Running head: IMPACT ON SOCIAL MEDIA ON PUBLIC RELATIONS 1

IMPACT OF SOCIAL MEDIA ON PUBLIC RELATIONS

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IMPACT OF SOCIAL MEDIA ON PUBLIC RELATIONS
Impact of Social Media on Public Relations

Abstract

Public relations is dynamic and the handling of communications in the public spotlight and the

use of social media has intensified it.In this current era of democratized content it is important

for organizations to develop modern methodologies of communicating with the digitally

connected customer. It will therefore require a shift in thinking that will move from strategy

towards planning as well as implementation and measurement. Professionals therefore have to

discover new ways of ensuring employee and public participation. It has become necessary to

experiment with content through the use of various social media channels and learn how to build

and connect relations with stakeholders using new technologies. The use of social media in

public relations therefore assists in shifting mindsets by uniting communications and

collaborative technology.

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INTRODUCTION

General Description

Social media has become a valuable tool in public relations since it gives the organization

a direct voice to speak to the public. In public relations, communicating message using media

will engage audiences in dialogue therefore developing mutual understanding and ensuring the

delivery of organizational objectives. Through previous modes of media allowed for the

transmission of information they could not cater to the human impulse to interact. The evolution

of media has therefore enabled improvement of PR practices. It provides organizations with the

opportunity to better understand public relations strategies. Use of social media in public

relations has enabled listening to the audience and reaching them individually and as groups.

Social media has helped public relations to realize its full potential and therefore led to the

achievement of strategic objectives.

Maximizing on the use of social media in public relations will rely on the adoption of

various skills to use the platform in which one would want to engage in.The increasing use of

social networks is therefore advantageous as it ensures effective delivery of the targeted

objectives. Due to the rise of social media usage among consumers there has been an increase in

social media tactics for public relations officials. The use of social media is increasing at a rapid

pace and it is therefore necessary to analyze the impact of social media and other media on

public relations. Public relations officials now understand the value and the implications of social

media usage and they are capitalizing on it.The implementation of social media grows in the

public relations workforce and it is important to determine how this will impact public relations

procedures. Social media is therefore impacting how organizations communicate to their clients.

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A social network is a structure that is created by social actors and these may be

individuals or organizations. Social media therefore allows users to form symbolic relations with

each other. On social networking sites users form networks by articulating a list of other users

with whom they share a connection. Relationships and relationship building are the cornerstones

of public relationships. It is therefore necessary to understand that the use of social networks is a

natural form of understanding and evaluating public relations since it focusses on patterns of

relationships. Social actors will often create subgroups in which interconnections are more

prevalent than the connections with others outside the groups. An organization can therefore

reach its public directly or indirectly through the use of social media networks. Users are capable

of taking unique structural positions within such a network. These structural positions are able to

define the roles that such users play in the network.

Areas of Concern

It is important to investigate a number of important areas that are linked with the usage of

social media in PR practices. One issue of concern is customer focus and this is linked with the

compelling of brands to ensure that more focus is placed on customers and the building of

positive relationships. It is therefore important to establish meaningful relationships with

customers for the effective usage of social media in public relations practices. One important

consideration is the fact that it is necessary for organizations to adapt since social media is not

constant and is always changing. It is therefore important for PR experts to understand the

current trends and keep with the times. Another important aspect of this is the importance of

taking on the mindset of the learner. The expectations of audiences keeps on changing and

therefore it is a constant learning process to understand the customer. Another important aspect

is the necessity to be people focussed and this will involve constantly reinventing to meet the

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needs and expectations of the market. Flexibility will also be important and this involves the

ability to respond readily to any queries as required. The main aim of engaging in the use of

social media is engagement with the customers at a social level and it will therefore be important

to use certain skills of engagement for effective practices. The PR expert should also learn to

listen to all opinions whether these may be negative or positive since all feedback is significant

within the organization.

Another major aspect is affordability of implementing social media in PR practices.

There are a number of significant costs that are involved in implementing social media in public

relations within the organizational setting. The costs of implementing social media in PR may be

significantly high especially since there are a number of hidden costs that are usually involved.

These costs may include one time fees as well as micro sites as well as mobile apps.Other costs

include those involved in the hiring of a social media strategist. Though it is beneficial for

organizations to engage in the use of social media in public relations practices, budgeting of

costs may also be important. The costs involved will often depend on the size of the company as

well as the intended customer reach. The social media success of an organization will therefore

depend on what value the company provides to its customers. It is important to ensure the

provision of incentives and information that customers want in a manner that is easy as well as

convenient to access. The organization should therefore understand that there are costs involved

and invest accordingly.

