It's projected that about 1/3 of the population will have active social media accounts by the end of 2015. That's over 2.4 billion people! Not to mention, the average social media consumer spends an average of 2 hours and 25 minutes a day using the numerous platforms. Why has there been such a significant surge in the obsessive use of social media over the past few years?
Conversations
Social media outlets have become sources for breaking news, events, best practices, and latest trends as much as they are used for social connection; making it that much easier for businesses to communicate with consumers and build a brand. At the same time, it should come as no surprise that these multi-faceted networks are blurring the lines of marketing and public relations. The public relations field is built on a foundation of two-way communication, and what used to be a clear definition of the field has now changed given the viral nature and large audience potential of social media.
What better way to "be in the know" than by tapping into a network full of this information? Public relation specialists are constantly striving to be the first to capitalize on the latest topics in our consumers' worlds and advocate for brands according to these new trends and likes. And the rise of social media has allowed us, in the PR world, to do this more constantly, strategically and personally.
There are media opportunities everywhere using social media; you just need to know how to utilize the tools to access them. Here are four tips to capitalize on your existing social media for public relations.
Know your Platforms
The first step to using social media for public relations is to create content around your client that is customized and tailored to each platform you'll be utilizing. You wouldn't send a TV pitch to a magazine editor, and you do not want to create a "blanket pitch" for social media.
With millions of status', tweets and photos going out into the social atmosphere every day, there is nothing less intriguing than a simple link to a press release. Add visual photos to your post. For example, if you are posting an article about a recent client's restaurant opening, add a photo of the venue or create a graphic with visually stimulating text. For twitter, quote a memorable line from the secured media article. For Facebook, be brief and concise and attach links.
Most importantly, get comfortable with leveraging PR through growing social networks such as Instagram. What better way to create buzz around an event than with imagery that allows a consumer to process the excitement within a few seconds? There is a world of difference in merely describing a juicy burger and seeing it first hand.
Be Human:
When establishing content, don't be a public relations robot; be a real person or brand that is likeable, approachable and available for conversation. Skip the PR jargon, add some personality, and use choose your words on social media as if you are speaking with a friend. For example, "I can't believe insert client here is celebrating 10 years- excited to see what the next 10 hold!," is a much more exciting introduction to a secured media article than stating, "I am thrilled to announce insert client here, has been in operation for 10 years."
At the same time, one must always remember to be appropriate. What is put out into the social media world, stays in the social media world. Many good companies and publicists have had their own tweets used against them.
Social Listen and News Jack:
Once you've developed a personality and social media brand that consumers can trust and recognize, it's time to "socially listen." You can do this two different ways:
One is to "love your fans back." In a nutshell, social media is free PR. Connect with your brand's fans and give them the tools they need to be loyal. Listen to what they are saying. Thank them for positive exposure, like or "retweet" posts, be ready for conversation and ask questions back. Most importantly, get into specifics and take interest.
A second way to socially listen is to "news jack," or insert opinions into newsworthy topics while including your client. For example, if a recent Obama Administration bill about education is a trending topic on Twitter, respond to relevant posts by offering additional insight from your client who is an expert on education. This is a great way to get exposure because it is similar to creating a live pitch angle around trending news.
Connect with the Media:
Obviously one of the most important functions of social media is social networking, and this function is becoming increasingly important in PR. One of the best ways to leverage social media to generate media coverage is by making friends with the influencers in your field. Whether that is a blogger, reporter, journalist or editor, reach out to those who will help promote your brand and engage with them.
No, this does not mean add them on Facebook and instantly bombard them with stories and opportunities for your client... you'll be removed as a friend faster than the person who posts 100 pictures of their cat. Like any relationship, developing a meaningful social media relationship takes time, and should be mutually beneficial. Start with following influencers on Twitter, taking interest in their interests, liking intriguing posts, and responding to their content with relevant and engaging discussion. This allows for a positive presence in their day-to-day lives, and let's face it, an editor is much more apt to respond to a pitch if they're familiar with the one reaching out.
This is also a great way to "do your homework." By following and interacting with your media contacts, you have the knowledge to offer them specific reasons why your story will be beneficial to their readers, and develop a story angle that will resonate with them.
Remember, social media is about starting conversations and staying connected! By using these four simple tips, you will be well on your way to leveraging these conversations for media exposure opportunities!