Social Media – Much More Than An Issue of Public Relations
Many businesses are trying to adjust to and cope with what sometimes seems like a “perfect storm” of rising costs, stagnant or declining markets, regulatory and policy changes, a credit crunch, and in some sectors uncertain or even declining product pipelines and expiring patents (think pharmaceutical) and/or contentious issues of intellectual property rights (think ICT), as well as major shifts in demographics. These forces are driving significant shifts in how many products and ser vices are developed, marketed, sold, and delivered.
Economies are undergoing profound changes on a scale and scope not seen since the Industrial Revolution two centuries ago when standardized industrial processes were first created.
Today, the power and reach of search engines, social media, and broadband (fixed and wireless) technologies are enabling consumers to report back easily, rapidly, continuously, and in compelling fashion to “friends in their network” about their experiences and findings, including information on how an organization and its offerings are performing.
This performance feedback is widely disseminated, so that these new channels of communication and opinion can directly and intimately influence perceptions of the quality and efficacy of a company’s performance.
Although it is one of the components of what is required, a novel or updated Public Relations (PR) strategy alone is far from sufficient as a way for a company to learn how to and then actively exploit these new media creatively, positively and productively.
PR is not even the core or the point of departure for the new initiatives that a company should be launching. These initiatives and awareness of the importance of fostering new attitudes must be built on the basis of a fundamental rethinking and subsequent reorientation of business strategy and operations.
Everyone will be affected and must participate, from CEO and C-level executives to individual employees in marketing and sales, development, customer service, and administrative roles.
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