Another important area that is linked with social media usage in PR is the issue of greater

involvement. Social media communication is a two way street and the organization will have to

dedicate more time to answering to customer needs. It will help the organization to gauge on

how effective it actually is.Greater engagement will in involve developing strategies to win over

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the interest of the clients. Learning what the client wants and needs will lead to better

engagement with the customer. It will also help to engage with the customer on a level on which

they are comfortable. Trying to entertain the customer will be important as this will ensure the

establishment of a connection with the customer. Inspiring a reaction from the customer will help

the customer develop an interest in the brand. It will involve devising new ways of engaging

with each other in a way that pleases the customer. Asking for reviews from customers may also

be another interesting way of engaging with customers and this will ensure that the customer will

give their honest opinion concerning various aspects of what the organization is offering.

Personal engagements with the customer are important as this will foster positive responses as

well as increase the engagement and the participation of the customer.

Significance of the Problem

The main issue of discussion is the impact of social media on public relations. Social

media has in recent times become an important aspect of interaction. Organizations have recently

embarked on incorporating social media in PR practices. It is important therefore to ask if the use

of social media is beneficial to public relations practices or not.Furthermore,it is also important

to determine which factors should be considered in ensuring that social media is effectively used

in public relations practices. It is important to conduct the study because organizations need to

understand the fact that times are changing and social media has become a relevant aspect of all

areas in life, including commerce. Understanding these various aspects will assist in a clearer

understanding of exactly how public relations can be improved with the use of social media.

Theoretical Basis of the Study

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In this particular study, it is important to understand a number of important terms that are

used throughout the research. Public Relations (PR) refer to the maintenance of a favorable

public image by an organization or a famous person. It is related to the state of the relationship

between the public and an organization. Social Media refers to technologies that facilitate the

creation and sharing of information as well as ideas and interests. These are usually internet

related and are done by way of networks. These two terms have a major significance on the

study and it is necessary to understand these definitions.

Problem Statement

The purpose of the research is to investigate the impact of social media on public

relations. The research will assess various ways in which social media will improve the public

relations procedures within an organization. It will also give recommendations of improving

public relations performance through the use of social media.

Research Question and Hypothesis

There are a number of research questions that are applied in this study and these will form the

basis of the study.

1.What role does social media play in public relations?

2.How is social media used in public relations?

3.What improvements can be made in social media use in public relations?

The hypothesis of this research states that social media plays a pivotal role in public relations

as it influences the customer perception towards the brand.

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LITERATURE REVIEW

It is important to understand the function, activity as well as context in which this

particular situation occurs. Social media is an important part of everyday activity in the modern

society and it forms the basis of sharing of resources by like minded groups. It also ensures the

organization and coordination of activities as well as the maintenance of relationships. It is

therefore important to investigate the significance of social media in PR practices. The literature

review is of much significance especially because it provides the basis for the development of

this research study. Information connected to the use of social media in public relations will be

assessed and this will help to define these processes effectively. There are a large number of

sources that have relevant information regarding the topic at hand. Social media can have a

positive influence on public relations procedures and an analysis of various literatures will help

increase understanding on these aspects. Adoption of social media in public relations operations

will therefore be acknowledged and researched in.The chapter will therefore provide a review of

all literature related to the topic. There are different aspects that will be covered in this chapter.

The initial part will discuss the overall impact of social media on public relations. The second

part will assess the implications of using social media in public relations and the final part will

summarize all these findings and assess the final concepts. Through the use of a theoretical

framework,

Overall impact of Social Media use in Public Relations

Lee, Sha, Dozier and Sargent (2013) have researched on the use of public relations as

well as how it influences PR practices. It mentions the fact that social media practitioners have

become an important aspect of PR teams. The reading further explains in detail how social media

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usage in public relations has changed how organizations interact with their client base. Social

media has led to an increased adaptation among consumers. Gordon (2010) has managed to

conduct an analysis on the use as well as value of social media on public relations. One major

issue that has been proven is the fact that Americans spend a lot of time on social

media.Furthermore,one deliberation that has been decided is the fact that Americans have

increased the usage of social media .The research therefore implicates the fact that many

individuals have realized the impact of social media on public relations. The main issue that has

been highlighted is the fact that public relations have a major role to play in organizational

operations. Wang (2015) has managed to adequately assess the impact of social media in public

relations. The main fact that has been gathered from the study is that social media has a

significant impact on public relations occurrences at an organizational level.

