Written by: Anna Sauceda Did you know that on average there are more than 1.9 billion Facebook monthly users? According to Social Media Today, that is over half of the social media users comprised on Facebook alone in 2017. Instagram has 600 million monthly users while Twitter trails behind with a solid 312 million. That is a lot of people posting their life stories on Facebook and liking cat memes on Instagram. But social media does not always have to have a stigma attached to it. Sure, it is known to host ceaseless, political internet wars and a vast amount of hashtags, but it holds far greater value. Before social media was introduced in the early 2000s (Myspace being one of the first in 2003), the field of Public Relations was known to be a "one way street." Those in PR were only able to present their message to the public with no room for commentary; how exactly was the public supposed to give their opinions or even respond, through snail mail? The game changer The lack of communication between those in the field and the consumers strained the effectiveness of any PR campaign. There was not a clear understanding of the needs of the consumer, thus there was an absence of value. This is where our handy dandy Twitter account really gets to shine. The disconnect with consumers was no longer a significant issue. These online platforms have allowed conversations to blossom and feedback is more accessible to those in PR. Anyone can interact with big named brands/companies within seconds in 140 characters or less; go ahead, tell them how you really feel. This brings the value factor back by allowing the PR practitioners to cater to what the audience ultimately wants and needs. Now, with communication comes the responsibility of keeping interest. How do you get the masses to want to come back for more? Keeping the interest of the public is important in PR. Whether it’s through posting a picture with a witty comment on Instagram or a 5 minute video on YouTube, tailoring it to the interest of your audience is essential Another perk of social media is with a simple post or tweet, responses to breaking headlines are made available within seconds. Essentially, “damage control” made easier. Social Media/Technology Social media and technology is constantly evolving. The changes arise from companies striving to give the public the best and newest version of technology available. Social media platforms are always seeking to better their applications to stay current with the competition. For example, Instagram added the story feature and more filters to keep up with one of its biggest competitors, Snapchat. Twitter has even considered expanding its 140 characters limit to 280 characters due to users complaining of the limited structure. The release of the iPhone X is nearing and there is great speculation on its appearance (Zach Epstein, @zacharye). It seems that Apple listened to what the people wanted most likely through the use of social media; which is where most have expressed either excitement or their discord. Stay on top of the latest For anyone interested in the PR field, it is crucial to always be aware of the latest trends in social media. Research and the desire to learn are the key. Watching the news and doing extensive research (trusty Google) on the latest innovations will only be beneficial to you and your career. PR is ever-changing and always adapting to what is current, so you have to too. A great place to see any significant breakthroughs is usually on the discover pages of these platforms: Instagram, twitter, facebook and snapchat each have one. You can typically find trends and current news headlines there. Also, the official websites of tech companies usually have updates on their latest products or future endeavors. “If it’s not broke don’t fix it” Despite certain changes PR has made with the use of social media, communicating (face-to-face) and the ability to relay your ideas to others, efficiently and clearly, will always be necessary. Social media is there to help facilitate your job, not there to do it. Be creative and come up with new, fresh ideas that have never been seen before. Use social media as a tool to bring your vision to life. And remember that you are potentially competing against others, so be unique in order to standout. Many may still find social media to be the curse that has overtaken the lives of millennials. But ultimately it is free and can be highly effective if used properly, especially in a field focused on relevancy and social interaction. What are your thoughts on the close knit relationship between social media and Public Relations? Do you think it holds a positive or negative relationship? Resources: http://www.socialmediatoday.com/social-networks/top-social-network-demographics-2017-infographic
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