Social Media in PR and Marketing

What is Social Media? Social media integrates technology, telecommunications and social interaction. It is using technology to connect with people. This might be online communities, text messaging, blogs, Facebook, Linked In and Twitter... but you should understand these are examples of social media tools, NOT communications strategies. Social networks are not new. We (as people) used to gather for Saturday afte oon picnics or Sunday dinner. We used to have coffee at the kitchen table then Starbucks and Friends came along and showed us how we needed to socialize in coffee shops. So, again, what is social media? Online communitiesr Shared picturesr Two-way communicationsr A little bit socialr A little bit professionalr Personal connections All of the above... Social media is about using technology to connect to people. Why should you care?
As I write this, statistics show: 400 million blogs 600 millio FaceBook members verify this - 100 millio LinkedIn members - including all Fortune 500 companies 175 millio Twitter users You have to 'fish where the fish are.' The numbers don't lie. If you are fishing for people, they are online in social media. Rest assured that this is not a fad. It is a trend that you can jump on now, or catch up later. And how can you get started?
Before you get started, you need to evaluate how social media fits into your strategic communications plan. It is easy to get lost in all the cool blogs and applications which could lead to burnout and definitely wasted time. Before you write your first blog, start flipping through WordPress blogs to see what people in your industry is talking about. You'll get a good sense of what you can write about and the tone that is successful. So how does social media fit into public relations and marketing? First, let us define public relations. "Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends." Effective Public Relations, Scott Cutlip, et.al. In simpler terms, public relations is building relationships with your employees, customers, and the community that you serve. Why do you care about these relationships?
Enlightened self-interest. Ultimately, these public... these groups of people... spread the word about you, either positively or negatively. By building mutually beneficial relationships, you enhance your image and reinforce your brand in the community that you serve. How is this different from marketing?
The key difference between marketing and public relations is the purpose of the message. If you are directly trying to influence someone to make a purchase, then it is considered marketing. However, there is a very fine line between pr and marketing. With pr, you are trying to build a brand, a reputation, a community around your product. In a commercial application, pr is an indirect way to build a customer base. Public Relations is about more than getting your picture in the paper
When creating your communications plan, there are many types of "public" that you should consider...
Customer relations
Employee relations
Investor relations
Donor relations
Community relations
Media relations
Crisis communications
Brand management
Social media and social networks have added a whole new set of dynamics to a typical public relations campaign. You have the ability to converse one-on-one with your public in real time! The public relations industry is often misunderstood and taken for granted. When properly applied, PR is a crucial piece of the puzzle in an organization's long-term success. Public relations defined by the Public Relations Society of America includes more detail on how a PR professional can serve your organization. C2 Communications is available to train you on how to use social media to advance your business and help you build strong relationships with your people. If you need a nudge in the right direction, or a full marketing plan email me directly or call (239)571-3174.