I’ve had this question in my mind for quite a while; What is the relationship between social media and PR?  I’ve always felt unskilled at PR, yet social media excites me.  And as I looked at which kinds of people were picking up on social media and how firms were using it – I noticed that it seemed to fall into the “PR” category.  But I’m not a PR expert.  So I decided to take my curiosity to Twitter and to a couple PR and media relations professionals Chrissanne Sternal of @SternalMrktg and Scott Bradley.  @ScottBradley is the social media master behind the @TPEntrepreneur (Toilet Paper Entrepreneur) Brand of books, seminars and cult following.

Here is a summary of our discussions:

Q1. What’s the relationship between social media and PR?

SternalMrktg: @DIYMarketers Social Media is a great way to supplement your PR and can do great things to build ur brand #DIYMKT

t_s_f: SM and PR work hand in hand. Use the tool that works best for your firm and clients.

bradfordshimp: Q1 – Social media is a great place to connect with and get to know news people. #diymkt

ScottBradley: The relationships between social media and PR is that one supports the other #DIYMKT

SternalMrktg: Q1: Social media removes the traditional media filter in PR. With SM u can speak directly to ur audience. #DIYMKT

jamesdadd: #DIYMKT Social media creates communities, PR targets communities.

dslatter: Q1 social media adds the opportunity for dialog to a PR camapaign #diymkt

SternalMrktg: @DIYMarketers I believe Social Med is about building relationships, for PR, for Mrktg & w customers #DIYMKT

SternalMrktg: Q1: With Social you can get your message directly thru without the press controlling the message. #DIYMKT

wordpost: SM allows PR to extend the reach of a message and personal relationships in a way that wasn’t possible before #DIYMKT

t_s_f: Both SM and PR are about building and maintaining relationships. They just do it in different ways. Both are very effective. #diymkt

mcolacurcio: Q1: SM allows you 2 communicate directly w/ communities. PR engages the experts to add that third-party voice. #diymkt

Q2. What are your tips for integrating social media and PR?

SternalMrktg: @DIYMarketers Social Media enables virtually everyone to become their own PR person by connecting w media on facebook & twitter #DIYMKT

jamesdadd: #DIYMKT hardest part of PR to an SM community is your messaging mix, too much PR and they will turn off, just enough and they will adopt you

ScottBradley: If you want to integrate social media and PR…figure out your backend marketing funnel FIRST before anything else #DIYMKT

SternalMrktg: Q2: Approach your press releases like u do ur blogs/Web sites. Make sure SEO is a big part of press releases. #DIYMKT

dslatter: Q2 keep ‘media speak’ for PR, just be authentic when using SM #diymkt

SternalMrktg: Q2: Be very mindful of the keywords and anchor tags you use in your social media press releases. #DIYMKT

bradfordshimp: Q2 – Social media helps push PR to new and unique places – as in you don’t know where it will be picked up and by whom. #diymkt

SternalMrktg: Q2: Integrate by connecting with media ppl on Twitter & engage in convo w them so you can build a relationship #DIYMKT

SternalMrktg: @bradfordshimp So true, instead of just traditional media picking it up, now bloggers & others can pick up ur story #DIYMKT

SternalMrktg: Q2: Don’t just blatantly pitch media on Twitter, but DO engage w them. Ur chance to pitch will make itself available #DIYMKT

ScottBradley: Leverage web 2.0 technology for traffic to places on the web…not making direct sales (Biggest mistake people make with SM) #DIYMKT

jamesdadd: #DIYMKT You have to get adopted by the community, foster relationships, friends and give something back don’t just push a message

ScottBradley: Once you know where you are pushing traffic…then figure out what you want people to do next….Opt-In to a list/join RSS feed etc. #DIYMKT

dslatter: Q2 use SM to engage people at each major touchpoint between u and your customers/target will enhance PR activities #diymkt

SusieSharp: Be known for being source of useful info… ppl want VALUE from communication, time 2 imp for nonsense tweets #DIYMKT

mcolacurcio: Q2: Have a focused message in both forms of outreach (SM & PR) otherwise you may muddle your identity. #DIYMKT

Q3. What are the biggest social media mistakes that hurt your reputation?

