Over the last few decades, social media has taken over the world, and the public relations sphere is no exception. The purpose of public relations is to maintain a good rapport between consumers and brands, acquire positive coverage, and keep brands in the spotlight. Public relations and social media: the key to a perfect PR strategy.
Social media is the new word of mouth of marketing. It has changed how people communicate, and when, where, and who they communicate with.
It has given consumers the opportunity to feel closer to brands, ask for inquiries, and demand explanations when they feel they're being wronged.
With most people active on at least one social media platform, it's no surprise that the time they spend on social media is influencing their purchasing decisions. Consumers look for brands with an impeccable social media record, brands who are available, approachable and ready to make their day. Here's how can you use social media to boost your brand's public relations game:
Use Social Media to Build Connections
As a PR professional, you're used to contacting journalists and news media outlets to pitch your ideas. Social media works in a similar way...
By building strong relationships with influencers and online personalities, you can increase your chances of partnerships and getting more coverage for your events.
After connecting to the right people and establishing a strong bond, use social media to share relevant information, create partnerships, and keep the relationship going.
Use Social Media to Share Your Message
Turn social media platforms into your own content distribution center. Create original & branded content tailored to your audience to promote your brand message online.
It is important to align your social media strategy to your brand vision, values, and objectives of your campaign.
When you're aware of the content you share on your social media handles, you can guarantee you're sending the right message and sharing relevant content to your audience.
Use Social Media to Share PR Releases
When you align your public relations efforts and your social media strategy great things come to life. You can optimize your press releases on your website to share it on social media with your audience and media outlets.
Each social media platform has its own audience so it is crucial to understand them to create tailored content for each social media site to get your message through.
Learn more about how to use social media as the perfect public relations tool here.
Use Social Media to Listen to Your Audience
Social media has helped bridge the gap between consumers and brands. Now, consumers engage with brands 24/7 by liking, sharing and commenting on their content.
As a public relations professional, this could help you measure the effectiveness of the content you're producing, how your ads are reaching the masses, and how is your social media campaign boosting your brand visibility.
Understanding what consumers like and anticipating their needs could give your company a step ahead from the competition.
Use Social Media for Crisis Management
One of the most sensitive moments of public relations is when your brand receives poor press. As a PR professional, you need to manage the situation carefully, through press releases and social media responses. Social media allows brands to be part of the conversation in real-time.
Take advantage of the spontaneous nature of social media to stop a crisis and turn it into a learning experience for your brand.