Doc. Freepik
Social media has come a long way since the introduction of Six Degrees in 1997, which allowed users to create profiles and connect with one another. By 1999, blogging platforms gained popularity, further enhancing online interaction.
Then, the early 2000s brought the rise of platforms like MySpace and Friendster. YouTube's launch in 2005 transformed the way content was shared, and by 2006, Facebook and Twitter started taking the spotlight. As time went on, platforms like Instagram, Tumblr, and Pinterest emerged, each catering to unique niche interests.
Social media has evolved from a simple platform for catching up with friends to a multifaceted tool that influences nearly every aspect of life. It now plays a crucial role in voicing public opinion and facilitating social discourse. This shift highlights its importance beyond simple connection and entertainment, impacting areas such as politics, marketing, and community engagement.
The rise of social media has dramatically transformed the landscape of public relations and marketing. It has shifted the focus from traditional one-way communication to a more interactive and engaging dialogue with audiences.
Here are three changes that highlight the significant impact of social media on brand engagement and communication strategies.
- One-size-fits-all vs customized contents
Then: Contents on a wide range of interests have existed on social media for years. For example, before the term “beauty influencer” became popular, beauty content was already present on social media. Yet there wasn’t a specific label to identify these creators.
However, its distribution wasn’t as effective as it is today. This makes social media feel like a “one-size-fits-all” platform where the same content appeared on everyone’s timeline, even for those with no interest in it. It often led people to see content that didn’t necessarily align with their personal interests.
Let’s say you’re looking to buy a car. But instead of getting content and information about cars, you’re bombarded with posts about products you have no interest in, like, say… basketball. It doesn’t resonate well, right? Would you pay attention to the content about basketball? Most likely not, especially if you don’t like basketball and have no need for a basketball at that moment.
Now: Today’s social media landscape is driven by customization and personalization. According to McKinsey, 71% of consumers expect businesses to provide personalized experiences across their marketing channels, with 76% feeling frustrated when these expectations are not fulfilled. Statista also has shown that 62% of people said they would stop being loyal to a brand if it failed to provide a personalized experience.
Previously, while specific topics like cars, pets, and music were available, content discovery wasn’t nearly as advanced as it is today. Thanks to advanced algorithms and data collection, users now encounter content that is tailored to their unique preferences, behaviors, and interactions.
I’m sure you’ve experienced talking about something, and then suddenly, its ad pops up, right? Or maybe your TikTok FYP looks completely different from other people’s. That’s what we call customized content. The content you see is tailored to match your interests, making it more relevant to what you actually care about.
This shift from a one-size-fits-all approach means users encounter personalized, engaging content that resonates with their unique interests.
How it works in public relations' favor: In the past, public relations often relied on activities, where messages were broadcast broadly with little regard for individual audience preferences. This one-size-fits-all approach led to generic messaging that didn’t resonate deeply with specific demographics.
As a result, many public relations efforts missed the opportunity to truly connect with target audiences, leaving consumers feeling disconnected from the brands trying to reach them.
Today, social media’s customization features have completely changed that dynamic. Public relations practitioners can now leverage data and advanced algorithms to create strategically targeted campaigns. These personalized messages cater directly to the interests, behaviors, and needs of specific audience segments, making consumers feel seen and valued.
By delivering relevant content, brands can foster stronger connections, boost engagement, and build long-term loyalty, ultimately enhancing their public image and credibility. This shift has turned PR from a one-way broadcast into a more meaningful, personalized conversation between brands and their audiences.
- Public figures vs Influencers
Then: In the early days of social media, having a large following was something reserved for celebrities like actors, musicians, politicians, and other public figures. Their offline fame easily translated online, and most users primarily followed these well-known figures. For the average person, gaining a large following or having any significant influence on social media seemed out of reach.
Now: Today, that has changed dramatically. Social media has empowered ordinary individuals to become influential content creators, amassing large audiences through vlogs, tutorials, or informative posts.
Now, anyone can leverage social media to showcase their talents and passions, gaining a following and even generating income from their content. Advanced content discovery and viral features now give niche creators a real chance to reach big audiences. This change helps unique voices get noticed and even go viral more easily.
This has also led to a surge in millions of influencers across different interests, who can be leveraged to promote brands. In fact, a survey by Rakuten Insight revealed that around 68% of Indonesian respondents reported purchasing a product after it was endorsed by an influencer.
