of the small companies surveyed
It was also interesting to learn from the study that North American B2B companies use social media to communicate thought leadership, more than European companies, which primarily use social media to engage with customers and prospects.
Overall the Worldcom survey reveals that B2B companies are recognizing the growing importance of social media, with the expectation that budgets will increase in 2011.
I’m really excited to moderate a rapid-fire small business panel at Blogworld on May 24th in New York City. We are going to dig into the challenges and successes of the small business, when it comes to social media communications. In preparation for the panel session, I was reviewing some interesting materials, and came across a great chart from the Vocus 2011 Planning Survey, which compared the size of the company’s revenues to its social media sharing and contributions.
What’s really interesting about the chart is the highest statistics of meaningful social media sharing or contribution run the gamut from the large billion dollar companies down to the companies that have revenues less than $1 million dollars. You would think that larger companies, with their deep pockets for marketing dollars, would be sharing or contributing significantly more than smaller companies. According to the chart, that is not the case.
You can check out the numbers on the chart, but here are a few highlights. According to the Vocus Survey:
The revenue size shows that larger organizations are very confident in their social participation (sharing and contributing), with survey responses over 80%. However, small and midsized businesses follow close behind with 55% and 60%, respectively saying they are either sharing or contributing.
There is greater confidence in social media maturity, particularly among small businesses, which is reflective that these organizations have changed their expectations of social media.
Organizations are giving themselves high marks for social media participation whether they are large companies or smaller businesses, which shows the importance of sharing and contributing in the social landscape.
So, for all of the small business out there, you can use social media effectively and share and contribute with meaning. And, you don’t have to be a large company. Yes, it does it take time, resources, and a consistent approach. It also requires a strategy, proper planning and meaningful communication to engage audiences. But, you don’t need to spend millions on your social media outreach. I would recommend taking a realistic approach to what you are trying to achieve and setting the proper expectations in place with your leadership team. In order to set expectations, you may need social media education, which includes examples of what other companies are doing, especially the competitors in your industry.
Remember that social media has to be a part of a media mix to reach your constituents where they congregate, and to provide them with value at every touch point. I hope this information is helpful and gets small business owners motivated and looking at social media through a different set of glasses!
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