subject: Proactive Public Relations - Social Media Changes Everything [print this page] Proactive Public Relations - Social Media Changes Everything
Public relations can no longer be considered only an offline activity. It is no longer just about lunches and press releases. The Internet, social media and social networking have changed everything. Online tactics should now be a part of every public relations campaign. The purpose of this article is to explain why.
I will outline below three reasons why social media has changed everything. Here is what you need to know:
Everyone is on social networking sites- The latest estimates suggest that there are over 500 million Facebook accounts and Twitter accounts are growing exponentially by the day. Changes are that a large percentage of your target audience use social networking sites. You need to make sure that you are there for them to find you. You now need to make sure that you give your audience as many ways as possible to contact you. Make it easy for them and you will keep your customers happy.
Consumers can now produce content easily- Social networking means that now anyone with a computer and access to the Internet can become a producer. They can produce their own content. This means that people can easily talk about your business. This means that you are not necessarily able to control the message in the same way that PR practitioners in the past could. You need to make sure that you provide a great product and amazing customer service. You need to be tracking what people are saying about you so that you can quickly deal with any issues before they spiral out of control.
The convergence of mediums brings more users- Social networking sites like Facebook make use of text, video and audio. In order to give your customers (or fans in the case of Facebook Fan Pages) the best experience you need to make sure that you utilise all of these mediums- video audio and text posts. Some of the people that you are approaching will want video, some would rather read things that you have to say.
Web 2.0 and social media has changed the game for PR practitioners. If a PR practitioner doesn't get online and utilise many of the new tools that are available then they are leaving many unique opportunities to reach out to new audiences. Social networking can no longer be considered new media. New media suggests that it
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