Social media relations

Social Media Relations , sometimes referred to as PR 2.0 based on the catchphrase Web 2.0 , is a term for the communication management of organizations in social online media . Social media relations are a sub-area of online PR that also extends to other media on the web, such as B. refer to classic websites. There is some overlap with social media marketing .

Social media relations focus on maintaining relationships with stakeholder groups on the social web with the help of social media platforms. In organizations such as companies, NGOs or political parties, sub-areas of organizational communication ( marketing , public relations and internal communication ) as well as human resources deal with the topic of social media. Social media relations therefore focus on internal and external communication directed by an organization to stakeholders relevant to the organization (e.g. customers, investors, politicians, voters, etc.). Social media relations in internal communication refers to employees of an organization. Possible instruments here are internal organizational social networks as an intranet . Important questions are the positioning of the social media manager in the corresponding, often separate, departments as well as the distribution of responsibilities.

concept

An important aspect of social media relations is maintaining relationships with (relevant) people or reference groups on the social web. These can be new groups that appear and communicate primarily in social media, e.g. B. bloggers or Twitter users, and achieve a high reach (so-called influencers). There are also relationships with other people and reference groups who use social media (e.g. online communities ), such as existing or potential customers or public figures such as politicians or celebrities .

Classic media work and social media relations

Above all, social media relations call for a modernization of traditional media work . A fundamental difference z. Between traditional media work and SMR, for example, social media relations are based on interaction with the recipients (who are also senders of information , reactions, etc.), while feedback options are limited in traditional media. From the interaction z. B. of a company with its users and social media influencers, valuable insights can be derived for the company. Companies can receive (in) direct reactions and answers from their target group (s), which they can then use accordingly (also in classic media work and other areas such as marketing).

Similar to classic media work, the goals of social media relations are to create positive PR / public relations work for the company, the organization or yourself. In contrast to classic media work, this is done with the help of communication via social networks and on social media platforms through dialogue with the reference groups who are on the web and on the corresponding online portals.

Compared to traditional media, the approach and communication strategy should be different here. The etiquette gives way to a netiquette . In social media, the tone is mostly more informal than in classic media and depends on the type of use of the platform (e.g. Facebook vs. XING).

See also

• Social Media Optimization
• Cluetrain Manifesto
• Social media intelligence

literature

• Zerfaß, Ansgar / Pleil, Thomas (Eds.) (2012): Online PR. Strategic communication in the internet and social web. Constance: UVK. ISBN 978-3896695826 .
• Jodeleit, Bernhard (2012): Social Media Relations. Guide to successful PR strategies and public relations in Web 2.0 . Heidelberg: dpunkt. ISBN 978-3864900143
• Hünnekes, Wolfgang (2011): Die Ich-Sender: The Social Media Principle - Successfully Using Twitter, Facebook & Communities. 3. Edition. Göttingen, ISBN 978-3869800059
• Plank, Christiane (2011): Public Relations crossmedial. Use potential - a practical guide . Bremen: Falkenberg-Verlag, ISBN 978-3-937822-47-1

Individual evidence

1. ↑ Phillippe Fabian : ( Memento of the original from November 20, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. (PDF; 371 kB). Social media relations and their requirements for communicators. A comparison with traditional media work based on a survey of Swiss PR agencies page 1 
2. ↑ Bernhard Jodeleit: Social Media Relations , dpunkt.verlag, Heidelberg 2010, ISBN 978-3-89864-694-9