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Key Takeaways from the PR + Social Media Summit

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Last week the GCAI team traveled to Milwaukee, WI to attend the PR + Social Media Summit at Marquette University. I presented during the panel discussion, Online Reputation Management: Tools, Tactics, and Tips from Experts on the Front Lines while John moderated the panel. Mary also moderated the panel, Engaging with Social Media Communities for the Right Reasons and the Right Outcomes.

When not busy presenting, we attended multiple breakout sessions and also listened to keynotes from George G Smith Jr., Sr. Manager, Social Activation Strategy and Execution at PepsiCo, and Jennifer McTighe, Director for External Relations at IBM Research. We learned a lot at the summit and wanted to share some of our takeaways from the event with you!

John Garvey and George G Smith Jr. at the PR + Social Media Summit

George G. Smith Jr. and John Garvey presenting at the PR + Social Media Summit.

John’s Takeaways:

  • How advanced Marquette University is; students’ questions, participation, MU greeted me on Twitter when I arrived.
  • Social media has arrived for major brands – it is not “new”, “an after-thought”, something for kids – or interns…
  • Strategy is all important – know where you are going and what to measure.
  • Concentrating on building fans is so yesterday.

Mary’s Takeaways:

  • Social media isn’t about promoting new products/services; it’s a virtual culture for your brand.
  • The future of social media is moving toward radical transparency.

Laura’s Takeaways:

  • Redefine influence. Always remember that small communities online matter just as much as the larger ones.
  • Don’t complain about changes to social media platforms. The platforms have to change to survive.
  • Focus on engagement with your communities, not the number of fans or followers you have.

Were you at the PR + Social Media Summit? Anything you would like to add? Please feel free to email me. Thanks! – Laura

 

3 Perspectives On How Social Today’s PR Graduates Must Be – Part 3

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Views from The Student, The Pro and The Professor

Last week we discussed how graduates will use social media to find a PR job. This week’s Social Media News, is the last of our three  part series, and asks what will surprise graduates about social media once they get on the job. GCAI tapped three people for their perspectives.

The Student: @stjackman
Stephanie Jackman, Intern at GCAI, completing a BA in Communication this year from Marist College in Poughkeepsie, NY
The Pro : @MFallon
Mary Fallon,  Media Director at GCAI and Isenberg School of Management at UMASS Amherst graduate, Google AdWords Certified, PRSA member for 4 years, has led seminars on SEO and SMO PR at UMASS Amherst
The Professor: @FvrythingPR
Dr. Daradirek Ekachai,  Associate Professor in the Department of Advertising and Public Relations at Marquette University in Milwaukee, WI

3) What will surprise graduating college students about social media once they get on the job?

The Student:
Little is taught about social media in the classroom so the majority of experience I have, I’ve learned as I went along. I was surprised to find the amount of time and effort that goes into developing a social media strategy and how essential it has become to a company’s marketing needs. In order for a company’s social media initiatives to be carried out successfully, they must be well thought-out and organized.

The Pro:
I believe most students will be surprised to realize how much strategy goes into social media.  Social media isn’t just about creating and distributing posts; the content must be tied to an overall plan which has been created with the business’ goals in mind. Also, the strategic plan must be constantly evolving as social media does.

The Professor:
 I think students might be surprised that, being seen as a “digital native,” they could be regarded as a social media “expert” with full responsibility in the area “grown ups” are not familiar with. They will have to learn quickly on management (time and organization) issues.

3 Perspectives On How Social Today’s PR Graduates Must Be – Part 2

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Views from The Student, The Pro and The Professor

Last week we discussed the “must have” social media skills a graduating senior needs to impress PR employers.  This week’s Social Media News, is part 2 of our 3 part series, and addresses how those graduates will use social media to find a PR job. GCAI tapped three people for their perspectives.

