Social is the new search – this is one theme that is being discussed in the practices of social media and public relations for the upcoming year. Information is indeed powerful, but when it comes to social media and public relations practices for 2011, I do believe that relationships cultivated online and offline are what drives the power of information. Social media is about sharing and commenting on the information presented online – but what is behind the information being shared is key as well. We have to look at the source of of this information – if people are bypassing other information sources and going directly with social media and search engines – public relations professionals have to take notice. I feel that those individuals that have social media influence capital are the ones that are not only have the information, but they are generous with the information. I have been very amazed with the amount of resources and helpful tips some of these social media sites and professionals have openly presented for the online community – it is fabulous!
These individuals have built this influence and relationships and established themselves as being trustworthy. The question remains – will they continue to be like this, or are they just going to be social friends with benefits? Are brands really taking into consideration social media relationship management practices for the short term,or for the future? This is the question that all public relations professionals have to consider when they are conducting business or communication transactions with social media. How do you really determine whether or not a brand or individual is truly 1) who they say they are as a person and their reputation; 2) whether or not they are professional online with the information and 3) if they will take the information and run, or share information and build a relationship in return. Of course, these same practices are in place in traditional business and public relations practices, but we still have to be reminded of these points when we approach social media campaigns and social marketing initiatives. We may be dazzled with the latest technologies and possibilities with implementing new mobile technologies for various campaigns, it is still key to remember what practices will continue to work, and which ones will evolve.
In summary, relationships are the driving force for successful social media campaigns and generation of creative ideas and information. Quality content, engaging dialogue, and having a positive and professional conduct offline and online is key in building strong relationships for individuals and businesses. While information may be powerful for a brand to get them ahead for the short term, if they are not thinking about how to maintain and sustain the relationships build through the information, they might end up being a one-hit wonder or one night stand.
Hope you all are having a wonderful day!
Best Wishes,
Karen
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