19 Jul Social Media and PR as an integrated service offering?
Social media has, over the past few years, become an integral part of a brand’s marketing and communication strategy. Companies can choose to employ in-house social media specialists to manage their social media platforms, develop and maintain their online following and overall community engagement, or to outsource this function to digital marketing and advertising agencies, who in turn employ social media specialists.
There is also the opportunity for Brands to assign the responsibility of social media strategy and management to their PR agencies as with the rise of the new-age media landscape, PR in a traditional manner, has evolved from sharing information through the age-old methods such as press releases by adapting their approach to engage with their audience almost immediately to effectively drive a message.
Journalists, bloggers, and other media rely heavily on social media platforms such as Twitter and Facebook as a source for information and stories. When information and stories are shared socially, the audience is engaged immediately and in their personal space. Hence it is important for PR professionals to manage the social media platforms for Brands and infiltrate the online space with key messages and community engagement.
Do PR professionals have what it takes to take on the social world? We say yes and here’s why.
1. We understand that the relevance of brand communication and that it should not bore the audience
PR professionals are experienced in creating and sharing content that is both relevant to the specific audience as well as what is relevant at any specific point in time. Social media allows us to better understand our audience and tap into their interests, likes and dislikes as well as attract the attention of potential community members through relevant topics and current affairs.
2. We are experienced in telling stories
Social media is a way to communicate and share stories and we understand that it requires effective, visually appealing content and marketing so that it is noticed and understood by the audience.
3. We have vast experience in relationship building, management, and engagement
Pivotal to the success of any brand’s social media strategy is an understanding of what it takes to attract the attention of a community, ensure that content being shared is of interest and most of all, valuable to the consumer. Once you have the attention of an audience, remaining relevant and maintaining the relationship between brand and consumer is a day to day task that needs to be carefully thought out and managed. This is one of the key points why Social Media and PR go hand in hand.
4. We know what it takes to be social
In order to be social, we have to focus on and make an actual effort to create two-way conversations with the aim of building long lasting relationships.
5. A synchronised PR and social media strategy amplify results
A PR strategy that has been developed with social media in mind and ensuring both are aligned and supportive of one another strengthens results on both fronts. When Social Media and PR objectives are aligned, results are more successful.
6. Our communication and writing skills are superior
Experienced writers are able to communicate more effectively through status updates, blog posts, tweets, and two-way conversations in order to garner interest in a highly competitive world.
7. We understand the new media and blogging landscape
The ‘blogosphere’ is the ideal link between Social Media and PR. As bloggers are active on social media, a synergy between the two effectively infiltrates a larger audience. PR professionals understand best what it takes to seek and infiltrate blogger coverage.
8. We are trained to speak in a brand voice
Organisations and brands have moved away from the traditional formal, corporate tone of voice. Instead, brands communicate in a way that matches their personality and must ensure whoever is communicating on behalf of the brand, understands how to speak in the brand tone of voice – being conversational is essential.
At the end of the day (and night), brands need to utilise social media to build meaningful relationships and not just collect fans.