This is no longer where my blog is. Please click HERE for new blog + more information!
Thanks,
Whitney of SweetPea&Co.
Thursday, May 20, 2010
Tuesday, May 4, 2010
Another Essay for PR Class... Is Social Media the Future of PR?
The Changed Media Bandwagon: A Mutual Conversation
Whitney Haddard
The popularity of social media is not new; everyone knows that people use it to connect with people across the globe. But businesses are starting to realize that they may be able to connect with customers, clients, potential customers, potential clients, competitors, related businesses, etc., across the globe as well…via these social mediums. Not only are they starting to realize this, they are being told from all directions that they need to jump on the bandwagon. Professionals and analysts everywhere are denouncing those who consider it a fad on the premises of proof that shows it has really worked. Social media is the future backbone of public relations. This is because media isn’t one-sided any longer: it’s a mutual conversation.
There is an obvious reason for public relations professionals’ interest in the social net: popularity. “The number of users on three of the most popular platforms indicates why businesses show interest in online social worlds – 400 million global Facebook users; 100 million registered on Twitter; and 60 million on LinkedIn” (Madler, 2010). These numbers are growing every week. Facebook surpassed Google as the most visited site on the web in mid-March according to “Hitwise” (Lawrence, 2010). It’s a PR-person’s job to know these statistics about the latest hot topics and trends. Strategies began to develop to involve companies in this next, big thing.
Facebook was originally set-up for college students, but too many still consider this it’s only purpose. “Corporate reputation management, crisis response, and brand bulletproofing” can all be accomplished on this popular site (Lawrence, 2010). Besides the fact that demographics of age are all over the charts, and that college students are no longer the majority, users are sharing their views and opinions about “every bit of marketing data a 21st century company covets” (Lawrence, 2010). Public relations professionals have come to realize this and have begun to think-up ways to take advantage.
Social networking sites are changing the way people receive news, or even media in general. A couple “high-profile example[s]” include the death of Michael Jackson and the landing of US Airways Flight 1549 in the Hudson River (Blake, 2009). Long before the world’s media outlets had reported on these happenings, Twitter was blowing up with reactions and updates about them for the world to consume. The distribution of news is practically uncontrollable, and the way in which we communicate has been shifted due to the social net. With this shift stirring things up, a change for public relations is at its heels.
Because of the decline in newspapers, commercial television and radio, public relations professionals say that utilizing social networking is a way to fill the hole the older media-outlets leave behind (Farrish, 2009). Because the audiences of these older mediums have broken down and dispersed, social media is a way to talk to a large group again. Kathy Frega, director of communications for the Connecticut Education Association, states, “you have to communicate with people on multiple fronts…you have to reach people on their own digital turf” (Farrish, 2009). That is exactly what companies are doing; they are using social media outlets as yet another way to reach the masses.
So some news organizations have caught on; it’s another way to reach the people. But some are skeptical that the transfer to public relations for businesses just won’t work. Ira Yellen, president and CEO of First Experience Communications, stated, “they [Facebook and Twitter] seem to be for people with too much time on their hands. There’s more talking and not a lot of listening” (Farrish, 2009). He must be taking examples from companies using social media wrongly then. The key to cites like Facebook and Twitter is that they are social, and socializing involves conversation. If a business or a company uses it like a billboard, not many are going to listen. The company needs to listen and respond to the people. It’s mutual.
“A dialogue between the brand and the customer has benefits. For the brand, it is an effective way to improve, based on real opinions. It is also a cost effective tool for customer service. For the user, it is an open communication line between him and the concerned brand” (Lim, 2010). It really is an extension of talking to customers/clients on the phone or face-to-face. But instead of individually (which can also be achieved) talking to the whole at once with important information is essential! ESPN’s vice president of communications, Mike Soltys, states, “The social media give you the opportunity to go directly to people. In the public relations business, it’s an important thing to play with” (Farrish, 2009). “Engagement” is no longer a word that means a future marriage; it is often used in conjunction with “fan” or “follower” nowadays. “This is a generation of brand engagement with digital as the most powerful medium, and not jumping into the bandwagon will leave the brand swimming in a little pond that will eventually lose its voice in the sea of prosumer interactions” (Lim, 2010).
