There are two sides using social media as public relations tool. One, perhaps the more obvious one, is creating content and engaging in a way that relates to your customers/fans/followers. The second is using social media to build relationships to connect with journalists. Both are very important, and while the differences may be subtle, it can make a world of difference in your social media success.
Face the Public
Thanks to social media, the customer voice is louder than ever. We’ve seen how social media can be a brand’s greatest platform, or its ultimate kiss of death (Amy’s Baking Co., never forget). While most brands have seemed to at least grab the concept that they should be active on social, some common mistakes are still made.
Social media is the chance to give your company, clients or organization a personality. Find your voice and use it, and make sure it is one that relates to your fans and industry. Don’t just push content, start conversations and listen to your followers.
Something that is important to note that your business’ page or profile is not the place to pitch journalist – it’s a place to share information your fans will be interested in. You can and should talk about your news and upcoming events, but find different angles or interests rather than straight promoting.
Face the Media
Using social media as a media relations tool is less public facing and more “behind the scenes” (just don’t forget, everything done online is subjected to become public) Building relationships with journalists is necessary for the public relations professional, but not through the company’s page or profile. Utilizing lists, following trends and regular exchanges with influencers can be the ticket to you getting your clients’ stories in the reporters’ hands before your competitors.
Use social media to get to know a journalist on another level beyond their beat. What are they interested in? What are their likes and dislikes? Respond to their posts so they begin to recognize your name. This will help you become a trusted source that hopefully the journalist will reach out to next time they need a story.
Stephanie Lough
Public Relations Coordinator
