If businesses and marketing managers would approach social media the way public relations professionals approach developing a story and pitching it to editors, they would get a much better return on their investment.
So what do I mean by that? In marketing and advertising you can say whatever you want, however you want, because you’ve paid for the right to do so. In PR, you have to say what the editor wants to hear and ultimately what the reader or viewer wants to hear to get your message across. We use talking points and corporate speak, even though we try to limit that, so we’re not completely “pure.” But we are trying to tell a story and engage the reader in a thoughtful and helpful way. In social media, key messages, blatant boasting (even not-so-blatant boasting) are killers to the conversation.
And that’s what social media is really… a conversation.
No matter who we are, where we work, we all have agendas and topics we are passionate about. We all have opinions. So ultimately, we all have conversations we want to join. If you’ve already figured out why you should be involved with social media, the next step is creating a strategy. Think about the outcome and decide what types of questions you will need to ask yourselves to make that a reality. Some examples:
- What types of people would be interested in our conversation?
- Where are they at?
- What are they talking about?
- Is it appropriate for us to join that conversation and, if so, when?
- How do we provide value to the conversation?
- What is the best way to get their input into our product or service without offending?
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What PR and social media should attempt to do is earn trust. When credible and transparent you can do this. If you think about your social media tendencies and what keeps you following someone or removing them from your friends list, you can create a strategy that is right for your business…and not offensive to potential customers.
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