One interesting finding was that most respondents identified the use of social media as a future trend. Approximately 95 percent said they were planning on using social media for their client in the near future. About half reported that multimedia opportunities on sites like YouTube, Facebook and Twitter would be "extremely significant". The top three challenges reported were managing expanding channels of communication, budgeting resources and demonstrating ROI (return on investment) for clients. One interesting part of the ROI issue was that PR professionals are receiving a lot of feedback on their social media initiatives but CEO's who are 60 and older have more problems understanding the importance of social media.
Other points of interest were the increased levels of two-way communication between a PR firm and its publics. This is when social media initiatives, such as Twitter, allow consumers to report back to companies. Lastly, PR professionals see the future as full of advances in communications technology resulting in more knowledgeable and influential consumers.
1 comment:
I guess I never looked at social media as a strong two-way communication tool between an organization and its publics, but this could possibly be social networking's biggest strength. Consumers can express concerns, criticisms, or comments in response to tweets or discussions on facebook groups. The fact that consumers can respond so quickly, and be heard even more quickly than any other form of communication makes social media a vital tool to an organization who really appreciates consumer feedback.
Post a Comment