Social media – It’s here to stay, so why not play? O.K.?

By Posted in - Public Relations & Social Media on May 4th, 2012 2 Comments

Earlier this week  I had a conversation via Twitter with a member of the A&D community, who wrote a poignant blog post about embracing social media.  Apparently there has been some hesitation within the architecture community about whether or not social media is worth the time it takes to generate relevant content – and honestly, if it’s going to stick around for the long-run.

Well, my friends, I’m not the first one to say it but it is here to stay.

And it is a great thing.

Social media is breaking the boundaries between stiff B2C and B2B communication.  It allows companies to put a cultural spin on their brand and share their educated opinions in real time.  It encourages conversations between brands and clients/customers, which will ultimately result in the most coveted kind of customer  – the brand advocate.

It is especially a great tool to use in the architecture and design world.  What a great way to share pictures, industry knowledge and inspire others?  What a fabulous way to showcase your work and hopefully get new projects from it.

If social media wasn’t such a big deal in the business world, it wouldn’t be people’s jobs to manage it.  So, as a word of advice to the traditionalists who are reading, social media is becoming the new “traditional.”  Begin to embrace all that it can offer your company and watch as new relationships and opportunities are formed.

If I still haven’t swayed you, then check out Jeff Bullas’ reasons on why not to join in on the social media phenomena.  I’m sure you can relate.

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  • Steve Lubetkin, APR, Fellow, PRSA -

    May 7, 2012 at 10:25 am

    There is a real tendency to over-enthuse about the value of social media for many companies. The overarching goal of using social media in a business context — particularly for a professional services firm — should be to better demonstrate the firm’s subject matter expertise and thought leadership in their field, so that potential clients, looking for solutions to their business problems, will find your firm and be impressed with their style, philosophy, knowledge, etc.

    That doesn’t come from pretty Facebook pages that don’t add to a Google search, or from Tweets that paint a picture of your social life. It comes from carefully produced news oriented content in written, photographic, audio, and video form, properly tagged and keywords. These things ARE found when clients are Googling for solutions that you can provide to their problems.

    Steve Lubetkin, APR, Fellow, PRSA
    Managing Partner, Lubetkin Zglobal Communications
    Award-winning producer of audio and video podcasts
    http://www.lubetkn.net

  • Mollie -

    May 7, 2012 at 7:58 pm

    Thanks for your response, Steve!

    You’re right, not every social media tool is right for every business. I explain this point in an earlier post about vetting out social media tools for brands. However, if a brand’s target market and community is using a particular tool, it would make sense for them to see if having a presence there is right for their business.

    As you also mentioned, not all social media will help your Google SEO efforts. You can’t keyword Facebook posts or tweets and that should be taken into consideration. Newer sites like Pinterest are overcoming this by creating a back link to the original content source every time their product is pinned, ultimately increasing their SEO results.

    What social media does do is help foster your brand community. Honing your brand’s culture through targeted social media efforts will help to produce loyal customers and brand advocates because, if done right, your brand will connect personally with them. It is less costly to create more sales through current customers than to try and find new ones. That is why relational marketing through social media can be key – to maximize the potential of the customers you already have.

    Regardless of the medium, content should be well written and targeted to key audiences. Social media should act as an extension of your PR efforts.

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