Using Wikis in Marketing and Media Relations

Presented by Dr. Kay L. ColleyAssistant ProfessorTexas Wesleyan University

See this presentation at http://kaycolley.wik.is/

February 28, 2009

Models of Public Relations*•Press agentry model•Public information model•Two-way asymmetrical model•Two-way symmetrical model

*Based on Grunig and Hunt, 1984

Frame of reference

The Communication Model

Sender ReceiverFrame of reference

Feedback

Message

ChannelN

oise

Noise

Noise

Noise

Noise

Noise

Feedback

Where do wikis fit?•Two-way symmetrical communication model•Channel or tool in that model

What is a wiki?•A website that allows anyone to edit it

•Probably best know is Wikipedia

•Presentation is at http://kaycolley.wik.is/

Wikis and social media•Wikis are part of social media

•Social media include:•Web logs or Blogs

•Internet forums

•Media sharing sites

•RSS feeds

•Podcasts

•Social networking sites

•Wikis

Traits of social media•User-driven

•Organic content or “mashed”

•Community-oriented

•Easy to use

Advantages of social media•“Stickier” than traditional media

•Viral in nature

•Interactive

•High visibility on the Internet

A wiki is•A website that allows anyone to edit it

•Traditional uses have been

•Project management

•Tech support

•Research and development

•Event planning

•Customer relationship management

Some examples Motorolahttp://www.motoqwiki.com/index.php?title=Motorola_Q_Wiki

Intelhttp://wikimania2006.wikimedia.org/wiki/Proceedings:JB1

T-Mobilehttp://wiki.sidekick.com/?t=anon

IBMhttp://www.ibm.com/developerworks/wikis/dashboard.action

Other wiki examplesFordhttp://wherearethejoneses.wikidot.com/set:home

BearingPointhttp://mike2.openmethodology.org/wiki/MIKE2.0_Methodology

Better Homes and Gardens wikihttp://wiki.bhgscrapbooksetc.com/?t=anon

Intuithttp://www.taxalmanac.org/index.php/Main_Page

Using Wikis •Part of your overall strategy

•Superior tools for

•Participation

•Engagement

•Connecting

•Creating Community

When to use wikis•To get uncensored customer feedback

•To provide customer service and experience of value to all

•To work with people to create something

•To create and sustain knowledge or expertise

How do I know what to use?

Software comparisons•http://en.wikipedia.org/wiki/Comparison_of_wiki_software•http://www.wikimatrix.org/

Try some out!

How to avoid wiki pitfalls•Using the control measures to lock pages •Managing access to your site •Making wikis user-friendly with instructions•Understanding versioning on wikis •Creating a code of ethics or conduct

Food for thoughtOld thinking and old tactics die hardhttp://blogs.forrester.com/groundswell/2009/02/three-quarters.html

http://www.prweekus.com/What-is-new-media-and-why-does-it-matter/article/127724

QuestionsHow to reach me with questions, comments and complaints:

E-mail—kcolley@txwes.eduTwitter—www.twitter.com/kaycolleyBlog—www.kaycolley.blogspot.comWiki for this presentation:http://kaycolley.wik.is/