The study has therefore managed to reveal the necessity of future research on this

particular area. The PR Pyramid has a major role to play in social media relations and this has

been realized through the use of social media as a tool for public relations. Quinn-Allan (2013)

has managed to elaborately explain how social media offers new ways of reaching new targets

especially in professional practices. It has managed to effectively explain the effectiveness of

public relation sin the economical setting. Komodromos (2014) has managed to effectively

describe how the internet and social media has managed to influence public relations. The main

aspect of this is the fact that PR practitioners are able to build more effective relationships. The

research has effectively managed to reveal how social media can manage to effectively improve

public relations in the organizational framework.

Amador,Ickowitz,Primm and Taylor (2010) conduct a survey of various public relations

practitioners with the aim of understanding the extent to which social media has been adopted

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within public health agencies. The article manages to investigate these occurrences through

detailed analysis of all connected aspects.Bin Shail et all (2016) have also managed to conduct a

detailed research on these aspects and investigates the use of social media in PR.The article

effectively analyzes social media usage in PR and particularly in the UAE.It also establishes the

various uses of social media in various institutions and establishes how this affects work

procedures. The study has managed to analyze various sectors and manages to give information

on how the use of PR influences organizational occurrences in the sector. It is a well informed

article and gives much needed information on these occurrences through various perspectives.

Bryer and Zavattaro (2011) analyze the use of social media in pubic administration

through understanding how social media can improve government transparency as well as other

efficiencies in public relations frameworks. It describes how civic leaders can implement the use

of social media tools to improve efficiencies especially within the government setting.Bertot,

Jaeger and Grimes (2010) have managed to assess various social media aspects with the hope of

understanding how these are related to successful public administration strategies. It has

sufficiently mentioned how social media can effectively be used to prevent corruption and ensure

that government information is passed in an effective way to the pub lic.Bonson,Torres,Royo and

Flores (2012) have manage to assess the effectiveness of social media especially in aspects

related to e-government. It carefully assesses the factors that can effectively promote social

media transparency in the local me-government setting. Smith (2010) has also managed to assess

the ways in which public relations can be effectively distributed for proper organizational

performance.

The article has managed to assess the implications of social media and technology in

various organizational aspects. Public relations executives have been able to measure the

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effectiveness of social media within the organizational setting.DiStaso, McCorkingdale and

Wright have been able to assess how various decisions about social media in the organizational

setting are often not taken lightly. The opportunities available with the use of social media have

been effectively mentioned and this also gives details as to how these work effectively for the

organization.Eynich, Padman and Sweetser carefully assess how social media can be used as an

effective tool in the organizational setting. The study carefully assesses how public relations

practitioners implement the usage of social media in the organizational setting. Solis and

Breakenridge carefully assess PR techniques as well as how these affect the public relations

strategies within organizations. It offers insight as to how the use of social media benefits the

organizational setting especially from a PR perspective.

Implications of Using Social Media in Public Relations

Social media usage in public relations has considerable positive effects on the

organization especially from a PR perspective. It is therefore necessary to study how the usage of

social media in the organizational setting assists organizational procedures and especially public

relations.Kietzmann et all (2011) analyze different aspects of social media use within the

organization and assess how these influence the public relations perspectives within the

organization. It also analyzes the use of different aspects of social media as well as how these

affect how the organization operates. Taylor and Kent analyze how social media usage improves

public relations tactics and assists in professional communication. Through the study one can

fully understand exactly how social media usage is of advantage to the organization. Brown

(2009) has also given an in-depth analysis of PR usage within the organizational setting and

looks at various ways how this improves the performance of the organization

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.Gillin (2008) also assesses the new social media usage as well as how this influences

different perspectives of the organization. The study analyzes the usage of social media

initiatives within the organization and looks to determine exactly how these influences how the

organization functions. Through the article, Saffer, Sommerfeldt and Taylor look at how the

usage of Twitter has affected the organization. Furthermore it carefully analyzes various

strategies that can be used by the organization to improve public relations

performance.Chou.Hunt and Beckford (2009). Have carefully assessed the usage of social media

in the US and manages to look at how this has influenced healthcare provision. The article has

also determined how internet health related strategies have successfully been implemented

within the organization.

Through this article one can understand the implications of healthcare usage especially in

a healthcare perspective. Flew (2007) looks at the usage of new media and analyzes the

effectiveness of using this new media. Social media usage has managed to maintain relevance in

organizational aspects and the article therefore looks at how this has been effectively done.

