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This week's chat

September 24, 2013 #CommsChat with Share This Too authors

This week, we were joined by a roster of authors and editors from the Share This Too project. We discussed social media’s role in PR, PR’s role in communications and the ever-changing nature of digital technology. Take a look at some tweets from our compelling hour below:

  •  ‏@AllthingsIC A4) Plus: Adapt, evolve and be open to new opportunities & experiences. It’s communication, but not (exactly) as we’ve known it
  • @AcademyKev And I’d love to see #internalcomms people use internal social media to move organisations more towards the edge of chaos
  • @wadds Social is like any early stage market. Lots of shit and hot air. Ask about ROI
  • @AllthingsIC A3) You could have shiniest, whizziest tools/platforms around, but useless if your employees/customers don’t communicate there
  • @richardbagnall Listening / monitoring tools are important but don’t make the mistake of thinking that they provide analysis and evaluation
  • @Suburbman Seriously – too much snake oil sold. It’s all about listening, storytelling and alchemy

And the full hour:

 

 

  1. You know the drill, transcript up tomorrow morning. Keep sharing your thoughts on social and PR and take a look at

  2. It’s 9pm. That’s all folks. Many many thanks to all the contributors who joined us tonight.

  3. Enjoyable tonight! Remember isn’t a specialism – it’s engrained in the future of PR! Check out for more

  4. Great this evening – reminded me that I haven’t bought a copy myself yet – an issue that has now been resolved

  5. Re: Future-proof, I agree, keep on learning, experimenting and discovering new people, ideas and possibilities

  6. yep, let’s talk again conference on Wednesday

  7. Saw that. Good work. Danger is people often get hung up on a term and pigeon hole it. Like PR = Media relations.

  8. The story of – a social book about social . Not planning a third book but ideas welcomed

  9. Seriously – too much snake oil sold. It’s all about listening, storytelling and alchemy.

  10. Yammer case studies? There are 68 here: . Do you have specific query on it?

  11. RT Problem is people use ‘social’ is a catch all term. It’s the behaviour that social networks evoke that PR should focus on

  12. Social PR comms definitely two way and opens possibility of challenges

  13. Apologies, having trouble with Tweetchat…some great comments about the future

  14. Have been busy with other things this evening, but a quick glance at tells me I’ll be looking at full transcript when published

  15. You’re right. I’ve just published research on language use for internal sm – ‘collaboration’ is king:

  16. Struggling tonight to keep up on using only my phone! Apols for brevity

  17. do you follow ? Interesting tweets on social in orgs this morning – apologies if I am repeating myself

  18. Problem is people use ‘social’ is a catch all term. It’s the behaviour that social networks evoke that PR should focus on

  19. Oooh I like it. Sounds like something to add to our conversation 🙂

  20. A4) Plus: Adapt, evolve and be open to new opportunities & experiences. It’s communication, but not (exactly) as we’ve known it

  21. Communicating at the edge of chaos, that would really be interesting and disruptive!

  22. move with change and keep abreast of emerging channels is key for industry. Don’t use though for sake of

  23. Grow up and become more professional. Align with academia and continuous learning

  24. Art or Science? Surely a question that could apply to all PR/Comms? I like to think it’s a bit of both

  25. A4) Re: Future proof – all talk the same language, stop/explain jargon and facilitate opportunities for quality conversations

  26. Great phrase. Disruptive change? Like it! Good to see you at today cc

  27. the market will mature. It’s already happening

  28. And finally: What does the industry need to do to future proof? Bonus topic: What’s next, Share This Again?

  29. RT I’ve collated 220+ case studies of who is using what for internal social media:

  30. yes speed of response is expected and challenging in a social media world

  31. I’ve collated 220+ case studies of who is using what for internal social media:

  32. is the President-Elect not allowed to swear? Haven’t read the small print

  33. PR comms much more in the public eye and wider reach due to technology. Means ability though to write and react quickly

  34. Beautiful. Fair point. In the words of Elvis -need a little less conversation (faffing), a little more (measurable) action

  35. This is true. My experience is that PR/Comms/Marketing etc integrating around customer experience

  36. And I’d love to see people use internal social media to move organisations more towards the edge of chaos

  37. Social media tool vendors missing an opportunity IMHO. Stop cold calling to sell and use your own tools to generate insights

  38. best forms of internal social media in use just now?

