The Role of Social Media in PR Campaigns
What is 'social media'?
The term social media is used to describe a wide range of platforms, including: blogs, podcasts, wikis (e.g. Wikipedia), message boards, social networking websites (such as Facebook, Twitter, MySpace), social news sites (e.g. Google news, RSS feeds) and content sharing websites (such as YouTube).
The case for social media
Around the world, social media is causing a revolution by changing the way people communicate and build opinions. Social media is a powerful addition to the ways in which a company can access and engage with its customers, as it has opened up direct channels of communications and provided new opportunities for influencing.
The recent popularity of social networks and digital media represents not only new advances in technology but also an underlying shift in practices. Today, people are connecting online and engaging, publishing and collaborating in public user-driven forums. They are sharing and seeking information about where to eat, what to buy; complaining about products they don’t like, and endorsing those they do.
Brands embracing social media
The news that Pizza Hut in the US has hired its first ‘Twintern’, an intern whose duties will include Twitter and other PR activities, surely represents a global trend for social media’s inclusion in PR strategies.
Within Australia, there are already many examples of brands who have begun to understand the potential of social media platforms. The Tourism Queensland "Best Job in the World" campaign, is just one case of a hugely successful campaign - experts estimate it has garnered $110m in free publicity. Already, tourist boards and tour companies from other countries have adopted the theme and are competing to offer the "Second Best Job”.
Aussie Home Loans recently rolled out an integrated social media PR campaign called the "Aussie Freefall Challenge". This idea built on an existing TV ad featuring a skydiving financial advisor, claiming wherever he lands, he can save customers money.
The social media campaign featured actual Aussie Home Loans mortgage broker, Duane Brown, who had been convinced to make his first parachute jump, and then told his story via YouTube. Consumers were encouraged to get involved via the Aussie Home Loans website by guessing where in Australia they thought Duane would land, and enticed by the $18,000 in cash prizes to be won. Duane’s adventures were captured in a number of social spaces including YouTube, blogs and Flickr, and customers were also invited to interact directly with Duane via a Facebook group and Twitter where he asked for advice for the jump.
"As with any forum of public discussion, it is important to monitor what is being said and respond if necessary.”
Pitfalls for companies in the online world
For companies considering using social media as part of their PR strategy, there are several factors to consider. Joining online communities involves much more than signing up to a site with your logo in tow. These communities require an active participation, and demand an understanding of the rules of the game. Usually, the first question an organisation should ask isn’t: which social networks do we need to target, but – are we ready to commit to doing this right?
"Usually, the first question an organisation should ask isn’t: which social networks do we need to target, but are we ready to commit to doing this right?”
The internet is fast-moving and unregulated, and many online communities thrive on discussing political issues and embracing conflict and contrast. Companies need to accept they must relinquish complete control of the messages being spread online.
However, understanding that one cannot control everything in the virtual world does not mean a company should shirk away from its responsibilities.
As with any forum of public discussion, it is important for a company to monitor what is being said and make a swift decision to respond if necessary. Including social media in a crisis management plan is something well worth considering, with a focus on issues such as how to manage rumours or hype online. In the US, toy company Hasbro actually sued fans for publishing misleading content about its products online.
Amazon recently faced a deluge of criticism amongst the Twitter and blog community, after an author posted on his blog that several gay-themed books, including his own, had disappeared from Amazons sales rankings. Rumours quickly spread and at an accelerated "Twitter-speed” the topic quickly became among the most popular on the site. Suspicions and conspiracy theories were not surprisingly amplified and fuelled on by Amazon’s decision to remain silent on the issue until a few days later.
Gene Grabowski, chairman of the crisis and litigation practice at Levick Strategic Communications in Washington said, "Frankly it’s surprising to hear that Amazon, which was a pioneer in the digital space, would miss this opportunity to react in real time and to manage this crisis better than they did.”
Conclusion
The advent of social media represents a potent and powerful channel for a company to influence its customers. There is little doubt that companies have the potential to benefit from adjusting to include social media in their PR activities. However, despite the imperatives, not all companies are quite ready for the leap.
A smart, strategic PR campaign will use social media selectively to increase loyalty and connect with people who reaffirm the brand, be ready to respond directly and quickly to crises, and be prepared for dialogue with an increasingly engaged online audience.
For anyone interested in monitoring social media activity or for advice on establishing a listening platform, please contact us at Marketing Elements.