Miller and Lammas (2010) have been able to analyze the use of social media especially in viral

marketing. Through the article one is able to understand how product developers use social

forums to get various reactions. Through the usage of social media it has become even easier for

the product developers to implement new technologies in the organization.Lovejoy and Saxton

(2012) have carefully looked at how organizations can implement the use of social media. The

main focus of study as seen is the effect of social media especially in non governmental

organizations. Steyn et all (2010) has managed to understand how social media usage can apply

as a tool for blogers.The implications of social media usage for bloggers has been explained in

detail and one can see exactly how it benefits their operations.

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Valentini (2015) has carefully assessed how social media is good in the public relations

profession. The article has carefully analyzed how the usage of social media affects how

organizations operate. The article has also used the perspective of the public to understand how

the usage of social media within the organization has improved how the organization

operates.Papasolomou and Melanthiou (2012) assess how marketing relies on the usage of social

media. Through the article one can understand how companies use social media to improve the

organizational operations. It offers a qualitative as well as quantitative research of how social

media improves the organizations ability to market its various products.

Concepts in the Usage of Social Media within the Organization

Kaplan and Haenlein (2010) assess the formal definition of the term social media in a

public relations aspect. Through this research it is clear exactly how the use of social media in

public relations occurs and basic concepts are also efficiently explained. Scott (2015) has

carefully illustrated how marketing and public relations use public relations. Through this article

it is easy to understand the basic rules related to the use of social media within the organization.

Various rules and aspects have been studied to ensure effective understanding of how these

aspects operate.Westerrman,Spence and Van De Heyde (2014) have managed to carefully asses

how the use of social media in the organizational setting ensures the credibility of information.

Various investigations are therefore done to assess exactly how the usage of social media

as an information source occurs. The study especially analyzes this occurrence though a

healthcare setting. Heinonen (2011) assesses consumer activity in social media and the study is

able to assess how the organization effectively uses social media to improve various

effeciencies.Khang,Ki and Ye (2012) assess how social media research is vital in such activities

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as advertising, communication as well as marketing and public relations. The study has managed

to analyze how this occurs and also analyzes various aspects of this.Signitzer and Coombs assess

the correlation between public relations and public diplomacy. The article reviews the

relationship between public relations and public diplomacy and analyzes how these two concepts

are interrelate.

Through the study one is able to understand how these concepts are correlated and how

these are influenced by the use of public relations policies. Solis and Breakenridge (2009) assess

how social media has positively influenced public relations practices. The study effectively

analyzed how the use of public relations has positive effects on organizations. It also assesses

different aspects of public relations as well as how all these aspects influence the use of public

relations.Net (2011) also manages to look at social media usage and how this is related to

marketing. Through the article it is easy to assess the different uses of social media in relation to

marketing as well as how it improves marketing aspects. All aspects concerned with public

relations and social media can be seen in the literary review and it has managed to effectively

explain more concerning social media and public relations.

METHODOLOGY

Qualitative Techniques

The use of in-depth interviews has been determined as the chosen method of analysis in

this particular instance. These in-depth interviews range from structured question and answer

questions to fairly unstructured conversations. The use of interviewing as a method of field

research will ensure a greater validity than other methods such as surveys or experiments.

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Interviews are more likely to have internal validity or measure and this will ensure a mutual

understanding between the researcher and the participant. The qualitative research will also rely

on the understanding of the investigator and it will rely more on credibility as related to validity.

Various aspects of research can make it credible and this includes the establishment of

appropriate methods as well as the familiarity of the issue under investigation. The issue of

transferability is another important aspect in this research and this is concerned with the ability

of the study to be replicated. Interviewing is personal and relies on inferences as well as

characterizations of the researcher and this is often specific to the study. The researcher will also

need to be aware of personal biases and experiences and how these may impact the overall

outcomes.

Overview of the Design

It is necessary to conduct research on this topic to investigate the research question. The

methodological design will involve the usage of data collection strategies to solve the research

problem. The results that will be researched upon will shed more light on the particular problem

and also give an indication whether or not the hypothesis is viable. It will be important to

determine the particular research instruments that are suitable for the research and develop ways

of using these. A particular research approach will need to be used and this will ensure the usage

of various methods that include data collection as well as analyzing and report writing. The

research methodology aims at revealing the nature of related situations as well as processes and

systems that are related to the topic under discussion.

Interpretation of the data will also be key and this will enable the research to gain new

insights concerning particular phenomenon that are related to the research. Verification of data

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will also be important and this will allow the researcher to test the validity of various

assumptions. Evaluation of the data will be critical in this particular research and will ensure

effectiveness of policies. In this particular scenario, it will also be important to determine

whether either quantitative or qualitative research is efficient. This particular research will

however take a qualitative approach and this will use flexible and explorative methods since it

will enable the researcher to change the type of data that is used in these processes.The particular

research instrument will also be defined and the model of research that is most effective will be

considered for the overall research processes.

