"Social media lets us reach people more directly, through Twitter and Facebook and an ever-growing array of new platforms. It used to be B2B and B2C but now it's B2P, with P being people. Social media cuts across channels and is all about engaging with individuals, holding conversations not relying on press releases and launches. There are huge opportunities there, but the 24/7 scrutiny brings new threats, too."
"Anyone can set up a Twitter or LinkedIn account, but you need a strategy to make it a success. If you treat social media as a key part of your PR and wider business strategy you can achieve real business results. Tom Malcolm, head of consumer, Diffusion Social media is not only forcing PR agencies to become much more integrated."
Social media enables direct engagement with individuals across many platforms, shifting PR from B2B/B2C to B2P and emphasizing conversations over press releases. Continuous, cross-channel presence creates opportunities for shareable content but also exposes brands to 24/7 scrutiny and new risks. A clear strategy and allocation of resources are essential to control conversations and convert social activity into measurable business results. PR teams must adapt by creating compelling, shareable content and working more like creative and advertising agencies. Brand reputation management now requires integrated approaches that consider both online and offline perceptions.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]