SternalMrktg: Q3: If you use social media the wrong way, it can hurt your reputation. Don’t just use SM to sell to people. #DIYMKT

ScottBradley: The biggest mistake that most people make with social media is trying to “Marry Customers” On the first exposure #DIYMKT

SternalMrktg: Q3: Use traditional rules, too. Make sure ur cognizant of not saying anything that will offend certain publics. #DIYMKT

jamesdadd: @DIYMKT Mistakes, appear as an automated messager, little or no interaction, and not giving back

wordpost: Q3: social media spam is the easiest and fastest way to kill your image.

Q4. How do you bring an offline community online?

dslatter: Q4 show the offline community that SM is relevent- its about content AND conversation #diymkt

bradfordshimp: @DIYMarketers Q4 – You can bring offline communities online, but you need to plan on some real training time. #diymkt

Q5. What’s your favorite tool for managing your communities? Is there one or do you use many?

SternalMrktg: Q4: Make it easy for them to understand. Facebook is a great entry for many since they already use it on personal level. #DIYMKT

ScottBradley: @DIYMarketers I love tweetdeck, hootsuite, e-mail, facebook, twitter, linked in #DIYMKT

SternalMrktg: Q5: I use so many and I’m always trying new ones. Tweetdeck & Hootsuite r great for managing twitter efforts #DIYMKT

SternalMrktg: Q5: After building a relationship on twitter, I like adding new ppl as LinkedIn connection. Easier 2 keep track of their profile #DIYMKT

SternalMrktg: @DIYMarketers I use TweetLater’s tweet alerts. Enter keywords that r relevant to ur biz and get alerts via email daily or hourly #DIYMKT

ScottBradley: @DIYMarketers I think another one is tweetbeep or tweetlater that you could use for alerts #DIYMKT

Q6. Where can we go to learn about using social media as a PR tool?

SternalMrktg: Q6: I like this blog post by @prsarahevans talking bout PR and social media http://tinyurl.com/6gohcz (expand) (some grt tips) #DIYMKT

dslatter: @DIYMarketers Q6 learn it all right here! #diymkt

ScottBradley: @DIYMarketers I recorded an 80min teleseminar about using social media effectively http://www.budurl.com/smtele #DIYMKT

SternalMrktg: @dslatter Great point, join many chats on Twitter to see what new trends are happening. #DIYMKT

SternalMrktg: Q6: Also follow @skydiver to get tips on stories media working on via his Help A Reporter Out service (HARO) #DIYMKT

wordpost: Q6: here is a great collection of 23 social media case studies http://bit.ly/RrcEx (expand) #DIYMKT

SternalMrktg: Q6: You never know where a PR opportunity is going to come from. Getting Twtter keyword alerts can help. #DIYMKT

Q7. If you could only do 2 PR tactics what would they be?

SternalMrktg: Q7: #1 I would definitely do a SEO-enhanced press release to drive traffic to your blog/Web site. #DIYMKT

ScottBradley: @DIYMarketers Facebook group + Youtube Videos #DIYMKT

SternalMrktg: Q7: Tactic #2 PR tactic would b to learn how to pitch ur company in 140 characters for when u CAN pitch on twitter. #DIYMKT

SternalMrktg: @DIYMarketers I’ve switched to Hootsuite for scheduling future tweets, a little easier/quicker to set up #DIYMKT

Q8. What should each of us to RIGHT NOW to improve our PR with social media tools?

