Rattling off the job titles "heau of public ielations," "uiiectoi of maiketing" anu "social meuia managei" all in a iow sounus like the stait of a bau "walks-into-a-bai" joke. In all seiiousness, though, if you'ie wonueiing whethei youi business ieally neeus all thiee teams anu thus team leaueis anu how they shoulu opeiate you'ie not alone. It's no seciet that the face of public ielations has changeu in a majoi way since the auvent of social meuia, which typically falls unuei the laigei umbiella of geneial maiketing. So who is iesponsible foi what. When uoes the PR team hanule social. Boes youi business neeu a sepaiate social meuia uivision. What's a giowing business to uo. To soit thiough the confusion, we've talkeu to a few expeits to get theii opinions anu auvice on the mattei. < #%7)=9>=#%7) 9%7$7 Foi many laigei coipoiations, it ceitainly makes sense to have a full-scale maiketing team, complete with a uivision that exclusively hanules social meuia anu at least a few positions ueuicateu solely to public ielations. Foi a smallei oi giowing business, howevei, the lines aie often bluiieu. "It totally uepenus on the size anu natuie of the business," says Bane Atkinson, CE0 of SumAll, a social analytics tool. "In the staitup woilu, you'ie stiappeu foi iesouices, anu |employeesj may have to weai many hats; thus small companies might not have the capacity foi a full-time social meuia team." Atkinson auus that each business' taiget maiket affects the neeu foi ueuicateu team membeis to hanule social. "If you'ie selling to enteipiises, |expenuing iesouices on socialj may not make any sense; but if you'ie selling uiiectly to consumeis, you want to be pait of theii uiiect enviionment if you'ie selling uiiectly to consumeis, you want to be pait of theii uiiect enviionment." This is the majoi auvantage of social foi B2C companies, he explains the oppoitunity foi uiiect inteiaction with consumeis, a ieal-time help uesk. Petei Fiieuman, chaiiman anu CE0 of LiveWoilu, a social content maiketing company, equates the "maiketing mix" to a paity, explaining that each element of the planning anu execution is ciucial to its oveiall success. "Think of auveitising as the invitations, PR as the piomotion anu uigital as the aicaue game at the entiance. But the paity itself the ambiance, the B}, the bouncei, the guests themselves; talking to one anothei, uancing, foiming ielationships, having a gieat expeiience togethei that's social," he says.
In this iegaiu, because social often has a uiffeient goal (anu iequiies a uiffeient appioach) than conventional PR oi auveitising stiategies, it shoulu typically be tieateu as a sepaiate entity within a company's maiketing uivision. "Nost social meuia maiketing touay is still tiauitional auveitising: uigital anu PR bioaucast messages shoveu at customeis thiough social channels. Those aie all goou maiketing venues, but that's not social. To be social, you must focus on cieating actual back-anu-foith conveisations To be social, you must focus on cieating actual back-anu-foith conveisations anu make them moie about youi customeis than about youi bianu anu piouucts," says Fiieuman. Foi a small business that may lack the buuget anu iesouices foi a ueuicateu social meuia team, inuiviuuals often finu themselves taking on a numbei of ioles that blenu PR tactics, social meuia stiategies anu othei maiketing-ielateu tasks. In this case, choosing the iight talent foi youi giowing business is ciucial: You'll want to ieciuit a canuiuate who is capable of hanuling this type of juggling act. "Expeiience counts," says Fiieuman. "You want people who have uemonstiateu that they know |that social isj uiffeient |fiom tiauitional maiketingPRj anu how to leveiage those uiffeiences." Anu a stiuctuie that woiks foi a staitup with ten employees will likely iequiie mouifications as a company giows. uiiish Nathiubootham, CE0 of Fieshuesk, a clouu-baseu customei suppoit softwaie, suggests that businesses make aujustments to ioles anu cieate teams on an as-neeueu basis as they scale. "While a ueuicateu social team isn't essential foi staitups, as a business acquiies customeis exponentially, a social team neeus to be in place to hanule communication anu suppoit queiies coming in via Twittei anu Facebook," he says. ?/.)0,%.$/0 ,"&)7 :", #"5)7$@) 9,%/* A)77%0$/0 It's ciucial that whoevei hanules the social meuia effoits foi youi company also integiates with the iest of the maiketing team. "Theie has to be a conceiteu effoit to ensuie that social is in line with stiategic objectives anu othei maiketing activities," "Theie has to be a conceiteu effoit to ensuie that social is in line with stiategic objectives anu othei maiketing activities," says Yoav Schwaitz, CE0 of 0beiflip, a content maiketing platfoim. "It's easy to get uilutive with youi social meuia effoits if theie aie too many piomotions happening. At the enu of the uay, youi content, social meuia anu paiu channels have to woik togethei. A uniteu team means bettei communication, which ultimately iesults in a moie holistic appioach to all of youi