Digital Media: An Overview

When I was applying for graduate studies to my current university and I was searching for the courses that I had to attend, one made me feel really happy and thrilled about the program and that was Public Relations and Digital Media.

So, this blog is on behalf of that class. Through this post I will analyse why I consider this course the most interesting and exciting one I have ever taken. And I am not overreacting, it's just the truth! What I really enjoy, is that the course is practical and teaches you things that are absolutely important to know these days. Let's begin by blogging. Ok, I don't say I am an expert now, but I have learned many things about the way you should post, the right position of the photos, the way you should write and review your writting before posting it and finally the research that you should conduct before blogging. 

Moreover, I learned who to create my own video, edit it and upload it to my blogs or YouTube through the use of Windows Live Movie Maker. I always believed that this must be something really hard, but it turned out that it wasn't! I can admit that creating a video on your own with a camera and then editing it, is a really fun process. It is amazing and suprising at the same time how a video that you videotape can be uploaded in YouTube in just a few minutes! This seems to be a perfect tool for PR practitioners who want to share videos with their publics either to provide material for an ongoing event or just to keep them informed.

To move on, during this course I also learned that PR practitioners can really benefit from the use of web analytics, such as Google Analytics. It is a great opportunity for them to analyse and monitor the "buzz" that is created in their sites by people around the world. In addition, it can be really useful for PR practitioners in order to measure the impact of their campaigns. I was astonished when I noticed that my blog is being watched by people around the world. It's even more surprising the things that you can find out if you use Google Analytics, such as for how long visitors stay into your site, their daily statistical indicator...even the size of their computer's screen!

And then comes Twitter! Since I never had a Twitter account, I had to make one for the class. Actually, it was really fun because it made me believe that "it's not only about Facebook", but there are other social media tools as well! I started exploring the way that people tweet and the role of #hashtag. Additionally, I realised that Twitter is something more than simply tweeting. It is a continuous communication with people you consider important to your list and a constant investigation for topics around your area of interest. Twitter is a good way for companies to inform their followers about any events and their products. Furthermore, I realised that it is a great tool for job opportunities.

These are just a few examples of social media and there exist many more. For mem social media is a way of communication, engagement with publics and reputation. I believe that this is what PR needs!

Pictures are taken from:

http://themediaonline.co.za/2011/03/how-social-media-has-changed-pr/
http://tsougdw.blogspot.com/
http://computer-specialists.blogspot.com/2010/01/windows-movie-makerwindows-xp.html
http://emarketinguide.com/2011/03/google-analytics-upcoming-layout-new-features-design/
http://www.webtec.gr/
http://explore.live.com/windows-live-movie-maker?os=other
http://www.google.com/analytics/
http://www.techforluddites.com/2009/02/the-twitter-hash-tag-what-is-it-and-how-do-you-use-it.html

Social Media: The Use of Twitter

Nowadays, most of us use social media to connect with people for various reasons. This is what companies also do! So, why is this trend so popular? 

To begin with, companies do not just try to communicate with their publics, but they are trying to build a relationship that will last. Twitter has been found one of the social media tools that can help companies achieve this goal. According to Robin Wilding, there are 600 million daily searches and 10 billion tweets and these facts have made Twitter one of the most critical tools in social media. 

Furthermore, unlike other social media, there are a lot of branding opportunities through Twitter since 51% of users follow brands. Additionally, in Twitter you can find highly educated people, unlike other digital media tools. Twitter is a great way for companies to monitor what is being said, whether indirectly or directly. It is the best place to build a brand, exchange information and do research and I think public relations companies should start familiarising with it if they have not already done.

Here is a video that I made, for my Public Relations and Digital Media class, which highlights the importance of Twitter and explains why companies should engage with it. I hope you will enjoy it!

Sources and photos are taken from:

http://www.youtube.com/watch?v=jZCSc5cCcWY

http://www.webdesign.org/photoshop/articles/100-communications-templates-twitter-and-social-media-icons.19462.html

http://www.socialtechnologyreview.com/articles/importance-twitter-your-social-media-marketing-strategy

http://247wallst.com/2009/05/26/the-ten-ways-twitter-will-permanently-change-american-business/

http://twitter.com/

Monitoring Social Media

Nowadays, the use of social media has been extremely increased. More and more people and organisations engage with it in order to stay connected with their friends or build lasted relationships with their customers. However, social media is not something new. Did you know that the first e-mail was sent in 1971? It seems that social media has a long (40 years or so) history! However, the question is can social media be monitored?


