Does Social Media sell or does it only get people to know your business better? This is a good question. From our experience, Social Media can do both if the job is done well.
From this point of view, we have to question ourselves: is Social Media Management the job of a PR agency or should a Marketing agency take care of it?
The main role of a PR agency is to get the word out, be the voice of the company when talking to all the stakeholders and getting free and positive coverage in the news and in the online media. The problem is that some online channels and publishers are not helping the PR specialists, by asking money to get reach and visibility. This forces the PR agencies to be more creative and learn how to advertise… stepping into the Marketing territory.
But is it enough to just have a voice and spread news in the online environment?
A Marketing agency can do more than just be the voice of the company. From our results, we know that Facebook status updates can get new customers, not just convince fans that the business has morals and positive values.
For a strong Online Marketing, I think it’s important to see beyond just getting the word out. Every company should set Marketing goals measured in new clients, new business opportunities or brand awareness.
The value of a good PR agency is that it knows how to build relations with journalists, bloggers, VIPs and fans.
The value of a good Marketing agency is that it looks deeper into the heart of the business, understands and uses the power of PR, but also creates systems that bring new customers, develops new products, services, sales & distribution channels.