How it works in public relations' favor: In the past, public relations campaigns primarily relied on celebrities and well-known public figures to drive visibility. While this approach effectively reached large audiences, it wasn’t always tailored to specific brand needs or flexible in terms of cost.
According to the Influencer Marketing Benchmark Report 2024, 85% of survey participants see influencer marketing as an effective strategy, and nearly a quarter plan to allocate over 40% of their total marketing budget to influencer campaigns.
Today, PR strategies have become more refined with the use of influencers. Brands can now customize their campaigns by selecting influencers who fit their specific audience and budget. This flexibility allows for a blend of macro and micro-influencers, enabling more targeted outreach that ensures the message resonates with specific audiences.
This adaptability not only keeps campaigns cost-effective but also leads to stronger brand engagement and more impactful results.
However, this doesn’t mean influencers are always superior to traditional public figures. Celebrities still play a crucial role in driving widespread visibility and building brand awareness, especially across diverse audiences. Influencers, on the other hand, excel in niche markets, where their credibility and direct engagement with followers foster deeper trust and more meaningful interactions.
In essence, both celebrities and influencers have their place in PR, and the right choice depends on a brand’s goals and target audience.
- Source of news distribution: then vs now
Then: In the early days of social media, many people still relied on conventional media, such as online news outlets, as their primary source of information. In the past, conventional media still operated in traditional ways. Many people read newspapers each morning, listened to the radio, or watched TV.
Social media was already used to share information, but it hadn’t yet caused a major shift in news distribution. At that time, social media mainly served as a complement to traditional information sources.
Now: As time went on, there has been a noticeable shift as more people began to turn to social media for news and updates. Now, we can easily access information at our fingertips.
Doc. We Are Social
As a matter of fact, We Are Social reveals the main reason most people go online is to find information. This marks a significant shift in how we engage with information.
Doc. Statista
Although this shift has its advantages, the information spread on social media often does not follow journalistic code and ethics. This undeniably raises doubts about its accuracy.We must be vigilant in fighting misinformation. TikTok and X are the hardest social media platforms for identifying whether news content is trustworthy, Reuters Institute Digital News Report 2024 says. Indonesia even ranks 18th among countries where false information poses the greatest threat.
Therefore, it's crucial for us to adopt a critical mindset, fact-checking news before sharing or engaging with it. By doing so, we can help preserve the reliability of information online and reduce the spread of falsehoods.
How it works in public relations' favor: This immediacy helps brands stay relevant and engaged, allowing them to quickly share news and respond to current events. In today’s fast-paced digital world, consumers expect brands to react swiftly to trends and issues. Social media platforms enable brands to share information and have conversations with their audiences, creating a sense of connection and community.
Moreover, social media offers insights through audience interactions and engagement metrics. Public relations practitioners can analyze likes and comments to measure audience sentiment and identify effective content. This data-driven approach helps brands refine their messaging to better meet audience needs.
By actively engaging in social media conversations, it's easier to reach a broader audience. As a result, it can help brands build stronger relationships with consumers. This leads to increased loyalty and trust. When customers feel heard and valued, they are more likely to support the brand and remain loyal over time.
On the other hand, the rapid pace of social media also enables brands to respond effectively to issues and crises. They can quickly share information through their channels, helping to shift negative narratives to a more neutral tone. Ultimately, this helps PR practitioners effectively mitigate concerns and manage brand reputation.
Final Thoughts
In conclusion, the evolution of social media has fundamentally reshaped the landscape of communication, especially in public relations. It has transformed how brands engage with their audiences, offering unprecedented opportunities for creativity and innovation.
However, the increasing number of channels presents a double-edged sword. While these platforms allow for more dynamic storytelling, they also escalate competition among brands, making it harder to capture audience attention.
The rapid pace of social media development means that information spreads quickly, for better or worse. As public relations practitioners, we must leverage social media to build relationships and enhance brand visibility, but we must also be cautious. A critical mindset is essential for identifying potential risks and responding effectively to emerging issues.
Being proactive is no longer optional; it’s a necessity. We must monitor conversations, anticipate challenges, and develop strategies to mitigate risks. Ultimately, the key to success lies in our ability to adapt to this ever-changing landscape while safeguarding our brand's reputation. Staying vigilant and prepared will enable us to turn challenges into opportunities, ensuring that we thrive in this dynamic environment.
