Public Relations Social Media Marketing
Social Media Marketing

With the internet evolving at speeds faster than light, it’s hard to keep up with the times. PR techniques that worked perfectly a decade ago are now outdated. Television ads have nearly become a thing of the past, and now social media allows people to share articles and information instantly. A business needs to be ahead of the game to garner clientele, and nowhere is this more apparent than in the use of social media for PR.

 Here are six quick strategies to make your social media PR effective:

1)  Be brief but exciting.

Many social media sites – Twitter in particular – are fashioned around short attention spans. Your press releases and public relations posts have to be short enough for the impatient, and filled with enough content to be interesting. Meaningful posts are the ones that are shared on social media. Without content that strikes a chord with readers and potential clientele, your company’s social media profiles will fizzle.

2)  Keep up-to-date on the news.

The best way to keep up-to-date is by seeing what trends are taking over social media. You can comment on them on your company’s social media outlets, as well as contact local reporters and hold news conferences to discuss the issue. Business is politics, and you’ll have to take firm roles if you want to be noticed.

 3)  Offer help.

One of the best ways to boost your customer base is by establishing yourself as a knowledgeable leader in your company’s field. Nothing is better for this than being helpful. Post links to tutorials as well as helpful advice. Know what questions people are asking and be prepared to answer them.

 4)  Avoid Facebook for PR.

Facebook can be good for advertising, but it’s not so good for PR. The website tends to be for connecting with friends and colleagues, as well as sharing different articles found on the web.  Though this may sound like the ideal place for PR, many Facebook users – even if they are part of your clientele – aren’t likely to reblog serious news stories.  If you have a funny advertisement then by all means, share it. But even the most engaging press release probably won’t get picked up on Facebook.

5) Live in the moment.

Sometimes a crisis of epic proportions will arise. Whether it’s a natural disaster or something that affects solely your business, you’ll need to respond to it. Social media outlets shouldn’t be your one place to respond, but they should be utilized. You’ll need someone on your PR team to man your social media accounts during the crisis, while another calls a conference to comment on the news as it develops.

 6)  Utilize videos.

Know about video management sites all over the web. Your company should probably have a Youtube channel, where you can post everything from press release videos, to new product lines, to tutorials. Some people find that watching a video is much easier than reading an article, and so you’ll pull in more clients this way.

Underestimating the powerful role that social media plays in PR is a costly mistake. By creating a plan that incorporates these successful strategies, your company can maximize its social impact.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.