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Social media monitoring, social media strategy: Who is winning the PR versus social media war? How to be ahead of the competition....
More specifically, while PR and social media are joined at the hip, they are by no means the same: PR just gets you noticed (and ultimately also increases sales). Until someone knows about you, how can they buy whatever you are offering?
In contrast, social media marketing is hard to control and spreading the message highly depends on a person’s reputation as well as social networks spreading the message. In the PR context, information is shared with a selected group of people either by sending them a press release or product sample in the hopes that they will share their positive thoughts with a larger audience, such as newspaper readers reading a movie review.
Sharing information and insights using social media means having little, if any, control about what people do with the information, such as re-mixing music to make a new track. Sometimes social media stories – especially public relations disasters – might be picked up by more traditional media, thereby allowing the news to reach an audience beyond social networks such as Facebook.Social media marketing can help an organization build good content to attract people or pull them in to your website or blog....
This article goes into depth why PR fails in social networks. The author of this article agrees with the authors of our book. For social networking to work you must incorporate engagement between you and your customers. Also the author gives three steps in which we as PR/Marketers should follow in order to be successful. Of these steps the last step really stuck out to me. The last step “requires some critical skills, such as listening and responding politely and clearly to customer requests AND suggestions, as well as correcting mistakes identified”. (Gattiker, 2010)
Overall I agree with the author of this article. This article incorporates a lot of themes and concepts that we had discussed throughout the semester. After reading this article and the book I discovered that engagement is key point in social media marketing overall.