Compared with public relations, social media is the new, cool kid on the block, and since the early 2000s has become a significant means of communication between brands and their audience.
These days, PR departments, regardless of the brand or organization, go to social media first to spread the latest information about services and products and gain the broadest coverage.
By aligning social media and PR, brands can boost engagement and keep customers aware of the latest developments.
In this article, you’ll see six tactics to help improve your social media public relations. We’ll also see examples of brands that have used some of these tactics.
What Does PR Mean in Social Media?
A PR campaign is designed with one aim: to get people talking about a brand. On social media, PR refers to using social media channels( Twitter, Instagram, Facebook, TikTok, etc.) to drum up some press, put your company in the spotlight, and get people talking about you.
How has Social Media Changed Public Relations?
Social media has completely changed the PR landscape. Press release has ceded the throne to the much younger, much more persuasive heir: social media.
Brands can now use different channels to communicate with consumers through social media. Whether through engaging posts on Facebook, Reels on Instagram, or Tweets on Twitter, brands can develop a personality that resonates with consumers and form a personal connection with their audience.
Unlike traditional PR methods, for example, press releases, social media allows consumers to interact with their favorite brands. This two-way communication street can be a massive advantage for brands that know how to use it.
Brands can now work with bloggers, vloggers, experts, and more to create impactful PR campaigns.
Instead of creating the content by itself, a brand can leverage the creative powers of these influencers. Influencers with a large following are highly sought-after for obvious reasons. However, it’s vital to look past the follower count to see whether the influencer is suitable for the brand.
The internet never sleeps, which allows PR professionals to deliver news at any time, safe in the assurance that the message will reach consumers.
However, while the ability to reach consumers at any time is excellent, it also has its drawbacks in that PR messages have a shorter lifespan in the consumer’s memory.
Consumers are in an endless mill of information, which challenges PR professionals to keep up. Bad reviews and news travel very quickly, so PR agents have to be proactive and nip such problems in the bud before it escalates.
How to Use Social Media for PR
How much does the typical PR campaign cost? $10000? $100000? $1000? You can get a PR campaign for these prices and even less — it only really matters how effective the campaign is.
So, how can you use social media for PR regardless of how much you’re spending? Here are some valuable tips to help you.
1. Add social share buttons to your message.
A super-easy way to use social media for PR is to add social sharing buttons to your message. For example, if you have a press release, you can add social sharing buttons to Facebook, Twitter, and other social media platforms.
Adding these buttons allows consumers to share your press releases and do some of the legwork for you.
Additionally, you can embed social media links within the press release. It drives traffic and increases engagement.
2. Work with influencers.
One of the best ways to create PR for your brand is to partner with an influencer.
When choosing an influencer to become a brand ambassador, look for more than follower counts. You should want authentic coverage that hits on a personal note with actual people.
An influencer or ambassador must share, or even create, relatable, emotional, and personal content. The right influencer for your brand is just as concerned about delivering the content right for their audience as they are about doing good work for you (and getting the check).
Furthermore, when you cultivate an audience of people who genuinely love what you’re doing, you’re building a pool of loyal, engaged brand ambassadors who’ll stick with you not just because you’re paying them but because they truly feel connected to your product and are honored to be ambassadors with the brand.
3. Be consistent.
To get the best from using social media for PR, you need to be consistent. This consistency includes showing up with regular posts and interacting with consumers as soon as possible.
It also involves being consistent with your brand voice and tone. By being relatable, helpful, and valuable, you can build a social media presence that boosts your reputation.
4. Be proactive.
Adulation from social media is fickle, and those that praise you today can quickly turn on you and ‘cancel’ your brand.
Therefore, you must have a proactive crisis management system to handle the flames when they come. PR teams should take advantage of the ability to reply instantly and tackle crises as soon as they arise.
4. Create good relationships with the media.
PR professionals have always realized how meaningful a good relationship with media outlets and journalists can be. So, cultivate a good relationship with these essential parts of the industry. Having a good relationship with them will increase the chances of getting positive press with the right outlets.
