Dear Past Neha, You guessed right! This is Present Neha writing...writing to fill in the gaps! Where have you been hiding all these years? Now that you've moved on from a Masters student to a mom of two, it's time to revive this blog, dust off the cobwebs, sweep up the mess and get rid of that old, musty smell from this blog site. Welcome brand new me! I'm super excited to get back into writing. Stay tuned to my blog for lots of adventures ahead!

Blog 23: Twitter Journalism: An Examination of News Organizations’ Tweet Styles

Twitter Journalism – The Next Big Thing

Enter Twitter journalism - A new era of reporting has arrived. Within just a decade, the news industry has witnesses a radical transition from traditional journalism (newspapers, radio and television broadcasts), to web journalism (online newspapers and web newscasts) to Twitter journalism. While Twitter presents certain challenges, especially with its 140 character restriction, this social media application represents a significant, innovative mode of mass communication and news dissemination.

Purpose of our Study

To investigate how news organizations use Twitter to communicate about daily news events and engage in conversations with readers.

RQ 1: Which public relations model is most often used by news outlets on Twitter?
RQ 2: Do differences exist between newspapers and televisions in how they use Twitter?
RQ 3: Do differences exist between the media outlet Twitter usage in small, medium, and large markets?

Methods of our Study

We employed a Content Analysis method to compare content, style and frequency of tweets between newspapers and TV stations as well as across local, regional and national media markets.

- Analyzed Twitter pages of 36 News Organizations (18 newspapers &18 TV stations)
- 12 News Organizations each from National, Regional and Local markets
- Collected data over one week – 29th March to 2nd April 2010
- Looked at every 5th tweet
- Using a basis frequency analysis and chi-square statistical test, we tested for the 4-models of PR, along with other informative specifications of the users

Grunig's (1992) 4 models of PR

(1) Press Agentry:
1. One-way communication
2. Associated with storytelling
3. Truth is NOT important

(2) Public Information:
1. One-way communication
2. Dissemination of truthful information
3. Truth is VERY important

(3) Two-way Asymmetrical:
1. Two-way/unbalanced communication
2. Use research to invoke behavior from audience

(4) Two-way Symmetrical:
1. Two-way balanced communication
2. Attempt to establish a mutual understanding
3. Importance of relationship building

(5) We also looked at Excellence Theory
1. Balances goals of org with stakeholder expectations
2. Settles conflicting expectations between groups
3. Develop long-term relationships with key publics (through research)

Findings and Implications

RQ1: Basis Frequency Analysis to determine which public relations model most often used

Press Agentry:
Exciting words: 35 Tweets

Public Information:
Information from outside source: 93 Tweets
Information from organization: 441 Tweets (133 Tweets from News Release)

Two-way Asymmetrical:
Ask to become involved in organization: 34 Tweets (12 Tweets ask for participation in poll/survey)

Two-way Symmetrical:
Mentioning someone in their tweet: 36 Tweets
Attempt to carry on conversation: 14 Tweets

What does this mean?

News organizations employ the public information model most frequently with the two-way symmetrical model least. The public information model, which advocates information dissemination and top-down communication, has been traditionally been associated with print and TV news organizations and it thus comes as no surprise that this trend has persisted with emerging media like Twitter.

News organizations need to make greater efforts to provide opportunities for meaningful reader involvement and genuine dialogue, while practicing active listening and promptly responding to reader comments. Ultimately, news organizations that engage readers are more likely to earn their trust and respect, and in turn build the organization’s readership and following on Twitter.

RQ2: Chi-square test comparing how TV & newspapers differ in Twitter use

Press Agentry:
Exciting words: x²= 8.89, df = 1, p = .003

Public Information:
Upcoming Dates: (x² = 4.01, df = 1, p = .03)
Information from the organization: (x²=3.04, df = 1, p = .05

Two-way Asymmetrical:
Refers to research conducted by the organization: x² = 2.43, df = 1 p = .09 (leans toward significance)

Two-way Symmetrical:
Mentioning someone in their tweet: x² = 2.23, df = 1, p = .09

Top 4 reasons TV & Newspapers send out tweets:
(1) Publicize
(2) Sharing others’ information (other stories, etc.)
(3) Ask for event participation
(4) Respond to someone's tweet

Here are some other findings which provide us with some interesting information:

tweet link to an organizational site (x = 2.68, df = 2, p = .065);
includes a retweet (x = 3.26, df = 2, p = .056); and
included a hashtag (x= 2.45, df = 2, p = .084).

What does this mean?
They have differing numbers, but they follow the same trends (ie with use of hashtags, mentioning other people, retweets, mostly using twitter to publicize, share others info., etc.)

They are both currently using it primarily for the public information one-way communication style – In other words, they are not using the new media to develop relationships - yet.

