Stop Using a PR Company for Your Social Media
Your press release was nice in the Sunday paper. What happened to the social media engagement in the months leading up to your new product? Let me guess, your business hired a PR firm to run your social media accounts. This seems to be a trend with many companies as they hire a public relations firm to handle their social media.
Don’t get me wrong. There is a very real time and place for public relations. Depending on your industry and the size of your company, you probably need a PR department or an outside firm. The only problem is that companies think PR should also handle social media. I disagree.
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Public Relations, not Relationships
Public relations offer a specific and necessary service, maintaining the company’s public image as well as interacting with the media. This has nothing to do with building relationships with your followers and customers on social media. Unfortunately, this does not stop companies from using PR firms who are used to one-way conversations. Public relations is there to announce, promote, set up events, and interact with news outlets.
Social Media is about being social and I’ve written about conversational social media before. I’m not saying all PR firms are incapable of running your social media accounts as long as they can engage and be social with your followers, but most cannot. This also applies to agencies who specialize in social media. The takeaway is that social media is more than a platform to post announcements. Your accounts should have two ways of communication where your true fans and customers can reach you too. If you have a PR company running your social media presence, make sure they listen more than they announce.