“More than 80 percent of PR pros polled in a new survey by Cision and PR News said they use social media primarily to develop relationships with media and influencers, build trust and maintain transparency, share current news, or solicit feedback on products and service” (GlobalNewsWire).
With the new generation of technology and online influences rapidly growing, companies need to understand how to strategically use social platforms and increase brand knowledge and awareness effectively through social media.
Through traditional media relationships, public relations practitioners have built relationships both local and expansive on a professional level. The reach capability and methods that social media platforms now provide allow for more access and new techniques to engage both consumers and media. It is becoming increasingly crucial that companies understand the operations of these platforms and use them to their advantage.
Though many companies have successfully created strategic social media plans, it is important that the care and delicacy that was placed with traditional media because of the hard-copy formatting does not lose focus with social media. Even more than before with traditional media, the expansive capabilities that social media platforms allow clients to both reach mass population of consumers both positively and negatively. Clients must take care when they use online media sources because the internet is vast and compounding. Unlike traditional media that you print and review, social media can not be undone.
Companies must rise to the occasion that social media platforms have provided for a communication tool between a company and its consumers. Social media is not going away.
Cause-related companies too have a greater advantage with the ability to tell their story and motivation and in turn communicate with fans or consumers who share the passion or experience and create a buzz both virtually and through word of mouth. Rather than pitching to a consumer, you speak and listen and share a conversation with them so that the daunting knowledge of who is the consumer and who is the company blurs into a mutual relationship that in turn leaves the consumer happier and ideally, more loyal to that brand.