RQ3: Chi-square test comparing how often TV/newspaper of varying market size use Twitter.

Media outlets were divided into three market sizes:
• Small – Local Media Outlet
• Medium – Regional Media Outlet
• Large – National Media Outlet

Press Agentry:
Exciting words = χ2 = 20.72, df = 2, p = .000
Emoticons = χ2 = 5.13, df = 2, p = .07 (leaning toward statistical significance)
Emotions = χ2 = 8.87, df = 2, p = .01

Public Information:
Outside source info = χ2 = 83.52, df = 2, p = .000
Upcoming dates = χ2 = 15.33, df = 2, p = .000

Two-Way Asymmetrical:
Research = χ2 = 11.85, df = 2, p = .003
involved = χ2 = 5.03, df = 2, p = .08 (leaning toward statistical significance)

Two-Way Symmetrical:
Mention = χ2 = 5.20, df = 2, p = .07 (leaning toward statistical significance)

What does this mean?

Market size makes a difference in how television and newspaper media outlets utilize Twitter to reach out to target audiences. Smaller/local markets have fewer resources (finances, personnel, etc.) than medium/regional or large/national markets. This means that small media outlets often use information from other sources and often do not Tweet as much as other outlets. TV and newspaper outlets in large/national markets have the most resources and therefore utilize Twitter much more often than outlets in other markets. These TV stations and newspapers are also more likely to produce their own content and not rely on information from outside sources.

TV and newspaper outlets from different size markets have also been found to cover different geographical areas. Small markets are more likely to Tweet about local events, while medium and large markets are more likely to Tweet about national events. Large markets generally do not cover local news in their Tweets, as a large national audience is not likely to care about what is happening in a small town.

A Final Word

As the world moves towards embracing Twitter as a tool for news retrieval and dissemination, media entities must make active efforts to enhance their communication and engage readers in two-way symmetrical dialogue. Assessing the tweet styles of diverse news organizations will further our understanding of how to effectively utilize social media as a tool to inform, educate, engage and converse with readers.

Blog 22: Blogger Relations 101

BLOG Image Credit: www.ereleases.com

Cultivating relationships with the media and consumers is key for PR practitioners. With social media being increasingly noted for providing timely and legitimate news stories (sometimes breaking stories before mainstream media e.g. news about Michael Jackson), traditional mainstream media have begun relying on Twitter feeds and Blogs as a source of news. So, the PR practitioner of today has to build relationships with yet another influential group – Bloggers.

Some view bloggers as amateurs who threaten professional journalists and make mis-informed attacks, but most recognize the key role that Bloggers play. Bloggers are influencers and connectors; by commenting on a particular topic and sharing bookmarks, they help connect PR Practitioners to a larger audience and help grow an organization’s readership. Bloggers’ opinions matter in the blogsophere – you can’t ignore them or dismiss them – they will post anyway and it is best to address any criticisms. Some PR Practitioners even credit bloggers for helping them build better blogs since greater interaction with bloggers enables practitioners to quickly learn the craft of blog writing.

Pitching news stories to a blogger is somewhat similar to pitching to the media. Here's my pick of top 3 pitching guidelines:

1. Send only relevant stories that relate to the blogger’s area of interest and that would resonate with his/her readership.
2. Send an individualized, personal invitation to the blogger telling him/her why they are the appropriate person to cover the story and why the news story is important.
3. Keep the news story short and concise, making it easy for them to write a blog, comment on the topic or forward a story.

Ultimately, PR practitioners should seek to cultivate long term relationships with bloggers and not just focus on the short term gains of getting a blog published. As a blogger yourself, what are your thoughts about ways to cultivate relationships with fellow bloggers? : )

Blog 21: For Immediate Release: The Social Media Release Vs The Traditional News Release

NEWSFLASH: This past decade has seen a shift in the way PR practitioners communicate with the media. The Social Media Release has completely changed the face of media and public relations.

Among the advocates of the Social Media Release are Tom Foremski, who called for the demolition of the traditional press release, and Todd Defren who is responsible for the first-ever "Social Media Press Release" template. Others include Brian Solis who stated: “The social media release is not a miracle pill to cure the ills of poorly written press releases. It is merely a tool that is most effective when combined with a strategic arsenal of relevant company blog posts, traditional releases, relationships and an emerging category of releases that tell a story.”

The Social Media Release allows PR practitioners to provide the same truthful and factual information as with a traditional press release but goes a step further by making the reporting process easier for journalists. It deconstructs information into sections and with tags making the information more digestible and useful for journalists. Publishing the news release on the web also allows for a one-stop resource for information. But do remember to use relevant key words that appear upfront during search engine results.