There is proof that social media marketing and public relations has worked. A “study by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook. Moreover, they’re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do the same on Facebook” (Ostrow, 2010). Also, “many consumers across a wide variety of demographics have negative perceptions of brands that aren’t using social media” (Ostrow, 2010). This shall be a sign to all companies urging them to jump on the bandwagon before they are left behind. A specific example of a company’s success because of the use of social media is that of Dell. Dell alerted it’s Twitter followers to sale items and made $1 million (Blake, 2009). The proof is in the pudding.
Mentioned before, it’s a conversation…not a billboard. But many stress the need for a strategy before beginning a quest through social media worlds. As many fans/followers as possible might not be the way to go, either. “Reaching the most users isn’t as good as reaching the right users. That is why marketing professionals strongly encourage their clients to have a clear strategy and objectives in mind before diving into social media” (Madler, 2010). Involvement as a brand, business or company in the social media world isn’t easy and can be done wrong (and has been countless times.) “Social media, unlike other media, require 24/7 management and monitoring, and engenders a highly intense level of engagement between brand and media user” (Lim, 2010).
An overwhelming portion of those commenting on this subject supports its use for public relations purposes. Many consider it more to be customer relations, a branch of public relations that focuses on the customer individually instead of achieved and potential customers at the same time. Those who criticize it and share the view that Facebook and Twitter are just fads truly don’t know enough about them and how they can be used effectively when done right. The key to using social media for companies is to remember that it’s dubbed “social” for a reason: it’s for socializing. Humanizing a brand can be achieved because conversation can (and should) take place. Media is shared (or mutual) today. Everyone needs to jump on the bandwagon if they’re going to keep up.
Blake, A. (2009, July 8). Learn About the Changing Face of Selling Online; Social Sites Could be the Answer. The Western Mail, p. 13. Retrieved from http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T9204898355&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T9204898359&cisb=22_T9204898358&treeMax=true&treeWidth=0&csi=244366&docNo=17
Farrish, K. (2009, September 13). Public Relations Pros Using Social Media To Spread Message. Hartford Business Journal Online. Retrieved from http://www.hartfordbusiness.com/news9502.html
Lawrence, D. (n.d.). Why Your Brand Needs to Be on Facebook Now. In Mashable [Article]. Retrieved from http://mashable.com/2010/03/24/brand-facebook-now/
Lim, D. (2010, March 1). Are Social Sites Effective Vehicles for Marketing? BusinessWorld, p. S3/3. Retrieved from http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T9204757855&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T9204757861&cisb=22_T9204757860&treeMax=true&treeWidth=0&csi=173384&docNo=3
Madler, M. (2010, April 26). Using Social Media is More Than Just Friends and Tweets. San Fernando Valley Business Journal. Retrieved from http://www.sfvbj.com/news/2010/apr/26/using-social-media-more-just-friends-and-tweets/
Ostrow, A. (n.d.). Facebook and Twitter Making a Major Impact on Purchase Decisions. In Mashable [Article]. Retrieved from http://mashable.com/2010/03/16/facebook-twitter-purchase-decisions/
Tuesday, April 20, 2010
What the Change to Facebook Pages Means for You!
So there is a lot of information about the changes to Facebook Pages, and if you're like me, to understand it, it must first be dissected. So consider this a summary for you of the changes, after I broke it down and sorted out the non-important info.
Basically, there are two types of pages now: A Community Page and an Official Page.
Community page: page for a topic (ex: cooking)
Official page: page for a brand, business, band, etc. (what all pages were before) (ex: Coca-Cola)
Differences between community pages and official pages are simple: if you "like" a community page, the content of the page will not show up in your news feed, but it is the opposite with an official page.