Let's begin by analysing what social media really means. Safko (2010) has stated that "social media is the media we use to be social" (p.3). Based on his analysis, the word "social" refers to the institutional needs that humans have in order to connect with each other. Also, the word "media" refers to the technologies we use in order to connect with other people. Hence, social media is all about how we can use these technologies effectively to connect with people, create relationships and build trust. 


So how is social media and public relations related to each other? Well, public relations professionals were some of the first people who believed in the power of social media. New communication channels have changed the way PR specialists function. For instance, the first press release was created in 1906 by Ivy Lee. It wasn't till '90s that online newswire services like PRNewswire's MultiVu multimedia release (MMR) was launched decreasing the use of fax machines and e-mails for the distribution of press releases. Afterwards, in 2006, social media release was introduced by Todd Defren. 

Social media can include, but is not limited to, e-mail, online groups, blogs, Internet social networks, instant messaging and cell phones. These new technologies provide public relations the chance to choose from a great variety of communication tools in order to create connections with others. These tools which are widely used allow for:

1. Greater frequency of communicative exchanges or interaction among people
2. Easy, non-expensive and immediate access to information
3. Promotion of public awareness 
4. Brand's loyalty building

Here is a list of some of the basic social media tools that a PR practitioner needs to use (Phillips and Young, 2009, p. 12):

Blog: A type of website where the owner can write posts and make them available in reverse chronological order. According to a survey in 2007, 1.4 blogs were created every second of every day.

Chat: Exchange of text messages in real time. Many companies have chat agents in their websites as an alternative to telephone support systems.

E-mail: A method of composing, sending, storing and receiving messages through electronic communication systems.

Social bookmark: Record of web pages of your interest through online lists that can be shared with small groups of colleagues or in public; e.g. Delicious.

Micro-blog: A form of blogging with limited space (140-200 characters); e.g. Twitter. 

Message boards: Discussion groups or web forums that refer to a community who discusses a specific topic; e.g. Google's Groups and Yahoo Groups. 

Mobile Internet: Mini-blog applications and location-based services (e.g. Foursquare) through mobile phone which provide an alternative way of communication. 

RSS: Collection of information and distribution to the users who have requested to follow any news from the sites of their choice.

Social media release: Electronic form of press release which is enhanced with RSS and provide photos, comments and video and voice content.

Social networking sites: Websites that allow people to exchange interactive information among a network of friends through personal profiles and comment discussion lists; e.g. Facebook, MySpace, Linkedin.

Video-sharing: Online video is an important channel of communication since you can create a video, edit it and share it to your publics; e.g. YouTube. 

Podcast: Audio file embedded into a web page where listeners can comment on the content.


However, social media need to be monitored in a way even if it seems difficult. Based on Maria Ogneva, the Director of Social Media at Attensity, monitoring is the "process of continuous and immediate discovery of conversations" in order to learn and collaborate. Monitoring is something more than measurement. It usually works on a keyword basis. The specific monitoring systems try to find specific words through social networks. Even if it cannot be so accurate sometimes, it is good for PR practitioners to monitor the social media influence of their brands through specific tools such as:

• Facebook Insight
• Facebook Google Analytics Tracker
• Advanced Twitter Search
• Bit.ly URL Shorter

Here is a video that analyses some of the tools for monitoring social media:

Monitoring social media can be effective since it allows as much as possible to track what is being said about your company and your brand. Having a strategy and knowing from the beginning how to monitor the social media that you use, it can make you undesrtand and analyse better the information about your company, your clients and correct any policies. 

