A STUDY OF PR PRACTITIONERS' USE OF SOCIAL MEDIA TOOLS IN CYPRUS

Abstract

This study is aimed at both researchers and public relations (PR) practitioners. The use of social media tools and technologies — such as blogs, social networking, microblogging, podcasts, etc. — is a very important factor for PR practitioners, helping them to improve important organizational processes. The research employs a mixed methodology, with data being analyzed both quantitatively and qualitatively. A sample of 25 senior PR practitioners was purposively selected from different sectors in Cyprus using a mixed methodology approach. Understanding how PR practitioners use social media tools in organizations in Cyprus can have a positive impact in terms of more effective branding, stronger brand loyalty and improved marketing, including stronger customer dialogue, reduced internal communications costs, ability to mine and analyze customer data more effectively, improved customer service and support, increased customer satisfaction, and better product development (such as social networking). Previous studies describe the implementation of social media in terms of yes/no. This paper is original and innovative in that it explores how PR practitioners use social media in Cyprus (and to what extent), and how this can benefit their organization as a whole.