Now to answer the question that all of you are asking... "Why did it change from "become a fan" to "like?" Facebook's reasoning is that becoming a fan was too much of a commitment, and to simply like a page is more "light-weight." I personally don't know who thought of that bizarre ideology... but I guess we'll have to live with it anyway.
Some might also ask the question, "How are community pages suggested to me?" Based on the information you put in your "likes and interests" section of the "info" part of your profile, community pages are suggested to you.
So what does it mean for those of you that maintain your business's facebook page? Heidi of HiHo pointed out that you are no longer able to click on the number of fans you have and look at the list of fans. (Well I guess we can call them likers now). No longer can you view your entire list of "likers." This isn't a problem for many, but sometimes page-maintainers like to see who their 500th "liker" was...which is the case for Heidi (congrats Mom!).
it should say "like" now. This is the new correct terminology.
Hope this clears up confusion, any more questions? Comment!
Love,
Basically, there are two types of pages now: A Community Page and an Official Page.
Community page: page for a topic (ex: cooking)
Official page: page for a brand, business, band, etc. (what all pages were before) (ex: Coca-Cola)
Differences between community pages and official pages are simple: if you "like" a community page, the content of the page will not show up in your news feed, but it is the opposite with an official page.
Now to answer the question that all of you are asking... "Why did it change from "become a fan" to "like?" Facebook's reasoning is that becoming a fan was too much of a commitment, and to simply like a page is more "light-weight." I personally don't know who thought of that bizarre ideology... but I guess we'll have to live with it anyway.
Some might also ask the question, "How are community pages suggested to me?" Based on the information you put in your "likes and interests" section of the "info" part of your profile, community pages are suggested to you.
So what does it mean for those of you that maintain your business's facebook page? Heidi of HiHo pointed out that you are no longer able to click on the number of fans you have and look at the list of fans. (Well I guess we can call them likers now). No longer can you view your entire list of "likers." This isn't a problem for many, but sometimes page-maintainers like to see who their 500th "liker" was...which is the case for Heidi (congrats Mom!).
I guess the only other thing I need to mention is an alteration you should make is on your other online presences...like your website. Before, if you had a button like this one that said "become a fan"
Hope this clears up confusion, any more questions? Comment!
Love,
Thursday, February 25, 2010
An Essay for Public Relations Class...
It’s interesting that teachers in classrooms everyday have to compete against everything available on a student’s phone, or in many cases, their personal laptops. How could the lecture or the PowerPoint in the front of the room be more interesting than Facebook, Twitter, AIM, text messages and everything else along those lines.
“Engagement” (whether it be in schoolwork or even online) is dwindling among the younger generation. A documentary called Frontline’s Digital World talked to students who said that when writing a paper they could only write one paragraph at a time. They write in “bursts and snippets.” Many support the idea that this has a direct correlation to the fact that they are “digital natives.” In the digital world, everything is truncated. Twitter updates, Facebook statuses, IMs and their short words like “lol” and “brb.” If they are writing in short ideas all day on the web, why wouldn’t they have a hard time writing a long idea like an essay?
In an article from guardian.co.uk called Facebook and Bebo risk ‘infantilizing’ the human mind, Lady Greenfield, a professor at Oxford and director of the Royal Institution, says “children’s experiences on social networking sites ‘are devoid of cohesive narrative and long-term significance. As a consequence, the mid-21st century mind might almost be infantilized, characterized by short attention spans, sensationalism, inability to emphasize and a shaky sense of identity.’”
While many want to punish the students for their inability to concentrate on academics because their unimportant social networking is getting in the way, how can we? A pro-technology in the classroom principal from Frontline’s Digital World stated that kids will need to be fluent in technology and experts in communication because, “that’s the way the world is now.” Maybe the older generation should focus on catching up instead of criticizing?
In fact, they are. In an article from the New York Times this past October called Finding a Guide for Online Networking, Marc Prensky, author of Digital Game-Based Learning, explained that the older generation is “likely to be ‘digital immigrants’ who must learn the language and the culture of the Internet Age… ‘And your best cultural guide is younger person, a digital native, born into a world of computers, video games and instant messaging.’”
