Public Relations

The Art of Listening for the Social Web

Being a "many to many" media, the social web presents a plethora of media channels that are increasingly being saturated with messages/conversations. Instead of competing headlong for attention, a more efficient strategy may be to sense individuals/organization who have dialogues/minds already open/susceptible/ready to particular brands. I'm exploring the use of ad-hoc and persistent social media search tools that would give practitioners the ability to be omnipresent as a brand online and gain leverage by responding to one's community in a timely and personal manner.


external image post_method_2.jpg
The POST Method: A systematic approach to social strategy

Beth Kanter: Creating Your Organization's Social Media Strategy Map

The Future Of Reputation: Gossip, Rumor, And Privacy On The Internet
by Daniel J. Solove, Yale University Press (2007) (Full-text online)


Setting up daily Google Alerts (Hat tip Ben Koe):
  1. Go to Google Alerts
  2. Login to your Google account if you haven’t already
  3. Create an alert for “your brand name”
  4. Type: Change to News
  5. How often: Once a day

Rise of the social media search engines

How to find conversations on the social media for free

ComputerWorld: Twitter: The how to get started guide for businesspeople (3rd Feb, 2009)

MWW Group Launches Social Media Monitoring Service "D.insight" to be Powered by Radian6 is a social media search tool that allows users to search for conversations surrounding the topics that they care about most. Their goal is to deliver the most relevant and current conversations happening in the world of social media. Their search and sorting algorithms combine data taken from over 60 of the internet’s most popular social media gateways. They take this data and display it to you through their carefully designed interface that harnesses the power of AJAX to give you a seamlessly well organized user experience.
Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. Includes Google blog search, Twitter, Delicious, FriendFeed, Flickr, Digg, YouTube, and results are remixed as a single stream of information. The data is fresh, which means you can track conversations as they are happening in real-time. In addition to web-based search results, Social Mention also features email alerts and personalized RSS feeds for automatic and instant updates.
Collecta is not like other search engines. Instead of finding old stuff, we look for mentions of your search term happening right now.
Set up alerts and track keywords in the public Twitter stream. We will monitor the Twitter tweet stream and periodically email you a digest of the tweets that contain those keywords. You can also use this to track your @replies.
Create a twitter search dashboard that updates in real-time.
Search for tweet around specific locations

Beth Kanter's Listening on Twitter


HOW TO: Survive a Social Media Revolt by Muhammad Saleem (Jan 28th, 2009)
Lesson #1: Communicate Even If You Have Nothing to Say
Lesson #2: Be Forthright
Lesson #3: Make It Clear That You’re Listening
Lesson #4: Acknowledge Your Mistakes
Lesson #5: Promise to Learn and Improve - Then Deliver

Syllabus - PR and new media: MSc Corporate Communications module (October 2008-January 2009)
Produced with students from Richard Bailey's PR Studies class

Using Flickr Creatively
Debra Askanase, publisher of Community Organizer 2.0, says that Flickr isn't just about uploading photos, as these engagement ideas demonstrate: