Social networking has been long gone far away from a teenage-activity to online environments with many impilications for Public Relations. Millions of users spend enormous amounts of time in MySpace, FaceBook etc. and many business have been interested in creating their sites in these social networks. Their purpose is communications, keeping their clients informed about company’s changes, campaigns, events, general news, introduce new products etc. At the same time, consumers join to get information, exchange and voice their opinions (positive or negative) more easily.
Social Networking is definitely a challenge for corporations that they should use it effectively for their communication strategies. Generally speaking, the impact of technology in Public Relations practices is a fact and a subject that is widely researched in the PR industry. In the official site of IPR many researches have been published concerning PR and the effects of technology in communication strategies.
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Hi Irene,
As you mentioned, social networking seems to be a new technological device used by many in the PR sphere. Not only do individuals make use of Facebook to set up contacts, PR agencies also use Facebook as a recruiting tool. While social networking seems to be gaining a lot of momentum as an effective communication method, people must remember that there are hazards along the way. An article by Mairi Mallon titled “Facing up to Facebook” examines the implications on companies whose employees use social networks. As Mallon states “many employers are worried that confidential information and inappropriate and damaging images, videos or messages could end up online and available to millions”. These are definite issues for employees, employers, but also PR agencies whose clients have damaging footage online. What people seem to forget is that when something shows up online, it is difficult to erase it. A definite issue PR professionals must be prepared to face. I wonder, are social networks an advantageous communication instrument even though they might hinder a company’s reputation?
"Facing up to Facebook" [Accessed March 10,2008]
http://www.insider.co.uk/editorial/currentissue/tm_headline=employment-law-facing-up-to-facebook&method=full&objectid=20306877&siteid=52742-name_page.html
It is a fact that Social Networking becomes a vital tool in the hands of today's PR practicioners. Individuals all around the world tend to have personal areas where they like to read about topics of their interest. What if PR could reach them there?!?
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