The internet is a game changer.
In terms of marketing and advertising, it has changed the consuming game, the business game and also the customer service game. With that being said, Public Relations Professionals need to adapt to the ever-growing social media world. Basically, these professionals actually have the opportunity to get insight on their target audience and free market data literally just by the click of a mouse.
On Facebook, Twitter, Instagram, Google+, LinkedIn and millions of websites and forums, consumers are expressing their views on products which could give brands a very honest insight into the customer's perceptions. This also creates the opportunity to take the perceived image of the brand and then use social media platforms and other marketing elements to persuade consumers to see the brand in the way it is intended, in order to sell.
If Public Relations Professionals are keen enough, they could find out which social media outlets are most popular among their consumers and begin trying to conquer that area. This technique will make it possible to gain even more consumer intelligence by seeking out profiles of their current customers.
Social Media acts as a magnifying glass for Public Relations and Customer Service Teams. They know who their targets are and they are able to see what they are attracted to on surface, but with the help of the social media magnifying glass, professionals are able to uncover data that could not have normally been found. By utilizing social media platforms for customer feedback, brands can identify how their brand truly looks in the eyes of consumers.