When having established a well-planned social media presence and your business has connected with relevant media and influencers, you might consider whether it’s time to take the next step and give your PR efforts a social boost as well?
In the online sphere, we are beginning to see more and more of how people (especially journalists) are searching for news within social media. This is something that creates a good opportunity for businesses to utilize the online channels to communicate interesting and relevant information about their brand or product. And with a good relationship to the target audience, there’s also a much bigger chance that other media and influencers would actually like to help promote your brand.
For PR pros to obtain success through social media, I will here present some useful tips that PR professionals can keep in mind. I was inspired to share these tips by an article on Mashable, since I find them very useful. They go as follows:
Be alert and join conversations
Naturally, it’s not possible to predict what news that are waiting around the corner to break, but it’s possible to know that some events will gain attention within social media. Here, Twitter is an effective tool to connect with people following certain hashtags to engage in conversation with the online tribe. E.g. it’s almost a safe bet that events like the #Oscars or #SXSW will have a large group of people following the hashtag before, during and after the given event. This means there can be great value in timing news or relevant content around these popular events in order for them to have an engaged audience to spread the message. However, this is stated with a great emphasis on the word relevancy, since it by no means creates success to push out all sorts of information.
Get acquainted with news aggregation services
If you on a daily business update your Facebook and Twitter profiles with relevant news, you might be familiar with how much time it actually takes to go through all the different news sources that you find the most useful. Therefore, it can be a good idea to use a blog aggregation tool such as Netvibes to create a dashboard of relevant content sources. This is something that can really save you some time during a busy work day.
Utilize the PR potential of your blog
As many businesses have realized, there is great value in running a blog to share knowledge and show what your company is actually about. This also means that a business blog can be of interest to the media. Not necessarily because you have to share an actual press release here, but rather since it can take form of a great news source. Think about what you publish and write from a perspective that can be appealing to the media.
Develop social news backgrounders
When pitching a story, it can sometimes be hard to include all background information into one e-mail or touch on everything through the phone. Reporters also have less time than ever to make thorough research on a given topic and therefore they might appreciate content that makes their job easier. This means that it can be of great value to consider creating a social news backgrounder together with your pitch, using a site such as Delicious. Delicious can be useful as a kind of social news backgrounder, since it can hold different links to relevant articles and information on subjects that you would like to pitch to the media. It creates a great overview of different content.
Do you have some tips to share? Just remember: it’s about participating in the conversation, engaging actively and also retweeting good content that other social media users share. It’s good to give something back – and this will also make the community recognize and value your brand in a much more positive way.