The Essential 7 Ps of Social Media Relations
By Barry Lawrence
We have all heard of the “4 Ps of Marketing:” Product, Price, Placement and Promotion (many would also add Positioning to this mix). BrandCottage would like to suggest the “7 Ps of Social Media Relations.”
More on each of these 7 Ps of Social Media Relations in the weeks ahead:
Participate: Old media relations meant sending out a press release — a top-down message that the company controlled — and hoping for the best: positive news coverage that gets the word out. Today’s public relations, including social media, means dynamically collaborating with and exchanging ideas with customers. It’s a two-way conversation environment and today’s customers place more value on other consumer comments than on top-down driven company messages.
Pamper: Social media relations is the greatest customer relations tool ever invented, yet few companies are taking advantage of its power. Encourage customers to provide feedback on products and services, give them tools to develop new product features — even marketing strategies. Respond promptly to customer questions, comments and concerns. And reward customers who participate.
Platform: Most of the company social media content we see is only about the company and products and services. In short, boring. While this is important, the most successful social media communities are built around platform or themes that are more attractive to generating audiences and keeping them coming back for more. Support a bigger issue or cause — related to your products and services, of course — if you want to take your social media program to the next level.
Pollinate: Don’t get stuck in the quiet car on the social media train. Social media is also the greatest networking tool ever invented. Reach out to blogs and link to related community content on other social media sites as often as possible. Grow your sphere of influence.
Prime with PR: Media relations isn’t dead. It’s just changed dramatically over the last decade. Media hits are still valuable goals — providing third-party testimonials and serving as powerful vehicles that encourage audiences to seek out more information about your company. Search spiders love media stories that link people to your company Web site and social media properties.
Promote: That’s right, promotion is not a bad word when it comes to social media. Promotion combined with engaging content are powerful duos. In fact, your customer audience will expect promotional rewards in return for their dedicated social media community participation. Of course, promotions should not outweigh the community’s purpose. Strike a good balance.
Prompt: Lack of consistently updated content is a social media killer. As a PR consultant, I’ve talked with many companies who have done a great job of starting a social media program, but somewhere along the line they lost steam and (thank you) they call BrandCottage for help. Social media requires a lot of planning and perseverance. (Two additional Ps, perhaps?).
What Ps do you think are important for a successful social media relations program?
Barry Lawrence is a BrandCottage partner in charge of public relations and social media relations.
Barry, this is a very smart approach to understanding social media within the overall realm of marketing