Victoria Song, a consumer tech reporter at Gizmodo, joined us on the Coffee with a…
Public relations is at the heart of any business goal. It serves the purpose of positive coverage about your brand to garner customer interest at large.
Gone are the days when PR was a simple process- press releases, responding to feedback via newspaper, sponsoring local events, publishing TV, print, or radio ads, and so on. But, now, with digital intrusion, every PR move is subject to scrutiny among thousands of consumers online.
What makes Digital PR different from a traditional one? The speed!
With online open consumer forums like Yelp, Google Business etcetera, customers are free to express their honest opinions and expect quick feedback. Also, owing to the growing social media with 3.96 billion users, companies are leveraging the power of instant and fluid social media-influenced information sharing for effective PR marketing strategies.
Because, no matter how successful your brand and business is, at the end of the day you are at the disposal of your customers. Therefore, you need a PR strategy that connects with your customers, and what better way than integrating your PR efforts with social media?
A survey found that 47% of brands that are considered the best use social media for impeccable customer service, and 46% believe in engaging with customers. To win the hearts of people and also create awareness about your services and products, it is high time your PR team makes the best use of social media.
Here is a sneak peek of what good can happen to your business with the sensible and appropriate collaboration of PR and social media:
- You can drive awareness to the masses about updates regarding your products and services.
- You get a high engagement rate of consumers with the company.
- It promotes a healthy relationship between you and your customers.
In this article, you will get to know the six effective PR strategies in social media that will drive engagement and conversions for your flourishing business.
Leverage The Influencer Power
Undoubtedly, social media today has a lot of content creators who have massive followers. YouTube is one of the most popular hubs for the best creators. It saw a rise of 45% of channels that earn a six-figure income via the platform. The percentage is a testimony of how much people love watching their favorite influencer’s content.
Therefore, if you want to promote your products or create awareness about a campaign you just started, you can contact influencers with the target audience.
For example, Microsoft teamed up with National Geographic to promote their campaign #MakeWhatsNext to motivate young girls to study STEM.
As per statistics, 58% of people are ready to buy a product that an influencer of their choice recommends. Here are some tips you can use to find the best influencers for your PR campaign:
- Understand your influencer PR goals and chalk out an effective strategy.
- Use google or database software platforms like Group High, Cision to locate and contact popular influencers of your niche
- Determine a PR budget and find the top influencers that fit your budget window.
- Reach out to influencers with high engagement rates.
Use Social Media To Connect With Popular Journalists
There was a time when PR teams would have to use strong networking to get numbers of journalists and persuade them to publish things about your brand- Not anymore.
In the social media realm, your team can easily connect with journalists with high engagement rates and get them to post about your upcoming offers, campaigns, or new product line. Before you cold-pitch a journalist, dive deeper to understand their audience and their point of interest through their online profile and activities.
These days journalists are mostly active on Twitter. You can use the micro-blogging site for PR by engaging with their posts on current events and making yourself visible to them.
Ensure you connect with a journalist who is active on social media and their profile suggests they will be willing to cover your ideas.
Make Your PR Releases Social Media Friendly
Your PR releases must be shareable across various social media platforms This means if you are posting a press release on your website or any other official channel, make sure viewers can share them via Facebook, Snapchat, Twitter, or any other social media.
You can use guest blogging to add a link to your press release in short tweetable formats. It optimizes your content and garners more attention toward your news. Another tip to make your content reach a wider audience is to create catchy headlines that include your target keywords within the first three words.
Respond To Your Customers- On-time
Customers are making use of the public platforms and social media handles of brands to voice out their dissatisfaction about a product or service. In this scenario, a late response would only agitate your customers and may also tarnish the brand image online.
Such engagement is much appreciated, and you need to understand that public relations now starts with customer service. Therefore, your focus should not be explanation but solution, in case you are handling a customer’s grievances.
Social media users appreciate your efforts when you handle complaints on time and provide solutions to resolve their issues. Chat rooms and consumer bulletin boards transform into public relations portals without you even getting involved. All because you were concerned for quality and long-lasting customer relations.
Cross-Promote Social Media Profiles
Cross-promotion refers to using your social media presence to connect with other brands who are not your competitors but share the same business goals. A research study found that 54% of the companies used partnerships to drive more than 20% of total company revenue.
You can collaborate with brands through social media in different ways. Either through a common ad campaign or a joint contest or co-hosting an online event. You can also think of some out-of-the-box ideas to leverage the users of another company that shares the same interests.
For example, let’s have a look at Macy’s cross-promotional campaign.
The popular fashion clothing brand partnered with Special Books by Special Kids to improve visibility and add value to the brand. The NGO later shared Macy’s post to create affiliation and credibility to the cross-promotional event.
Post On Trending Topics
‘Newsjacking’- the art of hijacking current events to promote your business- is not dead. Instead, it has got much more relevance in the digital world.
Now any sensational news spreads like wildfire around the globe the moment it is out. From trending hashtags to viral video posts, you must be aware of the latest news and use it profoundly in your PR strategies. Just make sure it is relevant to your brand voice and target audience.
You can use tools to find the most relevant trending topic which you can use to stay on top. Some popular platforms like Buzzsumo, Feedly, Reddit are the best places to find trending social media topics based on your area of business.
Public relations and social media are the two sides of the same coin- both drive consumer engagement. PR focuses on boosting interest among consumers by shaping customer’s viewpoints about your brand. On the other hand, social media is all about maintaining the brand voice. Therefore, incorporating social media into your PR strategies is one of the most effective ways to garner brand attention and grow your brand beyond leaps and bounds.
Use the strategies listed in the article, keeping in view your brand’s ultimate business goal, and be ready to witness skyrocketing results!