Tag Results

Public relations is not the same thing it was back in the 50’s, 60’s, 70’s and 80’s. Due to the rise in Social media, PR work is now a heck of a lot more involved. Social Media PR work includes:

  • Social media content creation
  • Content Marketing
  • Social Media outreach
  • Public Relations
  • Finding Partnership Opportunities
  • Collaboration with Influencers

It used to be that a PR company could put out a press release to their contacts and get back calls and faxes asking to cover their news. Now, it’s all about Social PR.

Social Media PR

Public relations was just about that, building relationships with media and industry leaders to help your client brand him/herself. Things have changed. We have some pretty strong tools at our fingertips (Facebook, Twitter, Instagram, Snapchat). The audiences that can be reached are massive. Instead of reading an editorial about your client in a magazine, your audience can now be exposed to the same content in many places and forms.

Strategic partners can be found on social media. After all, everyone is just a tweet or DM away. If you are in PR, you should be taking advantage of Social Media to reach out to and nurture influencers in order to convert them into partners and brand ambassadors.

How can PR Companies Use Social Media

Find Strategic Partnerships: This is now called influencer marketing. Social media is a great place for you to find a person, brand, or business who can collaborate with you to get their audience interested in your client. Whereas in the past you would have secured a spot on Martha Stewart’s show for that brand new blender client, today you will reach out to food influencers on social media to promote your product and to become brand ambassadors. This could include food bloggers, recipe websites, and related products. The issue is that the traditional PR process for finding people to work on strategic partnerships has changed.




RELATED ARTICLE: How to find Social Media Influencers

In the infancy of social media, follower count was all that mattered. However, we’ve all matured and now we’re focusing on the right thing, not follower count, but ROI. If you want to collaborate with an influencer to help your client with branding and sales, you need someone who must produce content that is of high quality. This content needs to fit your client’s brand. It also needs to speak to your client’s audience. The influencer needs to be able to convert his/her followers into an action for your client. They need to be fully committed to delivering content to serve themselves, their audience, and your client. The influencers you approach should basically already be a brand advocate for your client. They need to have that much affinity with your client’s brand. Do numbers still count? Yes. They do. Numbers mean a larger reach, but numbers only mean something if you can convert them.

First, you need to figure out what social network your influencers hang out. Bridal will probably be on Instagram and Pinterest, photography tends to like Instagram and Google+ (that’s one of the few industries that does well on Plus). Do your research and figure out where they are. Become active here and begin to research the people who are influential here. There are tools you can use to help you find influencers as well such as SmartID shown below. Use these tools, then visually vet your influencers.

[fve]https://www.youtube.com/watch?v=WZVJ_mGP8hI[/fve]

Once you have a list of about 10 influencers, begin to engage them. This will vary across social networks, but you can begin by sharing their content (don’t forget an @mention), replying to the content they create, or just by saying hi. As you build a relationship with them on Social Media, you will know when you can directly approach them about that partnership. Check their profile to see if they have specified how they want to be approached (some influencers will make their email public for collaborations). Then reach out and clearly state that you want to discuss a collaboration.

Get Press Coverage For their Clients

Press and bloggers are always looking to social media to find content. Make their job easy. Make sure you stay active on social to give yourself a chance to show up in their feed. Make sure that your content, whatever it may feel story worthy. Then make sure you engage your targets. This is reverse engineering. You may not already be on their radar, but if you engage them, they will at some point click over to your profile. If you are creating content that is of service to them, they will most likely follow you or bookmark you as a source.

Manage Client’s Reputation

There are some great tools that allow you to track whenever your client is mentioned online.  This can both alert you when something is wrong, and alert you when something amazing is said about them so you can amplify it while it is relevant.

 

How to Manage your Social Media Accounts

Socialdraft is an all-in-one Dashboard that helps you manage multiple Social Media Accounts. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:

Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages (and one LinkedIn account) and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…

If you are curious about Socialdraft, take it for a risk-free trial. You’ll get to try out all the features and decide if Socialdraft is right for you.

A common issue with PR and Marketing agencies is that they take so much time giving love to their clients, that they end up neglecting their brand. This is a huge loss. Why?