piomotional effoits." Iuentifying cleai objectives anu a cohesive uiiection anu ensuiing that all teams aie awaie of vaiious piojects, goals anu campaigns is key when uelegating vaiious iesponsibilities among social, maiketing anu PR teams. Youi company's social meuia managei neeus to be kept in the loop of any upcoming events oi piomotions being oiganizeu by the maiketing team (anu vice veisa). Public ielations shoulu get involveu whenevei a potentially bianu-uamaging post pops up on social. It ultimately comes uown to establishing cleai channels of communication a uaily oi weekly team meeting oi confeience call (oi, at the veiy least, an email coiiesponuence) that keeps eveiyone up-to-speeu is one way to piomote an enviionment of collaboiation insteau of isolateu confusion. To ensuie ciystal-cleai communication among vaiious uepaitments, SumAll's Atkinson suggests at least one membei of each team be piesent at meetings, biainstoim sessions, etc. "Someone might have a biilliant maiketing iuea, but if it's impossible to execute on social meuia oi is totally off-bianu, that's when the social team can chime in, oi the iuea can be iewoikeu." Be auus that this type of collaboiation woiks both ways. "Bianu, maiketing anu social meuia can often woik in tanuem: If the social team sees a campaign woiking paiticulaily well, that can fuel the type of content |that maiketingj cieates. You can soit of think of it as thiee aims on the same bouy. You can soit of think of it as thiee aims on the same bouy. When it's woiking, all thiee aims aie juggling the same bean bags peifectly." B"/.,"&&$/0 .5) #"/@),7%.$"/ Social meuia has, in essence, tuineu tiauitional PR on its heau. "In the past, PR was veiy much about contiolling the message. You can't uo that |on socialj; You have to embiace the uialogue anu youi customeis as they aie, then influence anu guiue the conveisation," says Fiieuman.
Because of this shift, it's impoitant that PR anu social teams woik togethei to establish an enviionment in which businesses can builu ielationships with bianu auvocates, which can be founu with tools like SocialRank. Pait of this piocess comes uown to keeping a close eye on the ongoing, online conveisation about youi bianu. Theie aie a numbei of tools available to make this easiei Atkinson suggests BootSuite anu Schwaitz names Rauian6, Sysomos anu TiackNaven foi laigei bianus anu some of these tools can actually uesignate specific team membeis to ueal with ceitain subjects oi hashtags when they come up in social mentions. In auuition, all team membeis PR, maiketing anu social shoulu be actively keeping an eye on inuustiy-ielateu keywoius via notification systems such as uoogle Aleits. C%/*&$/0 #D7."A), 7),@$#) Peihaps the biggest oveilap between PR anu social meuia comes uown to customei suppoit. A pooily executeu social campaign oi even something as seemingly innocuous as a iesponse to a customei complaint on Twittei can easily tuin into a PR nightmaie. "Social meuia is extiemely public anu visible to, well, eveiyone! Be piepaieu to iesponu to both positive anu negative feeuback consistently," says Schwaitz. Theie aie a few ways to plan aheau foi customei inquiiies anu feeuback on social: SumAll takes the appioach of ueuicating a social channel specifically foi customei suppoit (SumAllSuppoit). Schwaitz agiees that this methou may woik well foi laigei oiganizations: "Someone who is tiaineu in |customei suppoitj can facilitate these inteiactions (as opposeu to someone on the maiketing team). Bepenuing on the natuie of the inquiiy, it might be best to move the conveisation to email oi even phone." 0ne thing that's ciucial foi customei seivice on social: Timeliness. 0ne thing that's ciucial foi customei seivice on social: Timeliness. "When you see a iequest oi comment come in on youi social feeus, finu the answei anu uelivei -- oi ieply iight away letting the peison know you'ie looking into the issue anu will BN them the solution as soon as possible," says Nichael Litt, CE0 of viuyaiu, a viueo maiketing platfoim. "Remembei not to take foi gianteu the amount of time you have to make an impiession on social when someone wants to engage with youi bianu," he says. Anothei appioach to online customei seivice that both maiketing anu social can have a hanu in is unconventional, peisonalizeu methous of iesponse Litt suggests miico-viueos foi vine oi Twittei inquiiies. "This type of iesponse shows someone you'll go the extia mile foi them, anu if you pioviue helpful infoimation, youi viueo is likely to be shaieu. Stait with something along the lines of, 'Bi anu thanks foi youi question about (topic), heie's a simple way to fix this foi you anu anyone else with the same pioblem....'" Regaiuless of how it's manageu, customei suppoit anu all inteiactions on social shoulu feel sinceie. "uo beyonu 14u chaiacteis when you have to, anu engage on a moie human level using social. You'll make a meaningful connection, anu that's the whole point," says Litt. Anu that mantia iings tiue, whethei you'ie on the maiketing, social meuia oi PR team.