Sources and photos are taken from:


Safko, L. (2010) The Social Media Bible: Tactics, Tools, and Strategies for Business Success. 2nd edn. Hoboken, NJ: John Wiley & Sons. 
Phillips, D. and Young, P. (2009) Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media. 2nd ed. London: Kogan Page.
http://www/pr-squared.com/index.php/about
http://socialwants.com/5-step-free-social-media-monitoring-process/
http://www.zionglobalmarketing.com/social-media-marketing-service/
http://www.mopwaterpr.com/
http://search.twitter.com/advanced/
http://bit.ly/
http://www.facebook.com/help/?page=1030
http://mashable.com/2010/07/29/monitor-measure-brand-social-media/
http://www.webdigi.co.uk/blog/apps/fbgat-facebook-google-analytics-tracker/
http://www.bloggingjunction.com/leading-media-management-tool-social-media/
http://www.youtube.com/
http://www.linkedin.com/
http://www.myspace.com/
http://www.facebook.com/
http://www.skype.com/intl/en-gb/welcomeback/
https://foursquare.com/
http://groups.yahoo.com/
http://sfantis.com/?p=268
http://www.delicious.com/
http://groups.google.com/?pli=1
http://twitter.com/
http://searchenginewatch.com/3623806

The Role of Social Media to Fight Deportation Policy

We all know that social media have become a powerful tool for sharing and promoting communication with people. But have you ever thought that social networks can actually "rescue" people when they really need our help?

Walter Lara, Alosno Chehade and Rigoberto Padilla have one common characteristique: they all faced deportation but they were found to gain a great support through various social media campaigns. Social media platforms provide the means to these people, who call themselves Dreamers, to find each other without the need to travel, to get the attention of politicians, advocacy groups and lawyers and petition for an extension of deportation dates. 

Let's take a deeper look at the stories of the persons mentioned above. To begin with, Maria Lacayo, a friend of Walter Lara, had created a Facebook group called 'Keep Walter's Dream Alive' just two weeks before the deportation date. There she was explaining her friend's situation. However, she never thought that the next day she would receive tons of mails and messages from organisations desiring to support Lara and suggesting courses of actions. 

With the help of all these people and organisations and later through Twitter (2,000 followers in one day), this campaign succeeded to get the attention of not only media but also of the Department of Homeland Security on two days. In addition, Lara received a letter support from Senator Bill Nelson, a Florida Democrat. Just three days before his arranged deportation day, Lara received a deferment for one year that has been renewed once. 

After the case of Lara, Alonso Chehade launched hiw own campaign through Facebook where he succeeded to get 5,000 supporters to send letters to local Congressmen. This had as a result his deportation to be delayed indefinitely after the support of Senator Maria Cantwell, a Democrat in Washington. According to Chehade, "The most important role of social media is to demonstrate public sympathy for people in his position". 

The Facebook Campaign of Alonso Chehade

Based on Rigoberto Padilla who was also "rescued" by the Homeland Security through a social media campaign, the organisation that he is now working as a volunteer, has stopped six deportations since he started working there. We can notice that social networks play a pivotal role, indeed. 

Facebook, Twitter and YouTube have been found to be the main social media platforms that enable young undocumented people to find each other anonymously and increase support between each other. On Facebook, it has been created a page called Dream Act 2010 with more than 88,000 likes and on Twitter you can find information @DreamAct which is run by the Dream Activist group. Also, videos of persons are uploaded in YouTube, where they explain their deportation story. The role of the use of these social networking sites is to provide information and begin online petitions which are directed at legislators whenever a person has received a notification that he will be deported. 

The Dream Act Campaign

In February, the Dream Act succeeded of bringing the media attention to the matter of deportation and the Dream Act query was presented as the number one question through YouTube's World View Program, which is a series of monthly interviews with the world's most important leaders where the top-rated questions are asked in exclusive interviews. 

Nowadays, social media is highly connected with public relations since it can reach billions of people, build relationships with them and add reachness to the information that is provided. As we can notice in all of the above cases, social networks are not only used for promoting a brand, but it seems to be a perfect tool to enhance public awareness campaigns.

Sources and photos are taken from:

http://mashable.com/2011/04/19/immigration-activism-social-media/

https://twitter.com/#!/WalterLaraUSA

http://www.alonsochehade.info/

http://www.diggersrealm.com/mt/archives/003215.html

http://www.dreamactivist.org/

https://www.facebook.com/group.php?gid=101711417560

http://www.seiu.org/2009/07/breaking-dhs-defers-deportation-of-walter-lara-for-one-year.php

http://www.youtube.com/user/worldview

http://www.youtube.com/watch?v=MlH4iXB2Pn4&feature=related

Geo-Location Social Networks and PR?

