social media

social media… Dear Facebook, Please Grant Me (and other Page admins) These 5 Functions by Janet Krenn

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To celebrate PRSA New Pros’ new Facebook URL (www.facebook.com/PRSANewPros), I thought I’d revisit the popular topic of managing a Facebook Page for public relations and business.

Previously, I wrote a post called Facebook Group v. Facebook Fan Page–Never build a group page. I got emails from all over the world (no kidding) from folks trying to launch their own Facebook Fan Page for their businesses. Most of these folks were wondering, Have I experienced other problems they were finding? If not, how did I solve them?

Although I’ve been pretty good at answering readers’ emails, I thought, I might as well hammer out a new post (1) to let you know you’re not not alone; these functions really do not exist, and you don’t have to waste your time hunting down an answer–I’ve already wasted enough time for the both of us–(2) in hopes that some Facebook functionality genie will see this article and grant us these five functions.

1. Page admins should have the option to comment as an individual.

I think everyone who has emailed me has asked if I figured out how to comment as Janet on the Fan Pages for which I’m also an admin. Sadly, when admins comment on their wall, they can only do so as a representative of the group. I can’t tell you how many times I wanted to comment as Janet on the New Pros Facebook Fan Page, but didn’t because I didn’t want my sometimes snarky attitude to be under the New Pros veil. Facebook, if your listening, make some option so that Admins can comment on the wall as individuals or as the group.

2. Admins should be allowed to edit a wall post for a period of time after its submitted.

The same is true for personal pages, but I’ll tell ya, there’s nothing worse than setting up the link, choosing the thumbnail, typing some copy and then finding you wrote “ther” instead of “the”. LinkedIN has a good model. That platform allows the poster to edit for 15 minutes after hitting submit. Facebook, I know you’re for kids and not for brands, but brands love you! Show the brands a little love and make it a little easier for us to correct typos or bad links without trashing the whole post.

3. Don’t make me choose! Let admins post more than one html bit (photos, links, videos) at the same time.

Facebook, why not? Most of the time, it really doesn’t matter, but consider this: Sometimes you want to link to a page, and the page doesn’t have any good image. So instead of a visually interesting wall post with my Page’s avatar and an interesting little image, my links don’t emit no interesting visual cue. Why can’t I upload a photo from my own computer AND include a link in one wall post?

4. Simplify the event forms.

If you’ve ever tried to schedule an event on your Facebook Fan Page, you know that you have to click through 3 times before you can publish. And each time you click, you have to put in more information. Okay, so this isn’t a functionality issue. It’s just an ease issue. Facebook, please streamline your event forms! Start by eliminating those pesky drop-down menus that do not correctly categorize my event, but you insist that I use.

5. Have updates to the discussion tab appear on the Fan Page wall.

I have no idea why you haven’t included this function. Discussions are like forums, and everyone expects that the front page of a forum will alert with the newest threads and the newest comments. I would love to use the discussions tab, but I’m not going to bother members with an email every time a discussion gets updated. And let’s be honest, without those updates appearing on the wall, I’ll forget about it anyway.

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JANET KRENN administers two Facebook Fan Pages and wonders whether Facebook will ever update some of its functions to make life as a PR and marketer a littler easier. (She is also your 2010 New Pros of PRSA Chair, and the past, 2009, Communication Chair. Follow her on Twitter @JanetKrenn or contact her janetqs(a)gmail.com)

Intro to series…Small Business PR by Janet Krenn

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Odds are, as a new PR professional you may find yourself working for a small business. What makes me say so? For starters, half of all private sector employees work for small businesses and small businesses generated 60 to 80 percent of new jobs, so says the U.S. Small Business Administration (SBA). Many of these businesses need PR help. A small business might higher young talent to keep expenses down, and you, as the young talent, might be interested in the additional responsibility that comes with working for a small business.

When working for a small business, your employer is your client. Small businesses offer a lot of opportunity for new PR pros like you, who might gain access to projects and responsibilities you might not get at larger companies. On the other hand, the smaller the business, the more non-PR work you might be expected to do, anywhere from admin to marketing to taking out the trash.

The term “small business” is allusive. The U.S. SBA tailors its definition of “small business” based on industry, but typically small businesses have fewer than 500 employees and make fewer than $14 million. This covers a huge spectrum, and it has a bearing on what you can expect from working in at a particular small business.

