Texts, tweets, blogs, status updates—the proliferation of social media available today has created a barrage of information in front of the public. What makes social media different from traditional media outlets is that it provides a two-way communication context for the two ends of information dissemination. Taking its specific role, social media is now playing as a customer service tool to a lot of businesses.
“Social media is nothing more than a customer service tool”, Peter Shankman, founder of the Help a Reporter Out site, or HARO, which connects reporters searching for a source for their stories, a need he said had yet to be filled on a mass basis.
Social media has changed the old one-way relationship that existed among a public relations professional, a reporter and the public. Instead of a pitch to a reporter who turns the story into an article for an audience, information is flowing back and forth among all three groups.
Therefore, companies are going to have to be more proactive with their customers instead of just reactive.
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