Almost daily I receive emails or alerts for Webnairs, discussion groups, or teleseminars inviting me to learn more about social media. And every chance I get, I log on trying to fill in the blanks of what I think I don’t know personally and professionally.
So as a public relations practitioner what do I know? Sometimes I feel no closer to finding ‘The Wizard’ than I did fifteen years ago when I was only snail mailing press releases.
After numerous professional development seminars I can’t claim to be an expert…but I’m learning.
What I do know for sure is that a social media strategy should emanate from your strategic communication plan. You still need goals and objectives; to identify your target audiences; devise a strategy by which you reach your audiences; develop your messages and tactics and possibly the hardest element of all, evaluate all along the way. You will learn a lot during your communication planning and implementation process so adjusting your plan based on what you are learning is natural and often needed. Evaluating can save an organization from stubbornly sticking to a plan that isn’t working and enable you to change course while you still have time and a budget that works. Just because you have a plan doesn’t mean it’s caste in stone.
Now, I don’t think the old school methods of communication will ever disappear. Those methods are the foundation upon which we build relationships in our business.
But new school is getting all our attention now.
Old School – Communication is a 2-way process.
New School – It’s all about the conversation and anyone can join.
In the world of Social Media we have learned that even one utterance can reverberate ad infinitum. What you say will always come back to you. (My mother was right!)
So when faced with a client who thinks they should get into social media, as soon as possible, the first thing I recommend is listening. Listen to what ‘like organizations’ are talking about and where – meaning what social media sites.
Whether you want to maintain relationships as an organization or an Avatar, it takes work and commitment. You and your organization have to be willing to make an investment in resources, human and otherwise, to do it right.
Make sure your president, upper management and all others buy into using social media to communicate. Your co-workers have to own this process as much as you do or it’s not going to work.
There are a lot more criteria to abide by but I know for sure that you should start slowly but deliberately, and be sure to invite me to join your conversations.
Anita Ford Saunders, APR a veteran in the communication and public relations profession, has over 30 years experience creating and implementing strategic communication plans for corporate and community-based organizations. 