For an idea of what it will be like to work for a small business, pay attention to the number of employees a company has.

What PR activities could you expect to do?

The smaller the company, the more likely that you’ll be asked to take on multiple PR tasks. For example, if you’re the only PR professional at a small business, you may be required to write press releases, conduct media relations, and work on internal communications. On the other hand, the larger the company, the more likely that you will have a well-defined role and might have specialized work.

What are industry-specific challenges?

The major challenge to small businesses is limited resources. This might mean you have to get creative with your project budget. It also means you may have to learn to go without something that you previously thought was non-negotiable.

Working for a small business can also pose a professional challenge. You will probably be challenged to develop a skill set that you lacked. You will probably be challenged to multitask several various projects and tasks on a regular basis.

What kind of non-PR coursework/skills/interests could be helpful?

Not only should be well-trained in writing and PR, it would be helpful for you to have some coursework in
(1) the specific industry in which the small business belongs. You may not know exactly what you want to do; you probably couldn’t predict exactly where you will end up working; so dabble in anything that seems interesting to you. If you’re still in school, don’t be afraid to use those elective credits to explore the world beyond PR.
(2) marketing and business. Working for a small business may mean that you will have to take on business and marketing functions as well as PR ones.
(3) design. Again, the smaller the business, the more odds and ends you’ll have to take on. Having an understanding of web and print design could go a long way in a company with no designer or one who is out sick in the middle of a pressing deadline.

How can I find a PR job in a small business?

In one word: Networking. The smaller the business the less likely they will (1) know how or where to advertise a position or (2) be willing to pay fees to advertise a position only to receive a grab bag of candidates. Aside from networking, check publications and websites that offer localized listings, as small businesses might be unable to pay relocation fees and instead hope to draw a pool of candidates that are already living in their area. Local small business associations and bureaus might be another good place to start.

Janet Krenn is a Sea Grant Communicator at Virginia Sea Grant.


career advice…Do’s and Don’ts of Social Media by Adrienne Bailey

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Social Media; a treasure to many and a monster to a few. I think it is safe to say most everyone in our industry has engaged in social media via one form or another. Without much direction, everyone began posting, linking and tweeting away. Both excellent conversation and even large controversy have been the result of a platform with little-to-no rules.

Here are just a few do’s and don’ts on social media etiquette. I’m sure we each have our own unique experience so feel free to share your rules — I’d love to hear what you have to say.

  • Do personalize your messages, especially when making connections on LinkedIn and Facebook.
  • Don’t flood all outlets with the same content, be sure to provide new content or alter messaging to fit the specific audience. In other words, don’t link all platforms together, Twitter to LinkedIn, Facebook to Twitter, etc.
  • Do mix personal with professional, but be smart about it. Have a personality but be ready to take responsibility for your actions.
  • Don’t be a robot.
  • Do respond to people trying to engage in conversation with you.
  • Don’t try and connect with people on Facebook or LinkedIn you don’t know. Those are more personal platforms and you are better off beginning with the ‘follow’ button on Twitter.
  • Do offer to help people when possible. But don’t always expect something in return.
  • Don’t tell me everything; it adds noise instead of value.
  • Do contribute something more. As contradictory as it sounds, Twitter is a great place to lead and not always follow.
  • And finally, don’t ever auto DM or spam.

What social media etiquette rules do you live by?

Adrienne Bailey is an account executive in the public relations division Young & Laramore.

intro to series…Higher Education PR, by Brian Camen

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Prior to joining Weber Shandwick this month, I worked in higher education PR for two years. I would often get questions from outsiders about what I did. Since some people don’t understand, I thought I would provide an overview of what a higher Ed PR practitioner does. Please remember, this is a general overview and everyone’s position is different. So here’s a run down:

  • Media Relations: Higher education institutions often provide faculty expert sources for the media. Students have newsworthy initiatives going on. How does your institution compare with the latest enrollment trends? Whether it’s fulfilling a request or pitching, Media relations can be a large part of a pros job. Developing relationships with higher Ed reporters is key.
  • Monitoring: Monitor articles that were published and monitor breaking news. Monitoring breaking news falls under media relations, one thing leads to another. As a PR pro, you need to be in front of the news so you can leverage your professor or school’s expertise and provide sources for the media. Have multiple experts available that can talk about different angles on the same topic, why not create a media tip sheet?
  • Crisis Communication: Swine Flu? Death on campus? Shooting? The PR pro should play a large part in your institutions emergency response management team. You hope none of the above ever happens, but you must be prepared.
  • Media Training: Sure your professor can speak academic, but can they (or you) translate their work and apply it to current events?
  • Internal and external writing: Writing is a part of a PR pros job. Press releases, internal newsletters, magazines, editorials, HR communications, web articles, rankings communications and byline articles are samples of the type of writing. You may also have to write fundraising letters and grants depending on your position.
  • Social Media: You may be asked to create and maintain a strategic social media plan for your institution.

