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Vivian Li/李雯雯

PR Manager/公关经理

Tel:0086 010 83907451


Social Media: Public Relation’s Calculated Advantage

Is your company taking the time to find the impact of social media on your strategic initiatives? Do you know whether or not your social media tactics are making an effective impact on overall goals? If you don’t have an answer to these questions, then most likely no. Public Relations companies need to start taking a serious look at how to manage their social media and start using it to their advantage.

Every PR agency needs to build a department to manage all social media lanes for their clients. Businesses need to start looking at social media as a major business function and not just a method of fun and games.

According to Social Media Examiner, Facebook has 350 million global users and counting. That would make Facebook the third largest country in the world. If that doesn’t persuade you, maybe knowing that the average Facebook user spends 55 minutes on Facebook a day. That means a minimum of 19,250 hours were spent on Facebook today from all over the world. If you think that potential wont leverage your PR strategy, then you have to reevaluate where you think you see your company in the future of this digital age.

So why is PR burdened by this task? Who is even cut out for managing this constant changing internet fiasco? As defined by Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

The keywords here are mutual beneficial and relationships. These are the words that differentiate PR from any other industry. Public relations isn’t about promoting, advertising and trying to push a product or service to a consumer. Public relations is creating and maintaining relationships between organizations and its publics, whether that’s about a product or about a current issue related to that organization. It’s about communication, not persuasion.

Social media has become the biggest outlet to manage the relationships between organizations and their publics, so who better to maintain that presence than those in the industry that specializes in doing just that? PR professionals build long term relationships with constituents, neighbors, clients and even competition.

PR is the way to build and protect an organization’s reputation. No business or organization can succeed without a solid reputation in the eyes of its customers, its constituents and stakeholders. At its very core, PR assures an organization’s messages are contributing to its long-term success. By putting those efforts toward the advent of social media and SEO, PR can use those message points to leverage any company.

Social media is best used for the industry that is known for tailoring messages for the right fields, maintaining relationships with their target audiences and knowing how to handle a crisis when it arises. Not to mention, PR should aim to be measureable and by the use of social media analytics, CEOs can measure PR spend to any lift in ROI.

So stop fooling yourselves or pretending like this whole ‘internet thing’ doesn’t have an effect on the PR industry. If you want to be on top of this game you have to do it with full force. Social media is a serious business function and companies need communications professionals to start this call to action 


Vivian Li

PR Manager

Tel: +86 010 8390 7451

Mobile: +86 13041030670