The Importance of Social Media in PR

Originally produced during my placement at Truth PR

  
  Whether you’re a technophobe or a tweet-crazy Facebook addict, there’s no denying it; social media has changed the way that we communicate.  Twitter makes newsworthy stories into headlines long before journalists have had the chance to open a fresh word document; and everyone from Barak Obama to Lily Allen are able to update an avid fan base of followers at the click of a button.

  Of course the introduction of widely available user-generated content has benefitted brands, introducing a level of consumer engagement previously impossible. PR and marketing agencies everywhere are jumping on the bandwagon, with ‘pages’, ‘likes’ and  ‘tweets’ dominating boardroom conversations up and down the country. The social media boom is well in session, but is that really what it is? A boom?

  Regarded as the be-all and end-all by some and scornfully dismissed as a ‘fad’ by many, social media is neither. A campaign conducted solely online will not yield the results desired (nor will tweeting randomly), but when combined with other media channels as part of a cohesive, integrated communications plan, it can be a brand’s best friend.   

  Traditionally a one-way whirlwind of information, PR has evolved to embrace this platform. The increase in digital media consumption has opened the floor to direct interaction with consumers, as well as the ability to generate and monitor brand discussion. Offering a ‘human face’ online helps to humanise a company, deepening the connection that it has with a target market, and when used correctly, a decent presence (paired with a robust, engaging campaign) can extend reach and increase sales.   

  In the economic climate, brand loyalty is more important than ever. Figures show that brands using digital channels to engage consumers have higher levels of loyalty, while a Facebook ‘like’ is worth roughly £5 (Chompon Report: Feb 2011). However, simply having a presence on social networking sites isn’t enough to give your business a boost.

  While there’s no doubt that social media has become a vital, fully integrated part of PR, as with any media channel, the clients’ needs should be considered before a recommendation is made. A social media campaign might work for a majority of demographics, but traditional PR techniques still have their place; it isn’t a quick fix and often the best solution will involve a combination of both.

  It’s all about conversation. Combined with a good PR strategy, social media can be used to create a buzz, monitor trends and communicate with customers. Running competitions, commenting on cultural affairs or asking questions, what you’re really doing is creating a dialogue. Obviously this works both ways, and a prompt and friendly reply to any complaints or questions should be priority number one for those looking for happy customers. Money can’t buy you the kind of good PR that a glowing review from a dedicated consumer provides.   

Data taken from Chompon: What is the Value of a social action in online commerce. (Feb 2011)