Social media and PR go hand in hand.
Because the purpose of public relations is to generate as much positive press for your company as possible.
And social media is where most people are seeing that coverage unfold.
It's no secret that PR has evolved beyond press releases and traditional outlets. Consider that social media dominates news consumption among millennials and the younger crowd.
Meanwhile, recent social media statistics highlight that over 50% of consumers follow brands directly to stay updated on brands.
From new products and company milestones to marketing campaigns and beyond, aligning social media and PR ultimately allows you to boost your positive mentions and keep customers in the loop. Doing so should be a top priority, but where do you even start?
How to bridge the gap between social media and PR
Here's the deal: scoring positive press and building brand awareness doesn't happen by accident.
Below are nine actionable strategies that combine blogging, content marketing and social media for PR.
1. Become a contributor or guest blogger
The concept here is simple: earn exposure and authority by publishing content on big-time industry blogs.
Guest blogging is a tried-and-tested example of newer-school PR. Given that most blogs are eager for fresh content, a well-crafted pitch is often enough to get your foot in the door.
The advantages of guest-blogging are threefold:
You're able to reach a wider audience than your own, tapping into potential customers and gaining exposure with industry playersYou benefit from the credibility of the blog you're posting on (think: 'featured in' snippets or testimonials on your website)In some cases, you can earn backlinks or significant traffic depending on the type of blog you're posting onFor example, blogs like FastCompany accept guest post contributions for their Work Life section. These blogs are written by industry experts, often on behalf of B2B or SaaS professionals with firsthand experience regarding workplace trends.
Contributors not only build their own authority by publishing on the blog but also earn byline summary snippet and link to their company's site.
Of course, guest posting requires you to come up with thoughtful pitches and meaningful content that people actually want to read.
In turn, you can boost and share that content once it's published. That's social media and PR in action.
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2. Encourage your employees (including C-level) to post on LinkedIn
Keep in mind that modern PR isn't just about getting mentioned in publications.
Social media is perfect for tapping into the 'public' part of public relations. For example, many B2B companies rely on LinkedIn to spread the word about their companies when it comes to milestones and new services.
Specifically, C-level employees and folks in leadership positions often have a lot of pull on LinkedIn. Announcing news from a personal account not only makes your news feel more human but also tends to earn much, much more reach than a traditional branded post.
The beauty of social media PR is that you can reach your target audience and communities directly. The more people you have internally hyping your company and singing your praises, the better.
3. Empower influencers to spread the word about your brand
Perhaps the biggest creative avenue for boosting your social media PR efforts is influencer marketing.
For companies in the B2C space, getting your products in the hands of influencers is a great way to spread the word. Whether through freebies in exchange for reviews or full-on paid sponsorships, the opportunities to connect with influencers are seemingly endless.
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