Online PR | Leveraging the Already Present Social Media Tools

Econsultancy did a study in November. Here are some of the findings:

- Almost two- thirds (64%) of companies say they have experimented with social media but have not done much.
- Online traditional media relations are the most frequently used PR tactic, used by more than two-thirds (67%) of company respondents.
- Micro- blogging (i.e. Twitter) is now the most widely adopted social media tactic, used by 78% of company respondents.
- There is a mixed view of the benefits of Twitter, with almost a third of respondents (31%) saying that there are tremendous opportunities available.

Despite the surprisingly low number of people finding potential in Twitter there is a relatively large percent of companies dabbling in social media. It may be safe to assume that those who think there are great opportunities to come from Twitter are the ones who may already be seeing the benefit from using it, and are using it more regularly than the other two thirds of companies who have only experimented with it and not done much. The study also found that companies are experiencing some barriers to using social media, budget being the biggest reason their social media engagement is not ideal.

While I’ve never really been one to advocate doing things just because everyone else is doing it, it may make sense to follow the pack if your company could benefit from using social media tools, such as Twitter. Others using it, whether they be competitors, people you may be able to collaborate with, or your customers, may be a factor in your decision making, but consider the results it will have for your company before you jump on the bandwagon. Using Twitter may damage your company or brand if used improperly, and it may also be a waste of time if your target markets are elsewhere online.

To advocate the use of Twitter just because everyone else is experimenting in it I would have to add that there needs to be a sense of commitment to that experimentation; the benefits and visible (or measurable) results from Twitter won’t appear overnight. You will also have to actively look for the reach your account creates and the WOM you may be generating online. Moreover, you must actively participate in the account, responding to customers and others in your industry to show that you are in fact using the social media tool.

Also from Econsultancy’s recent blog post, The CMO Club polls its members, and recently found the following:

• 64% of respondents, in response to “What would you do differently in 2010?”, said they would increase spending in social media.
• 72% of that 64% are not yet doing social media, but it is on their to-do lists for 2010.

Furthermore, they were asked: What is your top priority for hiring?

• Social media skills were at the top of the list at 39.2%, while industry expertise was third at just 14%. (This is very encouraging for recent graduates and those looking to enter the industry.)

It may not be easy shifting resources over to social media, especially if you see results in other areas of your marketing and PR efforts. You won’t know if it works for you and your company unless you try it. The great thing about social media, though, is that it’s free to use, and once you’ve incorporated it into your business and PR plans, it becomes very easy to do everyday. Learn and get yourself up-to-speed; users on Twitter are more than happy to help if you have questions, and there are many tutorials online (this blog included) that can help you get comfortable. Again, it takes time and a commitment to whole heartedly use social media and to really integrate it into your company.

What are some tips, lessons, or advice you have to share to people thinking about using social media?