The documentary emphasized this as well, even stating that by the time the older generation researches and publishes information about technology, that technology is “obsolete.” The technological world is definitely a rapid growth that is continually developing, but it is also fascinating. Everyone wants to be a part of it, have their profile and presence on social networking sites and use the Internet to communicate with Skype and AIM. Even the older generation is intrigued while they are grumbling about students texting in class. But they can learn from the “boomers.” Prensky adds, “Smart immigrants have always relied on the younger generation to learn the language. Kids today are eager to help, because sharing information is part of their culture.”
“Engagement” (whether it be in schoolwork or even online) is dwindling among the younger generation. A documentary called Frontline’s Digital World talked to students who said that when writing a paper they could only write one paragraph at a time. They write in “bursts and snippets.” Many support the idea that this has a direct correlation to the fact that they are “digital natives.” In the digital world, everything is truncated. Twitter updates, Facebook statuses, IMs and their short words like “lol” and “brb.” If they are writing in short ideas all day on the web, why wouldn’t they have a hard time writing a long idea like an essay?
In an article from guardian.co.uk called Facebook and Bebo risk ‘infantilizing’ the human mind, Lady Greenfield, a professor at Oxford and director of the Royal Institution, says “children’s experiences on social networking sites ‘are devoid of cohesive narrative and long-term significance. As a consequence, the mid-21st century mind might almost be infantilized, characterized by short attention spans, sensationalism, inability to emphasize and a shaky sense of identity.’”
While many want to punish the students for their inability to concentrate on academics because their unimportant social networking is getting in the way, how can we? A pro-technology in the classroom principal from Frontline’s Digital World stated that kids will need to be fluent in technology and experts in communication because, “that’s the way the world is now.” Maybe the older generation should focus on catching up instead of criticizing?
In fact, they are. In an article from the New York Times this past October called Finding a Guide for Online Networking, Marc Prensky, author of Digital Game-Based Learning, explained that the older generation is “likely to be ‘digital immigrants’ who must learn the language and the culture of the Internet Age… ‘And your best cultural guide is younger person, a digital native, born into a world of computers, video games and instant messaging.’”
The documentary emphasized this as well, even stating that by the time the older generation researches and publishes information about technology, that technology is “obsolete.” The technological world is definitely a rapid growth that is continually developing, but it is also fascinating. Everyone wants to be a part of it, have their profile and presence on social networking sites and use the Internet to communicate with Skype and AIM. Even the older generation is intrigued while they are grumbling about students texting in class. But they can learn from the “boomers.” Prensky adds, “Smart immigrants have always relied on the younger generation to learn the language. Kids today are eager to help, because sharing information is part of their culture.”
Sunday, February 7, 2010
Facebook Insights: Something Pro-Business Pages (Not Profiles)
Facebook Insights is just another reason to make the switch from having your business operate as a profile (collecting friends) to a page (collecting fans).
Facebook Insights measures user exposure, actions and behavior relating to your Facebook Page. It helps you understand the activity on your page, your fans, and trends. Only page administrators can see this on the left side of the Facebook page.
The two most important things to pay attention to when looking at Insights are the Interactions and the Post Quality.
The "Interactions" section takes the number of times your fans write on your wall, comment on your posts, or like (clicks the "like" button) your content and adds them together. This is in turn a compilations of interactions between your fans and your page for the week.
Love,
Facebook Insights measures user exposure, actions and behavior relating to your Facebook Page. It helps you understand the activity on your page, your fans, and trends. Only page administrators can see this on the left side of the Facebook page.
The two most important things to pay attention to when looking at Insights are the Interactions and the Post Quality.
The "Interactions" section takes the number of times your fans write on your wall, comment on your posts, or like (clicks the "like" button) your content and adds them together. This is in turn a compilations of interactions between your fans and your page for the week.
