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Public relations and customer service: Employer perspectives of social media proficiency
Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Elsevier Inc.
2020
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7367027/ https://www.ncbi.nlm.nih.gov/pubmed/32834428 http://dx.doi.org/10.1016/j.pubrev.2020.101954 |
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author | Sutherland, Karen Freberg, Karen Driver, Christina Khattab, Umi |
author_facet | Sutherland, Karen Freberg, Karen Driver, Christina Khattab, Umi |
author_sort | Sutherland, Karen |
collection | PubMed |
description | Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed. |
format | Online Article Text |
id | pubmed-7367027 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | Elsevier Inc. |
record_format | MEDLINE/PubMed |
spelling | pubmed-73670272020-07-20 Public relations and customer service: Employer perspectives of social media proficiency Sutherland, Karen Freberg, Karen Driver, Christina Khattab, Umi Public Relat Rev Full Length Article Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed. Elsevier Inc. 2020-11 2020-07-17 /pmc/articles/PMC7367027/ /pubmed/32834428 http://dx.doi.org/10.1016/j.pubrev.2020.101954 Text en © 2020 Elsevier Inc. All rights reserved. Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active. |
spellingShingle | Full Length Article Sutherland, Karen Freberg, Karen Driver, Christina Khattab, Umi Public relations and customer service: Employer perspectives of social media proficiency |
title | Public relations and customer service: Employer perspectives of social media proficiency |
title_full | Public relations and customer service: Employer perspectives of social media proficiency |
title_fullStr | Public relations and customer service: Employer perspectives of social media proficiency |
title_full_unstemmed | Public relations and customer service: Employer perspectives of social media proficiency |
title_short | Public relations and customer service: Employer perspectives of social media proficiency |
title_sort | public relations and customer service: employer perspectives of social media proficiency |
topic | Full Length Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7367027/ https://www.ncbi.nlm.nih.gov/pubmed/32834428 http://dx.doi.org/10.1016/j.pubrev.2020.101954 |
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