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RAB Research Archive

Social media making moves from PR to advertising



I’ve never liked public relations. It’s just like advertising except they don’t want to pay for it.

Social media has been like public relations. Advertisers flocked to social thinking it was free advertising.

Now advertisers are beginning to realize there are real costs and threats using social.

To use social well it takes an investment in people to create a voice for the brand, write posts and responses, manage reputation, and track metrics. On top of that, local advertisers are becoming aware that what has been free from the social sites is quickly drying up. Facebook and others are increasingly charging businesses for exposure through their networks.

Propose to advertisers sponsorship of your events that you are posting on your social sites. Clients will get exposure … and association with your station brand that is trusted and appreciated by your audience.



John Potter, SVP/Professional Development, RAB



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