Why Social Media is Important to PR

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.


KitchenAid needs a little aid in the PR department

KitchenAid, an iconic brand in the field of home appliances, has had a few social media issues recently.

First, during a 2012 presidential debate on Oct., 3, 2012, a tweet under the KitchenAid account went out that said, “Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president”.”??? Wow!”

The tweet was quickly deleted from the KitchenAid twitter account and an apology was issued from the head of the KitchenAid brand, Cynthia Soledad.

Looking at the issue from a PR standpoint, I believe KitchenAid did a good job in apologizing, taking responsibility for what happened and removing the person who created the tweet from their team.

As far as PR issues go, this one was pretty mild and was handled in the best manner possible.

The next issue in the realm of social media that KitchenAid has recently faced involves a customer by the name of Aimee Woodall.

Woodall had a KitchenAid blender that had a part break while she was using it.

Woodall tweeted a picture of the broken blender to the KitchenAid twitter account and got a response.

A response basically saying her blender was old, and the part can be replaced.

They did something I think should never be done in PR, they placed the blame on their consumer.

KitchenAid should have apologized and offered to replace the part for the customer.

That would have been good PR.