Search Engine Optimization

What is Search Engine Optimization?

If you’re like me, Google is the first Web site you visit when you have a question or need to do some research. Search Engine Optimization, also known as SEO, is the process of improving the volume and quality of traffic to a Web site from search engines (such as Google) via search results. The earlier a site appears in the search results, or the higher it ranks, the more likely searchers are to visit that site. SEO can also target different kinds of searches, including image searches, local searches, and industry-specific searches.

How to Optimize your Web site

Optimizing a Web site involves editing the content and HTML coding to increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. In other words, it makes the Web site easier to find through a search engine. Sometimes a site’s structure, or the relationship between its content, must be altered too. If you’re interested in doing this to your own Web site and a lot more tech-savvy than I am, here are complete instructions on how to optimize your Web site. (http://www.bruceclay.com/web_rank.htm)

Why is SEO important?

As an internet marketing strategy, SEO considers how search engines work and what people search for. It has become a very important tool for companies because consumers are relying more on Web sites to find trusted information. Chevy, in order to save money on advertisements, has recently cut back on television commercials and has focused more on its Web site. Chevy made use of SEO to increase traffic to their Web site. When people put in the key word “car” into a Google search, Chevy ensured through SEO that they would be one of the first sites listed. This allowed Chevy to lure customers who are not loyal to one specific car brand. SEO is a great way for companies to increase traffic to Web sites and can potentially save a lot of money on advertisements.

What does SEO mean to Public Relations Professionals?

It is very important for public relations professionals to make use of SEO for their clients. The internet has become into a huge medium for finding information and researching a product. Getting your client’s Web site to be the first site listed in a Google search can help your client achieve a numbers of goals and will prove your value as a public relation practitioner.

To learn more about Search Engine Optimization, visit the following site:
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

By: Ellen Greenwell

Flickr

Social media is the new rage, and Flickr is an online outlet for photography fanatics. Launched in February 2004 by Ludicorp, Flickr is an online photo management and sharing application that allows its members to share and network through photos and videos. I love to take photos of my friends and family, so to me it seems like a great way to do all of my editing, organizing and sharing from one Web site.

I originally had no idea how to use Flickr or what it really was, but the Web site had a helpful tour to show me each step of the photo sharing process, and even gave examples of what I could do with each feature. There were also helpful screen-print graphics that illustrated examples of what I can do with my pictures.

There are five different ways to upload pictures to the Web site, including using the Flickr Uploadr or e-mailing them from a mobile camera phone, so anyone should be able to find a way that works for them.

Flickr partnered with Picnik to edit photos, reduce red-eye, crop, rotate, change colors, add special effects and more to any photo. The example on their Web site shows how a picture of a lamb can be edited to look like it is wearing a crown and confetti is flying around it.

Once you have edited your photos, you can organize them into Sets based on a certain theme or photo subject, for example, a favorite pet or vacation spot. You can combine similar Sets into Collections, such as “World Travels” or “2007,” for even better organization. Both Sets and Collections are created by using the Organizr, which allows you to perform common tasks on multiple photos. You can also share pictures in three different categories of groups: public, public (invite only) or private. Every group has a discussion board to talk to others within the group and a pool to share photos and videos. There are also many privacy controls that you can adjust so you control who sees your pictures and what pictures you see.

Other fun features include a map that you can use to see where photos were taken, and you can use your photos to make photobooks, calendars and more.

You can also keep in touch with friends and family on Flickr by adding people as contacts whether or not they have a Flickr account. That can be a really useful tool in public relations since it helps you build and maintain relationships. Flickr allows you to easily stay up to date with what other people are doing, and they can do the same for you.

By: Lauren Rohde

Skype

The first thing that came to mind when I read the name of my new chosen technology Skype was…well that’s an interesting name. I had never heard of this new media before, nor did I have any indication of what a powerful tool it can be.

Skype is essentially software that allows users to make telephone calls over the Internet. This seemed rather boring at first, but reading further into it’s capabilities I’ve learned that Skype is a pretty incredible tool. Skype users have a plethora of free features and additions available at their fingertips. Some of the basic free features include a global use directory, call forwarding, instant messaging, file transfers, call logs and the added mobility that you are able to log into Skype from anywhere in the world.

