As we previously learned,
social media is a crucial component in the workplace. In chapter 6 of “Share
This”, author Becky McMichael puts a focus on “audience behaviors, ethical
considerations and the etiquette surrounding the use of social media in
communications” (pg. 48).
In today’s society,
companies need to approach social media campaigns like an advertising agency
would. Public relations professionals need to understand the needs and
behaviors of the target audience. If a company understands their audience, they
have a much better chance of reaching their audience through social media.
Communication is always
changing and evolving to keep up with technology. Social media can sometimes be
an intimidating tool to companies if it is not used properly. Previously, companies
thought it was sufficient to create only a Facebook and Twitter page. We now
know creating profiles isn’t enough. Companies need to analyze their target
audience, develop social media plans, strategies and measure engagement.
Ethics is another
important component in the workplace. Ethics can also be seen in social media.
Through social media, every employee has the potential to be a spokesperson for
their company. It is important employees understand their companies voice,
morals and values so they don’t contradict what their company stands for. On
page 53, McMichael provides four tips to avoid ethical dilemmas on social
media. They are as follows: avoid offensive content, hijacking serious news,
like hashtags, misinterpreting a brand or person and taking social content out
of context. Ethical issues can become a disaster quickly if they are not taken
care of. It is important as a future PR professional to be educated on ethics
to avoid future crises.
The final element
McMichael’s describes is the new PR etiquette on social media. It is a basic
understanding to treat others how you want to be treated and use common sense
while posting online. The basic rules of engagement on social media are to
establish who you are, make friends, make appropriate and relevant posts, be
transparent and assume that mistakes happen. If a mistake does happen, your audience will
be the first to let you know. Social media is a powerful tool companies need to
embrace to make them better, more efficient companies.
It is important for future
professionals in all fields, not just public relations, to keep McMichael’s
advice in mind. Audience behaviors, ethical considerations and etiquette are
the basics of online communication. Learn these concepts as soon as possible because
social media is a crucial component in today’s society.