Depending on the institution and budget, you may have marketing or event responsibilities as well. Every day brings on a new task. Higher Ed PR is rewarding. Higher Ed pros don’t put out fluff or spam (most don’t). They help promote thought leadership. And that is one of my favorite things about higher Ed PR.

social media case study… Shark/Ray Videos “Reel” in Event Attention, Attendence by Janet Krenn

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A touch tank is the aquatic equivalent of a petting zoo, and an event like the opening of a new touch tank might not sound like front page news.

For McWane Science Center, the online video campaign, Shark and Ray, was featured on the front page of a local news website every week of the campaign. In the end, opening day became the Center’s third best attended, behind opening day and one other special event, and the Shark and Ray characters have gone on to help raise funds to support the newly installed touch tank.

So how did a couple of employees and a few professionals working pro bono do it?

Background

The McWane Science Center in Birmingham, Alabama, is museum that encourages hands-on activities. So a touch tank in that allows children and adults to interact with sharks and rays was a natural fit. More than just an additional display in the museum, the touch tank was an expansion. It required the not-for-profit to attract additional funding to support it while generating interest in the new attraction.

“Social media is the least expensive way to reach our audience, and that is why we were initially interested in exploring it,” says Chandler Harris, Director of Public Relations at McWane Science Center.

Shark and Ray Campaign

The Shark and Ray campaign began as a series of 7 web videos that were launched weekly leading up to the grand opening of the Shark and Ray Touch Tank.

“When creating the concept for Shark and Ray we knew we would be speaking to a younger audience,” says Jason Hill, from Provenance Digital Media who consulted with the McWane Center on the campaign. “But we still wanted to make the humor broad enough to appeal to parents as well.”

“I think for most of us, the most surprising aspect was the range of adults without children that became some of the biggest fans,” Hill adds.

Social Media Tools

To promote the Shark and Ray videos, the team turned to Twitter, Facebook, and YouTube, but focused on their already large Facebook fan base of 2,700+ fans. Twitter was used to tweet updates from the characters. YouTube was used as an alternative video host to Facebook.

“All three complement one another, but serve distinct purposes. When combined, they are much more powerful then when used as a single channel of communication,” Marc Beaumont from Contenova Growth Advisory.

Behind the Scenes

Those who produce the Shark and Ray series notes that their success cam from building a strong team. Combating the notion that social media is so easy it could be done out of a basement, the McWane Center brought in several groups to work on the project. Consultants helped by conceptualizing and producing the video. McWane Center Staff maintained social media pages.

“It was a great example of how a group can work together,” said Jen West, Designer at the McWane Center and Project Manager of the Shark and Ray campaign.

Advice from the Team

What does the team think is important in having an online video social media campaign?

1. Talent and Technical Know-How

The Shark and Ray team were specialists. There were people who wrote; those who strategized; and those who were responsible for the editing and compression of video. Some worked on the look of the video, and others offered their voices for the characters.

2. Courage

Not only do you need to take risks, you need to know when to reign it in. As Marc Beaumont put it: “You have to have the courage to fight the impulses to make it into a high-end production.”

3. Resourcefulness

Jason Hill notes that the consultants who worked on Shark and Ray, as well as the local celebrities who participated in the clips all did so pro bono. “Don’t be afraid to ask for volunteers and to reach out into the community and encourage participation,” says Hill.

4. Flexibility

One of the benefits of working with social media is the ability to respond. By keeping your projects relatively simple, you can maintain flexibility. “Social media is created to resonate with people, and make it moldable,” says Jennifer West.

5. Brevity

Remember that successful online video is only a few minutes long. Chandler Harris says, “Keep it short and simple.”

The Team

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JANET KRENN is Communication Co-Chair of the New Professionals Section of PRSA. If you’re a member of the New Professionals Section, and you’d like to contribute to the New Pros’ blog, email her at janetqs(at)gmail dot com