Created by Niklas Zennstrom and Janus Friss in Tallinn, Estonia, Skye now has its headquarters in Luxembourg. In April 2003 the skype.com domain name was registered, and in 2005 eBay purchased Skype making it an official eBay product. Since this purchase Skype has experienced a dramatic growth, and is now available in 28 languages in almost every country around the world.

The only question I had was what makes this product so different that so many individuals and corporations would want it. Well, Skype has some really incredible features, especially for people looking to study abroad or who have family abroad. SkypIn has essentially made long distance phone cards obsolete. SkypeIn users can receive calls on their home computer or hand held devices that have been dialed by regular local phone numbers. This means that although Skype to Skype phone calls are free, your friends and family members do not need to be Skype users to contact you. Local numbers are available for Australia, Brazil, Chile, France, Japan, Mexico, Sweden, UK and the United States to name a few. What does this mean? Basically, a Skype user can have a local number in any of the participating countries, and will pay the same rate as any other citizen of that country would on a fixed line. I came to find out that my roommate’s best friend actually used this exact technology to contact her while studying abroad in Spain!

Imagine the possibilities that this feature alone could have on the entire make up of international affairs, both in and out of the world of public relations. It would certainly save corporations and agencies a significant amount of money, making it plausible for small agencies to connect with the rest of the world.

A few other available features that could be really useful in the field of public relations is conference calling, and video calling. Conference calling allows you to have up to five to ten people on one call depending upon the particular technology each person is using. This feature allows you to have a conference call with all the necessary contributors in one easy step without ever leaving your computer desk or wireless device.

Overall I’ve learned that Skype is a pretty good name, because the sky seems to be the limit with this new technology. It’s no wonder that Skype has become the leading internet communications company.

By: Shannon Lazo

What is a podcast?

A podcast is a digital media file that allows users to subscribe for periodic updates that can be played on a computer or a media player. Moreover, this media file can be a video or audio.

What is the big deal—why is there excitement over a simple Mp3 or Mpeg?

If you are unfamiliar with podcasts, it could be difficult to answer these questions, but it is simple.

Podcasts allow users to listen to whatever they want. Furthermore, they can listen to an endless variety of topics, whenever they want. This is a big deal because in turn, the user gains control.

‘When’ users can listen is also important. In an age where time is tremendously valued, this tool becomes a remarkable advancement. A car ride or casual walk can become a learning opportunity about any topic.

The other cool thing about podcasts is the ability for ANYONE to broadcast about any subject.

Due to this fact, educational outlets have actually begun utilizing podcasts to broadcast lessons and lectures. This is true even at the University of Georgia—if you are in new media with Dr. Shamp or in public relations research with Dr. Sweetser, you have the ability to listen to lectures online. So, if you happen to miss a class due to an unexpected emergency, you can acquire the lecture and listen to everything that was said in class.

Furthermore, if you are ambitious enough, you can actually create your own podcast.

A step-by-step procedure can be found on the Apple website.

What does this mean in terms of public relations?

In a professional setting, podcasts are also being utilized by organizations like the Public Relations Society of America. Learning about the latest trends in your respected industry is as easy as listening to the radio. Moreover, companies can keep their publics informed. When there is crucial news about a merger or crisis, companies can directly speak with their publics. The middle man is no longer relaying the message—direct communication can be achieved.

How can I get started?

Podcasts are easy to access. If you have iTunes, you can subscribe to any podcast topic you want, and once you subscribe, it will update automatically. Pick a topic that interests you and listen or watch away.

If you want to learn more about podcasts, you can visit the following links:

http://www.teachingpr.org/teaching_pr/2008/08/get-into-podcasting.html

http://www.podcasting-tools.com/what-is-podcasting.htm

By: Debbie Ebalobo

Second Life

Second Life is a virtual world created and constantly changed by its Residents. It is reminiscent of the Sims computer program in which users can create their own simulated people, buy a house, and live a virtual life. Millions of avatars, the people each member creates, inhabit this world. They can buy houses, build businesses, and sell their digital creations. Second Life includes a marketplace that supports real US dollars that can be converted to the Linden dollar, the virtual world unit of trade. This is truly a “second life” that people all around the world become members of and participates in. It is an outlet of creativity and expression.

