Applying Social Media to Public Relations
The motivation for using social media as a public relations and publicity tool is often summarised by social media’s ability to speak directly to target markets, improve long-term company reputation and ultimately create meaningful relationships with people (customers). However, I have often been asked not “Why” but “How” public relations firms should leverage social media as part of their media relations strategies.
While more complex than a simple blog post, my answer can be summed up by saying that a change in thinking is needed first and foremost. You see, it’s my thinking that traditional methods of PR distribution (and for that matter, the composition of PR material) don’t extend well if the techniques used traditionally are replicated in the social media space.
While the underlying goals and communication may be the same, social media (PR) execution needs to be mindful of the communities that dominate the social media realm. As an example, instead of submitting a press release directly to a social news site, rather submit social media coverage thereof (e.g. influential blogger posts) onto social news sites while cultivating relations with prominent bloggers who genuinely want to help create and maintain a positive image for the company through a mutually beneficial relationship (and no, I am not referring to paying bloggers). Another example is the publishing of news on the corporate website - in the social media space, this should be engaging, viral and interactive through both the content and its supporting tools, including the use of on-site social media channels that help humanise the news, both good and bad.
This change in thinking leads to an exercise of building both the PR firms and their clients’ own social media experience, while simultaneously examining what opportunities exist for optimal execution for clients. These include seeking out untapped social channels or communities, creating and promoting information of relevance to customers, and focusing on improving relations and reputation by being conscious of audience behaviours.
Done wisely, it gives PR practitioners a supportive channel to ultimately position a company or brand favourably within important markets, both traditional and new. Isn’t that what it’s all about?
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For some inspiration, be sure to read Kevin Dugan, Colin McKay, Brian Solis, Sally Falkow, PRNewser, and of course Steve Rubel.
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Comments
Kevin, I could not agree with you more on all your points. It is indeed about being personally involved in what is a very personal medium. And with that comes a mind shift. One that takes experience, patience but mostly a desire to embrace new thinking in a strategic and genuine manner.
[...] Need a point of reference? Check out IBM, Cisco, Siemens (no, not because I’ve worked there), Nestle and Hewlett-Packard. Also add Media Relations, Murphy’s Law and Ogilvy to your RSS readers (also check out yesterday’s links). [...]
[...] However, PR agencies must be aware and prepared for the reality that social media communities and “untrained journalists” do adhere to a different set of practices. This includes having unique versions to a story, leaking stories out to be the first to share a upcoming new story (and hit the Digg homepage), and of course being openly critical to a campaign. As Michael Allison, says, “Technology allows them (citizen journalists) to write about what they see. And it’s democratizing the way news is presented.” This is true too for controlled social media relations. [...]
Gino - Thanks for the link. You’re absolutly right about a change in thinking and approach. My elevator speech is we have to move from being broadcasters to being brokers…much more personally involved than in the past.
We can certainly do this. We ARE doing this. But the other key thing people need to change their thinking on is that this takes more time than writing and distributing a news release.
The payoff is a lot bigger too. But not everyone is willing to change their thinking to get the payoff.