Social Media Must Be Managed

Social media must be managed.

For some, social media is an easy-going play­ground far removed from every­day life. However, for organ­isa­tions, the online social space is very real.

And social media must be managed.

Here we go:

Social Media Must Be Managed

Today’s ongo­ing amp­li­fic­a­tion of sen­sa­tion­al­ism, i.e. the silent switch, has pro­found implic­a­tions for the pub­lic rela­tions function:

Many organ­isa­tions have spent ser­i­ous resources build­ing trust and attract­ing sub­scribers, fans, and fol­low­ers on social media. But the value of hav­ing sub­scribers, fans, and fol­low­ers is quickly eroding.

As PR pro­fes­sion­als, we must be rational. 

We could com­pare the situ­ation to our long-stand­ing rela­tion­ship with tra­di­tion­al news media. Traditional news media is power­ful but imper­fect, so PR pro­fes­sion­als must man­age it. The same goes for social media.

It’s not our place as pro­fes­sion­al com­mu­nic­at­ors to tell journ­al­ists how to do their jobs, just as it isn’t our place to tell social net­works or con­tent cre­at­ors how to do theirs.

If any­thing, we should be more ser­i­ous about the import­ance of social media man­age­ment.

Because social media must be managed.

As PR pro­fes­sion­als, our job is to help organ­isa­tions com­mu­nic­ate effi­ciently dur­ing these times of con­stant change.

Today, social media man­age­ment is crit­ic­al for organ­isa­tions aim­ing to engage effect­ively with their pub­lics, man­age their brand, and nav­ig­ate the com­plex land­scape of online com­mu­nic­a­tion. This involves vari­ous activ­it­ies, from con­tent cre­ation to stra­tegic com­mu­nic­a­tion and repu­ta­tion management.

Learn more: Social Media Must Be Managed

Social Media Myths in PR

Social media has become a cru­cial part of brand strategy, but there are sev­er­al myths and mis­con­cep­tions about its usage for brands. 

Here are 10 com­mon myths:

Learn more: Social Media Myths in PR

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Social Media Mechanics

• Social Media — The Good, the Bad, and the Ugly
• How Social Media Algorithms Rule Our Lives
• The Silent Switch
• Why Subscriber Counts Matter Less
• Why Social Media Algorithms Are Basic
• Dark Social: The Online Interaction We Can’t See

Social Media Psychology

• Social Media Naturals
• The Narcissistic Principle
• The Selfie Generation
• Emotional Maturity and Social Media (to be published)
• Attention Spans in the Social Media Age

Social Media Management

• Social Media Must Be Managed (to be published)
• The Follower Contract
• A Community Manager’s Job Description
• No Brand Community for You
• Critical Mass: How Many Social Media Followers Do You Need?

Social Media Issues

• The List of Social Media Issues
• How Ghost Followers Destroy Your Social Accounts
• Social Media Myths in PR
• Facebook Zero: Your First Fix Was Free

Learn more: All Free PR Courses

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