Should public relations practitioners be social media savvy?

With the continuing growth of social media globally, the idea of a PR practitioner being expected to be familiar with social media is not farfetched. A relevant question may even be when this will no longer be an expectation, but a requirement.

Many in the field of PR are aware of the advantages of using social media as a tool. Facebook alone has over 400 million worldwide users. Other social media sites include Twitter, Google+, Bebo, Linkedin, etc. With social media connecting such a large amount of people from around the world, it is a given that global PR practitioners should take advantage of the sites’ networking capabilities.

With all of the different social media sites available, and constant changes in how to navigate some sites, one could see the challenge in being familiar with every site. But with the unlimited advantages of using social media as a tool, the expectation of PR practitioners to use it is here to stay.

An interesting article relating to this is, “How PR Pros Are Using Social Media for Real Results,” located at http://mashable.com/2010/03/16/public-relations-social-media-results/

By Sammie Jo Dellinger
Associate Manager

Beyond Web 2.0 for PR Professionals

How we communicate as individuals and business leaders changes daily on the whim of whatever new social networking trend is garnering the most popularity among consumers. Communication occurs today at the speed of light or faster. This gains momentum and crosses national borders and language barriers. The ramifications of not keeping an ever present eye on the ever present waves of citizen journalists and consumer driven opinion posts would be, for a business, at the least problematic and at the worst disastrous.

Control of the Uncontrollable
Never before has the practice of Public Relations both internally and externally been of greater importance. Today's consumer has found their voice and it is online speaking through tweets and blogs talking to networks regarding how they feel about your business or service.

Keeping that in mind these tips may be ways a business leader and communication staff can stay ahead of the incoming tides of Web 2.0.
1. Now is the time to use the employees as your best brand ambassadors

2. Offer alternating department’s opportunities to blog or tweet innovations and services improvements

3. Allowing the employees ownership creates a better environment for consumers and employees to handle any issues as they arise

4. Begin pitching to independent and industry bloggers as if they are conventional media (avoid the mistake of assuming they don't drive consumer choice)

5. Go viral with your networks. By knowing your base consumers allow them to spread your message through viral communication efforts in video, audio, or other creative avenues

6. Criticism is part of the social networking risk. Engage the criticism in a real and conversational way. Don't clog the social networks with corporate lingo that will get you nowhere

7. You are in their world now so follow their codes of conduct. Don't falsely manipulate perception. Engage the users where they congregate. Use real time response or encouraging reviews of those followers

Tips for 2.0 takeaways

- Global impact
- Target your audiences where they are
- Use employee ambassadorship to boost morale and customer support
-Treat citizen journalists as you would any conventional journalist
-Know the rules and code of conduct in the sphere you are using
-engage consumer base and go viral

5 Reasons Why Social Media Is Important

As the current social media intern for the Center of Global Public Relations, I am often posed with the question: "Why is social media important?". Thus, I have decided to put together a comprehensive list of '5 Reasons Why Social Media is Important'.

1) Social Media = Free Marketing: Posting content on popular social media outlets means potentially sharing your business with the 500+ million users of Facebook and/or the 190+ million users of Twitter --- in countries all over the world.

2) Social Media Is Captivating: According to a 2010 Nielsen scan, the average social-networking user around the world spent more than five and a half hours, monthly, on sites like Facebook and Twitter.

3) Social Media Appeals To Various Demographics: Every age group, gender, social class and race is represented on various social networking sites. A social media presence on websites such as Facebook, Twitter, LinkedIn and Youtube is highly beneficial for your business.

4) Social Media Is Paperless: Observe Amazon's popular Kindle device (an electronic, portable reader capable of storing multiple books) or the surge in E-Zines; everything is becoming paperless.

5) Use Social Media To Gather Feedback: Though sharing content is a great use for social media, another great use is gathering feedback. Feedback helps any business or organization monitor their brand.

Though I've listed many positive aspects, can you think of other reasons why social media is important?