Technology is rapidly changing and PR professionals have to jump on the bandwagon or risk falling behind. The Monday Morning Motivator nailed the reason why companies need to adapt social media; “If people can’t find you online — especially in social-media channels — you are invisible. If you do not acclimate yourself to social media now, you will soon fall far behind your competitors.”1
I’m hoping to build on my social media skills (albeit, they are somewhat limited at the moment). I want to understand the intricacies around social media and how I can create a strategy that engages my audience.
I think back to Grunig’s Four Models of PR2, social media falls into the two-way symmetrical communications that involves a participatory audience. Gone are the days of one-way asymmetrical communications where corporations push messages to their audiences – we are in a world of knowledge sharing, where everyone has an opinion.
So, what’s the fuss all about? I thought by now PR professionals would have this social media thing all worked out, but that’s not necessarily true. Many articles, courses, and workshops are offered to professionals on how to use web 2.0, so it’s still somewhat of a grey area – you just have to jump in.
My curiosity has led me to take action and sign up for the Social Media Research and Techniques course at McMaster University. But my mind reels with questions!
- How do I attract new ‘likes’ and ‘followers’?
- What is the best way to keep my audience engaged?
- What if someone posts something negative on my company’s social media page?
Stay tuned . . .
 Monday Morning Motivator, accessed May 11, 2012. http://www.adamadgroup.com/pages/3277/Social_Media,_Whats_All_The_Fuss?.htm?live=false
 The Importance of the Four Models of Public Relations, accessed May 12, 2012. http://iml.jou.ufl.edu/projects/fall99/westbrook/models.htm