The advent and subsequent popularity of social media have altered how people and organizations communicate. Social media platforms worldwide are a nod to the significant evolution in the history of communication and it has radically reshaped how we communicate through public relations (Kent & Li, 2020). The principal hurdles to using social media are the absence of specialized abilities and disorientation in the two-way communication approach. Inadequate academic training augmented the unwillingness to adapt to the use of social media. A lack of social media presence for an organization can result in the theft of a brand image, which can result in reputational damage to a company by spreading unofficial news.
In this era of interconnectivity, social media has obscured the lines between the marketing of products and public relations for an organization. It has made it essential for organizations that desire to succeed to have a social media presence. Thus, organizations can market themselves directly to consumers bypassing traditional channels and aiding in building a positive brand identity at the same time. The exponential growth of social media has availed companies a means to effectually conceive, administer, enforce, and observe their marketing drives (Kulova & Mihaylov, 2018). Social media has evolved to become an integral part of every organization achieving set goals. An organization’s public relations manager can sponsor social media influencers to be brand ambassadors, thus widening the reach.
There is a need for a calculated technique in the intention, function, accountability, tactics, and rules related to social media administration. A lack of these could spell doom for an organization’s brand image and public information. The lack of clear communication after the disappearance of Malaysian Airlines flight MH370 laid the foundation “for misinformation and online rumors to circulate rapidly on all social media platforms” (Zafra & Maydell, 2018 p. 50). In times of crisis, it is impudent for an organization to use online platforms to answer public queries to avoid the spread of misinformation.
Media relation professionals can successfully leverage social media as a continuation of an organization’s customer relations procedure. The use of social media allows public relations managers to interact effectively directly with consumers, thus providing another avenue to build the brand. For large organizations, social media is a more effective means of public relations than marketing. In times of crisis, providing a link to news releases via social media is more strategic (Zafra & Maydell, 2018). The media relations manager can successfully and strategically use online platforms to counter negative information spread online and manage any crisis more effectively.
Having a social media presence is vital for any organization to establish and maintain direct communication links between stakeholders, regulators, and the public. It helps it maintain a positive brand image and has an avenue of communicating and availing information directly to online platforms. Compared to traditional means, social media platforms are the most efficient for media managers to relay information. Zafra and Maydell (2018) found that efficient communication mattered in the reputation and future of an organization. Although online platforms can boost sales, a typical user does not log into social media to spend money. Media professionals can use social media to provide clients with ideas that can influence, captivate or advise followers and thus boost the extent of an organization’s online interactions.
References
Kent, M., & Li, C. (2020). Toward a normative social media theory for public relations. Public Relations Review, 46(1), 101857.
Kulova, I., & Mihaylov, M. (2018). Digital marketing–the key to successful electronic business. Scientific Works of the University of Food Technologies, 65(1), 205-210.
Zafra, N., & Maydell, E. (2018). Facing the information void: A case study of Malaysia Airlines’ media relations and crisis communication during the MH370 disaster. Asia Pacific Public Relations Journal, 19, 41-65.