According to a 2015 survey conducted by The Creative Group, an increasing number of executives are turning to PR and Communications professionals for corporate social media needs. Rather than use in-house staff to manage social media campaigns, budgets are being adjusted to include social media initiatives in PR campaigns.

At Scott Public Relations, we handle a number of PR campaigns involving social media activities because our clients are focused on bringing new innovations to the healthcare market and have begun to view social media activities as an innate part of any PR campaign. Besides crafting daily posts as well as blogs, we’ve also created social media kits for healthcare organizations to use around upcoming events as well as attended trade shows and conferences to live-tweet during presentations and discussions in order to further healthcare organizations’ messaging/branding.

We were not surprised to see that, from the 2015 survey findings, 51 percent of the 400 executives polled responded that Public Relations/Communications departments are in the best position to manage a company’s social media efforts. This is an increase of 12 percent compared to the same survey conducted in 2013. As a result of this change in mindset, marketing departments have seen a decline from 35 percent to 28 percent as the social media go-to professionals.

What is fueling this switch? As PR pros, we are reputation managers and as part of that skillset, executives are realizing that social media has a direct correlation to their company’s reputation. “Social media can affect a company’s reputation, so it stands to reason that this channel is tied closely to public relations,” stated Diane Domeyer, executive director of The Creative Group.

Social media activities can shape brand perception and customer interactions, so make sure that your organization has a streamlined, effective method of communication and collaboration in place.

While the survey results were not a surprise to us, we are still surprised by how many healthcare organizations do not have a social media strategy in place currently.

How effective is your healthcare organization’s current social media activities?

Are you staying ahead of your competition?

For additional social media insights, read our newest white paper, “How to Establish Your Brand as an Authority and Thought Leader on Social Media.”

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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