Social Media Platforms and Public Relations for Brand Promotion

Abstract

Throughout a half century’s evolvement, public relations have become a bridge that extends the idea of organizations to the public mind. One of the challenges public relations meets is getting customers’ attention to the advertisement. In the current world, online social media gradually substitute conventional media to serve as a communication channel. They are a variety of online platforms, including business networks, collaborative projects, enterprise social networks, microblogs, photo and video sharing, products review, social bookmarking, and virtual worlds. Unlike traditional media, which is one-way communication, consumers only receive messages delivered to them without giving feedback to spreaders. Social media software is two-way communication, meaning that customers are supported to give feedback on goods and services. The social media platform is expected to be a new way of advertising, while it encourages dynamic communication between marketers and consumers. Because of this, the application of social networks plays a crucial role in promoting public relations activities. This study targets to analyse how public relations practitioners find it possible to depend on different social media platforms to gain customers’ attention for the organizations or brands they serve. The natures of platforms, influencers, and followers will be the objectives of starting this research.