Public Relations – urge to jump on to social media?

converseEverybody wants to go social… and most of us in the public relations business have jumped on to the social bandwagon. We are all nudging our clients and prospects to do so.

Social media it appears, is panacea for all the image ailments the world was suffering from.

At least, the thought now is this :  Jump on to the social media jungle and there lies the magic wand to all your public relations and media challenges.

Does your organization think that way?

A sheer presence online is NOT the only ingredient to craft a winning social presence… well, a fact that is conveniently missed by most of us who are turned on by the thought of a social media presence.

The two key ingredients, the CRUCIAL ONES for your organization to have a working and winning social presence are

  • a commitment from the top leadership to a meaningful and credible social presence,
  • more importantly, an openness to conversations – conversations that could shake the belief system of your organization, just in case you always have been a company sans internal and external dialog.

On conversations – today, social media presence/management is not about just having a presence on the twitters and facebooks of the world.

The fundamental social media fallacy is to make an assumption that with the presence, you can keep thrusting your products, services and key people thoughts on the target audience. We all think social is an opportunity for ‘uninterrupted monologue’.

An online presence is just a starting point of the unending social journey. The drivers of this media, the audience and external stakeholders – are there not to just hear to what you say – a whole lot of people are there only to have a dialog, understand better, get their points of view heard, and have their real needs and problems addressed in a jiffy – the world out there needs instant answers and not your sermons on how things are good.

So, if your social presence can take part in such an ongoing 24/7 conversation, and at the same time leverage your products and services for a business goal, then you may have a winner in the long term.

If you are not open, and your company would love a monologue, be assured that you will not gain much in this game.

And now to the even more important one – for this to happen, for you to be a willing party to ongoing conversations in this space, the top leadership of the organization you represent MUST be committed to a long term strategy, that is full of such conversations, filled in with a willingness to meet the needs to those in a discussion with you.

So, are you ready to get to the social bandwagon? Think and engage, else do better things!

PR – Groupon India’s Onion news-jacking!

If you have been following current affairs in the Indian sub-continent, and are a student of marketing, you will not have missed the fabulous campaign by Groupon India, riding on the current menace of rising Onion prices.

It was a huge huge PR and marketing sell-off – what began as coverage in the Indian media culminated in the global media…  a kind of coverage even the architects of this campaign would not have foreseen.

Apparently, albeit for a brief while, owing to the customer rush for online onion buying at deep-discounts, Groupon’s site crashed to be up later.

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

It was a crash that Groupon would have loved for the attention, and the marketing mileage!

PR professionals in India & the world, who are proponents, and avid practitioners of news-jacking as a great tool have always wondered why the Indian subcontinent has not seen much of action on that front.

Groupon India, with this Onions for deep discount campaign has in a way, ushered in the practice of news-jacking as a tool in the PR and marketing armor.

Will this marketing move of Groupron usher in a wave of news-jacks by marketers and PR pro’s  in this part of the world? Will more Indian brands now jump on to the news-jack bandwagon or are they yet news-jacking shy…??