Book Review: Social Media ROI by Olivier Blanchard

December 3, 2014January 2, 2015Lauren Gray 1 Comment

Image credit to smroi.net.

Paying it forward has been a popular buzz-theme as of late, especially within the context of professional development and social responsibility. When applied to social media, C.W. Leadbeater said it best, “You are what you share.” and if this book is any indication of paying it forward, Olivier Blanchard has embodied this ideal.

Blanchard starts with the basics; he delivers insights into the social media world with a no-nonsense light in Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. This “meat and potatoes” business guide, will help the inexperienced as well as the experienced develop and hone excellent social communications habits, mindsets and insights into effective social communication programs. A quote within the forward from Brian Solis best describes the affect that it will have on readers. Solis states, “Thanks to Olivier, you’ll find the answers to your questions and also answers to the questions that you didn’t know to ask.”

Social Media plays an increasingly larger role within communications and marketing. The digital landscape is arguably the fastest paced environment for PR practitioners and communicators to work in. Whether one works full time within the digital/social media realm or part of a team that implements social communications into strategy, it is of no consequence, this read is a MUST.

For years, the debate has raged as to how to prove or justify the ROI on digital/social efforts and surrounding the debate, many questions arise such as: Can it be measured, If it can, what should be measured and how does it correlate? How do I translate this to executives? These are but a few of those questions and the answer to all these questions, via Olivier Blanchard is a resounding yes!

Blanchard challenges professionals to take a much more serious and in-depth look at the organizational structure and base purpose of their programs. Blanchard says, “A social media program is not a mere marketing add on. More than anything, a social media program is neither simple nor easy.” This direct approach cuts through buzzwords and attributes what is important, why it is important and how it can be important for the reader.

Social Media ROI is a true resource. Blanchard aggregates some of the best lessons a communicator can use to assist their programs or to even develop a program that doesn’t exist. Some of the “KPI” of Social Media ROI are how to:

Align social media to business goals and functions
Get started by “listening before talking”
Leverage mobility and the “on-the-fly” social media culture
Establish the importance internally and externally the need for social media policies, guidelines and training
To deliver real-time digital support and customer service

If the “KPI’s” given freely in this book weren’t enough, Blanchard in his generosity of spirit with his pay it forward mentality, provides a free online edition when his paperback has been purchased.

JR Rochester is the current membership co-chair for the PRSA New Professionals Section. Connect with him on Twitter @TrulyJR.

September #PREthics Twitter Chat Highlights: PR Ethics as a New Professional

September 23, 2014Lauren Gray Leave a comment

We’d like to thank everyone who participated in the September #PREthics Twitter Chat focused on how new PR professionals can handle ethical situations in the workplace. We discussed the importance of ethical practices as well as confronting unethical dilemmas and finding solutions.

Specifically, we’d like to thank collaboration from PRSA, the Board of Ethics and Professional Standards (BEPS), and PRSSA for contributing to a lively discussion about this important topic. More information about BEPS can be found here.

Join us again in October for our next #NPPRSA chat.

Stay up-to-date with PRSA New Professionals on Facebook, Twitter, LinkedIn and Google+.

Review highlights of the chat below:

What did you learn from the September ethics chat? How can you tell if a company is exhibiting ethical values? What can you do if a client or coworker is taking unethical actions? How can you always make sure your personal and company brands are ethical?

Four Social Media Challenges for the Young Professional

August 28, 2014January 2, 2015Lauren Gray 2 Comments

Growing up in the whirlwind of social media, many young professionals find this area as one of their specialties. It’s almost inevitable that in today’s industry you’ll be involved with social at some point in your career. However, even if you rock at social media, there’s hurdles you may face as a young professional when dealing with execs, clients or the business side of the company.

Here’s some of the challenges of working on social media and steps to finding a solution:

What’s the ROI?

Ah, the dreaded return on investment. Social media is a great tool from a PR perspective, but if you can’t prove what it’s doing on the business side, you don’t have much going for you. Whether it’s increasing brand awareness or creating sales leads, you need to be able to provide quantifiable results that prove why your company needs a social presence. If you can show numbers directing customers from social platforms to your website with intent to buy, perfect! However, it’s not always that easy. Think outside the box – showcase conversations that you’ve had or feedback you’ve received that turned a skeptic into a brand believer. You must be ready and able to prove – with results – why social media is necessary.

Every. Single. Post. Must be approved.

This is one of the hardest hoops to jump through. Everyone knows real-time content and engagement can be more meaningful than a month’s worth of pre-scheduled posts, but oftentimes the legal department trumps for social media. Try proposing an in-depth social media strategy that would guide your real-time engagement policies and would have legal’s stamp of approval. This would lay out the topics you can cover, conversations to take part in and outline specific guidelines. I’ve found that partial content calendars work wonders – you still have pre-approved content approved by legal, but you also have the guidelines and permission to create content and engage in real-time. It’s a win-win.

We’d like to just be on Facebook and Twitter.

Sticking to the basics of Facebook and Twitter is the safe, and sometimes, dangerous route. These are both valuable platforms in many cases, but they’re not right for every brand or company. If you’re looking to reach the teenage audience you may not be connecting with them on Facebook, as they’re too busy on Snapchat or Instagram. If you’re proposing the idea of being on a new platform lead by example and showcase other successful brands who’ve executed their strategies. Back up your case with facts on how you’d better be able to reach your audience and why you’re missing out by not having a presence. You can’t be everything to everyone on all platforms, but you should look beyond Facebook and Twitter.