For the past few weeks I have noticed that a lot of my Facebook friends are "checking-in" various places all the time. Because of this great popularity and the fact that I have never used this application, I asked some of them to give me some tips about how it works. Well, if Twitter is about 'What are you doing?', then this new trend, which is called geo-location or location-based online service, is about "Where are you doing it?' and I think it is the next big thing for PR.


So, this is how it works: Geo-location gives the opportunity to people to share with their friends where they are and allows them to give tips about the places. Among others (Gowalla, myTown, Google Maps Local Business Center), the most popular location application is called Foursquare and it is said that it is a great social media tool for PR practitioners.


Foursquare allows people to share their location with a group of friends by "checking-in" to a business, restaurant, cafeteria or other venue when they arrive. But, the thing is that the whole process works like playing a game. For example, you can get badges for certain activities but also become the "mayor" of a place if you are the one who has visited the place most of the times. Hence, in this way both businesses and customers can benefit. Businesses reward "mayors" for their loyalty, like Starbucks which is offering special coupons and gift cards to them.

Discussion About Geo-Location in The Web 2.0 Summit in San Francisco

Moreover, Foursquare can also help a business enhance its relationship with users by allowing them to monitor the free analytics application that it provides by examining the genders of people, the most popular time where they check-in and any comments that users have made about businesses in Facebook and Twitter.


These location-based online services and particularly Foursquare have been used by many businesses and organisations such as Wall Street Journal, History Channel, Diesel and Marc Jacobs in order to build a relationship with their customers and provide incentives in order to stay connected with them. I think this is the reason it is going to be such a useful tool for PR practitioners since PR is all about reputation, managing communication and creating a mutual beneficial understanding between an organisation and its customers (Gordon, 1997, cited in Tench and Yeomans, 2009, p.3).


In addition, it seems that geo-location applications are popular not only in the business sector but also in educational system since they are widely used by universities such as Harvard University and University of Oregon in order to promote events held on campus. 

So, why should PR practitioners start using location-based online services? Here are some benefits:


1. You can create a profile for the business on yourself:

You can facilitate people to check-in your place and you can add details for your company.

2. You can promote events and provide special coupons:

You can add events and promotions to your business profile, raise awareness and promote your business but also you can leave special gifts for the next customer who is going to "check-in" your place.

3. You can give your customers the chance to promote your business:

People by "checking-in" allow other people to notice the place and they can also post reviews and tips for that place.

4. It is both time and cost efficient:
In a very short time and without any cost you can start promoting your business or organisation and build a relationship with customers.


I think PR just got a new social media tool for communication and users just got another fun way to be engaged with their favourite businesses. I think I should start using this application and see how it works...Who doesn't want free coupons and gifts from their favourite coffee shop or discounts and invitations in fashion shows?

Sources and pictures are taken from:
Tench, R. and Yeomans, L. (2009). Exploring Public Relations. Harlow, England: FT Prentice Hall.
http://aboutfoursquare.com/university-of-oregon-uses-foursquare-to-introduce-students-to-campus/
http://www.starbucks.com/blog/tribute-badge-official-rules
http://www.ereleases.com/prfuel/what-does-geo-location-mean-for-pr/
http://www.mobilein.com/location_based_services.htm
https://foursquare.com/harvard
http://tamutimes.tamu.edu/2010/06/02/location-based-apps-where-are-you/
http://www.youtube.com/results?
search_query=pr+and+location+based+services&suggested_categories=28%2C24%2C27&page=2

+1: Google's Response to Facebook?

Is "+1" the new "Like"? This is what some people believe about the new social tool launched by Google. The +1 button in Google search results is going to be a way to share recommendations with people. Be clicking on it, it's like saying "it's pretty cool".

Sometimes it feels nice to find what you want, when one of your firends has already found it.Through these recommendations from your friends but also from people across web who have pressed the button, you can find what you want at the time you want it and in the right format through the search results. In order to click on the +1 buttons, you should first have a Google account. Once you have created a profile, it's visible to anyone. Also, your contacts can easily find it through your e-mail address. However, you may keep it private if you just want to have a record of the things you like. 

