PR and Social Media Marketing Strategy: The Critical Difference
It’s nearly impossible to separate social media strategy from PR, given the ubiquity of digital and social media as both a news source and a driver of brand reputation. At Crenshaw we understand how to develop and use social media to amplify earned media coverage and build a relationship with a company’s most important audiences and stakeholders.
Social Media Strategy in Public Relations
Here are some guidelines for the development of an effective social media strategy within a PR program.
Set goals. Social media strategy is not an end in itself, but part of an overall communications plan.
Listen. A good social media strategy and plan should start with a social audit of your category and an analysis of competitors and partners.
Know your audience. The next step is to take a deep dive into the persona of your audience – its needs, problems, and passions – to achieve maximum relevance.
Identify KOLs. Social media is based on relationships, including those with influencers or “key opinion leaders.”
Develop a brand voice. It’s critical that your social media voice be true to the brand character and corporate values.
Be conversational. Yes, you should adopt a voice, tone, and persona that’s specific to your own brand, but social media is a two-way street and it’s always more effective to engage in conversation than to merely broadcast content.
Social media engagement and activity doesn’t exist in a vacuum; it should be informed by the company’s overall communications strategy. The PR and social functions should be aligned and professional communicators ideally involved in the social media strategy and content creation. We are natural storytellers who know how to craft a narrative or foster a conversation that’s a real dialogue, not a one-way commercial pitch.
For more information about our media marketing and community relations services, contact us.