“The press does not know if they release the content, adhere to tablets and mobile devices or continue to focus only on traditional formats”, she says.
PR Interview: Do clients who hire social media services have a different profile than the clients who hire traditional PR services?
Carol Terra: I would not say that. I believe that clients are becoming interested in comprehensive strategies of communication and that includes not only social media and traditional PR, but also other tools integrated with a communication mix.
PR Interview: What are the biggest mistakes of the companies that act in social media?
Carol Terra: I think the biggest mistakes are those companies that want to use social media just for self-promotion, forgetting the central role that is the establishment of dialogues.
PR Interview: Do the companies know the importance of having a great performance in social media?
Carol Terra: We are still in the process. Many companies have discovered the importance of engaging in social media and are taking advantage of it. Still, others fail for focussing only on the dissemination of their news and information and forget what the consumer wants.
PR Interview: Is the press prepared to act in social media?
Carol Terra: The press does not know if they release the content, adhere to tablets and mobile devices or continue to focus only on traditional formats. However, a lot of outlets already understand that each media ask for specific formats.
PR Interview: To finish, which social media’s cases would you like to apply in Brazil?
Carol Terra: The Dell’s case that brilliantly uses social media not only for relationship/service, but also for sale. Outside there is plenty of public institution that makes good job, like the New York Police.
IN THE NEXT POST:
Paulo Vieira Lima, head of the column Popular Consumption of Brasil Econômico, one of the most important economic newspapers in Brazil.