The Student: @stjackman
Stephanie Jackman, Intern at GCAI, completing a BA in Communication this year from Marist College in Poughkeepsie, NY
The Pro : @MFallon
Mary Fallon,  Media Director at GCAI and Isenberg School of Management at UMASS Amherst graduate, Google AdWords Certified, PRSA member for 4 years, has led seminars on SEO and SMO PR at UMASS Amherst
The Professor: @FvrythingPR
Dr. Daradirek Ekachai,  Associate Professor in the Department of Advertising and Public Relations at Marquette University in Milwaukee, WI

2) How can graduating college students use social media to find PR jobs?

The Student:
With graduation only months away, Twitter is one of the first resources I turn to when searching for career opportunities. Following Twitter handles geared towards entry-level job postings is easy to do, yet incredibly beneficial to my job search. By following thought leaders in the social media and PR industry I can engage in conversations, form relationships and show future employers I’m savvy in multiple social media platforms.

LinkedIn is another tool graduating seniors can use to enhance their job search. I’ve used LinkedIn to network with professors, find internship openings and participate in discussion forums. I think of LinkedIn as a virtual resume where each user has the ability to list past work experiences.

The Pro:
Students can use various social media platforms (including Facebook and Twitter) to follow companies they would like to work for and connect with people who work there. They can also post their resume on LinkedIn or upload a video version to YouTube. Overall, it’s important to show employers you have experience with social media, which means students should accurately complete their profiles and stay active on the platforms they are utilizing.

The Professor:
To me, it’s not so much how students can use social media to find PR jobs, but how they can use social media to get a PR job!

The obvious social media platform related to careers is LinkedIn, so that means that students must create and maintain a professional profile on LinkedIn. They can start growing their contacts and build their own network, start networking, and creating meaningful content to show future employers that they are capable and serious about their professional future.

Students also can use Twitter to follow professionals in their field, job sites, and companies that they want to work for.  It’s widely known that job recruiters search for job candidates, using social networking sites, and research candidates before the interviews. Students need to know how to use social media wisely, differentiate themselves from other job candidates in order to be a top contender in the job market.

3 Perspectives On How “Social” Today’s PR Graduates Must Be-Part 1

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Views from The Student, The Pro and The Professor

Obviously, Social Media has transformed Public Relations. Yet, are the PR factories (colleges and universities) cranking out graduates that are prepared to work in, or maybe even lead, this changed industry?  This week’s Social Media News is the first in a three part series that will answer that probing question.  GCAI tapped three people for their perspectives.

The Student: @stjackman
Stephanie Jackman, Intern at GCAI, completing a BA in Communication this year from Marist College in Poughkeepsie, NY

The Pro : @MFallon
Mary Fallon,  Media Director at GCAI and Isenberg School of Management at UMASS Amherst graduate, Google AdWords Certified, PRSA member for 4 years, has led seminars on SEO and SMO PR at UMASS Amherst

The Professor: @FvrythingPR
Dr. Daradirek Ekachai,  Associate Professor in the Department of Advertising and Public Relations at Marquette University in Milwaukee, WI

1) What are the “must have” social media skills a graduating college student needs to standout to PR employers?

The Student:
Being savvy in the realm of social media is no longer an added bonus, but a job requirement for entry-level PR candidates. The skill that will showcase graduating seniors’ expertise in social media is their ability to be engaging on these various platforms.  Mastering the writing technique it takes to be successful on each social media platform is key. Students must be able to use their writing skills to not only write an eye-catching press release, but an engaging tweet and Facebook post.

The Pro:
My top three are: writing ability, responsiveness, and curiosity. Whether a PR professional is writing a 400 word press release or a 140 character tweet, both grammar and writing come into play. When working in the social media world everything is in “real time” and students need to be able to analyze and respond to issues as they arise. Lastly, a willingness to learn is vital.  Students who are curious about social media and are constantly researching new platforms and methods will be the most successful.

The Professor:
Students should not only possess social media skills, but they also should know how to use them strategically, personally and professionally. They need to understand the sociology and psychology of social communication through social networks and know how to apply them in social media tools. They should keep abreast in current and ever-changing new media trends and be informed of latest research reports.

I also believe that they need to practice social media (Facebook and Twitter, mostly) regularly (everyday preferably!). Social media should be second nature to them and they need to know how to create content, engage and maintain their social relationships with their friends and followers.