SternalMrktg: @ScottBradley I also follow my clients keywords to join in the convo and see what people think about their brand #DIYMKT

ScottBradley: @DIYMarketers Find a way to build a community of people around specific interests for your NICHE…then build that relationship ASAP #DIYMKT

SternalMrktg: Q8; I aggree w @ScottBradley Build a community, of reporters, bloggers & target customers for ur industry #DIYMKT

dslatter: Q8 use PR to create a reason to have a dialog/interaction with you, forget about selling to them
#diymkt

ScottBradley: @DIYMarketers Feel free to listen to my 80 min teleseminar helping you with SM Marketing http://www.budurl.com/smtele #DIYMKT

Related articles by Zemanta

• Don’t Know What To Use Twitter For? (hilarytopper.com)
• Welcome To Twitter: Twitter For Beginners (slideshare.net)
• Getting to the ROI of social media takes some time and excellent planning (mattscherer.blogspot.com)
• Could Twitter One Day Replace Email PR Pitches? Maybe (micropersuasion.com)

My @DIYMarketers Twitter account has been acting up.  And in my troubleshooting journey I discovered something BRILLIANT: A Twitter Policy.

My Twitter account hasn’t been sending me e-mails about the people who are following me.  In the process, I decided to go and search out some new people to follow and see if I get any of them to follow me and get the notification.  In my search for the term “DIY Marketing”  I discover Rob McNeely.  He’s apparently a famous guy that hosts a radio show called “Startup Story.”  SUPER guy to follow and I wasn’t following him.  Shame on me.

When I clicked over to his web site — I found that it went to a landing page called “Twitter Policy and Philosophy.”

When you realize that this guy has something like 30,000 people following him, you can see why he would have a “policy” for people who are on Twitter.  But why wouldn’t you have a process or policy for your social media anyway?

Create Goals and Objectives Before Policies

The wonderful thing you’ll notice about Rob’s Twitter Policy is that he is very clear on what he uses Twitter for and his policy reflects his social media objectives; he uses it to connect and meet new people.

That said, he’s taken the time to figure out how he wants to relate to Twitter as a medium and he goes point by point to explain:  Here are some snippets that will give you a taste.

1. Privacy

I will respect your DMs. Please respect mine.

2. Content and Subject Matter

Your screen time is valuable. I promise to make my tweets as interesting and non-boring as possible. I am a news junkie and read about a dozen websites and blogs from around the world on a daily basis.5. Spam, Self Promotion, and Commercialization3. Responses, Replies, and Pitches

I will do my best to respond to all @ replies and direct messages. However, due to my limited bandwidth, I may not always get to them, and sometimes, a few will slip by and I may not see them. Please do not take it personally if I do not respond.

I openly accept all pitches for Startup Story Radio, but please use the Startup Story Radio Contact Form to send them to me.

4. Following/Unfollowing

I am very Libertarian when it comes to following people. I look at Twitter like a large cocktail party, and the more people at the party the more interesting it is for me.

I am not big on Twitter spam. I will unfollow and or block you if you are DM spamming me or just keep following me to get me to follow you. I am pretty open to following most people. If I don’t follow you, there is a reason.

Why Stop at Twitter, Create a Policy for LinkedIn, Facebook and all your other Social Media Tools!

A common issue among small businesses and marketers is how little time we have for everything.  If you don’t have policies and rules set up around your social media channels, then you will either get sucked in – or your brand image will suffer.

Here’s a quick Social Media Policy How-To:

1. Define why you are using each social media tool and what you want to get out of it.
2. Tell people how you will behave and what to expect from you.  On Twitter, who do you follow, who do you not follow, etc.  The same thing goes for LinkedIn.  Different people use the tools differently – tell people how you will use this tool.
3. What’s your spamming policy and how do you want people to contact you?  Spam is everywhere.  Depending on how you use your social media channel – you’ll want to tell people where you stand.  We are all busy, tell people how you want to be contact, what you respond to and what you don’t.

Thanks Rob!  This is something we all do, but few have put out in public.

So, I’m curious, what’s your Twitter Policy?

Related articles by Zemanta

• The Five Stages of Twitter Metamorphosis (redbloodedamericangirl.com)
• Facebook in 15 Minutes a Day (articlesbase.com)
• Quality, not quantity (digital-constructions.com)