Why are PR firms terrible at Social Media?

[Kyle Lacy]

Maybe the title is a little harsh but I have yet to see a valuable contribution to social media from a public relations firm. PR companies should be the first on the wave of social media and yet they waver.

Now, I am not saying that they are not around and working on social media. If you know of some firms that are making strides in the social media arena... Please share their stories.

[Pat Coyle]

In my sports biz, I recently met a PR firm that is doing big things with social media. They are listening to the blogosphere, harvesting public opinion, and using it to inform the speeches the write for coaches and players. They're also providing ESPN with content for a new Sports Center feature.

[Chris Lucas]

This is very unfair to PR firms. There are a few off the top of my head who are doing really good things with social media. Peter Shankman, who created HARO - Help a Reporter Out uses social media brilliantly. Perkett PR, a virtual agency does a great job with social media. Sports Media Challenge - who Pat may be referring to - has guided Shaq on how to use Twitter and social media and is responsible for getting the blog series on ESPN.

PR firms may not be front and center on social media - though all of the examples above are - many are guiding their clients on social media and how to use it, so your opinion that they are "terrible" at SM may be a bit misguided. I would be interested to see your "research"to make this statement??

[Kyle Lacy]

This is what I wanted to hear. Thanks for the information Chris.

[Nicki Laycoax]

I don't think it's PR firms... From what I am seeing on just Twitter, PR firms are doing a good job. Advertising firms, on the other hand, at least around here, haven't yet begun to really embrace the medium. So they aren't horrible at it, they just haven't begun to utilize it...

[Raquel Richardson]

I agree with Nicki - I see PR firms doing their bit; less of ad agencies....

[Kyle Lacy]

What I was trying to get across is that PR firms should have been the first group of people to tackle providing services and tools to utilize social media. Many are still behind the curve.. but isn't everyone? :)

[Elizabeth Friedland]

I'd advise you to check out Vocus.com. I recently gave a seminar (along with Sarah Evans -- find her @prsarahevans) about social media and PR. Nearly 3,000 attendees from PR firms and departments across the globe listened in. I think you'd find some very interesting point there. We (PR pros) realize that social media is not the end all, be all, so we use it when appropriate -- not as our entire strategy. Perhaps that's why you don't see us "whoring" our clients/business out to the social media world. It's merely one channel we have at our hands to communicate with the public.

[Marty Thompson]

Hello Kyle. I've seen the capabilities of PR outfits run the gamut from half way decent to dismal. One has to remember that most PR tends to be carefully crafted, and protected like Fort Knox, lest they get off message, off track, and into the quicksand. This doesn't necessarily mix well with what I think one of the most powerful aspects of social media is....immediacy. What I normally try to walk clients through is the notion that social media can work wonders for them IF they have some basics in place. Such as..
Does your executive team engage with customers now? I mean, really? If not, then start reaching out, invite them in, do a customer event, etc. All the blogging, Twittering, and wingdinging in the world can't make up for bad manners.
Does your front line have a crystal clear understanding of what they provide, what your company provides, what makes their company different (not better, that's for the world to decide)?
Do you empower your customer service and support teams to actually talk with your customers, and do the right thing?
Are you marketing AT the world? Social media can create a whole new dynamic for your organization, but you have to have the right kind of organization.
Oh, and please try not to tie up social media too much with marketing metrics.
As you can see, most PR firms just aren't even built this way.

[Kyle Lacy]

Great thoughts. You first need to focus internal as a company before using social media as an outward form of communication. How do you suggest we tie up the back end measurement if not with marketing metrics?

[Marty Thompson]

I'd submit that honest, committed communications with customers and the world at large have their own merits. Somewhat like old school advertising to improve brand awareness. Yum Brands sponsoring the Kentucky Derby is a good example. Most Derby attendees don't know that they own Taco Bell, KFC, Pizza Hut, etc. But Yum understands that just getting Yum slathered on the minds of people has inherent value. Not that the use of social media technologies can't be linked to other metrics, but I've always felt that the rush to judgement on marketing ROI can get out of hand.

[Pat Coyle]

Hey Kyle...maybe you should post this question here: http://www.smallerindiana.com/group/prsahoosierchapter

[Larry Carlson]

Social media is evolving and truthfully it is being saturated with opinion and not fact. PR is not typically measurable and no honest tracking exists to evaluate the viral effects that social media offers. Plain and simple its too new and nobody is an expert.