There are many reasons why social media is important to effective PR, and here are a few.
1.) There are one billion people on Facebook. There are 500 million users on Twitter. Social media is where the audiences are.
2.) Social media is short and to the point, most posts are 140 characters or less. Short blasts of information are important because in the world today people are busy, no one has time or attention span to sit down and read long articles or press releases. People want things that are quick and condensed.
3.) Audiences have opinions and want those opinions to be heard. Social media allows customers to voice their (usually wrong, abusive and evil) voices.
4.) Akin to the point above of giving your audience a voice, it also gives you a voice to talk to your audience. Social media allows you to address issues and problems to those it affects directly.
Supermarkets in Europe have recently faced a scandal involving horse meat being sold as beef products.
Tesco, one of the largest supermarket chains in England, is dealing with the issue by increasing transparency in the supply train said Philip Clarke, the supermarket’s chief executive. Other measures being taken by Tesco are to check the DNA of the meat, to make sure the beef is actually beef said Clarke.
I believe that in order to put consumer’s minds at ease the English government or the supermarkets themselves, should stringently test the DNA of all the meat coming in from other countries. Testing the meat coming from other countries would help because according to this article contaminated meat found in Aldi, another English supermarket chain, came from a supplier in France.
Ad campaigns profiling the farms the meat comes for the public is something else I would recommend.
I believe campaigns would help to put minds at ease because it makes them human and easier for people to relate to, less corporate and unknown.
Apologizing to all consumers would also be a nice touch also.