TNR

The debate about the role social media has to play within PR strategy has been evolving for months.  For those of us working in the industry, it’s a very exciting time to be a part of a movement that is changing the way we communicate.  

Our own experience is that the use of these platforms has enabled us to reach audiences in a very different way and bring about a conversation which has changed the nature of the relationship we have with our customers for the better.  And we’re not alone.  A new survey featured in today’s PR Week has revealed that marketing professionals are set to invest heavily in social media this year by shifting budget away from more traditional direct marketing activity.  However, it would be a mistake to think it’s a straight forward thing to do or something to approach lightly.

It’s taken a great deal of time and effort for us to establish ourselves in the ‘space’ and a great deal of discipline to grow our contacts in a way that is credible and relevant.  We spent months researching the medium so we could fully understand it before jumping in with our eyes open and then, with open arms!  And the impact has been brilliant.

A viral video we produced recently for the launch of new computer games, Rabbids, got more than 30,000 hits on YouTube.  Moreover, the comments posted by interested viewers both on the YouTube page itself but also on the peripheral social media networks including Twitter, Facebook etc, then created a public dialogue about the video and the stunt itself which pushed the story further.  Not all the comments were positive, sure, but most were and the reach was indisputable.

Last year the no frills US airline, Jet Blue made the controversial decision to move its customer feedback service entirely to its Twitter feed which meant every criticism, every complaint, every question was there for all to see.  But then again, so was their response.  By making the process so public, the quality of their customer service improved so much that the company saw the reputation of its brand soar amongst consumers.  In a Twitter trends hotlist in August, Jet Blue came top of the list of favourite airlines with more than double the number of dedicated followers than its nearest rival.

Now that’s what you want!

I don’t believe all publicity is good publicity.  However, I do believe that in order to make an informed choice about when to engage in a public forum, you first have to know what’s being said.  As such, monitoring social media is one of the most important elements of any e-marketing strategy.  What you then do to engage with that audience and make the most of the opportunities afforded by online dialogue is up to you.

It’s an ever changing, evolving platform in which to engage with friends, contemporaries, clients and industry colleagues and requires constant monitoring to ensure that you don’t fall too far behind the curve.  The pitfalls are there if you’re not careful but if you truly embrace the idea of conversation, engagement and transparency, then it can work for you. 

We’ve thrown our hat into the ring.  We’re ‘into’ it and we’re developing services all the time to help our clients take advantage of the opportunities offered online but I’d be really interested to hear other views about the use of social media in PR and where it’s going.  What works?  What doesn’t?  Is it a waste of time?

post by Claire Southeard (Managing Director for TNR Communications)