Social Networking and Public Relations
Keeping up with ever changing trends, public relations practitioners no longer question whether people are using social networking sites. Practitioners are trying everything to penetrate the market.
“Social networking has become a fundamental part of the global online experience,” said John Burbank CEO of Nielsen Online.
Nielsen’s recent report “Global Faces and Networked Places”indicates that two-thirds of the world’s Internet population use social networking or blogging sites, accounting for nearly 10 percent of all time spent on the Internet. Nelson predicts that the number of social networking users and the amount of time spent on networking sites will continue to rise, without slowing anytime soon. Topping off the Internet’s golden pedal stool is Facebook , usually associated with its younger audience, is gaining new, older demographic users. Facebook’s population of 50-to-64-year-old visitors grew almost twice as much than its under 18-year-old visitor population in the past couple of years.

The dark side of social networking
Social networking offers communicators a way to reach specific audiences but, at the same time, it is easy to get stuck on the networking merry-go-round without the influx of company “buzz” or sales. Social networking has gained a reputation for being an easy way to receive coverage and spread messages but networking plans need to be strategically designed in order to be effective.
• Not having the adequate amount of time needed to monitor, update and respond can hinder social networking efforts.
• Many confuse social networking with advertising, thus damaging their online relationships.
• It is tough to create an online presence when there are enormous amounts of “noise” generated from online users.
“It is a world in which every consumer is becoming a standalone media outlet, indexed by Google.” — PR-squared.com
Networking tips
Larry Brauner gives excellent advice for social networkers on the Sun Times’ blog.
“You aren’t the only networker with an agenda. To be very successful help your networking partners advance their agendas while you advance your own,” said Brauner. “If you want people to be interested in you, be interested in them.”
As with every area of public relations, it is essential to do research. One must know how the online community of interest likes to receive information and what, exactly, they are all about.
“Run a Google search on keywords in your business to find out who else and what else is out there in cyberspace, doing what you do … make it a point to read discussion forums and get to know the participants,” said Kate Sheridan in her Business Tips article.
Internet options are evolving all the time, as are social networks. Companies ahead of the game will find ways to morph with technology.