Posts Tagged ‘PR research’

How do Brands and Customers Interact on Social Media?

The social media revolution has swept the globe with such force in recent years that it is only now, after some time has elapsed, that we can look in the rear view mirror and see exactly what effect it has had, and continues to have on how customers interact with brands.

Interesting new research commissioned by Fishburn Hedges in collaboration with Echo Research have released surprising new findings about just how social media has changed how, why, when and how often customers interact with brands.

Among their findings are the following golden little snippets:

  • The number of consumers that interact with brands via social media (in the United Kingdom) has doubled in the 8 months from August 2011 to April 2012
  • 65% of respondents would rather interact with a brand’s social media page than ring a call centre
  • 40% of respondents believe that the use of social media by brands improves their customer service
  • Social media is not just for the young – while almost half of the age group 18-24 use social media to interact with brands, the figures are high across all demographics, including 27.4% for the 55+ age bracket

This is fascinating research and it would be fair to propose that a similar phenomenon is taking place here in Australia.  It reinforces the view that the investment that major brands (particularly those in the B2C sector) have made in social media is actually paying dividends, particularly for those wanting to target the fickle and elusive youth market.

To read the report in full, including the groovy infographic, click here

I would be interested to know from the readers just how social media is changing the way that you interact with your brands, and with your own customers.

Yours in PR

How Journalists Use Social Media – Secrets Revealed

As a PR practitioner, I have a pretty good understanding of how folks in my craft use social media to generate ‘buzz’, to create interest in a new idea, but ever wondered if and exactly how journalists use social media?  Well… allow me to share these insights with you.

Understanding how journalists use social media to research articles can be key to your PR strategy, ensuring your efforts are targeted in the right places.  If you know where journos get their information from, you can make sure that your information is there first, can mean that they pick your story or pitch up before they look at something else.

Some interesting research into just how they do this has shed some useful light on how social media marketers and PR folk can best utilise the various social channels.

On average journalists use three different social media channels for each article they research. They find corporate blogs the most useful, while Wikipedia and Twitter were the second and third preferred channels, according to a new survey from global PR specialist Text100

Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, highlighting the importance for brands in building compelling content.

The study noted that while journalists welcomed contact from PR professionals through social media, their receptiveness varies from channel to channel. While 85% welcomed contact through their Twitter profiles and 84% are happy to approached via LinkedIn, only  42% of media welcome contact via Facebook.  It seems the use of Facebook is still overwhelmingly for social purposes.  To view the infographic in full, click here

Interestingly, the press release is still seen as more useful information source than any social media channel, so by all means don’t throw the baby out with the bathwater and eliminate press releases altogether.  They are still important.

Generating media coverage for your clients can sometimes feel like a military campaign. If you want to hit your targets, you need an entire arsenal of ammunition at your dispoal – and press releases still have their place in the kit bag, but don’t overlook social media as to deploy with great effect.  It is a light, flexible and powerful weapon to use in order to a way to reach and influence journalists.

Yours in PR

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