  • Social media can easily become a fundamental part of your business that builds your brand and street cred.
  • Social media can drive traffic to your website, earn higher ranks on organic search, and in turn get you more business.
  • Social media can be used to find business opportunities, both for yourself and your clients.

We’ll discuss a few strategies you can use to create a rhythm for your social media presence and so you can achieve all the points we’ve bulletted above.

Social Media for PR Agencies

1. Share Client Successes




The best kind of testimonial is one that comes directly from your client. The second best is when you share their successes on your social media accounts. This shows that your clients are successful, associated with you, and in turn that you are a reason for their success.

2. Share Branded Stories

No, I am not telling you to slap your logo on a picture and share this. What I am telling you to do is to share your accomplishments on Social Media. Introduce new hires and tout their abilities. If someone on your team gets an award, share it and congratulate them. Share new accredditations. This will build a brand that shows you care about your people, and in turn you must care about your customers. It also lets people know just how good you are.

3. Be creative about presenting your content

Your audience may be a little different than most people on social media. In fact, it probably is. You’re probably communicating to press, bloggers, customers, and consumers. You need a way to package your stories in a way that it appeals to each of them. This could mean that you choose which audience you communicate to on which social network.

You may choose LinkedIn for press and bloggers. This way you can push out more traditional content such as press releases.

On Twitter, which is audience heavy, you may want to choose to share your client successes.

On Facebook, where you may decide to market to potential clients, you may choose to share statistical information, infographics, studies…

But regardless of the type of information you are pushing out, keep it fresh and exciting.

4. Monitor Social for Potential Opportunities

You can set up something like Google Alerts, but their search is quite broad and often wrong, so look for opportunities on Social media.

Think about it this way. Journalists love Twitter. It helps them to push out their content and search for new stories. They are busy and don’t have time.  Twitter is a constantly moving stream of stories where they constantly look for content.

5. Build Relationships with Press

As mentioned before, press loves social media. It is a fantastic way to get your content our there. You need to go where the press is and begin to engage them. Find journalists on Twitter and Instagram. Follow them and build those relationships. This way when you have a good story, you can pitch them easily. You can also monitor industry hashtags like #journorequest to keep an eye on opportunities (this also works wonders with our alerts system. When you set up your alerts on Socialdraft, make your alert super specific by combining #journorequest + subject (#journorequest +Daniel Boulud), or Client Name + Industry. The opportunities are endless.

6. Content Marketing

All PR and Marketing firms should be investing time and a little money on content marketing. Your shared content should not be coming 100% from outside sources. You need to create a blog on your website to brand and promote yourself. This does not mean that you’ll be tooting your own horn all over these blog posts. Here you will follow the 80/20 rule. Create content that is helpful to your potential clients. Create content that shows off the successes of your clients, AND share this content to social media to ramp up click thru to your site.

Social Public Relations are a lot more complicated than this, but this is a great starting point so you don’t neglect your firms social presence. It could cost you customers and money.

7. LinkedIn Publishing

This is a HUGE opportunity, but before I get into why, understand that on LinkedIn it should be a lead team person or executive that publishes to LinkedIn. Why? They are the authority and you don’t want the voice of your company on this marketing platform to be a newbie or an intern. Second, newbies and interns leave…think about what happens when they do…

Your executives are probably not on social media, they are busy and don’t have the time. This is one time we recommend they make the time. LinkedIn is the professional platform and they now offer super easy publishing. This is the equivalent of sharing on an industry publication and the content gets seen significantly quicker than it would on an industry pub (just think about how many LinkedIn notifications you get daily).

8. Create Twitter Lists and Facebook Interests

Both of these allow you to categorize people and accounts into groups so that you can view the newsfeed and sort out all the rest of the clutter. This is a great tool for content curation and to stay on top of the news. On Twitter, it is great when you need to access say all “Restaurant Bloggers” or “Jewelry Press” and is one of our favorite tools for Social Media for PR Agencies.

How to Manage your Social Media Accounts

Socialdraft is an all-in-one Dashboard that helps you manage multiple Social Media Accounts. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:

Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages (and one LinkedIn account) and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…

If you are curious about Socialdraft, take it for a risk-free trial. You’ll get to try out all the features and decide if Socialdraft is right for you.