Follow and Being followed

The art of leadership using Social Media

Importance of Social Media in Communications


1. How has social media impacted the traditional communications industry?

Some of the characteristics that social media generated are summarized below:

  • Marketers can get instant information about their target market by tagging and accessing to their descriptors and all the insights that they provide in their different platforms. (Greenberg, 2012)
  • Marketers can use social media to easily track connections and measure the impact of their brands.
  • Marketers do not have to be physically presence to have an impact.
  • Marketers can be part of the communities by creating groups, pages or fan’s sites.

(Greenberg, 2012)

  • “Social Media consists of 20 percent planning and 80 percent of execution and management, whereas traditional media is the exact opposite, 80 percent planning and 20 percent execution and management. This means that social media are more labor and resource-intensive.”  (Macgrawhill, 2012)

2. What about social media has been a positive of negative influence of communications?

Like everything in life, social media also has its positive and negative influence in communications and in people’s lives. I would say that most of the positive aspects of it are on the marketer’s side and most of the negative aspects are human related. Some of the most important are:


  • Creates friends and relations, which make possible to meet and interact virtually not physically. (Ali, 2012)
  • Reducing communications barriers, companies, groups and communities are able to get divers opinions about any topic.
  • Opportunities for business that use different techniques to promote their products or services. (Ali, 2012)
  • Use as a market research free tool.


  • Leads to Addiction. An average American user uses three hours of their day in social media  (Markegint Charts Staff, 2013)
  • Leads to isolation, extreme usage of social media has reduced the level of social interaction.
  • Affecting productivity, it is a big distraction to employees. (Ali, 2012)
  1. 3. What should a social communications plan include?

In order to be a real social communication, the message should be delivered through a medium where the receiver (target market) will understand it and will generate interaction. The receiver can participate in the communications by commenting and interacting. (Macgrawhill, 2012)

The social media plan should be created according to the type of company, the audience we are connecting with, and the objectives for using the medium. It should be integrated with other types of marketing such as: advertising, PR, promotions, SEO, according to the need.

4. How has social media changed the press to PR professional dynamic?

Some of the ways that social media changed today’s press to PR are:

  • Printed media is obsolete because the news that are printed are a day before as oppose to the instant news that social media provides.
  • The technology used in social media allows us to have a faster communication, which turns into instant communication.  (MIA PEARSON, 2011)
  • It is a journalist’s task to analyze the interactive information that they get and turn it  into stories that will be more appealed to their readers.
  • Another new way to do PR and journalism is in the way of a Blog, which also generate interaction. (MIA PEARSON, 2011)


Ali, S. N. (2012, August 8). community. Retrieved October 26, 2013, from

Greenberg, P. (2012). Social CRM strategies tools and techniques for engagin your customer (Vol. 4rth). New York, USA: MacGrawhill.

Macgrawhill. (2012). IMC and Digital media. New York, USA.

Markegint Charts Staff. (2013, January 9). Social Networking eats up 3 hours per day on average american user. Retrieved October 26, 2013, from

MIA PEARSON. (2011, December 15). Marketing. Retrieved October 26, 2013, from The Globe and Mail:


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This entry was posted on October 27, 2013 by .
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