Journalism and Social Media Marketing

Journalism has seen many changes over the last few years. Many reporters and editors have shifted course with their journalism careers by focusing towards public relations.  The public relations field has grown into a massive field with the use of social media marketing through web 2.0 platforms like Facebook and Twitter.  The content displayed can be displayed by millions everyday (potentially) if it is achieved successfully.

From the article, “Jumping from journalist to a social media marketer,” the author Kevin Allen explains the 5 things that we should know about social media marketing.

1. There are similarities

A journalist and a social media marketer need to know their online communities.  This is crucial.  The goal is to understand who your audience is, what they want, and the reasons why they want it.  The is important for PR success.

2. The differences

According to Allen, “The biggest difference I’ve found between working in a newsroom and in the agency world is the latter’s general atmosphere of growth and positive outlook.”  Allen explains that times in the journalism field are changing and many newspaper have had to stretch their resources by firing people or offer buyouts.  People cannot be creative under the looming threat of losing their job.

Many journalists have turned to social media with hopes to adapting to the current changes that they are facing.  Journalists who move to social media have to learn how to write in a “brands voice.”

3. It’s easy

Writing from social media can be easy.  you do not have to worry about the structure or transitions. “You want to be pithy, witty—get in, get out, and let your audience do the talking for you.” (Allen)

You want your lines to be simple and easy.  You will not capture your readers if your content is too long.  This is the concept of Twitter.  Promote and put out information with 140 characters or less.  Short, clean and easy to read.

4. It’s difficult

The author explains that to reach the point where you’re actually driving fan and follower engagement beyond the superficial is nothing you can actually pick up from reading an article or a book.

That is how PR will fill the gap.  The goal of building brands is to create the social atmosphere that people want.  The goal in the space is to have people chatter about the brand and tell people all about it.  If a social aspect doesn’t exist, people will not make the time to talk about your brand essence online.

5. There will be elephants

Allen explains that “People, including my boss, ask whether I miss being a journalist.” “It’s the proverbial elephant in the room. Anyone who has pursued a journalism career gets it.”  But the overall success is the ability to grow and shape something with the emerging and evolving method of communication.


It’s All About The Love

Yesterday was a big day for the Fifth Street Public Market.  Not only was it the Superbowl, but also a very beneficial and loving event called Love At First Sight that was at the Curious K9 Boutique and Salon.  Love At First Sight is a new event hosted by Curious K9 and all the proceeds benefit the Greenhill Humane Society in Eugene, Oregon.

This is a great affair for all the canines out there, who want to join in with all the Valentines Day love that is in the air.  Even owners consider their pets as a Valentine and what isn’t better than getting photographed with them?  The cost is only $15 and $20 for the ones that need a quick nail trimming prior to their photo session.

This type of occasion really builds a strong business reputation for Curious K9 and for the Greenhill Humane Society.  These two great organize really can demonstrate their missions and objectives with the positive PR they receive by the public eye.

This event brings the entire dog lovers in the community together to really showcase how important the overall mission is for Greenhill and that donations are needed for their overall success of being able to treat, heal and find loving homes for all their animals.

Fifth Street Public Market incorporated this event into their overall “Feel The Love” campaign.  The first two weeks of this month focuses in on the heart with Love At First Sight; pet valentine photos.  The second occasion is Love At First Bite; an event for dinner seeking lovebirds.  The final one is Love is in the Cards; a special gift card that is great for any occasion.

The PR used in this entire campaign was shown in the use of social media, e-blast marketing and the use of large signage throughout the entire center.  The use of social media was an essential tool because it is the front door and allows people to enter into the market and stay connected with all the events.

Multiple posts on Fifth Street, Curious K9 and Greenhill are shown on their Facebook pages, linking one another and really emphasizing how great this event is for the entire community.

Just another reason how powerful the world of social media and Public Relations are for small, medium and large organizations with a mission and goal for a positive outcome. Social media gives people a sense of a community online and builds the true market connection to the community.

Optimize Your Social Media

Social media has become a major tool not only for communicating with a vast array of people, but now has turned into a major marketing and PR tool for many organizations.  But the question many organizations and their employees are asking is, how do you optimize and create a social media schedule that fits and connects to your target audience you are trying to reach?

The most important aspect to remember is making sure to create and execute a strategy.  According to author, Ashley Zeckman of the article Optimize Your Social Media Schedule: 4 Tips for Avoiding the Social Media Time Suck, “73% of marketers say finding the time to create content as their biggest marketing challenge. “

Social Media has evolved to allow people to focus in on what information they want to receive. But the major question is determining what are the better times to post to Twitter and Facebook to gain the most support by followers.  According to the article, the author explains that

  • 5pm in the evening is the best time to tweet and gain re-tweets.
  • Mid Week and weekends are the best days to tweet with consideration to noon and 6pm to gain high click through rates.

Now if we switch our direction towards Facebook, the best day to share is Saturday noon is the most effect time to reach the greatest amount of people with your posts.

