Socialmedia is not a viable PR strategy, says Samantha Hogg-Brandjes, MD of GinjaNinja ~
A teenager receives a note from the back of the class. Do you like me? Tick the box: Yes or No. A sign of intent, to be sure.But it’s fanciful to believe that a simple “like” creates a relationship of substance. Yet worldwide, businesses are investing millions of dollars in social media, considering it the ultimate form of brand promotion. Followed only by the elusive Word-of-Mouth it purports to offer. That sort of ‘talkability’ generates value that money can’t buy.
Familiarity and saturation are not sound communication strategies. Just because everyone has a social media account it does not mean that they are comprehensively engaged. A legacy example of overwhelming media scale with poor messaging would be heavily censored state-controlled media. Consensus does not a purchase make. Be wary of the allure of the high number, low substance social media value equation.
Great PR is about initiating and shaping conversations. Not embellishing them. Many brands adapt to the fallacy that a post or campaign, with significant sharing stats – the notion of going ‘viral’ – has delivered successful outcomes. But viral social media outcomes, are often negative events with notable shock value and very poor brand association. Or posts and campaigns, that are trivially vain in their tone and presentation, with the risk of undoing entrenched brand values.
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