The job of handling your organizations brand can fall under a number of titles: Public Relations, Marketing & Communications just to name a few. No matter what the title on your business card says, if this is a part of your responsibilities, you realize it’s about what, how and when you put information out there. It’s important to know how social media and public relations are connected. With the fast, ever-changing evolution of social media, you must adopt new skills, knowledge, and daily activities in your professional practice as they relate to social media, technology and your organizations brand. Below are some key responsibilities you must add to your job description for you to be successful.
Social Media Policymaker
Getting other team members involved in your organizations social media campaign is a great way to create content with various perspectives and personalities. Let someone from sales, customer service and even your management team be part of the conversation. However, with this many voices and platforms, you must have guidelines & best practices in place as well as training on various platforms. Employees need straightforward guidelines on how and what can be said. They must also know who to turn to if they have a question on handling a sensitive situation. Not every employee in your organization will be familiar or comfortable with social media. The education of these new communication tools is essential to the success. Employees want to feel part of the process not left behind
Internal Collaboration Generator
You know social media is an excellent tool for all areas of your organization to engage customers. As a PR professional you need to know what is going on in all areas of your company, since social media moves across all areas of your company. To develop your plan and strategy without leaving out an important piece, create your “dream team” by selecting a team member from each department with key players to be part of this team. Better sharing on the inside leads to better sharing on the outside.
Keep you up to date on new platforms. Set time aside each week to research and test new platforms. Test them among your “dream team” internally to decide if certain platforms are a good fit for your organization and how they should be used.
Consider your company’s current communication process. Communication today comes from all departments rather than straight down from management. You must develop a process for gathering information, analyzing its importance and creating a message to be put out to the public. Plan the best ways to create cohesive and consistent messaging so that social media doesn’t fragment your brand.
Last but not least is the responsibility of monitoring your company’s reputation, responding appropriately and in a timely manner. This is where your previous work of defining your company policies comes in to play. Your goal is to have people engaging with your brand. The downside is that people aren’t always going to be positive. With your new communication strategies in place, you and your team will already have a plan on how to quickly handle these situations. Use social media monitoring software that alerts you when important terms are mentioned; check back to your accounts briefly every hour or two to see if you need to respond to anyone, follow someone back, etc.