When Social Media Meets PR, Communication Unites with Technology
Twitter and social media have completely revolutionized PR and customer service. Think back ten years or so to when social media was still in its infancy. PR was often tightly controlled by a business, with all messaging being carefully shaped and vetted before being put out into the world. Unless there was a huge failure of customer service, it would rarely gain any traction in the media and the public at large. Now, thanks to social media, this has completely changed. If one tweet from an unsatisfied customer goes viral, it can cause incredible damage. This has led to a revolution in public relations and customer service. Many corporations now realized that PR is no longer a one-way street. They need to actively engage with their customers through social media, communicating with them, and resolving their problems in a public digital setting. For those who have the strength to engage directly on social media, the rewards can far outweigh the risks. For example, a PR disaster handled extremely well can actually create tremendous goodwill, as everyone in the digital sphere will see how the business deals with the situation in real time. What it boils down to is that social media has given businesses the opportunity to connect with their customers directly like never before. And that kind of engagement is never a bad thing.
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