PR is all about managing relationships—such as between a company and the media or between a company and its target market. Similarly, social media is all about connecting one user or company to another user or company. People often wonder how or even if PR and social media can work together, and the answer is yes!
For those who have been in PR for more than 10 years, they’ve witnessed a dramatic digital shift in the industry—with some of the most significant changes involving social media. When social media was first introduced and quickly gained popularity, many PR pros were hesitant to implement a social media strategy into their work. Over time, however, these social platforms have proven their worth and now play a key role in managing a company’s relationship with its target demographic.
Here are several ways PR and social media go hand-in-hand:
Social media opens the door for two-way conversations
Before social media, PR stories were traditionally sent out as a one-way message with limited opportunities for the audience to respond. But with social media, it’s easy to initiate two-way conversations with your target market, giving them the chance to interact with your brand and story. This is great for gathering feedback and learning what’s most important to your audience.
People receive their news via social media
It’s no exaggeration to say that social media has transformed our lives—from how we communicate with others, to how we shop for products, conduct business and more. It’s also transformed the news cycle, giving consumers an endless stream of breaking news and live coverage. For companies who neglect their social presence, they’re ignoring a key segment of the market and missing out on the opportunity to reach others.
If someone can’t find your company on social media, they’ll probably choose to do business with one of your competitors, instead.
Social media messages can be measured
One of PR’s greatest challenges through the years has been to measure the effectiveness of a specific message or campaign. With social media, you can view the metrics for a specific message—allowing you to see who was reached, how they responded and the direct impact it made on your website or business.
Connect with influencers
A key part of any successful social media strategy focuses on building relationships with industry influencers. Whether it’s a prominent CEO, a high-profile blogger or the industry’s most trusted journalist, you can use social media to connect with them and share your brand story. Connecting through social media is a great way to get past the clutter of an inbox and make a real impression on an influencer.
Increases inbound traffic to your site
Because social media is a must-have in today’s society, it only makes sense to use it to your advantage. With social media, you can post links to your company’s PR placements or to content you’ve published on your own site, such as blogs, case studies and infographics. Don’t let your PR efforts go unnoticed—market them through social media to result in more traffic and brand awareness.
Improves SEO rankings
Search engines consider a company’s social media presence when generating search results. Maintaining an active presence on social media, connecting with other users and consistently publishing relevant content will help improve your search engine ranking. And the higher your ranking, the more likely a potential customer will find your website and choose to do business with you.
Increases brand awareness
If someone can’t find your company on social media, they’ll probably choose to do business with one of your competitors, instead. Social media is a big stage, and consumers expect to find you there. Use those channels to increase brand awareness—tell your message, show your company culture, and help others see why your business is the best at what it does.
For more tips on social media strategy, check out this recent blog.