3 Ways Social Media Is Changing Public Relations
The widespread use of social media has fundamentally changed how people communicate and share information. According to recent data from comScore, Facebook now accounts for 12.3 percent of the time spent online in the U.S. versus 7.2 percent just a year ago. Twitter now counts approximately 200 million accounts and over 110 million tweets per day.
This downright addiction to social media has made an impact in virtually every industry as companies seek to make strategies to engage on the social web. Public relations is certainly no exception as practitioners seek to communicate with, and hear from consumers, as well as by social channels to share information with key audiences.
Conversation Versus A Speech
PR pros can no longer get away with blasting information out at an consultation. Two-way communication frankly with the consumer is a tremendous opportunity for businesses to gain real-time feedback on messaging coming from the company. The live interaction allows for ongoing refinement and improvement to make a deeper connection with the butt consultation. Human connections made doable by listening and replying via social media bring the consultation closer to a brand and softens the barrier that exists when people feel as if they’re talking to a company that views them strictly as a potential sale.
Information Gathering
The speed of information sharing is quicker than ever before and PR professionals have access to a wealth of content that can be mutual with consumers seeking solutions to a problem. Making a simple keyword based search on Twitter can connect companies with people at just so the right time to give as a helpful resource. By engaging proactively, PR teams can make new opportunities to make a propitious brand impression that can lead to the commencement of a social media relationship and a potential business relationship.
Social media has also positively changed long-standing dynamics of the PR/Journalist relationship. Journalists seek information and sources online and PR professionals have benefited from the added access available thanks to social media. Some reporters maintain blogs and others are active on Twitter but gathering information about potential tales is significantly simpler than the days of heavy, out-of-date media guides.
Personal Service
With the advance of social media, there is an expectation from consumers that they will not be subjected to mass, non-targeted information and any concerns will be addressed quickly and personally. This one can be challenging for PR staff administration social media efforts. One upset customer on a Facebook page or a challenging blog post can send brands into a crisis mode.
When dealing with this expectation of 24/7 personal service, take time to evaluate what is a real crisis and measure how to respond. The field of public relations is always an environment of on call issues but social media has expanded both the base of potential complaints and the public visibility of these issues.
There are a number of ways that the field of PR must continue to adapt as the social media tools of today will change tomorrow. Rather than focus on the channels, focus on the expectations of the audiences and how to give as a valued resource for them.
If you’re a public relations professional, how has social media changed your day-to-day PR work? And, what remains the same despite the new channels of communication?
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