The majority of PR folks increasing engagement in social media are seeing budgets stem from overall marketing departments. While I still believe PR is in the best position to handle social media interaction, we mustn’t forget one crucial element of our “traditional” work – the role of the editor.
A byproduct of traditional media relations was that reporters would cover key insights within company news, and jettison the marketing language that delivered the info. Reporters don’t use language like “leading,” “content optimization” and other jargon that marketing departments might consider standard fare for company news.
With the broad shift to social media conversations, it’s possible to lose that third-party editor that kept your content honest. Consider the following:
Social media affords brands a direct link to customers that was previously championed by third-party news outlets. They had a vested interest in sharing the most accurate information, because over time that would sustain their brand’s value. However, with a shift from third-party media to first-person media, companies must assume that editorial responsibility for themselves.
So take an honest look at the content you provide, and see if the language you use on social media channels matches the actual conversations your customers are having. If not, you might end up speaking in a language only your marketing department can understand.
(Photo courtesy GapingVoid)