Why PR should own Social Media
September 7, 2011 § 1 Comment
Here at Abraham Harrison, we know the importance of social media in a public relations campaign. Many PR agencies use social media in their campaigns to help gain awareness for their client’s brand and product. However, campaigning through social media cannot simply be done by just anyone with a facebook account, at least not successfully. You need to have a social media strategy, know the people you want to connect with, and not under or overload the public with your message.
With social media booming as a way to market to your publics, PR needs to own up to the responsibility of integrating social media into their campaigns. PR and social media go hand in hand; you can’t be successful with only one. Just because social media is a newer marketing tool doesn’t mean you can throw all the old tools out the window; just the same, you can’t get away with only marketing through events and advertising without using social media. From the World Internet Stats, 30.2% of the worldwide population is using the internet. With this number continually growing every day, why would any PR professional pass up this ideal platform to market their client’s product?
Many people don’t know how to successfully market online. You have to develop a strategy to promote your client; you can’t just blindly create a twitter account and expect it to have a positive impact on the brand. With a social media strategy you want to connect with the early adopters, the online creators and the critics. These are the people who are going to write about your client’s product and help generate awareness. Word of mouth marketing is one of the best ways to market a product, and the people reading online reviews are more likely to believe the average blogger than a company representative. Therefore, the PR agents need to connect with the bloggers, creators and critics as they test out and promote the brand and product.
Social Media Specialists are taking over the PR world. They are gaining awareness about their client’s brand and products, most of the time with a cheaper price tag then the “old fashioned” PR tactics. It’s time to reposition yourself in the PR world and try some new tactics, if you haven’t already. Familiarize yourself with this online world. Embrace it. Accept it. Social media is the new now; don’t get left behind.