Research Guru by Alice Irvan, PRC, APR

Social media is one set of tools for marketing and public relations success

Successful social media is one set of tools in a kit with many choices; using only social media is like trying to build a house with only a saw or only a hammer. How many people have you met recently who say, “We do social media?” Are they trying to sell you their services? What do they mean?

I didn’t think it necessary to explain that successful social media programs are part of an organization’s overall marketing and public relations strategy. But evidently, I do need to help decision-makers understand that it’s not wise “to try Facebook” or to “get a kid to do some social media for us.” I’ve heard otherwise knowledgeable business owners make those and similar statements.

Folks, every communication program you begin should serve the business goals: build and enhance reputation and company value or obtain and maintain profitable clients.

The term “social media” can mean many things depending on who is using it. Ideally, your business has an overall communication strategy that includes advertising, public relations, and marketing efforts to support sales. Social media can include everything from your website and blog, to your Twitter, Google Plus, Facebook, LinkedIn accounts. There are dozens of other social media tools you can use.

Ideally, you connect all communication programs with your branding, and all pieces (online, printed or otherwise) have a common look and feel. Ideally, you have consistent messaging across all media. You use specific media to reach specific audiences to develop profitable sales and build your value and reputation. You list your social media information in traditional advertising. You use social media such as Facebook or Twitter as part of public relations and marketing programs to drive sales.

Beware of someone who tells you: “we do social media” if that’s all they offer. Beware if they don’t present these tools as part of, not the entire marketing, public relations and communication program. Check the person’s or agency’s credentials in marketing, advertising, and public relations. Consider how and where these folks trained. Ask about their experience in integrated communication. If they offer technical work such as website design or hosting, consider how and where they were trained and assess their knowledge level of current thought and best practices. Experts in design or programming are not likely to have training in writing for social media or developing communication programs. An excellent writer is not always the best choice for designer. Use each expert to perform tasks suited to individual capabilities and expertise. After all, you don’t use a screwdriver to pound in a nail.

Bottom line: using social media as part of an integrated communication program can have a positive impact on your reputation, sales and bottom line profitability. Beware trying to build a house with just one tool; don’t attempt to establish social media outside a comprehensive communication program. Comprehensive doesn’t have to be complex; it should be
complete.