It is therefore important to analyze the impact of social media on public relations

practices and this will require further understanding about the field. Qualitative analysis

methods were employed in the study to determine these effects. A survey was conducted with 10

questions and the Public Relations Society used this to conduct research in specific areas. The

questions were able to study various aspects including the value placed on social media and the

challenges when implementing such tools. The survey was distributed by email to different

members of the organization and participation was encouraged. The data was collected and

compared for the relevant research. Journalism department heads completed the study and this

determined whether social media should be integrated Various questions also managed to ask

institutions of higher learning if they are willing to add courses that are related to social media.

One major question that was put is the importance of social media channels to these

organizations. Social media networks were said to be of much importance .Such sites such as

Facebook and Twitter were said to be of much importance. Another question that was asked

concerned which social media channel was able to effectively reach the particular client base. A

large number of respondents agreed concerning the importance of social media in the

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organizational setting.75 percent of the respondents agreed or disagreed concerning the usage of

social media in the business setting. The respondents were asked a number of questions relating

to the effective use of social media in public relations settings and they gave their opinion on the

same.

Other Findings from the Survey

Other respondents were also probed concerning the amount of research that is conducted

on issues to do with social media.80% of the respondents did not believe that the research or

measurement study had been conducted especially regarding what employees believed

concerning their organization.Furthermore,60% of the respondents questioned did not believe

that the research that was conducted concerning what other members of the public were saying

about the same. More than half of the respondents who were. The use of social media in public

relations has become a topic of interest and the practical applications of social media are an area

of interest. An online survey was conducted concerning the behavior of practitioners and their

attitudes regarding different social media tools. These studies have focused on blogs and they

have evolved to incorporate new tools as they are invented.

There are various determined social media tools and these have been narrowed down to

social media sites, blogs, content communities as well as social networking sites. Various models

have been used to explain relationship antecedents as well as maintenance strategies and

outcomes. Research has also shown that social media is useful for building and cultivating

relationship. Another important aspect of this is the ability of social media to facilitate multi

directional dialogue and social media has managed to reveal these aspects. The use of social

media has emerged as a tool for public relations professionals. Another study shown reveals how

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quickly the tools used by public relations practitioners.Researchewrs have identified various

strategies that would allow relationship cultivation on the internet. There are various ways for

relationship cultivation on the internet. These strategies are disclosure of openness, information

dissemination as well as interactivity and involvement. The study has revealed the fact that the

internet can either facilitate or trigger a crisis or mitigate another. Another pressing issue is the

fact that public relations practitioners have not yet established the value of the internet in the

organizational setting.

RESULTS

Series 1
3
Series 2
Series 3
2

0
Last 10 years Last 2 years

As seen from the comparison of the last then and the last two years, the organizational

use of social media has increased signifncantly.A larger numbers of organizations are

increasingly embracing the use of social media in PR activities. Over the last few years the use of

social media has increased dramatically and organizations have realized this. It is therefore

important for these organizations to capitalize on the use of social media as a PR platform.

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Research revealed that 53% of individuals respond to complaints through social media. All these

individuals believe that the complaints posted on social media will receive faster response.

Another separate study concluded that 71 % of people in a surveyed region were regular users of

popular social; media sites such as Facebook and Twittere.Furtehrmore,70% of the respondents

disclosed that they had come across organizations that use social media marketing on social

media websites. It reveals that a growing number of organizations are recognizing the

importance of social media as a PR tool. The research also revealed the fact that 80% of

organizations found social media useful in public relations. It reveals that a growing number of

organizations are gaining confidence in the usage of social media as a PR tool.

25 PR professionals were interviewed with the aim of exploring the frequency of PR

usage as well as their perceptions concerning the growth of PR usage. The sample includes

eighteen women as well as seven men. It was established that all these individuals had been

practicing PR for a period of over 10 years.

One research question that was used during this study was How often public relations

officials use social media and for which purposes?

The PR professionals were questioned concerning their usage of social media. The

researcher then gave them the choice of never, rarely, sometimes often and always

76% of these respondents answered always and 3 percent answered often.2% of the

respondents answered sometimes and 1% answered rarely. Some of these respondents said that

they use social media because their companies try contributing value through the use of social

media content. Others confided that they share brand related stories through the use of social

media and they participate in social media conversations with patients. Other interviewees

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revealed that they use social media because they have access to wealth of content that can be

shared with consumers who are seeking solutions to particular problems. The respondents also

revealed that the live interaction of social media enables organizations to improve and this

ensures a deeper connection between the patient and the client. The respondents also revealed

that they regularly check on social media to find out what competing organizations are doing.

