In everything I’ve read for this study about social media, words like skeptical and hesitant have appeared and re-appeared in quotes and statements by professionals regarding the use of social media in their careers. The same seems to be true for the PR, Marketing and Advertising industries. The stories continue to unfold. Well-known, credible professionals are initially hesitant to use social media but then finally take the leap and find it indispensible.
The Hartford Business Journal Online recently featured “Public Relations Pros Using Social Media To Spread Message” by Kate Farrish. The article opens by telling the leap-story of the VP of Communications for ESPN, Mike Soltys. “Though he was initially skeptical about Facebook and Twitter, Soltys, like other public relations professionals in Connecticut, are turning to social media, direct mail, e-mail, blogs and YouTube to reach their audience”.
The article also quotes Constance Fraser, the director of communications for the state Department of Higher Education, who says that social media has had “a tremendous impact on our ability to get coverage”.
Public relations professionals are employed to aid in the maintenance of relationships and transmission of information, ideally TO and FROM the professionals and organizations they represent and their publics. By engaging in the use of social media, the world opens up to PR pros. The Hartford article gives an example:
“You have to communicate with people on multiple fronts,” said Kathy Frega, director of communications for the Connecticut Education Association.
A year ago, the teachers union hired a new media coordinator who sets up Google chat groups with teachers, posts videos on YouTube and sends out e-mail alerts using the Constant Contact software program, Frega said. CEA also sets up “micro sites” to drive debate about issues such as last falls’ proposed constitutional convention she said.
“The audiences have really broken down, so you have to reach people on their own digital turf,” she said.
As my search for social media information continues, I am learning more and more that the impact on business and the way it is conducted has been incredible. Farrish’s final quote from Soltys sums it up, “The social media give you the opportunity to go directly to people,” Soltys said. “In the public relations business, it’s an important thing to play with.