  39. PR able to monitor and react to change easier and from any location

  40. A4: such a general question dont you think but the biggest impact is in expected speed of response, which can be very tough .

  41. I’m a trained writer I’ll have you know

  42. sorry did I say 50’s? Meant ’20’s saved the brand.

  43. depends what century you or they are living in .century

  44. PR immediacy transformed by technology. Makes for succinct messaging and careful checking of accuracy

  45. A4) Technology means stakeholders expect real-time interactions with companies/brands. Big challenge for PR ppl/industry (1/2)

  46. Slight edit 🙂 RT : Social is like any early stage market. Lots of sh*t and hot air. Ask about ROI

  47. +1 What an eloquent phrase 😉 RT Social is like any early stage market. Lots of shit and hot air. Ask about ROI

  48. PR agencies have been well and truly disrupted – for many, many reasons. Skills of PR people never been so valuable

  49. We’ve got 20 min left, make the most of ’em!

  50. : And on that note, T4: How does technology impact how PR operates in a social world? ” still time to join

  51. A3) Re: measurement, CIPR Inside recently hosted ace surveys, sentiment & strategy event with

  52. I’d like to see more CEOs using internal social media to listen to what employees have to say

  53. And on that note, T4: How does technology impact how PR operates in a social world?

  54. RT Social is like any early stage market. Lots of shit and hot air. Ask about ROI

  55. Social is like any early stage market. Lots of shit and hot air. Ask about ROI

  56. Same as the skills shortage in social media – barriers-to-entry far too low for both suppliers and people!

  57. Begin by defining objectives, decide what success looks like, next how to measure it, then which tool or approach is best

  58. Cheeky plug for ‘s social monitoring guide (it’s free – loads of decent tools too!) for crowd

  59. oh yes, measurement has to be linked to meaningful objectives

  60. Hello 🙂 Am looking forward to the info from today – really good quality conversations among IC pros cc

  61. And what it actually does. Too much snakeoil in sector.

  62. A3) You could have shiniest, whizziest tools/platforms around, but useless if your employees/customers don’t communicate there

  63. A3 Also, for the love of god don’t buy anything until you’ve prodded the supplier and understood what you actually need.

  64. that’s what differentiates PR people from marketeers using social media in my experience

  65. Important to differentiate between ‘tools’ and ‘vendors’ and credible measurement of & Has to relate to objectives

  66. listening init. I’m all ears

  67. A3) Re: social media monitoring, lots of the authors contributed to this free guide:

  68. A3) Tech tools – analytics, analytics, analytics. Human tools – news sense, creativity, empathy. PR is about relationships

  69. Toyota’s ideas factory in 70s not 50s. Resulted in 1 suggestion per month per employee.

  70. A3) Most important tools are your ears and eyes = best tools to help you make smart decisions based on what you see and hear

  71. some of the most important tools are listening and monitoring tools – lots of free decent ones too

  72. Listening / monitoring tools are important but don’t make the mistake of thinking that they provide analysis and evaluation

  73. T3: What are the most important tools for a PR professional working with social?

  74. Ah, yes! What used to be the ‘leaked memo’ becomes the norm.

  75. fair point – was just joking about Christmas though! Know it will all be relevant.

  76. now picking up with loads of the authors on board chatting social and digital media

  77. My chapter includes a way to map organisational culture to social technographics

  78. and principles of effective communication & engagement

  79. A2) What’s changing is an integrated approach to communication – with internal and ext teams/tools/messages starting to align

  80. Hello! Integrated digital marketing currently in insurance. Will try to follow tonight’s

  81. ha ha – wouldn’t blame you if you did!

