Trends in Advertising and Public Relations Cindy Royal, Ph.D Assistant Professor Texas State University School of Journalism and Mass Communication tech.cindyroyal.net twitter.com/cindyroyal facebook.com/cindyroyal

Digital Advertising and PR Many of the same things apply to Advertising and Public Relations as they do in Journalism Authenticity Transparency Conversation and Engagement Thought leadership Sharing

Implications for companies and brands Take idea of personal brand and extend to corporate or professional settings You must try tools to be able to recommend them for your company or clients PR used to be about controlling the message; now it is about engaging the conversation Possible because social media tools allow; inexpensive and accessible Extends power of word of mouth Search Engine Optimization still reflects incoming links Must also track, measure, adapt

Social's Influence Facebook – 800 million active users; added 200 million in 2011 Twitter – more than 140 millions active users making 340 million tweets per day. LinkedIn has 150 million + active users Experian estimates that 91% of online American adults (approx. 129 million) access some form of social media each month. 98% of 18- to 24-year-olds access social accounts monthly. Approximately 40% access accounts through mobile Social media adoption amongst small business doubled from 2009 to % of Facebook users and 64% Twitter users are more likely to buy from a brand they follow. * for-small-businesses/

Social Media Strategy The 3 most important reasons small businesses leverage social media are: – Connecting with customers – Visibility – Self-promotion What are your goals for social media? – Outreach – Engagement/Interaction – Promotion How does social fit into larger company or digital strategy? – Web presence – Mobile What is the value you are adding to the community? – Thought leadership – Resources – Discussion What value is your social media activity bringing to you? How can you measure effectiveness? Develop guidelines, support best practices

Measurement Traffic Followers/Fans Retweets Replies Mentions What people are saying about you online – mine blogs, Twitter, Facebook, even Yelp

How are you integrating your social platforms?

GSD&M Pinterest

Best Practices

Consider How to Incorporate Data

Second-Screen Engagement

Second-Screen Engagement

Resources Crush It and Thank You Economy by Gary Vaynerchuk Delivering Happiness by Tony Hsieh Brian Solis - Jeremiah Owyang - Charlene Li - SocialMediaToday.com SocialMediaExaminer.com Mashable Socialnomics.com FastCompany.com StamenDesign.com