The impact of social media on public relations

Does everyone have a social media profile? It is without a doubt that social media has changed how we communicate, the increase of followers on platforms such as Instagram, Twitter and TikTok since the pandemic has created challenges and opportunities for professionals. 

Therefore, in recent years we have seen a change in public relations, going from traditional methods to digital ones. Although traditional methods are still used such as press releases, reports and direct contact with journalists, the use of social media has provided a new way of contacting the target market, allowing us to make immediate connections and in real time. But it is evident that the combination of both methods (traditional and digital) are important for the success of a company. Communication should be through multiple channels, covering different ways of spreading a message. 

Although social media is useful, it can also cause challenges for a company. The brand image is important and it should be reflected through their social media profile. Sometimes media is used poorly, given that many people can post whatever they want, which can lead to the spreading of misinformation which is risky for the brand. It is not possible to control everything posted on social media. Comprehensive monitoring through different systems and applications is highly recommended. Moreover negative comments from the consumer can affect the reputation of a company. On the other hand, these comments give direct feedback to companies in real time. Social media allows a company to stay up to date. This conversation with the end customer is of vital importance. The person responsible for the social media of the company must be attentive to the comments and always reply to them. 

It is important to note that with the use of social media, it is difficult to share content because of protection rights and you cannot post third party photographs without consent. Be cautious when you share private information online!

We know that the use of social media will change in the next few years. Given that the internet is an environment that changes quickly, companies should work alongside them in order to stay relevant.