  82. . Platforms mentioned in the book will change, but principles on social science remain

  83. And when employees feel like they do have more of a say, they are more engaged with the organisation

  84. internal audiences most trusted and most engaging on social forms of media vs comms and execs. Lots of data to support

  85. have to agree with that – still refer to the first book as it’s still relevant

  86. A2) Internal comms is part of – and shaping – conversations about social media. I’ve just spent today @ with like-minds

  87. Internal social media has the potential to provide employees with the opportunity to have more of a say in what goes on

  88. So if you work in IC it’s safe to ignore social altogether?

  89. : Internal social media is still very embryonic in most organisations, it’s more a question of culture than tools

  90. : Internal social media is still very embryonic in most organisations, it’s more a question of culture than tools

  91. RT A2) It’s a hugely exciting time in internal comms. We’re seeing previously invisible conversations made visible

  92. Actually it’s amazing how relevant these books remain. New things arrive but the content remains useful

  93. A2) It’s a hugely exciting time in internal comms. We’re seeing previously invisible conversations made visible

  94. If you haven’t read yet there’s a free chapter available to download by at

  95. Internal social media is still very embryonic in most organisations, it’s more a question of culture than tools

  96. paging and who wrote chapters on internal comms

  97. if you are up and about looks like it will be a good one this morning, I will have to catch up as have WW3 here

  98. Hi all, I’m Neil, have done agency / in-house PR/Comms in a few sectors over the years. Looking forward to chat/debate

  99. thanks – it’s on my Christmas list. Hope it won’t be out of date by then…

  100. You don’t have to have read – It’s fine to discuss the general subject

  101. Hi Jed, nope, come and join in RT : Have I missed ? I’m wrote the chapter on social business…”

  102. : Jump in on taking place right now with and on the project”

  103. Welcome! We’ll be moving on to more topical stuff about social/PR so stick around

  104. It’s counterintuitive to print a book about digital in 2013. But print outsold by a huge margin for the first book

  105. RT You can find out more about here See for top tips from the authors

  106. Difficult to join tonight as haven’t read yet – but loads of the authors seem to be around to answer questions.

  107. You can find out more about here See for top tips from the authors

  108. So onto T2: What has social changed in internal comms? External comms? Measurement?

  109. Have I missed ? I’m wrote the chapter on social business…

  110. Why odd? Because it was about digital?

  111. The oddest thing about is that it ended up as a book. But it turns out that a great way to engage PR people

  112. Lots of authors on here to answer your social media questions – get involved!

  113. *JUNIOR JOB ALERT* Website & Comms Assistant wanted ! c20k

  114. Evening, just dashed back from pilates class to join , I wrote chapter 16 “connected employees”.

  115. Fantastic that so many of the authors are joining . It was a truly social project

  116. Jump in on taking place right now with and on the project

  117. I’m taking part from City airport. Just had a great day at now en route back to Edinburgh

  118. RT Also, measurement is moving fast. Social media standards being set & new approaches developed

  119. agree with thinking of my chapter, previous book was before Olympics and look at what an impact that had on TV & social

  120. Also, measurement is moving fast. Social media standards being set & new approaches developed

  121. The PR profession isn’t developing nearly as fast as it needs too. Digital, advertising, management consultancy moving fast

  122. I’d echo point – plus a book is a snapshot in time. Things evolve constantly so always a need for new perspectives.

  123. RT One book wasn’t enough. We left lots out of the first. PR, marketing, social, digital is developing quickly

  124. Please join for a discussion with some of the authors of &

  125. One book wasn’t enough. We left lots out of the first. PR, marketing, social, digital is developing quickly

  126. Welcome all, from near and far (have a German beer for us ). How far has the industry come since Share This?

  127. happening now for an hr. Hope to join in a bit. Is on Share This Too; I wrote the chapter on corp comms & social media

  128. I’ll follow in half an hour when is over.

  129. Joining from a bar (great wifi) in Dusseldorf

  130. evening. Taking part in my 1st so go gentle with me! I wrote chptr 11 on Live Social Events so happy to answer as much as I can

  131. For those who haven’t yet seen the book, covers everything social in PR and beyond w/authors from across the ind.

  132. Evening . I’m one of the editors and a contributor to . European social & digital director &

  133. Good evening all on . Pleased to be here. I wrote the measurement chapter in and

  134. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  135. The first topic is: How have ideas in Share This Too progressed from those in Share This and why was a follow-up necessary?

  136. We’ll be keeping the topics broad, so if there’s anything you want to share. Share it!

  137. It’s Brittany here, from Communicate. We’ll be joined by a few authors and editors of the book as we chat about social.

  138. Hi all, hope you’re enjoying . We’re joined tonight by a few very special guests from .

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