"When you create compelling content, your fans may choose to interact with the material by commenting, liking, or writing on your Wall. These fans help to spread your content virally throughout Facebook, as their engagement leads to organic stories being published in their friends' News Feed." --Help Center Facebook Pages: Insights for your Facebook Page
Want to increase the number of interactions on your page? This is where SweetPea&Co. comes in, to help you achieve these three keys to success with your business page on Facebook...
1. Post things that are relevant to your fans/ engaging content
2. Posting frequently, but not too frequently (it's not Twitter)
3. Increase your fan base
A note on "Post Quality." This measures "how engaging your content is to Facebook users. A higher post quality indicates material that better engages fans." This measure "takes into account your number of posts, total fan interactions received, number of fans, as well as other factors." --Help Center Facebook Pages: Insights for your Facebook Page
Want to increase your post quality? The steps are similar to those one should take to increase the number of interactions on their page, but SweetPea&Co can make sure that both are accomplished for your business Facebook page.
1. Make sure your posts are interesting and meaningful (whether they are posts, photos, videos or links)
2. Don't post low quality content. It's better to post more interesting posts (like ones with pictures, videos, etc.) less frequently, than to post less engaging material more frequently
3. Increase your fan base (again)
SweetPea&Co thinks that Facebook's Insights can really benefit those using a Facebook for their business. And we can help you increase your interactions and post quality! But remember, you can only use this to your advantage if you have a page, not a profile!!!
Love,
Tuesday, February 2, 2010
Why You Need SweetPea&Co.
First and foremost! Even if your business already has a Facebook, if it is not being maintained appropriately, your page is in danger of a few things. Someone could put up a negative comment which could be left there long enough for your fans to see it and form the wrong opinion about your business. Also, you run the risk of losing fans if they don't feel like they are engaged in your page. It either needs to be maintained right or taken down.
"Social Media isn't a conversation. It's where the conversation takes place." -Jay Baer of Convince and Convert. Just because you're on Facebook, it doesn't mean you're in the conversation. You have only entered a room where the conversation can take place.
Love,
"Social Media isn't a conversation. It's where the conversation takes place." -Jay Baer of Convince and Convert. Just because you're on Facebook, it doesn't mean you're in the conversation. You have only entered a room where the conversation can take place.
So, now to get to other reasons you need SweetPea&Co. We can help you conquer Facebook successfully. We can teach you how to cross-post in a way that will be beneficial to your business. We can help you develop your tone as your business and use Facebook's Insights to help shape this. We can help you pinpoint your audience on Facebook.
But most importantly we can help you formulate a plan for your specific needs as a business owner on Facebook. For example, if you're thinking you don't have enough time to do it, we can give you some strategies to still have an engaging presence, but not take up hours of your time each day. If you're thinking you will never have enough things to take pictures or video of, there are ways we can suggest to help make your page remain visually stimulating without the need of a camera attached to your hand. Is your goal to replace email newsletters, print advertising and mailers about events with Facebook? We can help explore the world of Facebook Ads, events and updates! Do you want people to discover your website and blog through Facebook? We can help you give them a reason to go back and forth throughout the multiple online components of your business. If your goal is to enhance your searchability on google through Facebook then we have tips for you to help that as well.
See? There are so many reasons that you need our services! We can answer so many questions and make your life on Facebook so much easier. We're looking forward to working with you.
Love,
Monday, February 1, 2010
SweetPea WhitneyMae
Hello! I'm so excited to finally get this started. Welcome social networkers, welcome bloggers, welcome friends and welcome business owners. I'm SweetPea WhitneyMae and I have recently followed my mother's advice (after ignoring it a few times of course.) This is the blog for my small social networking agency: SweetPea&Co. We are experts when it comes to having an engaging presence on Facebook: the most important site for businesses to participate in. We can help you "be as successful on Facebook as you are with your business!"
