Between PR and social marketing ...

On this side of the shouting advertising is dead, PR useless, while worshipping the "Internet thinking", "native advertising" and other new words, in this era of digital marketing, social media marketing, as the brand marketing of the helm of us, every day for the service of the brand carefully planned communication strategy, creative form, Busy in various conferences, but have you ever been quiet to trace the essence of understanding, planning and implementation of a real social marketing?

This article aims to explain to the relevant practitioners of their own understanding of the essential meaning of social marketing, I hope that we can discuss and clarify the nature of social marketing, hope that the future of the "emerging" industry for the brand, for the community to bring more fresh vitality and practical help.

The title of this article has put forward two professional nouns: public Relations and social marketing (Social Marketing), so it is necessary to briefly explain these two nouns before making a point.

PR (public Relations), the public relations, in China for the term of the understanding is "very deep", this article only from its professional meaning level explained. The interpretation of the term in both professional textbooks and the industry in the expression of a variety of versions, but its 3 major elements have remained unchanged, namely: organizations, the public, two-way communication. PR in the real business environment or too much in the spread (communication) level, but its essence is a management (Management) function. As PR pioneer--dan Edelman's understanding of PR: "Do well, tell the other about it.", PR should be the first to manage the organization itself, and then through two-way communication to the public to create a good impression of the Organization in order to achieve a good relationship between the organization and the social environment, The purpose of mutual adaptation.

Social Marketing (Social Marketing) First "socialization" refers to the individual in the process of interacting with the Society (Interactive), gradually develop a unique personality and personality, from the biological person into a social person, and through the social and cultural and role of knowledge learning, Gradually adapt to the process of social life. In this process, the social culture can accumulate and continue, the social structure can be maintained and developed, and the personality of human being can be perfected. It is important to point out that there is a theoretical difference between socialization marketing and social media marketing: social media Marketing (Social media Marketing) uses social media platforms (Weibo, micro-letters, QQ, etc.) to design creative works based on the behavior characteristics of different groups of people on different social media platforms. To spread the brand, improve customer loyalty and promote sales of marketing methods. One of them is the Social (Social Media), which should be the relationship between the set and the true subset. Social media Marketing, while implementing the concept of social marketing, has greatly enriched the form and speed of information dissemination. In actual work, often confuse the two, from the theoretical level is not rigorous. For example, the Apple brand does not have a social media account, but its product characteristics and brand effects bring excellent brand value through Word-of-mouth communication among users and fans (Words of mouth). If the Apple brand is likened to a person, then he has become a social person, adapting to and even guiding social life. In social media marketing, we often personify the brand in this.

There is no doubt that the real-time interaction of social media and rich media technology for brand marketing has brought unprecedented benefits, based on excellent organization as a whole, the creation of excellent creative forms and content, will bring a good reputation for the brand to spread, strengthen the brand in the audience's mind a good impression. Read here, believe that you have been careful with the bold text and other information, find out the relationship between public relations and social marketing.

1. Bi-directional interaction as mentioned earlier, socialization or socializing is a relationship that is built into the whole social environment through two-way communication. One of the differences between PR and advertising is the trend of information dissemination, emphasis on two-way communication in public relations, social media marketing and social marketing, can be described as "a duck in the way", the brand will be able to timely understand the audience for the dissemination of information on the cognitive status, and the corresponding audience feedback to take timely response measures, in the presence of crisis PR, Ability to communicate effectively during prime time. Even in the form of creative interaction, it can also bring an interesting brand experience to the audience. Through two-way interaction, the brand can grasp the psychological characteristics of the audience, consumer behavior habits, and gradually establish a brand of large data.

2. Word-of-mouth communication Enterprise by taking a video about the performance of the product of the fun virus, organizing a O2O product experience event, developing a demo product USP's games, and even quality content that is being pushed on a daily basis can bring a good spread to the brand, and in social media based on relationships, by forwarding, @, Formed a good brand of Word-of-mouth transmission, and then form a preliminary brand image, brand and the public to establish a good relationship between the primary. Referrals from friends and relatives are the most trustworthy, and it's the power of Word-of-mouth in social and social media. Of course, all the forms of communication that can be detonated are based on the enterprise or brand has real excellent products and initiatives, from the perspective of public relations is: The enterprise's own excellent characteristics (products, behavior, promotion, etc.) has caused the public word-of-mouth communication (Word of mouth form and social media form), The effect of this kind of word-of-mouth communication is to test the construction of its brand image.

3. Participation in management through the above two points, we can see that social or social media for the enterprise organization and brand far-reaching significance, it can be said to affect the survival of the brand! In the social media of information speeding, under the powerful influence of Word-of-mouth, The UGC of the general public about the brand is extraordinary. Bad product problems can explode in social media, and poorly handled can completely destroy brands, and not knowing how to interact properly with the public can have a detrimental or even harmful effect on brand value. On the contrary, good at using social interaction, listening to the public appeal, and then adjust and manage the organization itself, improve products, services, the brand will be benign development, and even become a social environment of the "star", an Internet phone brand is not a good example?

4. Social responsibility here refers to the corporate social responsibility (Corporate Social responsibility), it stresses that enterprises in the creation of profits, shareholders take legal responsibility, but also to the employees, consumers, social and environmental responsibility. Another PR pioneer,--harold Burson, said: "The real criterion for measuring the social responsibility of an enterprise is not whether it is a leader in social change, but the ability to foresee social change and respond appropriately to change." This is also consistent with the social meaning of "adapt to social life", "social structure to maintain and develop". and public relations is to help enterprises monitor social change, adjust enterprise management, to transfer their internal and external information to improve, so as to better adapt to the social environment, mutual benefit, and realize the "socialization" of enterprises.

The above 4 points for the author of the relationship between public relations and social marketing summary, if you want to say the difference, PR is to do brand management, is responsible for the promotion of brand image, and social marketing in addition to the responsibility to promote brand image is responsible for product promotion and even product sales.

Summary of the various aspects may not be perfect, look forward to working with the industry colleagues to explore each other for the industry's good development and good communication of social information to bring help.