Because you’re a millennial, you’re a pro at social media marketing, right?

Sometimes social media will get thrown to the intern or newbie since higher management isn’t accustom to best practices and don’t have time to devote to the practice. Just because you’re familiar with the various platforms and have put together content calendars before may not mean you’re experienced enough to develop overall strategy – that’s a big chunk of responsibility. Luckily, there’s an abundance of blogs, webinars and workshops that can help you continuously learn and stay up on trends. Take advantage of resources to stay up to speed with the ever-changing world of social.

What social media challenges have you faced as a young professional in the industry?

Ashleigh Mavros is a graduate of the E.W. Scripps School of Journalism at Ohio University and works in public relations at Fahlgren Mortine, a fully-integrated agency in Columbus. She is a member of the Central Ohio PRSA Programs Committee. Connect with Ashleigh on Twitter at @ashleighmavros or on LinkedIn.

Build Brand Buzz through Blogger Relations

June 23, 2014January 2, 2015Jess Noonan 1 Comment

In a PR pro’s world, what’s better than a group of thought leaders spreading the positive word about your brand?

Besides this summer’s World Cup-gone-social case study, I’d lean toward nothing.

To achieve that ultimate brand buzz dream, you need a thorough, targeted blogger-relations strategy. When executed well, blogger engagement will give your brand third-party credibility among its target consumer audience.

But unlike Clint Dempsey, PR pros can’t score big within the first 30 seconds of a blogger-outreach campaign. It requires research, patience, engagement and an overall good product or service for blogger relations to succeed. Here’s how to start:

1. Find your niche bloggers. Fight the urge to mass distribute to a media list; opt for quality instead. Complement a database media list with hands-on research. Tools like Twitter’s Advanced Search can help you find niche bloggers with a substantial social following. Let’s say, for example, you’re a cheese brand. Search “cheese AND blog” in the Advanced Search words section, and you’ll get a list of hundreds of people who blog and have a special place in their heart for cheese. Bingo.

2. Read their content. Before pitching, take time to read each blogger’s content to see how your brand fits, then reference specific posts during outreach. Let’s go back to that delicious cheese example. If you’re pitching a food blogger, point out some cheese-specific posts and tie in why he/she would love your brand. Did he/she write about a new Gouda dish? Share a tasty recipe that makes your specific cheese irresistible. By using this approach, you 1) prove you read their blog, 2) highlight your cheese’s unique attributes, and 3) illustrate how your product can be repurposed for content beyond that initial review post.

3. Set reasonable expectations up front. As new PR pros, we’re under tight, demanding deadlines every day. But, keep in mind that most bloggers write in their spare time, and they’re under similar pressures during their day jobs, too. From the beginning, set reasonable deadlines you both agree on for product reviews, tweeting, etc. And always remember: It’s the blogger’s site – not yours. It’s his/her prerogative to stick to blog guidelines and write about what best serves the audience.

4. Engage regularly. Have your solid group of bloggers secured? Nice work. Now it’s time to prove you’re a good partner. Share their content, +1 their updates, comment on their posts or tag them in tweets they’d find interesting (within reason, of course). When executed well, a blogger-relations campaign is mutually beneficial: They help your brand reach new audiences, and you help their blog reach new readers.

5. Have a good product. Cue the “duh” reaction here – of course your product is wonderful – but hear me out. Sometimes PR pros are asked to promote an unfamiliar product. Because it’s new, they may not know or recognize the product’s flaws – but the blogger will. And, depending on the blogger, this could result in a severed relationship or, worse, a negative review (followed by a “good riddance”). If you’re uncertain about a product, test it out firsthand, or see what the review sites say. By doing your homework, you could save your brand’s reputation while helping improve its product.

As you embark on your blogger relations journey, remember that quality trumps quantity. And, while time consuming, this thorough strategy will have reputable thought leaders building powerful brand buzz among your target audience. Now that deserves a hashflag raise, don’t you think?

Do you work with bloggers? What tips do you have for a successful blogger-relations campaign?

Stephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is on the PRSA Cincinnati Leadership Team and is part of the PRSA Cincinnati New Pros Committee. Connect with Stephanie on LinkedIn and Twitter (@SMVermillion).

June Twitter Chat Highlights: Personal Branding: Beyond the Resume

June 9, 2014Lauren Gray 3 Comments

We’d like to thank everyone who participated in the June 2014 Twitter chat as we discussed strategies for personal branding in a digital world and ways to succeed in developing an authentic, professional and personal brand.

Specifically, we’d like to thank Matt Prince, Social Media Manager for The Walt Disney Company. Matt is the president of the PRSA Orange County Chapter and Professional Adviser to the Robert E. Rayfield Chapter of the PRSSA at California State University, Fullerton.

Join us again on July 3 for our next #NPPRSA chat and stay up-to-date with PRSA New Professionals on Facebook, Twitter, LinkedIn and Google+.

Review highlights of the chat below. What did you learn from the June chat? How can you encompass a professional and personable brand?

Lauren Rosenbaum is the PRSA New Professionals Social Media Co-Chair and Co-Founder of Soversity, a public relations and digital marketing company. You can connect with her on Google+, LinkedIn or Twitter.