Public relations can be a tricky business - and with the industry moving more towards everything "new media" - it's getting even more difficult to navigate the jungle of social media. What's the right thing to do? How does a number of Facebook fans accurately determine a campaign's success? Does a low Twitter following equate to a PR failure?
These are all questions that only time can tell, but researchers and PR professionals alike are trying their best to de-mystify the relationship between public relations and the online labyrinth that is "social media." Bloomberg Business Week decoded some of the biggest "Social Media Sins" - great advice for everyone from the most Internet-savvy techies to those who still think that "tweeting" is something only little birds do.
The biggest mistakes that PR stars (and laypeople alike) make while "utilizing" social media a la Bloomberg Business Week Online:
1. Believing that if you build it, they will come. Just because you brand a Facebook page, YouTube channel, Twitter feed, or blog does not mean that you are using social media.
2. Not being authentic. You will soon be sniffed out if all you’re doing is using social media tools to promote your one-sided message and make sales.
3. Thinking you are in control. If you think you can control negative comments on your blog or other avenues, you will soon learn that you can’t.
4. Not listening. Social media is about open, two-way dialogue that entails both giving and sharing.
5. Thinking social media is not work. Social media is the most unscalable tactic there is in digital media. It takes a human being on the other end of the channel to engage and converse.
6. Not knowing your audience. Lacking an understanding of what your audience is passionate about or wants to engage in will result in a poor experience both for you and your audience.
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