People create all the elements that comprise a community such as art, fashion and music. Residents open up their own businesses and support themselves with actual currency. Huge aquariums are built. Places like Korea Town include a replica of the historic national treasure, Sungnyemun Gate. Weekly live concerts are held in outdoor amphitheaters. Basically, everything that goes on in real life goes on in Second Life. It seems like it may be a great escape to a not-so-great real life. But is this not a harmful alternative to being an active member of the real world? Possibly it is. Or maybe it is just a fun activity to do in spare time. It encourages people to create and experience as much or as little as they want to. For some, it allows opportunities that may not be possible in the real world.

One example of a positive role of Second Life is in a woman diagnosed with multiple sclerosis. Nanci Schenkein was forced to quit her job as a wedding planner, but found comfort in her new life as­­­ Baccara Rhodes, a wedding planner as well. People pay real money for her to plan their online wedding. There are also groups of adults with illnesses like cerebral palsy who get together to create their own avatar and live through it. These virtual people can sing, dance, run, and do many things that disadvantaged people cannot do.

Also, some nonprofit organizations use Second Life to build facilities, promote campaigns, and raise awareness to audiences. For example, the National Oceanic and Atmospheric Administration (NOAA) created a facility to provide interactive educational demonstrations about the ocean and weather. Second Life is a technological advancement that allows people to get, perhaps, more connected to society than they normally would.

Potential users could include virtually anyone, from teenagers to the elderly. It seems more adept for adults who want to build businesses and make money. But it could also be a place for fun and entertainment to younger crowds. Second Life appears especially beneficial to those with disabilities or those in need of a creative outlet. Second Life has grown explosively since opening to the public in 2003. There must be an appeal to all types of people in all stages of life. Where will technology lead us next?

By: Brittany Raines

Twitter

Social media is taking over the world…or at least the World Wide Web. Everyone who is anyone has joined one or more of these online networking communities. Sites such as Facebook, Myspace and Twitter are all competing to prove their usefulness to students and professionals alike. As a member of both Facebook and Myspace, I am decently familiar with these communities. Twitter, however, was uncharted territory for me. Other than what my professors and fellow students told me, I knew next to nothing about the “micro-blogging” site. A quick visit to Wikipedia and an even quicker conversation with my tech-savvy roommate showed me that Twitter appeals to the same group of people, but in an entirely different way.

My roommate explained it like this: Twitter is very similar to the “status” feature that I am constantly updating on Facebook and Myspace. A “tweet”, which is a short blurb of text that is 140 characters or less, lets people know what you are up to. It’s very much an “on-the-go” way to stay connected. Those with very little time and unlimited internet access via iPhones or other devices can update themselves on their friends’ and colleagues’ tweets quickly and easily using programs such as Twitterrific. Subscriptions through SMS, RSS, instant messages or email make the process that much faster. Even my beloved Facebook allows you to view tweets through applications on their site.

As far as posting your own tweets, that process is just as simple as viewing someone else’s. You can go through Twitter’s website, instant messaging, email, SMS or another third party application to update your profile. Twitter applications such as Twitter Blocks and Twitter Search add to the “at-a-glance” appeal of the site. According to Twitter’s company profile on Crunchbase.com, these applications allow users to search tweet conversations and see updates in a visual form.

Twitter’s potential in the PR field is immense. Presidential candidates are using Twitter as a publicity tool to keep the world updated on their status at the polls. Universities are using it to get various messages out to their students. Professionals keep in touch from all over the world, and students keep up with their friends at other schools. Business and organizations can use this technology as a quick, simple and cheap way to keep in touch with important publics and stakeholders.

Twitter’s possibilities are endless, and the convenience and simplicity gives this “micro-blogging” site an appeal that will ultimately lead to its mainstream success.

By: Rachel Atcheson

Public Relations: A Social Network Using Social Networks

I remember when AOL Instant Messenger (AIM) first came out. I was constantly logging on to talk to my friends, but after a while, I started to feel bogged down. I had things to do, and when I was available to talk, my friends were not online. It didn’t take long for me to turn back to the telephone as my primary means of communication.

