Journalism has seen many changes over the last few years. Many reporters and editors have shifted course with their journalism careers by focusing towards public relations. The public relations field has grown into a massive field with the use of social media marketing through web 2.0 platforms like Facebook and Twitter. The content displayed can be displayed by millions everyday (potentially) if it is achieved successfully.
From the article, “Jumping from journalist to a social media marketer,” the author Kevin Allen explains the 5 things that we should know about social media marketing.
1. There are similarities
A journalist and a social media marketer need to know their online communities. This is crucial. The goal is to understand who your audience is, what they want, and the reasons why they want it. The is important for PR success.
2. The differences
According to Allen, “The biggest difference I’ve found between working in a newsroom and in the agency world is the latter’s general atmosphere of growth and positive outlook.” Allen explains that times in the journalism field are changing and many newspaper have had to stretch their resources by firing people or offer buyouts. People cannot be creative under the looming threat of losing their job.
Many journalists have turned to social media with hopes to adapting to the current changes that they are facing. Journalists who move to social media have to learn how to write in a “brands voice.”
3. It’s easy
Writing from social media can be easy. you do not have to worry about the structure or transitions. “You want to be pithy, witty—get in, get out, and let your audience do the talking for you.” (Allen)
You want your lines to be simple and easy. You will not capture your readers if your content is too long. This is the concept of Twitter. Promote and put out information with 140 characters or less. Short, clean and easy to read.
4. It’s difficult
The author explains that to reach the point where you’re actually driving fan and follower engagement beyond the superficial is nothing you can actually pick up from reading an article or a book.
That is how PR will fill the gap. The goal of building brands is to create the social atmosphere that people want. The goal in the space is to have people chatter about the brand and tell people all about it. If a social aspect doesn’t exist, people will not make the time to talk about your brand essence online.
5. There will be elephants
Allen explains that “People, including my boss, ask whether I miss being a journalist.” “It’s the proverbial elephant in the room. Anyone who has pursued a journalism career gets it.” But the overall success is the ability to grow and shape something with the emerging and evolving method of communication.