Another research question asked Which social media tools are mostly used for practice by PR

professionals and who are the stakeholders that they communicate with via social media?

100% of the respondents revealed that the most popular tool of use was Facebook followed by

twitter and instagrsm.Furthermore,other social media tools that were often used by the

participants include instant messaging, social forums as well as podcusts.20% of the respondents

revealed that their organizations had one to three people whose main tasks included using social

media for the organization. It therefore revealed that a majority of organizations recognize the

significance of social media in organizational activities.

Social Media Networks

Facebook
Twitter
Instagram
Pinterest

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Further research was carried out to determine which was the most popular site of

interaction with the company clients. It revealed that the most popular site of communication

with clients was Facebook. The main reason according to clients is the ease to use as well as

quick accessibility and rapid response from the organization. Twitter was the second most

popular site with clients mainly because of the quick response.Instagram and Pinterest followed

next in that respective order. The findings revealed the fact that Facebook is becoming

increasingly popular with many organizations as a social media site for PR.The main issue of

interest is the increasing number of people who have access to these social media sites.

Discussion

The use of social media and the internet is a common phenomenon in the field of public

relations and practitioners understand its significance. The use of social media helps public

relations because PR practitioners are able to establish new relationships across a wider

landscape and in a suitable fashion. The use of social media has changed how PR practitioners

communicate because of the range of social media tools that are available. Google as well as

other internet applications has drastically changed how people interact. New social networking

as well as social media technologies have offered business with a powerful means of improving

their communication processes as well as organizational performance.However, there is currently

insufficient research concerning how PR practitioners are implementing the use of social

media.PR practitioners need to communicate and hear from consumers and use social media

channels to share key information with key audiences.

The use of social media tools often provides researchers as well as PR practitioners with

a new and rich source of easily accessible data concerning individuals as well as society.

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Researchers agree that public relations has a major role in the digital age and furthermore realize

that audiences continue to gather and share information that influences them at key points.PR

practitioners also need to understand the challenges facing organizational ecosystems and use

social media to reinvent PR by enhancing relationships. The main challenges facing public

relations does not only concern trying to find better ways of incorporating social media but also

determining the best way to measure and evaluate social media effectively. It is also important to

realize that the main objective of PR is to realize effective two way communication as well as

mutual understanding between organizations and the intended audience.

Organizations are therefore expected to focus on various aspects to ensure effective

implementation of PR within the organizational setting. It is also important to realize that social

media is a collective name and it includes collaborative projects or wikis, blogs and

microblogs,content sharing communities, social networking sites, virtual game worlds and

discussion based forums. Social media is a dynamic force which has transformed how

organizations communicate with their clients. Social media is specifically important because it

can target specific markets that are of importance. Public relations is more than people and

relationships and public relations professionals should develop methods of ensuring two way

communication.Generally.PR professionals believe that social media is influencing and changing

practices in PR and it reflects transparency and honesty.

Communication has become an instantaneous process and it is possible for individuals to

keep in touch concerning organizational affairs.PR professionals have suggested that using social

media in PR strategic plans constitutes a communication tool for disseminating and monitoring

information with different audiences at any time. Incorporating social media in PR strategies is

important because it helps in communications and ensures the release of information among the

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public.Incorproating social media tools in strategic plans of organizations is important because it

attracts attention to the organization and furthermore establishes two way communication. It also

enhances credibility and ensures the monitoring of conversations between individuals and

various organizations.PR professionals in the current era prefer to have interactive specialists as

well as groups who are responsible for communicating to stakeholders through the use of social

media as well as the internet.

Organizations continue to adopt communication strategies and incorporate social media

tools in these communication strategies. It has also made it possible to plan online activities

when it comes to evaluating the outcomes of such activities. The use of the internet and social

media in PR practices is still increasing and organizations will adopt this with the passage of

time.PR practitioners also understand the need for these communication programs to be focussed

on and target stakeholders as well as organizations (Komodromos,2014).There is significance of

social media tools in various organizational practices and it is therefore important to recognize

the significances of these social media tools in organizational practices.PR professionals have

continued to emphasize that the goal of public relations should be to understand the

communities of people which organizations want to reach.PR professionals continue to feel

positive concerning of social media tools in improving how organizations perform at all levels.