There is many great easy to use tools online that can help you manage multiple social media accounts and allow you to schedule multiple posts to update at the specified times.  Hootsuite and Tweetdeck are the two most popular management tools at the moment, but more do exist.  I currently like Hootsuite because of the ability to schedule posts for Twitterand Facebook.  On the other side, Tweetdeck makes it visually easier for myself to create multiple lists and follow each one.

The success of social media is focusing in what and how you want to accomplish the purpose for your organization and providing enough time to manage it.  The author of this article, Ashley Zeckman asks the readers to consider these 4 tasks for better focus on social media.

  • What are your top 3 social media goals and do you have a plan for reaching them?
  • How much time can you dedicate each day to using tactics to reach these goals?
  • What steps can you take to improve your focus while completing social media activities?
  • Which type of tool: curation, aggregator, or social bookmarking can you use to help save time?

Consider these tips and tool to achieve your overall goal and purpose in the online social media world.


The Importance of Social Media

Social Media has grown from more than just a place to connect with friends, but a place for businesses, charities, music artists, and special events to market towards their target audiences.  Facebook and Twitter are the two most popular web 2.0 tools used by organizations currently.  According to the article Social Media-part of Your Web Strategyauthor Robert Gibson states that, “one minute of every eight spent on the internet, is spent on Facebook.”

Major organizations have realized the importance of building an online presence and positive reputation with their readers and audiences.  Creating quality content with useful information is what drives their positive feedback and audiences.  The author emphasis the importance of PR with social media.  Businesses need to remember that it is important to build a social aspect with their online presence.  That is why we call it social media.

Social media allows people to build a fan page where fans can comment on news, events and how they can relate.  Currently, I am an intern at Fifth Street Public Market.  I am in charge of building a stronger social media presence online.  One important factor I have learned is building a strong fan base and the quality that I provide to the followers.  I have grown and doubled the fan base to around 1,250  and the numbers seem to keep increasing.

Building the markets online presence has been accomplished by remembering to create a social atmosphere and interactive community.  Commenting and responding is essential.  It shows people that you are listening and it is a place they can go for information that they are seeking.  The incentive of “liking” the fan page is the news, special events, and promotional giveaways.  This is how many businesses are building a strong online connection.

Just like the author emphasized in the article, “You need to do the work, in building up a base of followers, and in presenting content. More than anything else, to be consistent. This doesn’t mean tweeting or posting about every little thing. In fact, that may be the worst thing you can do. On the other hand, even if your message is a serious one, you must remember to ENTERTAIN your followers now and again. Just like life, it’s about balance.” (Gibson)

Finding the right balance between the quantity and the quality of posts is important for being successful in gaining followers and not losing your them.

Tagged , , ,

One Big Truffle Weekend



The 7th annual Oregon Truffle Festival was held this weekend at the Hilton Eugene and Conference Center in downtown Eugene.   When someone thinks of a truffle, one probably relates it to a savory piece of sweet and creamy chocolate.  In this case, this event features the finest in regional wines, cheeses, meats, chocolate and the famous Oregon Truffle.  

The Oregon Truffle is a type of mushroom consisting of many varieties that are used by many skilled local chefs.  The Oregon Truffle Festival was a huge event that created a lot of PR for many local chefs, restaurants, wineries, supporters and sponsors.  

The Public Relations aspect of this festival is shown through the eyes of the presenting sponsors and co sponsors.  Major Oregon companies include The Hilton Eugene, Willamette Valley Vineyards, Sweet Cheeks Winery, Travel Lane County, and VOX Public Relations; a local PR firm in Eugene and Portland.


Social media was a crucial aspect of The Truffle Festival.  It featured many hashtags on Twitter using #ORTruffleFest, #truffle, and #trufflefest.  The amount of people hashtaging on Twitter and posting photos using Instagram via their smartphones provided live updates that emphasized the amount of excitement that the event featured for many people.  

The Hilton, a well known hotel organization, hosted the banquet space and hotel accommodations for the 400 attendees.  The PR received for this event, not only help drive traffic to social media platforms, but also showcased the hotel and the entire community of Eugene as a special destination.  

The festival emphasized the how special and unique the state of Oregon truly is showcasing one of Eugene’s local chef and owner of Marché Restaurant at the Fifth Street Public Market. 

The 2012 Oregon Truffle Festival celebrated many aspects of how unique Oregon wines, foods, and 


chefs are dedicated to sharing their experience with the “fans of Oregon’s wild truffles, from their hidden source in the forest to their glory on the table.” -Oregon Truffle Festival.


Tagged , , ,

Tracktown USA

Eugene is the home of the University of Oregon. Known as Tracktown USA.  The city lies about 2 hours south of Portland, Oregon.  Known for its outdoor beauty, recreational activities like biking and hiking, political views and various alternative lifestyles; Eugene has built its reputation on building a sustainable, local community.

The purpose of my blog is to help share all the great aspects that Eugene has to offer to people. Various topics will include community events, places to visit and great restaurants to eat at.  I am eager to start blogging and I hope you can find some of this information useful to your needs.  Please feel free share your comments and suggestions. Go Ducks!









Photo by Dave Sizer,
Tagged ,
%d bloggers like this: