Social Media — Use it for PR!

I recently read an article arguing that public relations will eventually take over social media.  While I’m not sure I entirely agree, there is no doubt in my mind that social media can do wonders for a company’s PR.

Here’s why

1. Instant Communication

Companies need to communicate to their clients quickly and cost effectively.   Not only are most social media sites free, updates are instantaneous.   Through sites like Facebook and Twitter, companies can communicate with their customers cheaply, easily and effectively.   (Side note –It’s always important to provide quality content to your audience.  Don’t let the “ease” invade the quality of your posts.)

2. Customer Relations Benefits

Like I detailed in my blog on DSW, improving customer relations is a natural-born application for social media.  Companies can use social media to create relationships with their customers, thereby improving their brand.  Also, should someone complain, the company can instantly reply (see reason #1) and attempt to remedy the situation before it spirals out of control.  Ignoring a negative comment does nothing to pacify the member and shows other viewers that the business doesn’t care enough to respond.  Even though the original post was negative, a reassuring response is likely to rectify the situation and improve customer relations.

A great example of both of these advantages can be seen with the recent Icelandic volcano; many airlines have been using Twitter as a means to communicate with disgruntled travelers.  @BritishAirways, @AAirwaves (American Airlines), and @VirginAtlantic are just a few companies who have tapped into Twitter as a solution.  Through short tweets, airlines are reaching out to less-than-pleased travelers to ensure that their travel problems will be solved.  In fact, Twitter even created a trending topic, “#ashtag”, to aid the communication efforts between travelers and airlines.   Hastags like “#getmehome” and “#putmeup” are also linking stranded travelers who are relying on each other to get home safely.

*Note: Much thanks is given to the slideshow: “Social Media as a Crisis Communication Tool during the Icelandic Volcano Eruption”