A Conversation with Serena Ehrlich, Executive Director, Attention
By UCLA X425 Student Leah Price
Social media has become PR’s little black dress. It’s efficient, goes with everything and is a must-have in every PR girl’s arsenal. However, implementing social media into my everyday PR world is like diving into a pool with no shallow end. It can be extremely overwhelming and hard to digest… but this week we heard from social media siren Serena Ehrlich (@serena), who helped filter the chaos.
Labeling herself as the “tallest girl in social media,” and coming from a strong journalism and PR background, Ehrlich broke down the social media game so even my erratic brain could understand. The conversation was full of little gems — from targeting an audience to measuring online impact. She threw out so many critical websites it was like watching the revved up version of Angry Birds.
Using my old-school organizational skills to sift through all of these online accessories, I spent the week swimming through sites like peerindex.net and klout.com trying to get a foothold in this rapidly changing trend. As a new user to Twitter, I was shocked to find my Klout number is 27 (but God knows tomorrow it could be 2, so follow me @relating2thepub). Socialmention.com is also my new obsession now that I understand how to quantify sentiment, figure out who’s saying what and where they’re saying it. Top keywords have become my life.
Yet, the highlight of the conversation for me was about figuring out the ultimate goal of the brand. It seems like everyone is trying to build up awareness with a Facebook page without really understanding the needs of their audience. I finally realize that is not always the answer, and believe I can stay afloat when using these platforms from a PR perspective to help promote sales specific to my brand.
Thanks to Serena, my social media prowess now feels more like a one-of-a-kind little black dress from Chanel, and less like a knock-off from Target.