Social media effectiveness and crafting social media policies are based on the unique goals of your communications strategy, says Rich Teplitsky, Technology Section Chair for the Public Relations Society of America and VP at Lois Paul & Partners, a high-tech PR firm based in Boston with a satellite office in Austin.
Social media monitoring is challenging unless an organization understands why it engages in social media and has identified the right tools for measuring social networking effectiveness.
ASysomos analysis of 1.2 million tweets from a two-month period reported that 71 percent of tweets did not stimulate a reply or a retweet on Twitter. Is this failure or success?
That depends, says Teplitsky, on whether the individual, company or organization is using the channel to engage, inform, build brand or drive traffic to a web site, for example.
Different tools are used to measure different social media goals and it takes a well-informed public relations professional to stay current with the best tools for the job.
To create sound social media policy with organization-wide buy-in, public relations pros should gather representatives from every department that has a stake in social media and broker two sets of suitable policies—one for employees (or organization members) and one for the PR/marketing people who will communicate on behalf of the company.
Teplitsky also discusses the challenge for PR professionals for staying on the “cell-dividing edge” of emerging technology and outlines three areas of rapid growth: cloud computing, wireless devices and content banking.
ABOUT THE GUEST HOST Based in Minneapolis/St. Paul, Sandra Burrowes, Senior Public Affairs Specialist at Mayo Clinic and Greg Reeder is Director of Marketing at SAP She’s also an associate with the Chartered Institute of Public Relations.
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