This new kid on the block is not just geared towards the journalist but appeals to an entirely new generation of influencers – bloggers, and also enables organizations to reaches consumers directly. Online readers can bookmark and share the content with others.

The Social Media Release is just one way to tell the story and should not replace the traditional news release but complement it. It may also work well when combined with a social media or blogger campaign. So, some feel the traditional press release is OUT and the Social Media Release is IN while others advocate using both. What are your thoughts about this new type of packaging? : )

Blog 20: Web Analytics – How Effective is My Website?

Ever ask yourself these questions: Who is visiting my website? What are they looking at? How long do they stay on my website? Why are they leaving my website?
Answer: It’s time to conduct web analytics.

Web analytics is the measurement and analysis of online data for understanding and optimizing web usage. As PR Practitioners, we can employ a broad range of web analytic tools for measuring indicators like website traffic, the length of time visitors stay on a website, the type of content they click on, and the type of keywords which can give your organization the most return on investment.

There are several free tools available for conducting market research and measuring the success of your website like Google Analytics, GetClicky, 4Q, Woopra, Crazy Egg and Clicktale.

Check out this extensive list of social media monitoring tools and refer to my last blog post for more. Tool selection depends mostly on the kind of data one is looking for - qualitative or quantitative and what one wants to measure – Website Content? Website Traffic? Reasons for visitor drop-out? Bounce rate or the relevancy of home page? In fact, all of these website measurement tools can be applied to blogs and vlogs as well.

I'd like to hear your thoughts: If you have created a website/blog/vlog of your own, what would you be most interested to measure? : )

Blog 19: Measuring the Value of my Blog / Tweet / Video

So you’ve started a corporate blog, regularly tweet and have an active Linked In account. What’s the next step? You want to know who’s subscribed to your blog, what’s the value of your tweet and who is connected to you on Linked In. The key question is: Have you made a difference to your organization using these social media outlets?

This is where social media metrics comes in. As a PR practitioner, it is critical to measure the impact of employing corporate blogs, twitter, Linked In and other social media tools. This gives us an idea of whether our time/resources spent online are indeed worthwhile.

Assessing social media performance is a task that should be done regularly and at intervals, rather than at the end of a campaign or initiative. Regular evaluation helps PR Practitioners stay on track with their overall purpose behind implementing these social media applications.

There are numerous (free) social media measurement tools available such as Twinfluence, Twittercounter, Twitalyzer, Technorati, Google Feedburner and Facebook Lexicon. In an earlier blog, I highlighted this comprehensive list of social media monitoring tools that I found extremely useful.

So what are your thoughts about these tools and how effective do you think they are?

Blog 18: Social Media Monitoring – Who’s saying What, When, Where and Why?

Who’s saying what about your organization, when, where and why?

Social Media Monitoring is all about listening to online conversations about a brand, company, product or an issue. Whether it’s Facebook, Twitter, Blogs or Discussion Forums, the key is to listen. Monitoring tools include Google Blog search, BlogPulse, BoardReader and Board Tracker. Check out this extensive list of Social Media Monitoring Solutions.

So why monitor what your customers are saying about you online? You can enhance your product, uncover potential issues and crises, address misconceptions about your product/brand, and tailor your communication strategy accordingly.

Apple just released its iPad yesterday and already there are numerous customer and expert reviews online. In time, customers are likely to employ diverse social media channels to share their experience with this revolutionary technology. If it isn’t already doing so, Apple needs to start monitoring online conversations about the iPad and gear up to troubleshoot and address potential criticisms.

I’d like to hear your thoughts about social media monitoring. How effective do you think it is and is there potential for growth in this area? : )

Blog 17: Job Hunting? Make the Right Impression Through Your Digital Footprint

Think back to your last job interview. So you were all prepped…Clothes were ironed, research was done, resume was printed and you rehearsed your answers. Great, you were set!

But wait, you forgot one thing… Did you check your digital footprint? If your prospective employer googled you, what would come up? What is your viral potential? Do you stand out from the web crowd? Waters (2010) cites that 3 out of 5 recruiters pursue candidates via social media than the traditional means of recruiting.

So what does this mean for the job applicant of the social media generation? Prospective employers may prefer candidates that are socially savy in a professional way. It’s time to establish your personal brand online. One way to achieve this is to enhance your social media presence. Join Linked In, open a Twitter account, create a blog, get connected on Facebook. But remember to ensure image consistency across these channels to accurately represent your personal brand.

Another way is to create a Visual CV / resume. Online portfolios and Visual CVs allow you to showcase your personal brand and skills in an innovative manner, transforming you from a faceless personality to a dynamic, pro-active individual. Visual CVs can add more value to a candidate than a traditional one-page resume. You can upload work samples, presentations, videos, speeches, articles, websites and podcasts - all in one consolidated place - making it easier for employers to obtain information about you during an online search.

