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A social media brand is the sum total of customer experiences with a company, its products, services, and employees, and the way those experiences shape our perception of the company.

"Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does." Stuart Henderson Britt

Social Media’s Role in Public Relations

There is an ongoing discussion about whether social media lives within marketing or public relations as a primary communication medium. While most social media strategists would recommend that social media needs to be pervasive throughout an organization, one department or function frequently launches the foray into social media. Using the conversation prism model, this demonstrates the modern view of public relations that includes an ongoing feedback loop with traditional sources, as well as social web outlets.

Public relations involves crafting messages that express the company’s position or touts their products. What if you can send those messages out into the wild and let them go? Find the influencers that can take those messages, change them, make them their own, and spread them further than the reach of a news site or a printed trade magazine. And you must monitor those messages and mentions.

Traditional PR services involved clipping. Now we “clip the web.” And this can be done at a simple level using basic monitoring tools, or at a deeper level with more complex tools. These choices are determined by the scale of your online universe. As these idea come back through monitoring you can determine what worked and what didn’t in a continuous evaluation and analysis process.

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