Used to be public relations folks were dependent on the mainstream media for all their hits.
Luckily, times have changed. Thanks to the ever-evolving world of social media, public relations professionals have increasingly more opportunities to build strong relationships – including social networks which can offer great opportunities to reach the public with or without the mainstream media’s help.
Social media is a form of Internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks.
The communication within social media sites is fast and offers a high degree for user interaction. Social media sites can effectively be used for informal market research and researching the performance of competitors. In addition, social media sites help businesses receive comments from potential clients and customers.
Public relations professionals can use some or all social networking sites to expand news coverage of a company or organization, network with other public relations professionals, stay connected with clients or potential clients, and keep up-to-date with the news from other companies.
Social platforms are just another means for public relations professionals to do what they do best – connect.
An increasing number of companies are tracking social-media outlets such as Twitter and Facebook to understand consumer sentiment and avoid potential public relations problems.
Several companies are even training staffers to broaden their social media efforts. For example, Ford is teaching employees how to use sites like Twitter to represent the company properly and interact with consumers. Coca Cola Co. is also preparing an effort similar to Fords. Even President Barack Obama employed the use of Twitter to communicate and update his followers while campaigning.
When employing such social networking working sites it is important to remember four key items.
1. Stop pitching. People on these sites do not want to feel used by a company or person only after their money.
2. Take the time to leave comments on other people’s comments. Social networking is all about engaging people in conversation.
3. Monitor what is being said about you and your company. This may help you avoid a disaster one day.
4. Be cautious about what you post. There should always be a beneficial reason for your posts on social networking sites.
Social media is extremely powerful and one of the easiest marketing strategies you can incorporate into your business. Social networking sites are inviting, intriguing and a priceless communication tool.
