Analyzing the Effectiveness of Social Media

I have a keen interest in blogs and blogging in general, but also in social media. Twitter has been the most meaningful social media platform that I have joined through the years, because it gives me the ability to connect with people, places and subjects of interest and also gives me the voice I long for to get my information out to many.

Social media has been proven as an effective tool for public relations.  Social media includes the use of email marketing, search engine optimization (SEO), blogs, podcasts, real simple syndication (RSS), social searching, social networking, microblogging (Twitter), and web content management.  It is the number one sought-after job skill for public relations practitioners.

Social media is important to public relations because it positions the person as the expert.  We heard in class that only 14% of people believe advertisements while 86% believe peer reviews.

Other benefits to social media are that it tests ideas and personalizes relationships.

To select which social media platform is best, a PR person needs to analyze the intended audience to help identify the kind of content to be published.  The content needs to be realistic and compatible with the team’s strengths.

Social media is a huge part of campaigns.  If I was the social media specialist for a PR firm, I would use social media for a campaign in the following way:

First I would start a conversation on Facebook.  I would join in on others’ conversations, research competitors, scan media, and check alerts.

Facebook is a highly personal medium, so it needs to have a 1-on-1 impact.  When using Facebook, the practitioner needs to know the public and decide if the content posted to Facebook will be appropriate for the intended public.  A company can connect on Facebook by buying an ad, listening, and developing content based on outcomes.  It is important to note never to pitch on Facebook.  To help develop a Facebook presence, it is important to produce and share interesting information so people can “Like” the organization.  Then the organization can promote themselves.  80% of the posts should be educating and informing and the remaining 20% should be promoting.

PR personnel can also work with journalists on social media sites. Twitter can be used for breaking news.  Facebook is used to start a conversation.  Email is used for heads-up announcements, follow-up, and private conversations.  Blogs and websites are utilized for in-depth information on topics.  An important note is that new and social media should not replace traditional media outlets.

SOCIAL MEDIA TOOLS

Social media tools include Trendsmap, Booshaka, and Tweeted Times.  Other tools include Quora and Flipbook.

Trendsmap is a map of trending topics on Twitter in cities and countries.

Booshaka is a list of the most passionate people and communities on Facebook.

Tweeted Times is a personalized newspaper created by tweets that are generated from your twitter account and followers’ tweets.

Flipbook is a social media magazine on the iPad.

Quora is a different type of site.  It is a question-and-answer platform that connects you with everything you want to know.  The user posts a question, waits for answers, and then votes on the best answer.  Some uses that Quora may have for PR include knowing peers and influencers, sources of ideas, and knowing search engine effectiveness.

These are just a few of the social media principles I learned about last year in my Principles of Public Relations class.  Social media continues to grow as an effective new media platform and provides an abundance of resources available to both PR practitioners and journalists. I know that I will constantly use social media throughout my lifetime and career in the Communication field.  My knowledge of social media techniques will prove to be an asset in my job search.

As we have all heard the saying, you can never know too much about a subject – well, with social media; that certainly rings true!

Dancing the Way to Good Health

On Saturday, February 23, I had the privilege of volunteering at the St. Luke’s Hospital Day of Dance 2013. The 5th annual event was held at the Ritz-Carlton from 9-12:30 and was filled with music, dancing, health, and fun. Presented in collaboration with the Spirit of Women Hospital network, the event was a huge success with hundreds of women (and men) dancing their way to good health.

St. Luke's Hospital hosted the 5th annual Day of Dance on Feb. 23 at the Ritz-Carlton. Image courtesy of St. Luke's Hospital.

St. Luke’s Hospital hosted the 5th annual Day of Dance on Feb. 23 at the Ritz-Carlton. Image courtesy of St. Luke’s Hospital.

Day of Dance is a Spirit of Women signature event designed to raise awareness of heart health and to promote a healthy lifestyle. The event included dance instruction in a variety of dances and health screenings. Some dances included Jazzercise, Zumba, Belly dancing, Bollywood, Phusia, line dancing, and other fitness-inspired dances. A group of St. Luke’s physicians even took the stage for a special rendition of YMCA, a favorite among the audience. Health screenings and assessments included blood pressure, body mass index, bone density, pulmonary function, cholesterol, glucose, stroke and sleep. I volunteered at the bone density screening registration. The bone density screening consisted of a small ultrasound scan of the hand; mostly of the middle finger. It was a very popular screening; appointment time slots got completely booked very quickly. It was neat to help out with the event in some capacity and to meet and interact with the participants. The most rewarding part of the event experience was that I was able to feel like I was part of the St. Luke’s team. Since I have been interning there for about 9 months now, I definitely feel like I am a part of the hospital’s organizational culture. It is a great feeling, indeed.

Statement of Purpose

Currently I am completing a Bachelor’s Degree in Communication with emphasis areas in Strategic Communication and Contemporary Journalism at Maryville University. I am a dedicated student with strong academic credentials, including six consecutive semesters of Dean’s List honors at Maryville.

I have had a great opportunity this year to be a marketing and communications intern at St. Luke’s Hospital in Chesterfield, Missouri. Interning at St. Luke’s has helped acquaint me with working in a professional environment and orient me to the exciting industry of health communication.

In addition to my internship experience, I am also a staff writer for Pawprint, Maryville University’s student online news publication. I have contributed stories each week in a variety of beats including feature, news, entertainment, review, and sports. In addition, I have helped greatly increase readership to the site by promoting my stories on social media channels and utilizing strong SEO tactics. Participation in campus media has helped me gain skills in researching, interviewing, reporting, and writing a variety of stories in Associated Press Style.

After graduating with my Bachelor’s degree in May 2013, I plan to further my education with a Master’s degree in Strategic Communication and Leadership. After that, I aspire to seek a challenging, fast-paced, and exciting career in Public Relations and/or Journalism; with a particular interest in health care and hospitals, and non-profit organizations.