The implementation of these applications has enabled direct and easy communication

practices. It is however necessary to improve the research on the levels of social media use

among employees in organizations. It will also be crucial to carry out further research on the

advantages of implementing social media in the organizational setting. Social media continues to

be recognized as a platform for interaction as well as exchange of information. Public relations

researchers are expected to understand the various forms of interactions as well as evaluate

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tangible relationship outcomes.PR scholars believe that the introduction of new interactive media

has the potential to make communication to be more strategic as well as two way and interactive.

Furthermore, cultivating relationships through social media has become an important aspect to

this. A web based relationship between an organization and its public should have positive

aspects. However, organizations constantly fail to effectively use these strategies that are offered

by social networking sites. There is little understanding concerning the various dialogic

approaches that are tailored to social media sites.

Relationship building is an important aspect to public relationships and organizations

should use social media to enhance this. It is important to explore network structures which may

consist of organizations as well as the public interacting on these social media sites. Social media

platforms have transformed the nature of relationship of relationship management as key

mediators interrelate and interact between organizations and various stakeholders. Social

mediators can also participate in public relations through social networking sites. One effective

social media tool as recognized by many organizations is Twitter. It has been recognized as an

effective relationship building tool and the potential of its use is maximum. Furthermore, its

potential has been enhanced by its ability to develop an organizations social media presence by

linking to its profiles on other social networks such as Facebook and LinkedIn.

Social media relationship building can help an organization to gain more social capital

and this may offer tangible outcomes to an organization. The use of social media in public

relations has enhanced organizational perceptions.PR practitioners have also managed to use the

web to gain information which can increase their expertise as well as structural

power.Furthermore,the use of public relations has also ensured easier understanding of various

client issues. There is a strong impact of social media on the purchasing process of the consumer

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(Naveed,2012).The traditional buying process of a consumer usually includes a detailed search

on information concerning a particular product as well as comparing this information with that

from other brands.However,due to technological advancements, it has become easier to give

detailed information concerning brands through the use of social media. Due to advanced

technology, social media has been considered as the right way to get information concerning

brands.

Social media furthermore gives consumers high control since it enables the buyer to

gather information concerning the product and also watch reviews of different products from the

comfort of home. Due to the increase of social media use among consumers it is now easier for

the consumer to make purchasing decisions. Barriers of information flow have been abolished

due to the increased usage of social media in organizational practices. Social media plays an

important role in decision making processes.However.for an organization to create a strong

social media presence it will require consistency. It will involve an actual engagement with the

particular targeted demographic and this will help in building relationships that will help the

brand to build trust in the business. Organizations that are able to use social media tools often

appear more reputable as well as innovative. Social media offers a totally different approach of

interacting with consumers as well as customers.

.Organizations advertise using social media and the return on investments will often

come from listening directly with consumers. It is also important to build community and

distribute content and therefore get people to become actively involved. The use of social media

has also enabled consumers to form stronger opinions and express their pleasure or displeasure

of various organizational aspects.Furthermore,it offers consumers with a richer base of

knowledge before engaging in the purchasing process. With the help of social media consumers

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are more informed concerning various products and can therefore understand the benefits of such

products. Most users of the internet access it for social networking. It also helps to build new

relationships as well as networks and strengthens existing relationships. It furthermore enables

the meeting of likeminded people who have similar interests and this will ensure the creating of

brand awareness. Social media saves the time used on penetrating the customer base and will

often increase customer loyalty to a particular brand. The organization is able to reach out to

potential customers in a manner which is cost effective through advertising on social media sites.

The organization can receive relevant information concerning the client and furthermore

connect and network with groups as well as individuals through the use of social media sites

such as LinkedIn, Twitter and Facebook. Through the use of social media medium and small

businesses are able to enjoy a higher level playing field with large companies through the use of

social media marketing. It ensures personal knowledge of customers and this will ensure that the

customer gets a clear idea of what is wanted. Social media is a large tool for brand awareness

and it includes different activities that range from planning and design to frequent updates and

maintainance.A large numbers of public relations professionals have stated that the use of

communication technology has made it easier for them to work and communicate with clients.

As more forms of social media emerge, it has become more beneficial for public relations

practitioners to understand how these tools relate to their jobs.

