JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the Bulldog Media Relations Summit. I’m joined by Sally.
Sally, will you please introduce yourself?
SALLY FALKOW: Hi, I’m Sally Falkow from Press Feed, the social media newsroom.
BURKE: And, Sally, you’re doing a session tomorrow about social media strategy. Can you please share the two big things that whenever anybody is trying to develop their social media strategy for their communications and their public relations – what are the two core things that they absolutely have to keep in consideration?
FALKOW: Only two? We’re only allowed two?
BURKE: Only two for the purpose of this quick video.
FALKOW: OK. Well, first and foremost, I think you have to listen. Before you even start doing anything else, you have to listen to the conversations. We heard a lot this morning in the first session from people saying how much conversation and discussion there is out there, and that the role of PR people is changing from managing news and getting our news out and working just with mainstream media to actually participating in and shaping and directing what was discussion or conversation. So you need to know what is being said, you need to listen.
And the second thing, I think, is you need to really understand how you fit into the business and what the business goals are. And you can’t measure if you haven’t set a measurable goal. So you need to know what it is you’re aiming for, and then you can figure out how to get there.
BURKE: Sally, always great insights from you. Where can people find you in social media?
FALKOW: On Twitter, sallyfalkow. I’m pretty much just sallyfalkow, all together, one word, lower case. If you search that, you’ll find me pretty much all over.
BURKE: Great. Thank you so much.