Nothing has been more radically transformative for brand or corporate communications than social media. The early adopters, tech-savvy teens quickly embraced pioneering social networks like Bebo, Friends Reunited and My Space.  In hot pursuit, they were followed by the critics, the content creators and the collectors.  As tech native PR colleagues and younger friends ventured into cyberspace, those of us who sat firmly in the spectator’s camp, watched on dubiously, believing it to be a fad.  How wrong we were.  

The scarifying pace of social media’s march from niche to mainstream has brought about a seismic change in the media landscape.  Social media is not a fad; it’s a paradigm shift in communication that’s happening right under our nose.  It is both simple and accessible and with each passing day it soars, becoming more dynamic, more diverse and ever more compelling for PR practitioners.  Facebook now has almost 1.5 million Irish users, more than half of whom are active on a daily basis. More than 150,000 Irish people Tweet and LinkedIn has networked 25,000 Irish professionals.  Ireland, while slower to catch on, not aided by our dire broadband access has entered a new phase in communications.  Your boss is on Facebook, our Politicians are on Twitter and your younger sister is a Facebook celebrity. 

Given social media’s potent ability to replace corporate or brand monologue with a true dialogue, its’ cross divisional application from HR to PR from customer service to new product development, combined with its’ relative low cost application, it is surprising that Irish business still has not fully embraced social media.  Only 15% of Irish SMEs have a company Facebook page. Only 25% of business people belong to a business/professional social media site and only 10% have a Twitter account.  Adoption rates by Irish business hinge on corporate culture and market sector – and have been hap hazard - some are doing it well, others have tried it, or are trying it. 

So what are the essential tips for successful integration of social media into your communications strategy?

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1.    Firstly create a social media strategy.  To be used effectively it should be aligned firstly with your broader business plan and then within the overall communications strategy and plan.  Define success metrics and measurement. A good social media strategy should work to demonstrably increase relevance of a brand, corporate or service amongst its different stakeholder constituencies.

2.    Social media requires internal stakeholder buy in. It needs visible championing by senior leadership too and prioritising and positioning across all functional departments and business pillars in order to achieve long term success and real stakeholder engagement.  It also needs corporate staff policies, guidelines, training and education too.

3.    Being savvy at social media requires ongoing monitoring and research.  Tap into and watch out for emerging trends.  Research widely and deeply and locate where influential dialogues for your brand or company and plug in them.  Social media tools change quickly too, so your strategy should allow for ongoing refinement.  Once you have embarked on rolling out your social media plan, actively listen and observe closely for favourable, negative and neutral commentary too as well as tracking trends in responses. 

4.    Content really is king and relevance of content is key too.  Your content needs to be interesting to secure attention.  Random chatter is not as effective as strategic and focused communication.  So make sure you have something to say and say it often. Create a social media persona for your brand or company that’s credible and authentic and builds affinity and trust. Language and tone are important here too.  Stay focused - dialogue should reinforce organisational goals and objectives.  Be patient - it’s about creating affinities first and selling second.     

5.    Strategic visibility.  Be visible.  Create your social media business platforms.  You don’t have to be everywhere to have presence, just in the social media sites that are relevant to you business, brand or services.  Social media is far more than Face book, blogs or twitters so really research to find the right podiums for your business.