| More than ever, companies are sorting the features | | | | spend each day maintaining your social media |
| and weighing the pros and cons of adding one or | | | | networks. This activity may reap great rewards. It can |
| more social media channels to their array of public | | | | also become an extremely time-consuming |
| relations tools. | | | | responsibility and possibly a giant distraction from other |
| In addition to their networking and communications | | | | work. |
| benefits, social media channels provide an efficient and | | | | - Social media communication should remain continual |
| highly effective means for you to establish and | | | | and consistent. Don't crank up the system just to |
| maintain your company's positive reputation. They | | | | make a major announcement then go silent until the |
| enable you to | | | | next announcement. Develop a communications plan |
| - Communicate directly with targeted groups and | | | | and stick with it to maintain a consistent day-to-day |
| individuals | | | | social media presence and relevance. |
| - Bypass newspapers, magazines, radio and television | | | | - Be ready and willing to engage your audience; not |
| to get the word out | | | | only after you contact them, but every time they |
| - Build and reinforce professional relationships | | | | contact you. Dedicated followers can quickly turn into |
| - Deliver important information at the speed of the | | | | unhappy detractors when you ignore their comments |
| Internet | | | | or inquires. |
| - Enable individuals to ask questions an exchange | | | | - Supporting your company's social media channels is |
| information with you | | | | everyone's responsibility. Your communications/public |
| Also, the prevalence, variety and versatility of such | | | | relations department may develop comments and |
| media channels enable you to spread information | | | | answers, but all employees -- from the CEO down -- |
| farther, faster and wider than ever. | | | | must remain available to provide timely input for such |
| And, as the Internet continues to blur the line between | | | | responses. |
| public relations and marketing, your use of media | | | | - Your audiences might not respond as you'd |
| channels to preserve your company's positive | | | | expected -- or at all -- to the information you send |
| reputation will more than likely overlap with maintaining | | | | them. Don't be surprised if people want you to pay |
| its bottom line. | | | | attention to them or respond to their comments before |
| But you must remember this key point: Social media | | | | they'll respond to you. |
| channels can be highly effective public relations tools, | | | | - "Content is king." Always ask yourself and answer |
| but they can't replace traditional media entirely. | | | | these three key questions before sending out |
| Successful public relations programs meld social media | | | | information: |
| and traditional media with other communications tools | | | | > Is it news? |
| and techniques. | | | | > Is it interesting? |
| Among the many social media channels currently | | | | > Who cares? |
| available to you, the most popular and effective include: | | | | Bonus tip: If you decide your company isn't going to |
| - Blogs | | | | participate actively in any social media channels, you'd |
| - Twitter | | | | be wise to set up a company blog and open a Twitter |
| - Facebook | | | | account anyway. These would be in addition to your |
| - LinkedIn | | | | company's website, which you must have to establish |
| You may find others that meet your company's | | | | an Internet presence and credibility. |
| particular needs. | | | | Even if the blog and Twitter account remain inactive, |
| Regardless of which channels you choose, before | | | | you'll have both of these rapid response systems |
| plunging into social media, keep these six important tips | | | | available and ready to go as part of your company's |
| in mind: | | | | crisis communications response system. |
| - Don't start a social networking program unless you're | | | | Just like a fire hose that sits coiled in a glass case, |
| willing to devote the time, personnel and other | | | | your blog and Twitter account will be available when |
| resources to "feed the beast" regularly. Small | | | | you need them. You can engage either |
| companies and solo entrepreneurs should be | | | | communications system in an emergency, then put |
| particularly aware of the huge amount of time you can | | | | them away until the next crisis. |