Why your PR team is crucial in your social media strategy and delivery
Indeed, in today’s world they are totally entwined. While public relations has many benefits away from social media, it should also be used across the various online channels when appropriate.
More importantly it should be used as part of any social media strategy and delivery.
Here are just a few of the reasons why.
Amplifying the reach
Social media activity, such as sharing blog posts, has the potential to reach a huge audience (and one that is always growing) across multiple platforms.
But it’s not just blog posts, press releases can also be picked up and shared, along with news articles when they are published online, potentially by influencers and other bloggers.
The result is potentially a very large online audience reach for your news article, blog, etc that historically would have been restricted to the printed press.
Today’s news is tomorrow’s fish and chips papers, apologies for the culinary mention again!
The good news, however, is that social media allows instant sharing of news articles, and again has the potential to reach a huge audience in the click of a button.
It also allows the opportunity for instant feedback, whether good or bad, allowing your business to gauge the mood of public opinion.
Using social media in your public relations activity, whether that’s to highlight a blog or news release, allows you to embed links back to your website for SEO purposes.
Using Google Analytics can then show which social media platforms your audience came from and, in theory, where you should be targeting more activity.
Traditional public relations, such as articles in newspapers and magazines, is very powerful because it has third-party endorsement.
However, social media is also important as it allows direct communication with the audience, even giving the feeling of a one-to-one conversation.
It allows your organisation to raise its brand awareness directly to those who matter – the consumer.
Blow your own trumpet
As well as using social media to push your own blogs, company announcements, etc, it’s also a great opportunity to highlight any actual positive and new media coverage of your company.
So, when your company hits the headlines (for all the right reasons) make sure to share it on the appropriate social channels, remembering that as an independent news article it also carries that important third-party endorsement.