Can social media help avoid PR problems?

An increasing number of firms are turning to social media marketing and monitoring in an effort to avoid a public relations (PR) disaster, it has been claimed.

Sarah Needleman, writing for the Wall Street Journal, notes that firms including Pepsi and Ford Motors have staff specifically assigned to monitor internet posts and blogs, while specialised software designed to do this is also being deployed.

She points to a case where Scott Monty, Ford's head of social media, attempted to overcome criticism posted on Twitter where a fan site, TheRangerStation.com, looked set to be shut down by the vehicle manufacturer.

Mr Monty looked into the case - posting various updates on his progress - and resolved the problem after stating that he had requested the company's lawyers would not seek action to close the site if it ceased to sell counterfeit products featuring the brand's logo.

His response was seen as a success in terms of social media monitoring.

Commenting on the case, Shel Holtz, co-author of Blogging for Business, told the Wall Street Journal: "Social media have magnified the urgency of crisis communication."

And monitoring social media may continue to become important, after Email Data Source revealed there had been "dramatic" growth in email marketing campaigns featuring Twitter and Facebook links.

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