Fri, 02/18/2011 - 15:48 — myrnag

 

 (P-O-P-S) If you do not incorporate social media into your syndicated articles strategy, then you are not responding to the new communications landscape, and you are wasting your time and money. Customers and potential clients are now in control of the message and also of the way these messages are communicated. Using social networks like Twitter and Facebook are necessary to engage with your consumer and find out what they are thinking about your company, both positive and negative, or if they are discussing your company at all. Only then can you decide on how to influence the conversation with an articles strategy that will work to create a viral positive buzz about your brand or product introduction that is measurable for ROI.
At the recent Bulldog PR Summit 2010, the hot topic was social media and its impact on PR. And this week’s news about the most watched on You Tube video of Isaiah Mustafa’s Old Spice character and his subsequent recording of 186 videos responding to Twitter and e-mail questions just underscores the power of the Internet and its social network tools.  
According to Post writer William Marshall’s column, by Friday last week, the videos had more than 5 million viewers and Old Spice which originally had 3,000 Twitter followers before the campaign had more than 73,000 by week’s end.  Specific video was recorded for influencers like George Stephanopolous, host of "Good Morning America" to a Johannes Beals, a Twitter user proposing to his girlfriend. Old Spice is a brand currently under P&G’s umbrella, and marketers should look with curiosity at their sales figures in upcoming months. Any negative perceptions about the brand being old-fashioned and the fragrance too powerful should be tempered by the smash-hit media campaign.
And if that is not enough proof, witness that a major feature in this weekend’s Times Magazine Section, “Digital Diplomacy,” is devoted to the impact of Twitter, Facebook and YouTube on diplomacy in the 21st century. “...We can fear we can’t control it and ignore the space, or WE CAN recognize WE CAN’T CONTROL IT, BUT WE CAN INFLUENCE IT,” according to two appointed aides to Hillary Clinton, U.S. Secretary of State.
Or read what has been said by CEO’s of top companies in “Top Execs Dish About Social Media Strategies,” a July 14th feature in Media News. The many companies working on social media strategies, including Hershey, Sunny Delight and Best Buy, reflect management's understanding that "sitting on the sidelines too long while developing plans could pose a far larger risk than the occasional messaging fumble" and that social media are evolving at breakneck speed, according to the report.
 Bottom line: If you don’t utilize a social media strategy of listening to your customer you are in danger of not being around in five years. Companies that do listen and apply it to their articles publicity online have a much greater chance for surviving and thriving. Hiring a consultancy on the topic like Points of Persuasion Syndicate will give you a leg up with your consumer and not break the bank. Or at least appoint someone in-house as responsible for this very significant mission.