As I have monitored Hershey’s social media this semester, I have realized the extreme flaws in a non-PR industry managing its social media accounts. It has become obvious that a SM-amateur is running their Facebook, Twitter, and YouTube accounts. They are sporadically updated, complaints are not addressed, and positive feedback is rarely awarded.
I believe it takes a PR-pro, more specifically a social media extraordinaire to achieve maximum SM potential. SEO is something every company with social media should understand FULLY. Creating keywords, meta taglines with “buzz words,” and hyperlinks are key in growing followership and overall brand knowledge.
People often wonder what exactly PR is and who it can help them. I can answer this question to the fullest-extent when it comes to Hershey’s. The company is failing miserably with its social media. I must congratulate them on the decent amount of followership they have considering how poorly the accounts are managed. If the accounts were handled by a PR/SM pro, their website would have links to their social media accounts with widgets displayed on the homepage. Each new product would be linked using SEO-techniques to increase more page visits. This would ultimately increase ROI’s. Creating a social team is completely worth the investment. This would eliminate a great deal of Hershey’s social media flaws.
In conclusion, I completely believe that the responsibility of social media is underrated. But when a Fortune 500 company, like Hershey’s, has accounts with 20,000+ followers, there is something to be said about who/what/when/how you’re posting. Because it is so easily accessible, (there is no wed code involved or in-depth knowledge needed), it is often taken lightly. But that Facebook post or those 140 characters can be the difference between success and failure.
See the link below on an excellent example of why a PR-pro is needed during Twitter times of crisis.