Adapting PR Strategy to Social Media

Some 15 years ago, I might have chuckled if i were told that PR and social media would one day work together including the fact that social media would extremely be useful for PR in content distribution. Remember that in the beginning social media as created purely for family and friends not brands.

For the better things have changed. Social media has eveloved into an exciting, vibrant collaborative tool that can be brand in different industries. Now let us discuss how social media can empower both B2C and B2B PR strategy.

PR Is An Exciting Opportunity for Social Media

What a better time to be in PR — as we witness the integration of social media strategy within PR strategy.

Globally, social media is now an essential part of every day life of online users — an average of 3.48 billion users spending around 2.5 hours per day on social networks.

As regards the impact of social media on the PR industry, public relations executives now view social media as an integral part of their strategy. Referring to one study, 81% of PR pros and 78% of journalists agreed that social media has been incorporated into their work flow. Showing the significance of social media strategy for B2B and B2C business.

Like any strategy, dynamism in social media management will continue to adapt to the development of creative PR campaign. Lets now focus on how social media and PR are changing in the dynamic industry environment and what that means for the formulation of public relations strategy.

 4 Ways Social Media is Changing PR

  1. Niche Influencers

Influencers have stamped an authority in swinging image perception of brands which can impact brand image – postive or negative among the target audience. Influencers overtime have built and gained the trust of their followership on social media — to such an extend that their recommendations often lead to conversions.

One study discovered that for every dollar a brand spent on influencer marketing, its ROI is about $6.50. This illustrates how powerful influencers can be for the bottom line.

Some PR executives lean toward big-name influencers with audiences in the 100,000-range, others identify more with micro-influencers, those considered “niche”, with around 10,000 followers. Why is that so? The reason is not far-fetched because these niche influencers, though they have a smaller followership, tend to have more loyal and engaged community.

Social media has built a perfect ecosystem for influencers and is a great place for brands to lean towards relevant and potential influencers. If one ctitical examines what influencers have posted on social media, how engaged their audience is, and the interaction invloved one deduces whether their method is a good fit for brand and content marketing didtribution.

  1. New Technologies

Social media is churning out marketing tools that are constantly creating new, innovative ways to interact with audiences. Years back, live video was the rave of the moment then, some still believe it is and be so depending on where you are coming.

Virtual reality (VR) this past year has stolen some well-deserved limelight as the new technology of choice. The technology has helped to engage and stimulate audiences, both intellectually and emotionally. Brands are using and would continue to use VR to as guide for a tour of their facility, given the immerse audiences a hands-on product experience and an exciting inclusion among the collaborative tools used in PR campaign. We are even expecting to see even more innovations via social media in the future.

The lesson to learn here is to be ready to embrace new technologies that can improve productivity in the PR management inclusion of social media in the campaign. When a new social marketing tool is intoduced into the market a first mover advantage culture exhibited in a agency can be adopted for its uasge to better engage the social media audience.

  1. Two-Way Conversations

By nature Public relations is a two-way communications — knowing the feedback from the audience about a campaign message or brand marketing efforts through online mentions – postive, negative or neutral offers the PR execitive to know what works and adjust according in line with the perception desired goals.

Monitoring social network such as Facebook, Twitter, Instagram, Youtube and many others one can know how the audiences share their feedback instantaneously with about brands with the use of comments or, in some cases, direct messages.

While it is exciting to get direct audience feedback, it also raises some questions as to how the PR executives and their conterpart in customer service can establish a synergy for a win-win situation in the overall marketing campaign implementation.

  1. Faster News Cycle

Many people now source their news from social media, feeds are constantly posted with the newest and latest story. It is believed that about 6,000 tweets every second on Twitter and over 54,000 posts per second on Facebook made to the delight of the followers.

What is the implication of this massive followership for both journalists and PR people. The implication is that The PR executives should adapt their stories to the approved templates of the online publishers to lessen the workload of journalists who would publish based on the integrity of the sources in terms of professionalism. Any abuse from the PR executives concerning sub-standard press release may cause disaffection and future stories being shreded. PR executive should endeavor to recruit the best press relation excutive with a versatile understanding of the industry to earn trust and confidence.

Social media has not reached its satuation point that is why PR executives should consider its inclusion in the dissemination of stories all the time to reach their target audience. Mutual relationship built on trust and earned  can provide a base for a long lasting relationship.

Author Wendt Marx

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