Following are some of the top public relations and social media strategies coming in 2011. Stay tuned as we provide case studies of how it all comes together and drives results.
1) Integrated marketing programs
Integrating all marketing disciplines when creating and implementing your marketing plan for 2011 is key. While social media is top of mind for inclusion into most marketing campaigns, creating an integrated approach including public relations, advertising, marketing, online, and social media is the most encompassing way to effectively reach all your target audiences. Collaboration across departments will be the trend moving forward.
2) Measurement
Due to the fact social media, blogs, and other online presence is pretty much a give-in to creating a successful PR campaign these days, measurement is becoming a growing demand. This demand is becoming the norm when implementing marketing and PR programs into companies. We will also see more media outlets helping to measure results.
3) Geography and Location
Facebook Places is sure to make a big impact, along with iphones and other location-based phones. It is only a matter of time before public relations campaigns will integrate check-in features, for example geo-fencing (a virtual perimeter for a real-world geographic area i.e. currently used in child location devices). This will allow public relations professionals to create plans and campaigns based on location of target markets and their geographic patterns.
4) Paid vs. public relations-placed media coverage
As we all know, getting media coverage via public relations has always been the most impactful and cost effective way to increase awareness and drive sales as it comes straight from a trusted media outlet. If you ask an advertising exec, their opinion may be different. Advertising vs. PR has always been a controversial one and is ever changing due to social media. The balancing act will come more into play and really determining how to reach your key audiences. You will also see the trend of compensation to brand advocates in the future.
5) Social search and the social graphs
SEO and pay per clicks have been the trend over the past decade. Recently Facebook and Bing have introduced the concept of social search and the social graph (an app). What is it? Social search is designed to help you discover relevant content from your social circle, a set of online friends and contacts. A social graph is a digital map of your personal identity (To learn more http://on.fb.me/hALdhb). This really is the essence of what a good public relations representative does – builds relationships and drive media relations! You will see more and more PR professionals using social search and graphs to assist clients get a grip on social networks for clients.