So, that's how it will work: 

Once you click it, you can also undo or delete it from your profile list

How it looks when people from your network +1'd the page

You can also +1 ads. Advirtisers will have the opportunity to see stats

I think advertisers are going to love the new Google tool since it is going to be an indicator for a company or a product and in this way people can easily view which sites are very popular! Indeed, it's nice when you search for something to see that a specific page is recommended by your firends or other people. According to Matt Cutts, "The primary benefit is that search gets better. It gets better in the user interface immediately, and we'll look at it as a potential signal ot improve search quality as well. I find social search extremelly useful, especially with the recent updates.".

Google is thinking of launching the +1 button to web sites as well. Hence, publishers are going to include it in the web sites along with Facebook's Like and Twitter's Tweet.

So what you are waiting for? Go to the sign-up page of Google to be informed by mail when the button is going to be available!

Sources and pictures are taken from:
http://www.techno360.in/1-button/
http://www.google.com/+1/button/
http://googleblog.blogspot.com/2011/03/1s-right-recommendations-right-when-you.html
http://searchengineland.com/meet-1-googles-answer-to-the-facebook-like-button-70569

No Compulsory Redundancies

                                                        


The video above consists of an interview from a student of Aquaculture Institute and some parts of the strike inside the campus of University of Stirling in order to protest about redundancies.

University of Stirling faces a strike action after the decision making body, the Court, to start redundancies in one of the most famous research programs of the university, the Institute of Aquaculture. According to the University College Union (UCU), "the university has again failed to complete constructive consultation with the union before making the decision to axe staff".

It is said that the redundancies are going to happen since the Institute of Aquaculture has not provided any surplus to the university. This is not fair since the Institute focus on research. For two weeks now, on 21th of March and on 24th of March, many members of USC, students and teachers from aquaculture programs were protesting against job losses across UK. It is impressive that alumni who work at the Bangladesh Agricultural Univeristy organised a rally in their university  in order to protest for redundancies at the University of Stilring. 

           Alumni at Bangladesh Agricultural University

After some interviews that I had with postgraduates from the MSc Aquaculture program, I found out and mostly I noticed how much devastated they were. They explained me that they were losing their supervisors with whom they were working their projects all these months. During my conversation with them, I felt their anger and sadness since I could be in their shoes. This strike is not the end...it's the beginning!

Sources are taken from: 

http://www.thefishsite.com/fishnews/14481/redundancies-at-the-institute-of-aquaculture-stirling

http://www.ucu.org.uk/index.cfm?articleid=5422

http://www.aqua.stir.ac.uk/

PR Awareness Campaign Against Sunbeds

Nowadays, more and more young people are being exposed to sunbeds in order to get a fake tan. It seems for them that tanning is the latest trend. Ok, we all want to look pretty but getting a fake tan, this has nothing to do with prettiness.

There are some people who admit they are tanaholic and that they do not pay attention on the tremendous consequences, such as skin cancer. Sunbeds which use Ultraviolet light (ULV) can highly cause Malignant Melanoma. Accodring to the Cancer Research UK, this type of cancer is the 6th most common type in UK. More than 8.900 people are diagnosed with this kind of cancer and about 1.700 people end up dying.

After the new Government legislation in England and Wales that invloves the banning of sunbeds' use to young people under 18, the Cancer Research UK launches a PR Awareness Campaign which is created by the digital agency, named Nonsense. The campaign tries to increase awareness and inform adults aged 15-18 through social media. For this reason, a special video has been created and it is being promoted through Facebook, YouTube and various blogs under the name of 'Leatha Face".

The video which has been shot to like a web camera is all about a teenage wannabe rapper,called Leatha Face. He expresses his beliefs about tanning by rapping rhymes. Furthermore, he claims that by tanning he feels special and different in contrast with the other rappers. In this video, a great emphasis is given to his friends who warn him about both his addiction to tanning and the health issues that can arise because of the sunbed use (such as skin cancer and skin ageing). It has been found that if people under 35, use sunbeds, they have a great risk to develop a skin cancer by up 75%.

