Client insight: What is their biggest social media challenge?

How social media should be integrated across a business has been named by client leads as one of their key social media challenges.

Kerryn Dinsdale, Barclaycard
Kerryn Dinsdale, Barclaycard

PR Video - click to playFive senior inhouse PROs discussed their views on social media at a recent roundtable event held by PRWeek (view video).

 

Working out how to get the balance right between using social media as a marketing, customer service or PR tool was a key topic. As Barclaycard’s senior PR manager Kerryn Dinsdale says, her biggest challenge is ‘to make sure that we protect our reputation at the same time that all the different parts of the business are all trying to be active in social media, and making sure that everybody’s tied up and thinking about all the other areas.’

Encouraging employees to act as company representatives on social media, but maintaining the company’s reputation, was another source of tension. As the Metro’s executive director of digital Jamie Walters says, PROs need to have oversight over staff who are using social media: ‘It’s something you want to encourage, something people can personal profiles on, but when they are using it to reference a professional activity and something to do with our company, we need to make sure that message is consistent with the message we want to send out as a business and a media organisation.’

The six clients are all speakers at PRWeek’s upcoming Social Media Strategy conference that takes place on the 18 October. The clients are:

Stephanie Forest, senior comms director, Motorola Mobility

Kerryn Dinsdale, senior PR manager, Barclaycard

Alex Pearmain, head of social media, O2

Arthur Leathley, Virgin Trains, comms director

Guy Esnouf, head of corporate comms, EON UK

Jamie Walters, Metro, executive director of digital

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