PR Online: What to Think About with Your Business' Web Interactions

Today's web technologies provide powerful tools for organizations seeking to manage the spread of information about their brands online. Companies are using these tools to gain greater exposure to wider audiences by reaching out on the web and using creative interactions to create buzz about their product. You’ve already seen the company twitter accounts, Facebook pages and interactions through different mediums to varying success. The rising adoption of new online engagement and social media marketing tools is proof that businesses are deriving measurable benefits from their investments in these new methods. Your business can take advantage of these techniques as well if you know where to start.

A Mix of Technologies
The widespread deployment of Internet websites in the 1990's has given business better access to knowledge about their markets and their customers. The main factor driving this development was the interactive nature of these early websites. For the first time, consumers could reach out to organizations whose products they buy through email and online message boards. Of course, the primary objective of websites is to provide information, not gather it. Web applications on the other hand, are dynamic and superlatively interactive. Web applications are designed to drive intense user engagement in ways never imagined by early website developers.

Today SEO companies work with large and local businesses to create effective webpages, blogs and online communication. You might consider letting a third party company take control of your PR efforts online. They can put you in networks with other businesses and improve your rankings on various search engines.

Greater Knowledge Improves Productivity
Increasing interactivity throughout the enterprise offers the promise of linking critical people together at much lower costs. When deployed effectively, interactive technology solutions encourage participation and idea sharing within mission-critical projects and networking with similar companies. This enriches an organization's knowledge fund, bringing with it greater scope and economies of scale. Find ways to implement more of these analytics programs and see where your website is getting the most traffic and connecting with the most valuable customers. Collateral benefits of this strategy include the strengthening of bonds with business' customers and natural affinity groups. When you have a good knowledge of what your business is doing well at online you can create a better plan for PR efforts.

Effective Communication Improve Customer and Employee Satisfaction
The most aggressive users of interactive web technologies are enjoying the benefits of increased knowledge about their market along with highly effective marketing. These benefits often translate into measurable influences on the organization's bottom line. Increased interactivity brought about the deployment of new web technologies is translating into worthwhile gains in connection with employee well-being and customer satisfaction. Those who work in the public relations field invest time earning a public relations degree just to be able to wield this kind of power. Today, strong evidence showing that these factors contribute to increased profitability, is driving research and development into new ways of leveraging web-based tools for inspiring even deeper levels of online engagement. 

Ask for reviews on your site and display customer reviews to be visible on your webpages. It will show others you care about customer interactions.

Increased interaction with customers and employees has led to increased awareness of companies’ products and ideals. It has improved customer satisfaction and made business more responsive to shifting cultural trends. The future of the web and its role in driving positive public relations will be heavily influenced by the mobile web and all that it brings. The sheer volume of mobile Internet devices coming online every day promises to deliver unprecedented change in the way business conducts future public relations affairs.

About the author

Brooke Chaplan is a freelance writer and blogger. She lives and works out of her home in Los Lunas, New Mexico. She loves the outdoors and spends most of her time hiking, biking, and gardening. For more information, contact Brooke via Facebook at facebook.com/brooke.chaplan or Twitter @BrookeChaplan

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