The changing role of social media in communications

Kate O'Sullivan is owner and MD of ADPR Kate O'Sullivan is owner and MD of ADPR
Industry Database

With the development of social media channels, businesses now have the chance for direct communication with their customers in real time. We take a look at how companies are using social platforms as their primary method for communication, writes Kate O'Sullivan.

  1. The lifespan of a news story is shorter — but its reach is massive

Roughly 500 million Tweets are shared each day on Twitter. That’s just one of many social networks. While that makes social media a highly effective tool for communicating breaking news, it also means the lifespan of a news story is much shorter.

  1. Crisis communications has become even more critical

Social listening gives businesses the power to understand the public's opinion before it turns into a trending topic. Businesses can proactively find and address online threats and possibly prevent a major brand reputation crisis before it happens.

Kate O'Sullivan is MD of ADPR

  1. Social media influencers play a big part

Social media has brought about a new type of journalist: the influencer. From a vlogger with 3.7 million subscribers on YouTube to a blogger with 175,000 followers on Instagram, influencers are considered one of the best ways to attract new customers to a brand. Social media influencers with high follower counts could mean big opportunities for brands, giving additional reach and credibility.

  1. To make announcements

News travels fast on social media, so use these platforms to announce your updates. With attractive short snippets and links, businesses can reach a much wider audience than through traditional channels.

Think like a PR pro on social media

All businesses can use their social media accounts to help manage public opinion. Don't wait for others to create stories about your brand. Create engaging stories about your brand, react to significant stories and openly manage negative comments.

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