Two weeks ago, I sent a tweet to the PRWeek twitter account asking if they had plans to improve the sound quality of their weekly podcasts. Weeks went by with no reply, and my inquiry remained unanswered. We work in an industry that stresses the importance of audience engagement and participation, and as a fan of PRWeek’s content I felt unimportant when my simple question went unanswered.
Social media transformed the PR industry in many unique ways. Never before have we been able to reach audiences in a space where everyone can share content, ideas and opinions with friends, family and complete strangers.
It’s been an absolute game changer in this profession. This experience made me realize that some companies and organizations don’t place enough value on social media and how a short response can create a lasting impression on someone. It’s time consuming for social media managers to sift through each individual twitter mention and send replies, but going the extra mile ensures people will remain loyal to your brand and feel valued as a fan and consumer.
What people want is a sense of belonging and knowing their concerns are being heard. Social media is an effective customer service tool, and brands need to effectively moderate their channels to participate in discussions, answer questions and remain engaged with your brand and its fans online.