Many job seekers are turning to Visual CVs and employing digital technology to gain an edge over other job applicants. While there may be some potential downsides to a Visual CV - (1) too much personal information on the web (2) possible bias in an employers' decision making process since an applicant’s age, gender, race or disability are visible through photos and videos - there are still many who are embracing this medium. What are your thoughts about the pros and cons of Visual CVs? Are they the next wave of the future? Are traditional paper based CVs moving out? : )

Blog 16: PETA Scores High Marks for Relationship Cultivation on Facebook

Waters, et. al. (2009) state that for non-profits, “solely having a profile (on social networking sites) will not itself increase awareness or trigger an influx of participation. Instead careful planning and research will benefit nonprofits as they attempt to develop social networking relationships with their stakeholders” p.102). People for the Ethical Treatment of Animals (PETA) is one organization that has done its research and effectively used Facebook to engage audiences world-wide and build relationships with them. A whopping 503,674 fans – that’s PETA’s fan base on Facebook!

Waters, et. al. (2009) recommend three strategies that organizations can employ for online relationship cultivation. These are in bold.

PETA:
(1) Mostly practices organizational disclosure. On its Facebook page, the non-profit has listed its mission statement, programs, year of founding and a link to its website. It could have also included a logo and a list of administrators of its Facebook profile. But I would give it 9 out of 10 marks for organizational disclosure.

(2) Believes in information dissemination. The non-profit’s Facebook page contains links to 844 notes, 24 photo albums, 1,268 fan photos, 158 videos, and 77 fan videos. The non-profit could have also provided links to news items, press releases, campaign summaries and audio files. Overall, I would give it a good 8 out of 10 marks for information dissemination.

(3) Encourages audience involvement. On PETA’s Facebook page, you can easily become its fan, follow it on Twitter, or sign up for PETA E-News and special announcements. The non-profit also has a notes page and an events calendar. PETA could do better by providing a phone number and email address of a named organizational representative, list current volunteer opportunities and state how people can make charitable donations. 8 out of 10 marks for a reasonably good effort to encourage audience involvement.

Overall, PETA has done an excellent job in keeping its Facebook profile updated, relevant, interactive and transparent. The non-profit recognizes the value of social networking sites to enhance public image, garner support for its causes and cultivate relationships with its stakeholders.

Tomorrow, 15 March 2010 is the International Day of Action for Seals! PETA has scored high marks on relationship cultivation with its publics. Why not show them your support and join the online rally. There are already 21,905 confirmed guests. So, how do you think organizations like PETA can improve their efforts to reach out effectively to their stakeholders. What have they done right, what have they done wrong and what can they do better? : )

Blog 15: From Asia to Europe: Mobile Marketing Rocks!

During my trip to India last summer, I discovered the pervasiveness of mobile marketing in that part of the world. My aunt’s cell phone was inundated with messages from the major brands to the local vegetable seller down the street who sent messages like “Fresh cauliflower today for 40 rupees per kilogram!”

Barwise & Strong (2002) and Waters (2010) acknowledge that text messaging and mobile marketing are cost-efficient, quick, reliable, enable mass reach, and are more developed in the Asian and European markets.

From a Small Family Business in Asia to a Large Franchise in Europe:
McDonalds (Europe) understands customer needs and has effectively leveraged mobile technologies to create mobile messages and offers to (1) attract customers to try their new M burger and (2) generate buzz and goodwill towards the brand.

(1)Using Mobile Technology to Launch New Product
McDonalds (France) rolled out the M Burger through the innovative use of mobile advertising. The fast food giant ran animated banner ads on the Microsoft advertising mobile media network to emphasize the premium ingredients used in the Burger and create awareness about it especially among 25 to 44 year-old men. The M Burger banners encouraged consumers to click to find out more about the new burger and the McDonalds' closest to them. The mobile advertising campaign delivered 1.3 million impressions and a 4.6 percent click-through rate.

(2)Using Mobile Technology to Create Buzz and Generate Goodwill
McDonalds (Italy) embarked on a text message holiday promotion where consumers could text Santa and receive a gift within seconds in the restaurant. The fast food giant printed unique codes on cups for consumers to send with a text message while in the restaurant. Every code would win for the first time and everyone was a winner. Prizes included personal photos with Santa to free mobile phones. This mass sweepstakes strategy produced a 25% response rate with more than 1.5 million participation in five weeks.

Both the local vegetable seller in India and McDonalds Corp in Europe effectively engaged consumers through text messages that were relevant, timely, succinct and captured their interest. I'd like to hear from you - What types of text messages from companies/marketers have appealed to you or have completely put you off? : )