This is a presentation that Woodhouse co-created with Jay Peak Resort. The purpose of the presentation is to provide an overview of how social media is changing the PR discipline and to outline practical steps to modify the PR approach. It was developed specifically for the Ski Resort Industry, but it could be for any industry

Bring the conversation to the conversation

Content is the currency of social media.  Smart companies get this.  But it’s different content then what companies are used to producing.  It’s not a 30-second TV spot, a white paper or a webinar.  It’s bite sized content that proves their brand and brand elements and it engages people.  It could be an online application, it could be a quick video or a online radio interview.  Something longer  than the 140-character limitation of Twitter and that attracts people to the company or creates good will between the brand and its loyal followers.  
 
Good content attracts more friends and followers and becomes something people want to share, which in turn attracts more friends and followers.  This is amazing.  Things move so quickly in social media.  Old-school word-of-mouth campaigns relied on people telling other people in the physical world.  By bringing word of mouth into the digital world, a single person could share your content to tens of thousands of people.  And do it for free.

Companies need to re-think how they produce content. A good model to follow is the nightly news. Good quality, interesting storyline, topical, short and powerful. Easy to say, tougher to do as most agencies are not set up to help companies accomplish this.