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Research Question
How does Telstra use social media for PR purposes?
Define the key terms of your research question
Public Relations Definition – Public Relations is an important element of any organization in regard to communication and public interest.
Social Media Definition – Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn’t allow readers/viewers/listeners to participate in the creation or development of the content.
• Telstra’s social media presence
• What platforms are they using to keep customers informed?
• How Public Relations activities are changing in the age of social media
Overview of Telstra, social media they use and why
Telstra is Australia’s leading provider of mobile phones, mobile devices, home phones and broadband Internet.
Telstra uses the following different types of social media in different ways to appeal to all types of demographics. These are:
Social networking sites e.g. Facebook, MySpace, Bebo, and Friendster
• Video and photo sharing websites e.g. Flickr, YouTube
• micro-blogging sites e.g. Twitter
• weblogs, including corporate blogs, personal blogs or blogs hosted by traditional media publications
• forums and discussion boards such as Whirlpool, Yahoo! Groups or Google Groups
• Online encyclopedias such as Wikipedia
• Any other web sites that allow individual users or companies to use simple publishing tools.
Twitter
Twitter connects businesses to customers in real time—and businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influencers. From brand lift to CRM to direct sales, Twitter offers businesses an easy way to reach an engaged audience.
• @Telstra
Telstra customer support for mobile phone, Internet or landline.
Online 24 hours a day, 7 days a week.
CrowdSupport customer forum
• CrowdSupport
Our online support forum lets you post questions – and answers – about Telstra products & services. Telstra service folks are also on hand to help where needed.
Telstra on YouTube
• Telstra Knowhow on Youtube
Information and easy to follow tutorials on how to get the most out of your Telstra device including Telstra Next G™ powered SmartPhones.
• Telstra Corp on Youtube
Showcasing videos, popular advertisements, customer case studies and interviews with our top executives and employees.
• Telstra Enterprise & Government on YouTube Customer case studies, event videos and interviews from the leading provider of network-based solutions and service to enterprise and governments in Australia and New Zealand.
Telstra on Facebook
• Telstra’s Facebook Page
Sharing ideas, opinions and information on all things related to a connected life. Become a Telstra fan.
• Digital Mum 2.0 Facebook
Here, mums can learn some simple do’s and don’ts of social networking.
Telstra on flickr
• Telstra Corp on Flickr
Photo coverage of Telstra events, including executives’ briefings, sponsorships, awards and product launches.
Telstra blogs
• Telstra Enterprise & Government blogs
Insights, information and blogs focused on business, enterprise and government.
• Speaking Sensis
A blog providing news and views from the people at Sensis.
• Telstracleartalk A blog developed to provide direct, open communication on industry issues with Telstra Clear NZ customers and anyone else interested in NZ’s path to a digital future.
• Be Involved Blogs
Telstra’s sporting and individual ambassadors representing Australia at an elite level, across a wide range of sporting codes, and in all areas of the arts and in business. Visit the Be Involved website to read their blogs.
Academic References
Elliot, S. Redifing Public Relations in the Age of Social Media, The New York Times, Published November 20, 2011. Accessed 21 November 2012 from http://www.nytimes.com/2011/11/21/business/media/redefining-public-relations-in-the-age-of-social-media.html
Hickinbotham, M. Social Media – Telstra’s 3 Rs of Social Media Engagement, Social Media – Telstra Company Policy. Accessed 20 November 2012 from www.telstra.com.au/abouttelstra/…/social-media-company-policy-final-150409.pdf?
Agawam, H. Benefits of using social media for Business, Shout Me Loud. Accessed 20 November 2012 from http://www.shoutmeloud.com/benefits-of-using-social-media-for-business.html
Gedda, R. Don’t “over think” social media strategy, CIO. Accessed 20 November 2012 from
http://www.cio.com.au/article/389453/don_t_over_think_social_media_strategy/
Warren, C, March 16, 2010. How PR Pros Are Using Social Media for Real Results, Mashable Social Media. Accessed 23 November 2012 from http://mashable.com/2010/03/16/public-relations-social-media-results/
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