Do we need social media in PR? In short, yes, we really do!
During my final year at university, I chose to write my dissertation on social media and how to be influential to your followers. By choosing this topic, it allowed me to research many different reasons why somebody can be classed as influential on social media, but specifically, Twitter.
As an up and coming PR professional, I can see where the need for social media comes from. It allows people in this profession to target audiences and markets that were not achievable before. A standard traditional PR campaign that doesn’t involve social media can only reach as many people that you target, whereas by introducing social media, it allows for a much bigger campaign for a much smaller cost.
Before social media, PR executives would have a much bigger work load in order to be able to target the volume of people social media allows. I found through my dissertation research that the pro’s completely outweigh the cons in social media and there are so many more opportunities with social media than without.
This is not to say social media doesn’t hinder our work though, with one little tweet or blog that criticises a brand, it can cause worldwide negative press, which is devastating to a brand. While we are sleeping, someone in Australia can tweet something about a client that we are dealing with, and by the time we have woke up and had time to read in to the situation, we are left with seconds to try and rectify the problem.
All in all, I like to think that social media has revolutionised public relations, and will continue to do so.