Then social networking Web sites started to emerge. Social networking sites are Web services that allow you create a profile to contact your friends and network with other subscribers. The social networking Web site any particular person subscribes to depends on what they are looking for. For example, those who want to find a date might go to Match.com, but someone who wants to keep up with all of their friends might choose Facebook. Some other social networking Web sites are MySpace, a media-related social network, and LinkedIn, a networking website for professionals.
Okay, so you can create a profile. Big deal! What can you really do on social networking sites?

After you create a profile, these Web sites allow you to search for people or companies, join groups, post comments on others’ profiles, and upload picture albums.

Those are fairly common features on every social networking site, but different Web services have their own unique features. YouTube allows people to upload and view videos, but Facebook allows users to create and add applications through their platform. These applications range from sending virtual gifts to one another to inviting your closest friends to an event.

Why do I care, as a PR Professional?

Different social networking Web sites attract different crowds of people, or different publics. If my public communicates via social networks, then my job is to find out which one they are using and communicate to them through it.

Some public relations professionals communicate to their publics by uploading viral videos on YouTube. Others create a group within Facebook for their product or service. Whatever the case, social networks are becoming increasingly more important for the public relations profession.

What to Expect in the Future.

Okay, I can’t predict the future, but I know what I would like to see. I recently read a scholarly article about product placement in PR. The results of the study showed that public relations practitioners are more enthusiastic about the future of product placement than are advertisers, and I am definitely one of the enthusiastic ones! I cannot believe I have not seen more product placement within social networks already.

Companies can use Flickr, a picture-sharing network, to place their product in pictures they upload to the Web site or Facebook applications to send out virtual products. They can also use YouTube to place their product within videos, much like Hershey’s did with LonelyGirl15. Whatever the case, public relations practitioners are only beginning to tap into the technology surrounding us.


By: Erin Burry

Blogs

Simply put, a weblog, also known as a blog, is a Web site in which journal entries are posted on a regular basis. Blogs can be used for commentary, personal reflection, information, gossip and other topics such as political campaigns. The entries appear on the Web site in reverse chronological order and are available for the public to see and leave comments. A person who post entries and contributes to a blog is called a “blogger”. Bloggers most often use text in their blogs, but some of the other available features they might have are pictures, videos, music and often hyperlinks to connect the reader to other blogs or Web sites. For a more in-depth look into blogs and how they work, check out this entertaining YouTube video explaining Blogs in Plain English.

The inventor of the very first blog is still unknown, but the term “weblog” was coined by Jorn Barger in 1997. The word “blog” was not coined until 1999 when Peter Merholz broke up Bargers term into the two words “we blog”. Since then, the term has gained popularity and is used as both a noun and a verb. Here are some Important Blogging Statistics about blogs and their growing popularity in the United States.

There are many different genres in the world of blogging. Listed here are just a few.
--The most common type of blog is the personal blog. This type is used as a journal or diary where people can post about their daily experiences, thoughts, complaints, and much more. Visit Audrey Caroline's Personal Blog for one mom’s touching story.
-- Political blogs, which are often difficult to control, are also being used more often in campaigns to discuss issues and get feedback regarding elections and candidates. Visit the McCain 2008 Blog for an example.
-- Corporate blogs such as Coca-Cola's are used to promote businesses and their image as well as communicate internally and externally with employees and consumers.
-- Celebrity gossip blogs such as Perez Hilton's is also a popular way for people to read up on their favorite celebs and events in Hollywood.
--There are many other popular types of blogs. Some of the more popular include house blogs for home improvement purposes, fashion blogs, health blogs, news blogs, literary blogs, educational blogs and legal blogs (also know as blawgs).

Blogs have influenced the field of Public Relations by allowing companies to gain exposure and attention through new areas of media. Blogs are allowing companies to attract a much wider audience and are also providing this audience with a direct line of communication to the businesses. Businesses are able to establish more trust and address any company issues openly within a quick time-frame, and not to mention, with much ease.

Companies in the past, when facing controversial issues, have taken it upon themselves to address those issues on a blog to inform the public on the problem occurring. Doing this gives the company the chance to tell their side of the story and also helps them gain public trust.

By: Neila Fricks