Social Media

Can you say “hot”? In a Q1 2011 survey of our member firms, more than 90% reported that digital and social media activities were the “best selling” services over a 12-month period. Digging a little deeper in a Q3 2011 survey, asking firms what aspects of social media are generating the most revenue, 85% cited content creation, followed by strategic consulting (80%) and engagement/outreach (77%).

The New York Times wrote in 2010 that “as familiarity with the social media becomes more mainstream, companies like Clorox, Coca-Cola, Kellogg, Kraft Foods, PepsiCo and Procter & Gamble are arriving.” It’s not just familiarity with social media that’s gone mainstream, but usage. Research by Nielsen shows that global consumer usage of social media sites rose by 82% last year, while in the US average time per person spent on Facebook and Twitter in December 2009 rose by 143% year over year.

Public relations firms help companies and governments navigate the brave new world of social media, developing specific communications vehicles such as blogs, Facebook pages, and Twitter feeds, but also counseling corporate social media strategies and broader marketing campaigns that integrate social media techniques. With a $450,000 PR budget, Doritos in 2009 executed a highly effective campaign in which it challenged fans to become marketing communications specialists and create a top-ranked Super Bowl ad. Leaning heavily on social media and viral video, Doritos “reaped accolades for its prowess in user-generated content, and media impressions valued at $40 million in ad equivalency…”

You don’t have to be a big corporation — or even a private business — to benefit from social media.

The small technology firm WooThemes.com allowed customers to take part in their corporate retreat via social media. The campaign succeeded, leading to a 55% boost in visits to the firm’s website and a 52% increase in new visitors. As Craigslist founder Craig Newmark has observed, local governments are beginning to use social media to allow consumers of government services to troubleshoot problems that need fixing using smartphones. A civic group in Providence, RI went online to crowdsource candidates for an upcoming mayoral election, allowing the residents to serve as a “collective hiring manager.” Given its traditional and longstanding focus on “earned” communications, public relations firms are specially placed among all the marketing disciplines to develop strong social media campaigns that get results.

Read more about social media and PR firms in the Council’s recent publications or in our review of the recent SXSW panel on Social Media.