How did I decide to create my very own networking agency? Well, as I said before, it was my mother's advice that sparked the idea. But it stems from a couple other things as well. First of all, my mother and I are extremely alike. She is an entrepreneur and has created a successful business in my small hometown of Gardiner, NY, and naturally I inherited her positive attitude. (Shameless plug for my mom's blog...HiHo Heidi's Diary). She has always believed in networking...even before it was internet-dominated. Anyway, I, as a Facebook user was noticing businesses slowly creating pages on Facebook and I started to convince my mom that HiHo needed to be on Facebook too. We played around with it (frankly if I ran the business component of Facebook I would change more than a few things) and we figured it out. Naturally we started talking to other businesses about it and then even reported that it was turning out to be a successful investment of time spent on the internet.
Then, a catering company I had been working for asked me (taking advantage of my knowledge from trying it out with HiHo) if I could help them with Facebook. SweetPea&Co. was born. This was where advice from my mother began. She knew that with my knowledge of public relations and social media I could help out businesses all over that knew that they needed to be on facebook (because if they aren't they're missing out) but did not know how to go about doing it.
When my boyfriend (the wonderful graphic designer and man he is) designed a logo, I knew it was really happening. (By the way, if you're wondering, "why sweetpea?" it's because it's a nickname that originated from him and then my mom caught on...)
Naturally, more and more businesses in my area (and some that are a bit far away but have networked with my mother by means other than the internet) began forming a list in a notebook I labeled "SweetPea&Co.: Wannabe Fabulous (and rich) Public Relations Diva." How, do you ask? Well just answer the question "what do mother's talk about?" for yourself and you'll understand. (Despite all the playful bashing of my mother I totally love her by the way.)
Anyway, I'm excited. This is really something I enjoy doing and I love learning more about it all the time! Recently I visited the NYIGF with my mother and attended a social networking seminar. There are always new ways to take advance of a presence in social media.
I will be blogging on a regular basis about clients, tips, our services at SweetPea&Co. and so much more!
Love,
P.S. Website coming soon!
How did I decide to create my very own networking agency? Well, as I said before, it was my mother's advice that sparked the idea. But it stems from a couple other things as well. First of all, my mother and I are extremely alike. She is an entrepreneur and has created a successful business in my small hometown of Gardiner, NY, and naturally I inherited her positive attitude. (Shameless plug for my mom's blog...HiHo Heidi's Diary). She has always believed in networking...even before it was internet-dominated. Anyway, I, as a Facebook user was noticing businesses slowly creating pages on Facebook and I started to convince my mom that HiHo needed to be on Facebook too. We played around with it (frankly if I ran the business component of Facebook I would change more than a few things) and we figured it out. Naturally we started talking to other businesses about it and then even reported that it was turning out to be a successful investment of time spent on the internet.
Then, a catering company I had been working for asked me (taking advantage of my knowledge from trying it out with HiHo) if I could help them with Facebook. SweetPea&Co. was born. This was where advice from my mother began. She knew that with my knowledge of public relations and social media I could help out businesses all over that knew that they needed to be on facebook (because if they aren't they're missing out) but did not know how to go about doing it.
When my boyfriend (the wonderful graphic designer and man he is) designed a logo, I knew it was really happening. (By the way, if you're wondering, "why sweetpea?" it's because it's a nickname that originated from him and then my mom caught on...)
Naturally, more and more businesses in my area (and some that are a bit far away but have networked with my mother by means other than the internet) began forming a list in a notebook I labeled "SweetPea&Co.: Wannabe Fabulous (and rich) Public Relations Diva." How, do you ask? Well just answer the question "what do mother's talk about?" for yourself and you'll understand. (Despite all the playful bashing of my mother I totally love her by the way.)
Anyway, I'm excited. This is really something I enjoy doing and I love learning more about it all the time! Recently I visited the NYIGF with my mother and attended a social networking seminar. There are always new ways to take advance of a presence in social media.
I will be blogging on a regular basis about clients, tips, our services at SweetPea&Co. and so much more!
Love,
P.S. Website coming soon!
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