PLYMOUTH – When I first began integrating social media into my job responsibilities about seven years ago, I?a seasoned PR professional with nearly 20 years of experience under my belt?felt like a rookie.
And in a way, I was a rookie. Learning how to effectively align public relations objectives with social media was a whole new challenge. Early on, I considered my new responsibility somewhat of a task. It didn?t take long before this task turned into my newfound professional passion. Before I could say ?hashtag?, I was hooked.
For me, social media has enhanced my career in three very important ways.
Building relationships
Social media has enabled PR professionals, like me, to reinvent ourselves. After all, social media is, in part, about forging authentic relationships. That?s the business we?re in!
We court, woo and preserve relationships all day long?with media, executives, and community and government leaders. Now, we?re developing relationships with bloggers, other online influencers as well as existing and potential customers.
Creating content
Social media is also about sharing valuable information with an engaged audience. Engaging followers and fans with compelling information should come naturally for PR professionals. We do it every day: We develop news angles for reporters? consideration; we write internal communication pieces for the companies who employ us; and we write speeches for our CEOs. Most importantly, we are trained?like journalists?that accuracy is king and we take it seriously.
Certainly, getting your brand?s message across through traditional media platforms should continue to be a key part of your overall communication strategy. However, social media provides companies the ability to communicate directly with their targeted audience.
Setting the record straight
One of the greatest benefits of social media is the immediacy in which news can be shared.
Ironically, our need for instant information can also create one of the greatest challenges for communicators. News can very quickly be misinterpreted or embellished, particularly if a company does not respond to its followers. Social media gives us the ability to respond quickly and directly to those who want answers. The more information you can provide in a timely manner, the more your followers will appreciate and trust your brand.
How has Twitter?or social media, in general?helped you be a stronger communicator?
Michelle Gilbert is vice president of public relations for Comcast?s Heartland region. She has more than 25 years of experience directing the PR and social media strategies of businesses across Michigan.
