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Chapter 1: Introduction to Social Media: an Art and Science INTRODUCTION TO SOCIAL MEDIA 1 An Art and Science Learning Objectives LEARNING OBJECTIVES Humans of Social Media Introduction After reading this chapter, you will be How Do We Define Social Media? able to How Has Social Media Evolved? The Current State of Social Media •• Define social media Who “Owns” Social Media? •• Differentiate between social Using Social Media Strategically media platforms Which Social Media Platforms Should I Use? distribute •• Explain the evolution of social Working in Social Media media over time Bridging the Science and Practice of Social Media •• Identify the main considerations What Can Science Tell Us About Social Media? or for using social media How Is Social Media Like a Practice? strategically How Can We Bridge Science and Art •• Identify the key characteristics Effectively? of the science and art of social Chapter Summary media Thought Questions Exercises post, References HUMANS OF SOCIAL MEDIA DEIRDRE BREAKENRIDGE, AUTHOR, PROFESSOR, AND CEO OF PURE PERFORMANCE Introduction copy, Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business I’ve been working in public relations and mar- of PR (with Brian Solis, 2009), and PR 2.0: New keting for 25-plus years. Although I started my Media, New Tools, New Audiences (2008). My sixth career focused on media relations and publicity, book, Answers for Modern Communicators, was todaynot I’m a chief relationship agent (CRA) and a published by Routledge in October 2017. I also communications problem solver to help organi- moved my authoring to a new platform when I zations tackle their relationship challenges and was asked to become a Lynda.com video author in build credibility and trust with the public. I’m 2014. My video courses include Public Relations the author of five Financial Times Press books, Fundamentals, Media Training, and Handling Do including Social Media and Public Relations: Eight an Unruly Audience. As an adjunct professor, I New Practices for the PR Professional (2012), teach online PR and social media courses for the (Continued) Copyright ©2019 by SAGE Publications, Inc. 3 This work may not be reproduced or distributed in any form or by any means without express written permission of the publisher. 4 Part I • Foundation for Creating a Strategic Mindset (Continued) University of Massachusetts Amherst Journalism who had inquired about data mining. Although I Department and for Rutgers University’s PR didn’t have the answer to her question, I knew certificate program. I also speak nationally and that one of my colleagues would be able to help internationally on the topics of PR, marketing, her. So I jumped into a conversation and made branding, and social media communications. the introduction. Helping a peer in the group led to a few sidebar conversations between the two How did you get your of us. After a few back-and-forth discussions, start in social media? we moved to email. Finally, we took the relation- ship offline and met in person. Before I knew it, I wish I had some great epiphany back in 2003. my marketing communications firm was looking However, my journey began when I experienced at a large retainer client for a few years after the an embarrassing situation with a client during a initial Facebook encounter. presentation to launch a new tech product. I was an agency owner at the time. My team and I were sharing our PR plan for the launch of a load bal- What is one thing you can’t live ancer product that required a new media focus. without while working in social media? After we wrapped up our presentation, the Social media is one of the easiest ways for you CEO of the company looked at me and said, “This to connect quickly and collaborate with your col- is good, but where are all of the new media chan- leagues, media, influencers, clients,distribute and others. nels?” Not a good feeling when you thought you I can’t live without the instantaneous interaction delivered the latest strategies and tactics to and how I receive answers to important inquiries reach the media and other important stakehold- within minutes. It’s that quick direct message ers. From that point forward, my new media/ (DM) you send to anor influencer to participate in social media research increased tenfold. By 2007, a client Facebook Live interview at an industry I was working on a manuscript for Financial Times conference. Or it’s that Facebook message to a Press that would eventually become PR 2.0—a colleague when you have a great opportunity to book to educate PR professionals on how to bridge partner on a client account. It’s also the ability for the gap between traditional, online, and social my students to DM me on Twitter when they have media. I didn’t want other pros to experience that an urgent question or an emergency situation. “uh-oh” moment with their clients or executives. For me, social media has become an indispens- The “aha” moment is always much better. post,able part of my PR and marketing tool kit that helps me to develop, maintain, and build even What is your favorite part of working in stronger relationships. your social media area of expertise? Social media is one of the best ways to build rela- What is your favorite social media tionships when you can’t meet and collaborate account (person, brand, etc.) in person. For anyone who says you can’t build a to follow, and why? relationship through social media, I say, “You’re not using social media correctly.”copy, There is an Although I really like Instagram and I think incredible amount of intelligence you can gather Snapchat is where you can find the bulk of mil- through social media to help you learn more lennials and Generation Z, I’m still addicted to about people and build a relationship. Social Twitter. Since the 2016 U.S. presidential election, media levels the playing field. It’s less about I find myself tapping into the Twitter feeds of sev- titles and notyour position and more about like- eral news outlets and political figures who report minded thinking and passionate causes. When of the state of our affairs from foreign policy to you take a peer-to-peer approach (companies education and health care. After all, we have a have to be more human and transparent too), you president who uses Twitter to announce policy can become a trusted resource. and to share his thoughts in 140 characters or DoMy best example of the power of social less, making it my go-to platform. media and PR started with a Facebook conver- In addition, on Twitter, I’m able to carve out sation. During the early days of Facebook, I was important conversations regarding my clients participating in a marketing technology group, and what will affect their industries, the latest offering information to another group member trends in media, and influencer conversations Copyright ©2019 by SAGE Publications, Inc. This work may not be reproduced or distributed in any form or by any means without express written permission of the publisher. Chapter 1 • Introduction to Social Media: An Art and Science 5 and community discussions that are important to create the bridges of goodwill between orga- my own growth and professional development. nizations and their publics. PR professionals Most of all, Twitter is a place where colleagues, are also the brand police who work tirelessly peers, academics, influencers, and students can to watch, listen to, maintain, and protect the find me and ask me questions from PR and rela- brand. Of course, social media takes your brand tionship building to reputation management and to new heights of awareness and offers the abil- the changing media landscape. ity to build a larger digital footprint. At the same time, PR has to be right there communicating What is the most challenging part of effectively on behalf of an organization while working in social media? maintaining a trusted reputation, wherever the company and its employees participate. Social The ever-changing media landscape poses a media and PR together can propel your brand challenge in two ways. First, you always have to forward. When you fuse community and rela- be 10 steps ahead of your customers. The media tionships with collaborative technology, the landscape is incredibly fragmented with new result is stronger bonds, customer loyalty, and social media communities proliferating at a rapid brand advocacy. pace. You have to stay current on the platforms and understand how and where people connect. What do you wish you had known when Of course, there is only so much time in a day, you were starting out? and professionals are always challenged to learn and embrace new media channels. At the same If I were to give advicedistribute to my 21-year-old self, I time, making the determination that you’re going would say, “Don’t take anything too personally to become a part of a social media community and always remember whatever happens and and be a helpful resource also means you have whatever is said may not be about you. When to measure and be accountable for the time and you have interactionsor with people in your per- resources you put into your engagement efforts. sonal life or throughout your career, what they Measurement has always been a challenge. With say and how they react have more to do with changing technology, you may find yourself con- their own personal or professional situations stantly learning new ways to measure and report and what they’re going through.” To my peers your findings.
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