According to the health campaigns manager of Cancer Research UK, Caroline Cerny, "By creating an engaging video we hope to influence the attitudes of young sunbed users and show them that it's not just the heavy sunbed users who are risking their health and their looks." The video which is being promoted though digital media tries to reach young people and show them that tanning is not a safe solution.

It is ironic how people think that by getting a fake tan they can look better and more attractive; they better look like a premature, old person. They have to realise that every time they are using sunbeds, they are destroying their skin and making it look worse in the long run.



Pictures and sources are taken from:

http://www.telegraph.co.uk/health/healthnews/7567712/Children-banned-from-using-sunbeds-in-new-law.html
http://www.youtube.com/watch?v=mP46cBoGOm8
http://www.cancerhelp.org.uk/type/melanoma/about/melanoma-risks-and-causes
http://www.prweek.com/uk/news/1059841/Cancer-Research-launches-major-PR-campaign-danger-sunbeds/
http://www.sunsmart.org.uk/advice-and-prevention/sunbeds/
http://www.closeronline.co.uk/Dietsandhealth/HealthNews/sunbed-cancer-risk.aspx
http://web.princeton.edu/sites/ehs/healthsafetyguide/E4.htm

Social Media+PR=The Recipe of Success?

Social Media started flourishing around 2005. Companies started exploiting these social media networks when they realised that they could establish effective customer relationships through the use of them. Public relations has made a huge progress in the way it functions due to the fact that it has adopted the use of digital media.


PR is all about creating a mutual beneficial understanding between an organisation and its publics and now companies and organisations are actually trying to succeed that through the use of technology.


For instance, there are a lot of fashion companies which take advantage of digital media such as Twitter, Facebook, YouTube, My Space, Linkedin and many more in order to promote a specific product, organise a campaign or inform  customers about upcoming events. According to SocialBakers below is the list with the the top 10 fashion companies operating in Facebook with a great success: 

Another example of companies that use social media is the famous food industry, called Taco Bell, which recently launched a PR campaign in Facebook. The purpose of this campaign was to promote the different variety of Mexican food it provides and build a trusty relationship as well as a loyal customer base by specifically providing free coupons for a free crunchy seasoned beef taco. This approach would further improve its image to its customers. 


Companies all over the world have trusted and used the social media tools and they have showed to us that if used correctly, they can be a powerful tool for the promotion of a company. According to Gartner Information Research Technology on Using Social Media to Strengthen Customer Relations, companies that use social media should consider first the role and purpose of it as far as the control and the rewards that they are planning to provide to its publics in order to be effective. 


Digital media provides many advantages for PR professionals and I think the most important is that they have the chance to establish a continuous and a long-term relationship with their publics. Social networks is the future for organisations and companies. Based on Adam Singer, traditional and digital PR will merge in the future.


A quote that really stimulated me is by Willian Gibson: "One of the things our grandchildren will find quaintaist about us is that we distinguish the digital from the real...In the future, that will become literally impossible." 


Nowadays, people spend most of their time using social networks as a tool to get more information and the usage of news sites has declined dramatically. People are exposed to more and more information everyday. Hence, PR companies have the chance to distribute, promote through a selected content and engage with their audiences.


If the use of this newly founded trend is used correctly I think that PR will have the chance to flourish even more. Combining PR and Social Media is a fascinating approach and will benefit both of them. PR through social networks modernises PR and PR steps away from traditional PR techniques. Finally online PR campaigns have a great advantage since the campaigns can run for a longer time and be viewed from a wide audience at any time. 




Sources and photos are taken from: 
http://jonnewman12.wordpress.com/2010/11/17/pr-firms-the-socialdigital-line-no-longer-exists/
http://www.socialbakers.com/blog/51-top-10-fashion-companies-on-facebook/
http://www.examiner.com/restaurant-in-albany/taco-bell-pr-campaign-has-facebook-freebie
http://business.ezinemark.com/using-social-media-to-strengthen-customer-relations-16fbde4aa41.html?act=articles&hex=16fbde4aa41
http://www.toprankblog.com/2009/11/social-media-pr/

Introduction

Hi, I am Eliza and I am studying Public Relations Digital Media.