Probably its because of complacency of some organizations, some companies do not see the critical issue of public relations in the current digital age (Example Case Study: SMRT Clueless about New Media Age). In the traditional (or the good old days of PR), it’s usually based on events. For example, if there’s a party in relation to the field and interest of the company, communications and PR guys would be there to make sure that the reputation of the company is intact, and of course, to do some form of viral marketing of their product to the masses.
However, applying that similar concept to the current form of media is blatantly useless, as the internet is communicating close to 24 hours everyday, the integration is necessary and there must be consistency in every message. Taking part in Social Media conversations will free your consumers more time to do the things they want, letting them know about your companies latest products and showing them that customer commitment is first priority. it’s not only a marketing channel, but a public relations and customer service portal for businesses. It’s also extremely important for businesses to monitor conversations that’s happening about and around them, as Social Media is a great source of indirect and social driven feedback for organizations and corporations. (Old feedback platforms like contact forms and email is fading out slowly as next-generation citizens start to find that a hassle).
Nevertheless, many companies who grasp that concept, do not understand the fundamental rules of Social Media, turning their Facebook and Twitter feed into an RSS newsreader (Or some kind of CNN News Channel). Thus, instead of facilitating conversations, its easily a conversation killer and it looks no different from a press release page on a website.
Do your company understand Social Media?