Why Public Relations Professionals Should Use Facebook
As the internet has developed, so, too, have new resources for online communication and information exchange. One recent resource is the development of social networking communities, such as MySpace, facebook, tweeter and Google Plus. The primary use of these network communities has been social interaction, although they all allow the formation of interest groups around careers and personal interests. The social network concept has and is rapidly being expanded to include business interests as well [Duh07]. This paper aims at providing the reasons as to why Public Relations Professionals should use every form of social media. To achieve this, this paper will give supportive statement from various book authors who have are experts in public relations with regards to social media.
Public relations professionals’ use of social media can have a direct impact on their personal and professional stock of social capital. Social media are not a substitute for face-to-face interaction implying that they are a compliment. Through social media, public relations professionals may develop personal relationships that they can utilize to provide benefits for their employers. Additionally, they may build public relationships between the organization they represent and those with whom they communicate [Duh07].
Massachusetts-based writer Paul Gillian, author of the new influencers’; A Marketer’s Guide to the New Social Media, said, “… public relations professionals don’t have a choice. The average age of an evening news viewer now is 60, and there’s a segment of the population you have to reach that does not use those channels. But it (social media) gives the PR professional a greater chance of success because you are not dealing with the all-or-nothing proposition that was mainstream media” [Bre09]. This clearly demonstrates how it is imperative that the PR profession should use social media in order to meet a wider population of their target group.
Additionally, to PR Professionals, social media and networks have the advantage that they act as forms of proactive outbound customer service with a twist of social marketing. These networks engage customers on their turf, using their channels of communication, to help customers and potential customers solve problems and find information, or simply to engage them in valuable dialogue.
Another reason why PR professionals should use facebook and other forms of social networks is that previously, the only way to get ink and airtime was through the media, organizations connected with journalists using press release and not many people viewed the actual press release other than just a the reporters and the photojournalists. Moreover, the only way through which the public would find out about press release contents was if the media put in writing a story about it. Public relations and marketing were also independent disciplines administered by different people both having distinct goals, policy approach, and measurement techniques [Sco10]. With this came contradictory strategies within the firm. However, this has ceased being the case, social media has provided a platform through which smart PR Professionals are bringing success to their organizations by communicating and advertising through the web.
Social media can be used as the best form of communication. It provides an avenue through which information can be relayed both quickly and to a larger audience. Facebook has made PR more exciting, quick as well as fascinating. Moreover, they are more readily accessible and easy to use.
In conclusion, PR professionals should be taking advantage of social media outlets more and more. This is because it gives them access to a wider consumer base, cheaper form of advertising, access to professional stock of social capital, facilitates communication between the company and its customers in a quick and more convenient manner among many other reasons.
References
Duh07: , (Duhé, 2007),
Bre09: , (Breakenridge & Solis, 2009),
Sco10: , (Scott, 2010),