Through the use of popularity of new media as well as everyday live dynamics, social

media has become an important aspect of how organizations reach out to clients. Social media

has uncovered the need for professionals to be closely linked to policymaking. Organizations

continue to recognize the influence of social media on the society. In the current era, mobile

technologies allow people to remain instantly connected and this has a major effect on the

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everyday life of individuals. The use of social media in public relations has enabled easier

learning of consumer interests as well as lifestyles and has also ensured effective delivery of

messages and information to the individual. Social media has emerged as an important tool in

issues management as well as environmental monitoring in the organizational setting. Public

relations practitioners have understood the importance of adapting their strategies and tactics

especially since the media has evolved significantly. Traditional media relations strategies is

shifting to practices that are more relevant to social media environment and this has considerable

advantages. These adaptations have been designed to improve effectiveness as well as efficiency

of social media in PR practices.

Conclusions

Social media has an important role to play in the modern organization and establishing

ways of using it within the PR setting will improve organizational outcomes. Social media

establishes the determination of a closer relationship between the client and the organization and

therefore has a pivotal role in improving the organizational outcomes. Through the

implementation of the various recommendations that have been included, the organization will

benefit from the usage of social media.Organizations should also understand the significances of

social media in PR practices and develop strategies of ensuring that it is effectively implemented

in organizational frameworks.

Limitations of Social Media Usage in PR

It is however important to be cautious in using social media in PR practices and this is

due various factors. It is important to understand that a high number of fans does not equal to

success. Many organizations use the number of social media followers as well as participants to

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measure effectiveness. It is however superficial to measure successful practices based on these

facts. Another major issue is that it is difficult to measure the impact of social media campaigns

and PR practitioners often fail to properly analyze the outcomes of using social media

campaigns. Another major issue that has to be considered is the protection of users privacy

limits especially in data collection. Social networks themselves may often limit the amount as

well as the specificity of data collected and this is often done to protect the privacy of social

media users. Yet another concern is the fact that data is often fragmented by platform and this

means that it is difficult to find all data required concerning the customer base through only one

platform.

Data analysis is also tiresome especially since there is much concern about specific

outcomes. The process will usually be draining to all the individuals who are involved. Another

issue to consider in the usage of social media in public relations is the possibility of business

risks. There are a number of expected risks with the use of social media and if one of the clients

feel dissatisfied with the service that the organization is offering then they may decide to air

these grievances in public. It may cause a loss of credibility to the organizations.There are many

occasions where customers have posted negative comments on the social media profiles and this

damages prospects with the new clients. If one removes such comments then the clients may be

suspicious that the organization is covering up the truth. Another issue of concern is the legal

risks that are involved with the use of social media.

Social media usage will expose the company to a number of legal risks and especially

those that are associated with false advertising as well as a risk of information that is considered

to be private. Another major issue with the use of social media is the occurrence of many

platforms and this may confuse the business owner. There are a number of social media sites and

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each one of these has a different method of operation.Furthermore,each of these platforms

appeals to a different market segment and therefore operates in a particular manner. It will be

time-consuming in determining which of these social media sites would be most effective for a

particular organization. Another issue of consideration is the hidden costs that may be associated

with using social media for PR practices. Organizations are required to regularly post updates on

their chosen platforms. It will require the employment of a person who has comprehensive

knowledge concerning the particular site. It will also require a professional who has the ability to

produce quality material at regular intervals. It will therefore require extra costs for such an

initiative to be successful.

Recommendations for Future Research

Public relations specialists are gradually embracing the power of social media as a public

relations tool. It will therefore be necessary to establish an investigation of how the use of social

media improves the functions of public relations experts at an organizational level. Research

should also include various methodologies that can effectively improve the usage of public

relations at an organizational level. The future of social media usage trends should also be

investigated as this will help give a better perspective on how social media should be used within

the organization. Another important implication of this is how to improve various aspects of

client engagement with the use of social media. It will ensure a more effective determination of

the role which social media has in PR.Another important aspect of this involves study focusing

on areas of improvement in social media use in PR.The study would help improve outcomes

related to the usage of social media within organizations.PR practitioners need to challenge

standing organizational ecosystems and use social media to reinvent PR practices at an

organizational level. The challenge for PR practitioners does not only involve finding the best

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way to incorporate social media strategically but also to determine the best ways of measuring

and evaluating it.

The primary objective of social media usage is to ensure two way communication as well

as mutual understanding between the organization and the client. Future research should

therefore establish ways in which this can be done. It is important to realize that PR professionals

understand how social media is influencing and changing the practice. Further research should be

carried out to understand how these various social media tools can be implemented to improve

interaction with the customer base. Another area of future research involves the methodologies

that may be used to improve training of PR professionals to embrace the use of social media in

organizational PR activities. Such research will have positive implications for PR practice and

may possibly improve the use of PR by organizations .It will also enhance the involvement of the

PR team in ensuring the professionalization of PR practices with the use of social media, thus

leading to positive outcomes.

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