Social Media Tactics, Measurement Loom Large at Digital PR Summit


Nearly 300 people packed the ballroom at the Grand Hyatt in New York on Oct. 6 to learn the  latest digital PR strategies, tactics and best practices from digital and social media experts.
 
Digital topics ran the gamut—measuring ROI, digital PR during a crisis, engaging the right influencers online and more. To be sure, the power of digital platforms in reaching influencers and buyers was on display at the summit.

Nick Mendoza, director of communications at Zeno Group, mentioned being in Costa Rica and utilizing Apple iPhone 4’s Facetime video chat feature to while on the beach to connect with friends back in the U.S. “The potential of new digital technology such as this should be really exciting to communicators,” said Mendoza.

The topic of communicating through mobile was also covered in a case study on an all-mobile campaign to sell a car, Volkswagen’s GTI. In fact, no paid media was used. “It all came down to economics and a company believing that we could reach the consumer this way,” said David Herrick, VP of communications of MWW Group, which helped engineer the campaign.

But it's not all about digital technologies. In her keynote speech, Sarah Evans, owner of Sevans Strategies and a popular PR blogger and tweeter, says it's not the latest social media tools—it's creating the strategies first that count. “Get a social media policy in place first,” said Evans. “Then showcase what you do best, and give information freely to others.”

Digital has transformed PR crises into immediate, 24/7 events, said Dallas Lawrence, managing director at Burson-Marsteller. Lawrence outlined the three main types of crises: the accidental threat, the deliberate threat and the threat that Lawrence feels is the most dangerous—organized campaigns against your brand, which Lawrence said are digital driven.

A top tip on measuring ROI in social media: “It’s all about tying together digital media measurement with traditional metrics,” said Tim Marklein, executive VP, measurement and strategy, at Weber Shandwick.







1 Comment

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • Jamila Taylor

    Public relations is the management function that evaluates the public attitudes, individual or organization with a public interest and plans. It executes and evelautes a program of action to earn public understanding and acceptance.