THE use of social media by communications professionals should no longer be a matter of choice, according to Andy Gibson, an expert in the field.
He was in Guernsey and Jersey recently to give that message to members of the Channel Islands group of the Chartered Institute of Public Relations.
The social entrepreneur, campaigner and consultant is the author of Social by Social, a practical guide to using social technologies for social good.
Social media encompassed the use of free online tools such as Twitter and Facebook to connect with specific audiences.
Mr Gibson said the use of social media was no longer a matter of choice as it was being used by third parties to talk about organisations and individuals.
‘In order to win at social media, things need to be remarkable.
‘Remarkable things are passed around and discussed so this is a great way to get a message or brand out into the open.’
He added that its use was now a form of public broadcasting and some individuals have reached larger, more engaged audiences than the more traditional and conventional branches of the media.
‘If you are broadcasting, don’t say anything you wouldn’t be happy to say on the six o’clock news.’
CIPR group chairman Jason MacKenzie said Mr Gibson offered members an excellent insight into what could be achieved by harnessing social media tools.
‘The tide of new media is advancing and it is critical to communications professionals that we keep abreast of developments.’
Article posted on 30th October, 2009 - 2.30pm
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