The role of social media expertise in PR firms

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As we grow our social media practice we are debating what skill-sets to develop in-house and what to outsource. It’s a difficult decision to make because without knowing how this whole sector will evolve, where to make the investment can be a bit of gamble.

While many PR firms are hiring social media specialists, others are opting to partner with companies specializing in the space. I’m not convinced either avenue is the right choice because it conflicts with two beliefs I have: PR professionals who don’t embrace and integrate social media into their practice won’t survive; and those who specialize in social media risk failing to amalgamate the online strategy with the PR and marketing program as a whole.

Social media is another vehicle of communications. Like TV, print or radio, it is another means of communication – albeit with a far more interactive, instantaneous component that comes with its own advantages and disadvantages. But it’s because of its nature, communicators are rethinking their approach: after all this is about everything from direct, authentic discussions with individual customers to reaching large groups of engaged audiences with brand-building campaigns. It’s both empowering, and for some, intimidating.

In other words, admit it or not – even the social media specialists themselves are still figuring it out. There are no tried and true rules and probably never will be. And it’s because of that I believe the best approach for us is a little bit of both: our team is dedicated to enhancing our social media expertise while other aspects we would consider outsourcing, such as the monitoring and analysis of social media content. That way, our team continues to evolve as specialists – but as PR strategists delivering superb client service.

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