Everyone is using it, some people get it and others don’t. Is it young vs. old? What is social web all about and what can it do for you as a Public Relations practitioner? Let’s see. The public is using social media to share their experiences about products, services, opinions on different topics or what they ate for dinner. The list can really go on but one thing is for sure that a relationship is being built with other users. For example people follow YouTube Stars and are influenced by the products/ services they talk about and in return viewers will go out and buy that product or try the service recommended.
This video tutorial video demonstrates how people build relationships online and how there are influencers on the web. In some cases companies send products to Youtube stars so they can influence purchase.
Business are having a difficult time understanding what the social web is all about because they do not see a direct profit increases from having a Facebook page. Having a brand presence online helps consumers create a relationship, express their concerns or a way of showing how much they love a product/ service. When the consumer is engaging with a brand/ company online it is in turn being shared with their own networks and helping create awareness and influencing their networks. But how do you get the targeted demographic talk/ engaging with your product?
It is the public relations team’s job to create a strategy that will know what content will connect with the targets and create conversation. Using social media platforms does not mean you have to give up on traditional media. It is using an advertising campaign on the sidewalk and bringing the conversation over to the web using different platforms.
There are three assets to help build a brand, 1. engaging content 2. what platforms is the target using to build relationships 3. engage your employees they are the connection to the public
Working in Public Relations along side the social web you must be ready to monitor, respond, debate, know when to interact and understand your audience.
The public are know longer the “people” yet participants in sharing information for different sectors in the community, city, country and the world.
Here is a cool short video on the way newer companies are thinking about the social web.