BULLDOG REPORTER'S PR UNIVERSITY ANNOUNCES AN INTENSIVE FULL-DAY WORKSHOP

Social Media PR: The Next Generation

Put the Public Back into Public Relations: Boost Exposure, Customer Engagement and ROI
Using the Newest Generation of Social Media Tools

This hands-on workshop will show you step by step how to integrate the
latest social media and network techniques to reinvent and revitalize your
communications programs

Today's advanced generation of social media techniques and technologies is transforming PR and
corporate communications—and these tools can also help elevate your career! Here's your
chance to supercharge your organization's programs with an intensive update on the most
engaging and cost-effective social media strategies to emerge in the past year, as well as insight
into tomorrow's trends, today.

• How to build social network communities in Twitter, LinkedIn, Facebook, Ning and more
• How PR fits into the new social marketing department
• Hottest new emerging social media networks and how to use them
• Finding your customers, prospects and influencers using the Conversation Prism
• Establishing a Conversation Index to serve as a benchmark and social map for engaging and measuring
• How to measure social media ROI—today and in the evolving future
• Using social media to sell products: How the best companies are doing it
• Social Media Optimization: Tagging, descriptions, profiles, linking
• Social media releases and newsrooms
• Strategies for engaging customers and prospects using social media
• Developing your personal brand and your corporate brand using social networks
• Rules and pitfalls of engaging in social media

You'll learn the latest applications of every PR social media tool

This intensive one-day workshop will arm you with a complete understanding of the most powerful new social media tools and techniques—how you can use them, how you can make them costeffective, and how you can avoid the pitfalls others have fallen into. Here are some of the approaches we'll cover:

Keep your social media program accountable: How to set measurable goals
. . . and deliver tangible ROI

The last thing you want is a social media strategy based on impulse. As exciting as this new technology is, you want a cost-effective program based in fact. To make sure your plan is sound and reflects reality, you'll learn:

• The impact of social media on marketing— especially corporate communications and PR
• How to justify a social media program to your management
• How to set realistic goals for your social media program
• How to sell products using social media
• How to measure the results of your social media PR campaigns
• What a social media marketing plan looks like: A model template

How to monitor and evaluate your reputation in social media

Social media PR programs require active listening, and this workshop will tell you how to stay on top of conversations about your products and company, as well as how to evaluate their impact and the necessity of responding (or not!). You'll discover:

• How to set up your own monitoring RSS feeds in the workshop
• How to monitor Twitter, LinkedIn, Facebook, blogs and other social media
• How to evaluate the tone of conversations about your organization
• How to share the conversation with others on your team
• Which possible actions you should consider in response to conversations about your organization

Identify and track top blogs and other important influencers

Blogs can make you, break you or have absolutely no effect on your reputation or marketplace. We'll show you how to tell the difference between the most important voices in the blogosphere and those that matter little. You'll gain mastery over these powerful monitoring and ranking tools:

• Google Blog Search
• Technorati
• BlogPulse

Acquire an arsenal of essential social media tools

Social media are complex, and they change rapidly. To stay on top of all the activity, numerous tools have emerged—some more useful than others, some more costly than others. This workshop gives you a complete overview of all the free and paid tools at your command, as well as objective criteria for judging which (if any) you need. Among others, you'll review Blogsite, BrandsEye, BuzzLogic, BuzzMetrics and Cymfony.

Putting the public back into PR using Twitter, Facebook, YouTube, Ning and the very newest "influence" sites

Perhaps the most profound social media to emerge are the networks. But who uses which social networks, and which are most effective in reaching your customers and prospects? As a PR professional, you need to be aware of these networks both as outreach tools and as the recipient of wanted or unwanted attention. In this workshop, you'll review:

• How companies are successfully using social networks to push their message out
• Key caveats to consider before adding networks to your program
• Building corporate brand using social networks: How to do it, how not to do it
• What to do when you don't like network members' comments
• Techniques (and dangerous pitfalls) for successfully publicizing your organization or products on social networks

Social Media Optimization: How to apply advanced SMO techniques to all your communications

This workshop will show you how to optimize all your public relations for pickup and use in social media, including tagging, descriptions, profiles and linking. You'll also cover the creation and distribution of social media releases (including what you can do yourself and whether it's worth the expense to use the wire services' optimizing programs). Finally, you'll learn how to extend existing communications programs to include new social programs—and what those programs entail.

How to take part in the conversation . . . and how not to take part

Yes, it's tricky. Yes, it's risky. But taking part in the conversation is no longer an option, and yes, it can pay handsomely for you to jump in. Indeed, it's often advisable for you to initiate the action online. Learn the tricks, learn how to mitigate the risks, learn how to play an active role, learn how to generate the right kind of attention. We'll tell you how to use his immensely helpful "Conversation Prism," as well as evaluate and participate in all the major sites: Facebook, MySpace, LinkedIn, Gather, Eons, IT Toolbox, YouTube, MediaPost and many more.