Interesting post by Jason Falls on his Social Media Explorer blog: Social Media Is The Responsibility Of Public Relations.
SageCircle believes that PR and AR – and other outbound communications functions – have different goals and techniques and each needs to address their tactics to their unique audiences. This means that AR needs to voice its opinion and support its own needs regarding company policies.
While there is plenty to debate on this issue (e.g., Where does Social Media live in the organization?), the purpose of this post is to encourage analyst relations (AR) teams be active participants in internal discussions about the role of social media in their companies.
- Educate yourself about social media
- Determine what role social media will play in AR activities in the near and mid-terms (and incorporate this into your formal AR plan)
- Identify who in your company are actively trying to set policy concerning social media
- Push to join the steering committee, “tiger team” or whatever it is called
Bottom Line: It is important for AR to get involved because the policies set by whoever has organizational control of social media could significantly inhibit social media’s value to AR. Other organizations such as PR or whoever would not do this out of malice, but simply because they do not know how analysts, and by extension AR, work. Being an active participant means having the opportunities to educate colleagues so that policies are not put in place that hinder AR’s ability to do its job.
Question: AR – Are there active projects in your company to define the role of social media and the policies governing its use?