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Social Media Training: Five Reasons Why It’s More Important Than Ever

Posted by Eric Schwartzman in March 21st 2013  

Socia Media Management for Business - Online Social Media Course

Social media training is now as important as conventional media training was a decade ago. Yesterday’s corporate spokesperson is today’s social media manager.

For social media marketers, it’s become increasingly important to actively manage company Facebook pages, branded Twitter accounts and other social media channels.

As communicators have focused on building out these channels independently, it has become clear that social marketing by itself isn’t enough. Social media is unlike mass media; distribution alone doesn’t penetrate the social filter. In order to reap gains, conversations or action must take place. With no clicks, the whole exercise is for naught.

So what do you do? Involve your team and broader organizational stakeholders. Scaling social media engagement through enterprise-wide social media training is about mobilizing everyone to collaborate transparently.

Assuming your organization has a fair, responsible social media policy (i.e., one that doesn’t scare everyone into complete silence), the easiest next step is to scale engagement.

Employees have a vested interest in the organization’s overall success. However, we also know that external communications — particularly when they’re driven by those unskilled in the art of public disclosure — can easily be taken out of context by competitors or critics and quickly spin out of control.

When you’re ready to bring colleagues together to start playing as a team, and perhaps even discuss the prospect of securing a portfolio of social media training online with your boss, here’s what you need to know about how online social media courses can help prepare the organization for greater success:

 

 

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under: Professional Development, Pulse of the Profession
Tags: Corporate Communications and Public Relations, eLearning, Professional Development and Training, Social Media Marketing, Social Media Policy

PRSA Digital Impact Call for Presentations: Seeking Online Influencers to Share Knowledge and Experience

Posted by Eric Schwartzman in November 29th 2011  

The PRSA 2012 Digital Impact Conference will be held April 2–3, 2012, in New York City.

We’re looking for online influencers, experts and leaders on the client and agency sides to present strategies, theories, ideas, research and results.

Caryn Marooney, director of product communications at Facebook, is confirmed to keynote, and we’re now accepting speaker proposals until 8 p.m. EST, Dec. 9, 2011.

The Digital Impact Conference is dedicated to profiling the impact of digital technology on the business of communications. We are looking to spotlight projects, programs, organizations and individuals who are effectively leveraging the power of digital to get their message across, increase productivity and manage reputations.

So if you’re ready to share detailed, thoughtful information and concepts (no cream puffs, please) that attendees can put into action immediately, check out the official Call for Presentations and submit to present on one of the following three conference tracks:

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under: Professional Development, Pulse of the Profession
Tags: Corporate Communications and Public Relations, Digital Impact Conference, Social Media Marketing, technology, word-of-mouth

Call for Speakers: Digital Impact 2011

Posted by Eric Schwartzman in November 30th 2010  

This is my fourth year co-chairing the PRSA Digital Impact Conference (@prsadig) with Elizabeth Albrycht for the Public Relations Society of America.  This year, Kevin Sangsland joins us as a new co-chair, which is great because the conference has grown significantly over the years.

Jen McClure of the Society for New Communications Research will be involved in the speaker selection process as well, and us many of you know, she has an outstanding track record securing some of the most sought after emerging media and technology thought leaders at the New Comm Forum each year.

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under: Professional Development, Pulse of the Profession
Tags: Corporate Communications and Public Relations, Digital Impact Conference, Professional Development and Training, Social Media Marketing

Truth Through Numbers With Former White House Economic Policy Adviser Todd Buchholz

Posted by Eric Schwartzman in October 26th 2009  

PRSA 2009 International Conference keynote speaker, former White House economic policy adviser Todd Buchholz  talks about whether numbers are inherently more objective than language at communicating facts, communicating through raw data and number crunching truth in the digital age.

“On the Record…Online” returns as the official public relations podcast of the PRSA 2009 International Conference. Be sure to tune in as we’ll be talking to other Conference keynoters in the weeks leading up to the event, and interviewing several presenters and panelists on-site in San Diego as well.

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under: Professional Development
Tags: budget cuts, Corporate Communications and Public Relations, digital age, economic meltdown, Healthcare Reform, outsourcing, Professional Development and Training, Sustainability, Todd Buchholz

PR-Driven Online Communications, Before It’s Too Late

Posted by Eric Schwartzman in March 2nd 2009  

Inside organizations right now, factions are jockeying for control of the Web site. When it comes to public relations, online newsrooms have replaced press kits, and social media tools like Twitter, Flickr, Wikipedia, YouTube and Facebook are being used to extend reach and build community. But the online communications reins are held by marketing and IT, as often as they’re held by public relations. Lest we be relegated to ribbon ceremonies, special events and trade show swag, public relations needs to be able to convince management that it can and should ride the online communications charge.

To help advocate for public relations-led online communications initiatives, Elizabeth Albrycht and I are chairing the second annual Digital Impact Conference: Learn to Profit From New Media  on April 30–May 1 in NYC. Our objective is to create an opportunity for ourselves and our colleagues to soak up applied knowledge, methodologies and quantitative research and reinforce our digital future in the workplace.

We don’t have everyone, but together with Barb McDonald, Judy Voss and Colleen Seaver from PRSA, we’ve developed what I think is one of the best speaker lineups ever assembled for a social media public relations event, and here it is:

  • Michael Brewer is going to present on how and why to weave YouTube into public relations campaigns. 
  • John Cass is going to talk about what it takes to sustain an online communications initiative.
  • Francois Gossieaux will reveal the secrets of building and sustaining sticky online communities.
  • Rachel Happe will show how social media is essentially redefining the organizational  chart.
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under: Professional Development
Tags: Business Case for Public Relations, Corporate Communications and Public Relations, Digital Impact Conference, online communications, Social Media Marketing
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