SES Toronto 2010 Live Blogging: Search, PR & Social Butterfly

Moderator: Greg Jarboe, President & Founder, SEO-PR

Lisa Buyer, President & CEO, The Buyer Group
Adam Singer, Account Manager, TopRank Online Marketing
Neil Johnson, Account Director, High Road Communications

Adam maintains PR is a sort of dying tactic online. If you have a site with compelling content and regular updates you’re well placed to become an authority within your niche. 100% of journalists use Google to research which means if you’re producing interesting authoritative content then your well placed to become a resource for journalists. Instead of traditional PR, Adam says using social media promotion is the way to attract links & gain viewership.

Adam offers these tips:
1. Stand out with your content regardless of platforms
2. Realize commitment is necessary to see increasing returns.
3. Understand target media.
4. Be resourceful and helpful

Lisa asks ‘is the press release dead?’. It’s not dead but it’s taken on a new form. It can come in many shapes and forms including blog posts, tweets, facebook updates and more. The same conventions apply so using proper keywords and phrases is still very important but now you must do this in a more conversational manner. This largely depends on the platform.

The lines between PR and and Social are blurring.

Salient points
Create content schedule
Make sure your site has a ‘News Room’ to house your press releases

Some of the tools Lisa recommends:
Pitch Engine
Sharing tools or buttons (for your news room)

These days, calling a story in to journalists isn’t realistic. Networking with journalists online through social media gives you an alternative route to contact journalists with your story ideas and content.

Publicize – Optimize – Socialize

Neil contrasts Adam’s point by saying PR is still important and even essential to your marketing goals. He disagrees that authoritative content alone can garner enough attention. He reiterates many of the points brought up by Lisa and conjures up examples of major brands (e.g. Microsoft Office, Molson Canadian) doing contests through Twitter and Facebook to generate buzz about their products.

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