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CK in PR News: Why PR Owns Social Media

August 30, 2013, 4:30pm posted by  |  0 comments

Posted in: Social Media, The Industry, Danielle Arnold,

CK in PR News: Why PR Owns Social Media

Many companies turn to agencies to conceive and drive social media strategy and execution. While PR practitioners were among the first to take a lead in social media management, today marketing, advertising and digital firms are all big players in the social realm. Each group brings its own expertise and insights to the space.  However, there remains a consistent question in the marketplace about which discipline should be designated as the “go-to” social media partner.

CooperKatz President and CEO, Anne Green, offers her perspective in the August 26th issue of PR News on why PR should take the “pole position” on an organization’s social media team.
 
PR Versus Marketing / Promotion: Social media messaging cannot focus solely on the promotion of products and services.
AG: “PR is uniquely situated to use multiple messages to help build a solid, consistent brand voice; not to mention our ability to connect with those whom the brand has let down.”
 
PR Versus Advertising: Messages and conversations in social cannot be solely campaign driven.
AG: “We’ve have been told on more than one occasion that a certain line of discussion on Facebook, for example, would be ‘off campaign message.’ I’m sorry, but tell that to the consumers actually posting and commenting.”
 
PR Versus Digital: Success cannot be measured by online metrics alone.
AG: “Views, visits, clicks, new versus returns, ‘likes’ and shares [alone] don’t cut it. PR pros are deep into this [measurement] issue, and will continue to explore new ways of understanding social media’s impact.”
 
You can read Anne’s full analysis of why PR should own social media on PR News

 

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