AllieSchlumper's Blog

Georgia Southern University

TOW Week 6- “Social Media: Friend or Foe?” February 26, 2010

Filed under: PRCA 3030,TOW: Topic of the Week — aschlum1 @ 6:47 pm

For this topic of the week, we listened to “Social Media: Friend or Foe?” David Biesack, Shel Holtz, Vida Killian, Terry McKenzie, and Jim Ylisela discuss, “concerns and objections around the adoption of social media communication channel.” The discussion was recorded on October 16, 2008 during the Ragan Communications conference, “Corporate Communications in the Era of Web 2.0.”

The session starts off by saying what the goal is. They want to take all of the concerns that people have about social media. The panelists are then introduced and then the questions begin. Throughout the session the panelists are asked questions about social media and they give, what in their opinion, is the right answer.

I think this was a great idea. People need answers to these type of questions and who better to answer them then communication experts. Many of the questions are political, but there are also questions that are simply asking if social media is beneficial or not. Holtz made some great points throughout the session. If someone is commenting or posting problems or issues they have with a company, then someone within that company should be able to give them an answer. CEOs do not have to be the ones who answers and keep up with social media sites (such as blogs), it just needs to be someone that knows the answers and can give great information. Social media is such an important tool for companies to use today. Through social media, companies can really communicate with the customers and find out what the people want.

Listening to this podcast made me think about really how beneficial social media can be… if you use it in the right way. Companies can gain customer appreciation, knowledge of customer’s wants/needs, and so much more through the use of vari0us social media tools.


T.O.W- Reaction to Edelman Insights Paper Three-Pronged Approach February 16, 2010

Filed under: PRCA 3030,TOW: Topic of the Week — aschlum1 @ 2:57 am

Reaction to Search Engine Visibility, an Edelman Insights paper by Steve Rubel and others at Edelman Digital by using the three-pronged approach:

1. What did I learn?

  • How important search engines are and how MANY searches there are.
  • There are two primary visible tactics: paid search and optimized search.
  • Two new types of search engine visibility disciplines that are emerging and that are in the PR professional’s domain are: reputational search and social search.
  • Networked relationships are important,  “If quality content is the king of search engine visibility, then the link, which is
    increasingly earned through social relationships, is the queen.”
  • PR professionals can find out how people search by using different tools like: Wordtracker and Google Insights.
  • The five steps for being more visible online are research, teamwork, planning, experimentation, and benevolence.

2. What surprised me?

  • Google record 7.23 BILLION searches as of 2008 (so I am sure there are many more now).
  • Many news organizations, companies, businesses, etc. ask search engines, like Google, for favorable positioning.
  • Many opportunities can come from you (or your company) being visible in the online community.
  • Now, more than ever, it is important to have a good image online and to be visible to people who wish to find you.

3. What do I want to know more about?

  • I know that companies or people can ask for “favorable positioning” on various search engines, but I think it would be interesting to find out how they go about doing that and “winning” that favorable spot.
  • How search engines record the number of searches or “clicks” that occur every day.
  • Google has become even more popular within the past couple of years. If there was a recorded 7.23 billion searches in 2008, how many have been recorded as of 2010?

This paper was an interesting way to look at search engines and there importance in today’s world. Many companies rely on their image and marketing online to see how people view their company and how many customers they potentially have. The paper and its elements helped me to realize the importance of search engines and various online tools.


Reading Notes: Groundswell Ch. 10-12 February 15, 2010

Filed under: PRCA 3030,Reading Notes — aschlum1 @ 6:17 pm

The following notes are from the textbook Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff.

Ch. 10- How Connecting with the Groundswell Transforms Your Company

  • How to incorporate the three elements of groundswell thinking into your organization:
  1. Take small steps that have big impact
  2. Have a vision and a plan
  3. Build leaders into the plan
  • Case Study on Dell: What can you learn from them?
  • It took a crisis or two to get Dell started
  • Dell Mastered one thing at a time, starting with listening
  • Executive push and cover made the difference
  • Authenticity was crucial
  • How can organizations prepare for a transformation?
  1. Start Small
  2. Educate your executives
  3. Get the right people to run your strategy
  4. Get your agency and technology partners in sync
  5. Plan for the next step and for the long term

Ch. 11- The Groundswell Inside Your Company

  • How to tap the groundswell inside your company- the bigger the company is, the more of a problem internal communication becomes
  • Three case studies on internal groundswell applications: the community at Best Buy, wikis at Avenue A/Razorfish, Organic, and Intel, and an idea exchange at Bell Canada
  • Key Point: Culture and Relationships TRUMP Technologies!

Ch. 12- The Future of the Groundswell

  • Groundswell technologies are “exploding” because they are CHEAP and EASY to create and improve
  • How to attain groundswell thinking? Develop the right attitude
  1. Never forget that the groundswell is about person-to-person activity
  2. Be a good listener
  3. Be patient
  4. Be opportunistic
  5. Be flexible
  6. Be collaborative
  7. Be humble 🙂

These seven are the principles of groundswell thinking… “Aspire to these qualities, and you can use the strategies we’ve laid out to your advantage- or invent your own.”


Reading Notes: Groundswell Ch. 7-9

Filed under: PRCA 3030,Reading Notes — aschlum1 @ 5:48 pm

The following notes are from the textbook Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff.

