How PR Professionals can use social media
There are 5.2 billion people globally using social media, with the various social platforms allowing users to connect and share their opinions instantaneously. Billions worldwide continue to consume traditional media, in the form of digital, print, radio, and TV news. While social media professionals and PR specialists align, their roles are different, and so too are the tools and strategies they use. For both, there is great advantage to “leaning in” to the knowledge, approach, and execution of the other – to further enhance brand awareness, build credibility, and expand audiences.
Modern PR often requires teams to work closely with marketing and social media specialists to integrate messaging and assets but is focused on the credibility of coverage in mainstream media. Social media is focused on direct interaction with audiences and constant content. So how do the two fit together?
Social media experts may leverage earned media content by sharing PR-led articles and stories from news outlets. These show audiences a brand or person is legitimate, credible, and newsworthy. This is known as the “halo effect”.
PR professionals are also responsible for coming up with key messages for businesses and individuals. These messages should not be siloed into media assets and coverage. Consistency is key in sharing that information, raising awareness, and being remembered by audiences, and should be reflected in social media posts, captions, and content.
Below are some other ways PR can assist with social media, and vice versa.
Tailored content and messaging
Think about your audience and platform. In PR, a one-size-fits-all approach to media releases does not work. Effective PR is centred on tailored pitches and stories, appropriate for specific journalists and news outlets.
That same strategy should be adopted for social media content. Every platform generates a niche audience persona and style of communicating that is tailored specifically to that app. The way you post the new dancing trend on TikTok shouldn’t be the same way you would write a job update on LinkedIn. Every social post should be adjusted to the style of language and communication that each specific platform uses, or you risk coming across as unprofessional and lose credibility with users. However, tweaking content for different platforms doesn’t mean reinventing the wheel – it’s about adapting content elements to better suit each platform’s nuance. Think about changing caption lengths, hashtags, tone of voice, or even the type of image. The messaging should be consistent, but tailored and appropriate – just like it is for PR.
Social media as a research tool.
Nowadays, journalists often discover news stories through social media, and your content can be used to catch their eye. Specialist or local groups on Facebook are a great way to find local case studies and stories relevant to nearby media which can be leveraged for PR, while X may be a way to respond to an ongoing story and have your voice picked up as part of the conversation, covered by media outlets.
Consistently sharing high-quality content on your social platforms can also be a way to position yourself and your brand as a go-to source for valuable insights, not just for your loyal followers, but also for potential media opportunities. This is a way to establish yourself as a thought-leader.
The strength of social media is that it gives you access to real time conversations, allowing you to keep an eye on public opinion, understand audiences, and adapt and respond quickly to any issues. These platforms, therefore, can be more than just a promotional tool – they may be an early warning system for crises. Social media teams can alert their PR teams of any negative comments or issues being raised, so that the crisis communications specialists can get ahead of the issue, plan responses, and protect your brand.
Use social media as a tool for meaningful metrics.
Social media can easily become a numbers game, constantly checking likes and followers but what’s important is using meaningful measurements that dig a little deeper. This includes measuring message reach, audience response, earned media impact, and conversion results. In PR, similar metrics help to show the impact a story has, showing audience numbers and geographical areas, the value of coverage, and number of stories.
Adoni Media offers you an advantage in differentiating yourself in the market, reaching your target audience and providing effective communication strategies. Together our Adoni Media team has delivered PR strategies and campaigns that have reached millions of people, generated millions of dollars in coverage, influenced the conversation, and driven business growth. We work closely with our clients’ social media teams to enhance results across platforms.
As former and current journalists, media commentators, news bosses, and producers, we understand how to connect you to our media network, so your story is heard. If you would like to discuss PR opportunities, reach out to Adoni Media through the ‘Contact Us’ button below.
Let the Adoni Advantage be your advantage.
