In the past, public relations flowed from an organisation to the stakeholders they hoped to reach. Unfortunately this outbound model was ineffective, costly, and cumbersome. More positively, however, it enabled organisations to exercise almost complete control over the information they released.
More recently, social media began changing this flow. Stakeholders now generate, distribute, and consume information; information that directly affects the way organisations are perceived. This inbound model is highly effective, vastly cheaper, and can be finely targeted. The unfortunate consequence, however, is that organisations have lost a lot of control over the information being released about them.
Businesses have no alternative but to embrace the opportunities and minimise the risks associated with social media.
To do this, they need to be acutely aware of their audiences and market environment. Social media experts provide this awareness through data applied to pre-determined metrics. These metrics frame the results to provide organisations with clear and actionable responses and leads.
How an organisation responds to, or leads, its audience directly impacts on its perceived trustworthiness, authenticity, and good standing in the community; all of which are reflected in brand engagement and product sales.
It follows by necessity, then, that organisations must employ experts in the field of social media marketing. These experts are aware of emerging social media platforms; understand how they affect the creation, distribution, and consumption of information; and are able to use their expertise to identify threats and opportunities for their customers.
As communications evolve and grow so too do the opportunities – and the risks – for organisations: Everybody is able to express opinions, give reviews, and share experiences about products and businesses.
Effective marketing seeks to identify and influence these taste-makers, rather than squander valuable advertising dollars appealing to the entire community.
The key to identifying and influencing these taste-makers is through engagement. A simple press release can be interpreted in unforeseen ways. Online dialogue, however, allows the organisation to clarify their message, show they care about their audience, and involve the entire community through the engagement (and support) of the taste-makers.
This dynamic, informal approach to public relations has several important benefits for organisations: It allows for threats and opportunities to be identified quickly; it keeps the brand and image of the business fresh in the minds of the target market; and it provides real-world, real-time feedback on customer tastes, market environment, and product reception.
Social media marketers distribute their clients’ messages through a variety of media channels. They reach and manage their clients’ target audiences through engagement rather than broadcasts. This engagement is reflected in the ongoing growth of the business, its reputation, and improved sales.
Media Junkies are experts in the field of online client-user relationships. Whatever your public relations problems or goals, we have the solutions. Call us on 07 30 40 12 27 to see what we can do for your business.
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