"Public relations in the era of social networks"

Public relations changed in the age 2.0 with blogs and social networks. The longer explanation is simple: thousands of users can now develop their own advocacy or so more than a means of communication in the segment that really interests them.

Traditional media are no longer the main object of external public relations.

Moreover the RRPP department have automatically become a media itself could communicate live mobile-content-even first hand-with-twitter, share events and news of interest groups-with-Facebook, position their Movies at the keywords that interests them-with-You Tube and integrate everything in a site with a blog-like self-positioning strategy for all that content in Google's 1st results.

Obviously, this new type of public relations does not replace the old one. But it has evolved and has no return. The sources now have their own means to make news without having to wait for a traditional means of communication you post.

Of course, to have an impact and credibility, you have to know how to move the content on the Internet, in every kind of social network as generated relationships with new audiences.

We couldn't use these spaces as speakers from the old way of communicating. For example, we believe that new repositories and distribution of newsletters and press officers, because we would mark forever easily as unsolicited, as pure advertising.

Four challenges

The figure of the Community Manager, Community Editor, Social Media Manager or as we like to call it emerges so basically to cover four types of challenges and tasks, all communications department should master-not only the "Community Manager" -:

1. Listening: monitoring and can not be just traditional media. We need to keep track of online reputation issue, spokespersons, competition in online and social media.

2. The knowledge  produce content for each social network: not the same produce to Twitter to Facebook or YouTube. Every social network has its peculiarities digital narratives to have the required impact and their respective tools to manage it.

3.The knowledge  promote participation and interaction with users, we can not open our digital presence in social networks to make this medium in a simple speaker or news bulletins but to stimulate dialogue with the community to improve the service and connect with their needs.

Camila Andrea Soto Pérez