In last week’s PR Insider I discussed some of the differences between social media marketing and social media PR, and I have to report that I was happily surprised at the overwhelming response I received as a result.
Clearly, this was a topic that resonated with many of our PR Insider subscribers. So, I thought it would be a good idea to further explore how social media PR can play a major role in your publicity efforts by serving as a platform for giving an added boost to your traditional media successes.
If you missed last week’s PR Insider, you can read it here: Social Media Marketing Vs. Social Media PR
Let’s face it. One of the advantages to social media is that anyone can open an account and start spreading whatever it is they have to say (for good or ill)! There’s no barrier to entry to social media as there is with getting past the gatekeeper, that editor or producer who determines whether you are interviewed in the press or on the air.
Of course, when we say that anyone can be on social media, that means your competitors as well. You send out your message. They send out theirs. Potentially, it’s a wash!
Here’s where your additional publicity efforts can set you apart, and your social media can become the place to let your followers know you are a force to be reckoned with.
If you are scoring PR hits with the traditional media – being interviewed by the New York Times or Forbes, for example – then Facebook, Twitter, LinkedIn and other social media platforms become a great way to let everyone know about that. As I mentioned earlier, there are barriers to entry into those print and broadcast media outlets. You know that, and so do your potential customers or clients, which means they’ll be impressed to learn that when the media needs insight on your topic, you are the person they turn to.
Let’s take a look at how the power of social media PR can work for you.
- Create the image you want the world to see.Social media allows you to showcase what you do, what you know and what you love like no other medium does. It’s you unfiltered! (Use that power wisely, though. It’s no secret that the lack of a gatekeeper can prove problematic for some people who fail to use their best judgment when posting.) It creates an opportunity to frame yourself exactly as you want to be portrayed, and allows you to get in front of those your personal brand is most likely to resonate with. These followers, the public as it were, play a role in the word of mouth which grows your influence.
- Promote your widespread impact as an influencer.If you are scoring publicity successes across the country, then social media gives you the opportunity to show everyone that your influence isn’t limited by geography. Maybe you’re a financial professional in West Virginia who’s been interviewed on a talk-radio show in, for example, New York or Chicago. That is going to be impressive when you share it with clients and potential clients on social media. If people elsewhere in the country are interested in what you have to say, maybe they should be as well. We call this phenomenon “Social Proof”.
- Understand the potential to extend your message’s reach.Let’s say you just landed a coveted appearance on a TV talk show. You might share that through an email, but your audience will be limited to the names on your mailing list. Share the news of that TV interview on social media, though, and you quickly will extend the reach, possibly many times over. Anyone who reads your post potentially can share it with their followers. And those people potentially can share it with theirs.
Ultimately, social media is a wonderful PR tool that allows you to let everyone know about all your other PR successes, far and wide. Your followers will take away the realization that you aren’t just the local guy in Nashville or Dallas or wherever.
You’re all over the place!
P.S. If you’d like professional help getting coverage in the press, and being interviewed on radio and TV, give us a call. We’ve been providing this service to clients for 28 years. We also offer a comprehensive social media marketing program for select clients, where we do it all for you. If you’re interested in our help, please call us at 727-443-7115 Ext. 0. We’d love to hear from you!