Pegasus Ventures Faebook blog series
Facebook is public relations not advertising
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Public Relations Explained
There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”
Advertising is paid media, public relations is earned media.
It used to mean convincing reporters to write positive story about a business or getting involved with local non-profits and causes creating positive attention.
A study from 2014 by Nielsen commissioned by inPowered on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising: “On average, expert content lifted familiarity 88 percent more than branded content…”
Facebook, public relations with a twist
Social media platforms like Facebook create an ongoing positive experience between customer and company.
Unlike advertising the response takes longer and it’s more difficult to measure.
However, like traditional public relations social media builds volumes of goodwill.
Consistency is key to growing sales with Facebook
A business isn’t likely to hear from customers, “That slice of pizza picture I saw on Facebook made me come in today.”
Seeing many posts each week, learning details about the small business, and lots of images builds a positive relationship between customer and company.
The positive vibe generates results when it comes time to make a purchase or go out to lunch.
Who does the customer think of first?