Are organisations being held back in their social media outreach by fear of attack? This may be the case according to the latest PRCA survey results.
When asked about the reasons behind their organisation’s social media presence, most in house PR respondents cite driving awareness (85%) as the main purpose. Unsurprising considering the millions of potential consumers who can be reach through the ever expanding social networks.
However, fear of reputational attacks may be a barrier to communication. 12% of companies citied fear of attack from campaigners as a reason why they are not using social media more often – a whopping rise of 9% from the previous year.
Consider this – It is now all too easy to hide behind the screen and vent opinions. Is this a reflection of the anonymity these platforms offer, or perhaps the fact consumers’ growing cynicism towards brands and their marketing tactics?
You might have thought that big brands would have learned their lesson by now – even the best ideas can get away from you when social media users get their hands on them.
Walkers Crisps’, for example, found that out the hard way. Within hours of the launch of a Champions League final campaign, which included the chance to win tickets, their crisp-eater-in-chief Gary Lineker has been pictured clutching photos of Fred West and Harold Shipman in online videos on Twitter.
The truth is, social media — when used strategically over time — is one the most powerful communication channels. But it’s not a magic bean that grows overnight into business success. It’s a platform for real work.
Here’s where PR comes in. With careful planning, robust messaging and solid business awareness, it can work. The art is knowing the best places to put that work so you get results.