Ch. 7- Energizing the Groundswell

  • Why does word of mouth succeed? It is believable, It is self-reinforcing, and It is self-spreading
  • Three basic techniques for connecting with you brand’s enthusiasts:
  1. Tap into customers’ enthusiasm with ratings and reviews
  2. Create a community to energize your customers
  3. Participate in and energize online communities of your brand enthusiasts
  • Five steps for applying the techniques of energizing your own organization:
  1. Figure out if you want to energize the groundswell
  2. Check the social technographics profile of your customers
  3. Ask yourself, “What is my customer’s problem?”
  4. Pick a strategy that fits your customers’ social technographics profile and problems
  5. Don’t start unless you can stick around for the long haul

Ch. 8- Helping the Groundswell Support Itself

  • Traditional support versus groundswell support
  • How to profit from answers
  • Helping the groundswell support itself: what it means for your company
  • Groundswell support needs your participation
  • Practical advice for getting started with a community
  1. Start small, but plan for a larger presence
  2. Reach out to your most active customers
  3. Plan to drive traffic to your community
  4. Build in a reputation system
  5. Let your customers lead you

Ch. 9- Embracing the Groundswell

  • Embracing your customers is a new kind of development– “your customers are chomping at the bit to tell you what to do”
  • Innovating faster is powerful because customers don’t take long to tell you what they want and with customers in the loop, innovation happens more quickly because you can make continuous improvements.

PR Connections- Super Bowl Ads February 11, 2010

Filed under: PR Connections,PRCA 3030 — aschlum1 @ 6:20 pm

The Superbowl is one of the most watched events on television every year. Many people watch it for the sport, but many also watch it for the commercials! What I want to look at in this blog post is how beneficial it is to have your product or brand on a Super Bowl commercial. Is it smart PR?

For years, the Super Bowl commercials have been getting better and better (in my opinion). So each year, the commercials get more hype and people get more excited to see which company/brand will come out with the best commercial. With all the companies spending literally MILLIONS on their one commercial spot for the night, it is very competitive.

When it comes down to it, whether people like the commercial or hate the commercial, either way they saw it and recognized the product. This year, there were many mixed reviews on the commercials and how funny, entertaining, and creative they were. I think from a PR perspective, any company that can afford/gain access to a commercial spot during the Super Bowl should! The commercial will reach a large amount of people that are different in ages, sex, race, etc. Also, if you didn’t watch the Super Bowl, the commercials show up on many social media and internet sites the day after the game. Even if the commercial is not well-liked, the product will still be talked about and remembered by the people.

Now that you know my opinion on the PR aspect of the Super Bowl commercials, below is a link to the commercial that I thought was the best.


Week 4 TOW- Twitter Definitions of Social Media February 7, 2010

Filed under: PRCA 3030,TOW: Topic of the Week — aschlum1 @ 7:09 pm

Adam Vincenzini asked on Twitter and on his blog for people to share their definitions of “social media” with him, in 140 characters or fewer. Read through the list of definitions that were shared with Adam. Pick a few that resonate with you and discuss why these definitions “work” for you. Develop your OWN 140-character definition of social media.

This weeks topic of the week has to do with twitter, social media, and definitions. Adam Vincenzini asked people to share their definitions of “social media” with him on his Twitter and his blog. There is an entire list of these definitions on his blog. Some of the definitions that I found interesting and informative are listed below:

  • @mattsingley Social media is online content & communication that is interactive & dynamic, not controlled by any one person or entity
  • @ValerieSimon Social Media is a participatory form of media that provides opportunities to listen, share & engage using virtual technologies & practices
  • @Sean Cartell An innovative method of strategic communication, allowing participants to brand their product through instant two-way communication.
  • @LaurenBan To me, social media means learning, sharing, conversing and engaging. It’s about communicating and relationship building in real time.

There are over 100 definitions that were given by a variety of people and companies. I enjoyed reading over all of the definitions, but these are the four that I thought worked best for me. They are all short and to the point. I feel that if someone who had no idea about social media read these definitions, they could get a pretty good idea of what the concept of social media is.

If I was asked to tweet my own definition of social media it would be:

@AllieSchlumper Social media is people communicating to one another through various internet sites and the information that comes from this communication.


Reading Notes: WordPress: Survival Guide, Ch. 4 February 3, 2010

Filed under: PRCA 3030,Reading Notes — aschlum1 @ 2:20 am

All of the following reading notes come from the textbook A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web by Deltina Hay.

Chapter 4– Building a WordPress Powered Website

After just reading the chapter title, I was hesitant to read this chapter. I figured, “I already have a WordPress account, what more is there to know?” I continued to read anyways because I knew that I should. After getting more into the chapter I realized that I don’t even know HALF of what there is to know about WordPress, its capabilities, and how to build a powerful website.

There are many figures that helped me get a better idea of what the chapter was trying to say. There is a section called, “The Anatomy Of A WordPress Site,” and it gave great specific information about the mail elements of a WordPres site such as: header, navigation menu, main body area, etc.

Another part of the chapter I found to be helpful was the security settings and other settings to complete right away. There was a lot of information in that section that I did not know about WordPress and I found to be ineteresting and informative.

There were parts in the chapter that I already knew about WordPress, but I’m glad that I took the time to read and look deeper into this chapter. I found some helpful information about the site that I believe would be beneficial even to the most dedicated WordPress user.