Your digital marketing strategy goes hand-in-hand with your PR efforts. With 3.48 billion users, social media is the most far-reaching, accessible and affordable tool for public relations professionals.  

And while the use of social media in PR is nothing new, the way we use it is everchanging. At Adoni Media we believe that social media should be a key part of a PR strategy – not just something you use alongside one. 

That’s why we’re sharing our four ways you can use a social media strategy to reach and connect with your audience, and improve business.  

Enhance brand awareness 

Being active on social media helps improve the overall image of your business. By telling your brand story through images and captions online, you can attract followers and grow your audience reach.  

If you’re saying to yourself – okay, great but what do I post? – you’re not alone. Social media can be daunting! Try to use social media to show a “personal” side to your brand by sharing photos of your team, your successes and your work. This will engage your audience and make them feel like they are following a business that is ‘real’ rather than one that is only sales-focussed.  

Develop relationships  

With the rise of social media has come the birth of the influencer. Social media influencers have massive digital followings that you can tap into to share your brand. By interacting with influencers on social media, you extend your PR beyond the press release pitch to create relationships which you can leverage for another promotional channel. 

React to negative press 

Social media never stops – it’s being used 24/7. PR teams must take advantage of the ‘instant’ nature of social media to tackle online customer complaints and concerns before they turn into full-blown crises. This can help your brand maintain a positive online reputation and develop trust among your audience.  

Improve SEO 

Search Engine Optimisation (SEO) is how you get your brand higher on search rankings through servers like Google. The formula is simple – the more mentions and links you have in the digital sphere, the higher you appear in search rankings.  

While social media does not directly contribute to SEO, it can help you amplify your SEO activities and make them more lucrative. When your social media followers share your content, it can increase the number of backlinks to your page which, in turn can push you further up search rankings. By bringing your brand and content more visibility through social media, you can drive more traffic, increase your sales and achieve your business goals.  

How Adoni Media can help  

If you’re currently using social media as a ‘set and forget’ tool, it’s time to change your strategy. Social media marketing is one of the most influential digital techniques for generating leads and growing brand awareness, and our clients see it work every day.