Social Media is not a Public Relations Tactic
I teach Marketing and Public Relations courses. My students often misunderstand the concept that “social media” is not a tactic; it is the umbrella term for all the types of platforms that exist on the internet as potential marketing communication tools and vehicles available to communicate with customers and clients. They will write social media as a question response.
I tell them to think of one of those big red toolbox chests that might be in the garage or basement of your mom or dad’s workroom. That is the Marketing Communications Toolbox. Social media is just one of the drawers in the chest. If you open that drawer up, in it you will find all the tools that are similar, but different enough, because they can be used for slightly different needs and jobs: Facebook, Twitter, Instagram, Snapchat, YouTube. While they all may be on the internet and digital, they may have different audiences and approaches and as marketers you need to know which one works best for your target market and project.
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