Integrating Social Media into PR Campaigns
Google+, Facebook, Twitter and Linkedin will play critical roles in the future of entertainment publicity and public relations, and the best social networks will be those that target the audience according Mashable. The popular blog surveyed a handful of public relations pros on the business of PR in the future. Taking an insider look over the last 12 months of attending media workshops, it is obvious the business of PR and entertainment publicity are getting more intense. And now Social Media is the first place many turn to in crisis, too.
Even at a recent ICG Union Local 600 & EPPS sponsored workshop in Hollywood, hot button questions like "How to we respond to negative posts on our company wall?" and "What if someone has an agenda, and takes it out on you or your clients?" popped up.The seven member panelist included Dawn Wilcox, A&P, Tracy St. Pierre, NBC, Beth Braen, NATPE, Andrew Stachler, Warner Bros., Jenny Connelly and Laurel Whitcomb both of the Academy of Television Arts & Sciences. It was moderated by Rosalind Jarrett, the Screen Actors Guild Awards®.
One of the big concerns in social media is that business has only a small view of their social media marketing campaigns, and often have no idea of how much time is involved. Even more troubling is how something such as the rate of posting on Facebook might influence the amount money spent by first-time visitors. Or how retweets by an influential blogger might boost membership or awareness of a brand. Wilcox told the crowd unlike a year ago, social media has brought more accountability. “It’s more challenging now, but it also now gives us the opportunity to be more strategic,” she said.
“It’s more challenging now, but it also now gives us the opportunity to be more strategic,” she said.
Most panelists agreed you can not ignore negative comments, and Beth Braen, senior vice president marketing for NATPE said her nonprofit organization is committed to being a catalyst for the content revolution. Braen says NATPE engages visitors and encourages them to participate on its site.
Vice President Andrew Stachler of Interactive Marketing, Warner Bros. says at WB, despite cutbacks, the motion picture studio is careful what it posts, and recently “WB put one person in charge of social media,” he said.
“Think of Facebook to be used for marketing, and Twitter as a mini news releases,” NBC’s Tracy St. Pierre told the EPPS crowd.
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