Some say Facebook is just a place for status and photo updates. Recent
development notes that Facebook has admitted that some teens have started to
use Facebook less. They are saying moms are to blame; of course teens hate to
be in environments where their parents can see what they are up to. Even
employees restrict what their bosses see on their regular posts (that’s why people
now love the disappearing messages of snapchat, an instant messaging platform
which facebook made an offer to buy but was declined).

Instant Messaging is huge on mobile: text SMS, Viber, Whatsapp, kik,
Instagram Direct, Snapchat, Kakao, weChat, etc are very big platforms to keep
people connected. These apps are as sticky as email once was on the desktop.

Although Facebook has over 1 billion users, Whatsapp has 400 million
users; Twitter has 240 million, Snapchat has 30 million users.

In 2014, Facebook will become more news oriented as it battles for
relevance with Twitter. The company also announced that it will launch autoplay
video ads, promising it will reach an audience bigger than prime time TVs, but
won’t that be intrusive?

Facebook wants to be the front-runner in Artificial Intelligence,
speech recognition and machine learning. It wants to use its massive trove of
consumer data to influence intelligent search and response software that can
speak with you the way computers do on Star trek.

These are good ideas from Facebook, it would give its users more
experience with the social media platform. However, this 2014, Public Relations
practitioners should lead the way in terms of using the social media features.
There would be more demand for online PR. Thus, PR practitioners need to
increase their game. They should know that the way PR profession operates in
the online community is a bit different from how advertising is done. Because
advertisers may be looking into how many clicks and comments on their Facebook,
twitter or other social media posts, PR people should build influence and
increase positive talkability for the brand by contracting popular people with
high followership online to talk about the brand being promoted.

What PR people should also consider is how to tap into the new
frontiers of Facebook and other social media platforms. The world has moved to
the information age; and people are always searching for information and the
first place they will go is online because it is already on their hands. PR
experts should be able to tell brand owners the keywords to include on their
websites and social media platforms so that people looking for them can find
them easily.

The budget for PR is also relatively not too much, as compared with
other aspects of the integrated marketing communication. PR gives more of a
two-way communication, that’s why the use of online media favours PR.

The internet allows information to be distributed worldwide at
basically zero marginal cost to the publisher. Opportunities are remarkable;
and many companies are laying plans to create content for the internet. Anyone
with a personal computer and modem can publish whatever content they create. In
this case, the internet is the multimedia equivalent of photocopies.

With content serving the basis of online exploration, storytelling
has become dynamic and even a game changer.

Out of all communication disciplines, PR has always been the place
for content. Talk about being in the right place at the right time. In this
world, long form storytelling outperforms a clever tagline. It’s Public
relations practitioners’ time to deliver on the promise of storytelling.

The PR person thinks of creating content that rewards the reader
with up to date information they can explore at will.

One must consider whether the content resonates with the target
audience; whether the content delivers the ‘frame’ that today’s journalists
need in order to write a story.

The point is that PR can still create storytelling that causes the
large audiences to stop without tapping the heartache of failure. And the
digital dimension means we can measure the work at much greater depth than gross impressions.

Since content is the core of many digital tactics to favour customer
retention, generate leads and increase brand awareness, these are essential
component of any successful digital strategy. Content strategy builds your
brand’s identity in a personable and attractive way to attract millions of
internet users.

A good size of frequent content drives search engine optimization,
which helps businesses rank well on Google, whereas the absence of fresh
content leads to poor rankings and no visibility on search engines or other
platforms.

Paid search advertising (Pay per click ads found on search engine
results pages) is an essential lead generation tool. Display advertising also
generates leads. Search engine optimization, helps direct search engine traffic
to websites, social media marketing: Facebook, Linkedin, Twitter and Google+
are good platforms for businesses to incorporate their plans, audio and video
marketing, blogs, webinars, training people over the internet; mobile
marketing, website landing page optimization.