You can kick off the relationship by sharing necessary, practical, and valuable information to extend conversations.
A note of warning: Spamming media houses, journalists, and even influencers with pitches and press releases can come off as annoying and disrespectful. Be professional and have some self-respect.
5. Take advantage of hashtags.
Hashtags are used on almost all social media channels, and you can use this tool to boost your PR campaign.
Today, many brands use social media to spread the word about their products and services. The brand feels more human and personal by getting C-level employees and other lower-level employees to talk about a brands’ products and services.
Foundation is a popular marketing agency with C-level employees who tweet and often write about its services.
Bridge The Gap Between Your Social Media and Public Relations
Gone are the days when dropping a press release and sending emails were all the PR department had to do to inform customers. Now, customers expect more from organizations and brands.
Using social media and your PR campaigns can improve customer engagement and build the positive press.
Editor’s note: This post was originally published in July 2016 and has been updated for comprehensiveness.
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
We’re back with another SEO recap with Tom Capper! As you’ve probably noticed, ChatGPT has taken the search world by storm. But does GPT-3 mean the end of SEO as we know it, or are there ways to incorporate the AI model into our daily work?
Tom tries to tackle this question by demonstrating how he plans to use ChatGPT, along with other natural language processing systems, in his own work.
Be sure to check out the commentary on ChatGPT from our other Moz subject matter experts, Dr. Pete Meyers and Miriam Ellis:
Hello, I’m Tom Capper from Moz, and today I want to talk about how I’m going to use ChatGPT and NLP, natural language processing apps in general in my day-to-day SEO tasks. This has been a big topic recently. I’ve seen a lot of people tweeting about this. Some people saying SEO is dead. This is the beginning of the end. As always, I think that’s maybe a bit too dramatic, but there are some big ways that this can be useful and that this will affect SEOs in their industry I think.
The first question I want to ask is, “Can we use this instead of Google? Are people going to start using NLP-powered assistants instead of search engines in a big way?”
So just being meta here, I asked ChatGPT to write a song about Google’s search results being ruined by an influx of AI content. This is obviously something that Google themselves is really concerned about, right? They talked about it with the helpful content update. Now I think the fact that we can be concerned about AI content ruining search results suggests there might be some problem with an AI-powered search engine, right?
No, AI powered is maybe the wrong term because, obviously, Google themselves are at some degree AI powered, but I mean pure, AI-written results. So for example, I stole this from a tweet and I’ve credited the account below, but if you ask it, “What is the fastest marine mammal,” the fastest marine mammal is the peregrine falcon. That is not a mammal.
Then it mentions the sailfish, which is not a mammal, and marlin, which is not a mammal. This is a particularly bad result. Whereas if I google this, great, that is an example of a fast mammal. We’re at least on the right track. Similarly, if I’m looking for a specific article on a specific web page, I’ve searched Atlantic article about the declining quality of search results, and even though clearly, if you look at the other information that it surfaces, clearly this has consumed some kind of selection of web pages, it’s refusing to acknowledge that here.
Whereas obviously, if I google that, very easy. I can find what I’m looking for straightaway. So yeah, maybe I’m not going to just replace Google with ChatGPT just yet. What about writing copy though? What about I’m fed up of having to manually write blog posts about content that I want to rank for or that I think my audience want to hear about?
So I’m just going to outsource it to a robot. Well, here’s an example. “Write a blog post about the future of NLP in SEO.” Now, at first glance, this looks okay. But actually, when you look a little bit closer, it’s a bluff. It’s vapid. It doesn’t really use any concrete examples.
It doesn’t really read the room. It doesn’t talk about sort of how our industry might be affected more broadly. It just uses some quick tactical examples. It’s not the worst article you could find. I’m sure if you pulled a teenager off the street who knew nothing about this and asked them to write about it, they would probably produce something worse than this.
But on the other hand, if you saw an article on the Moz blog or on another industry credible source, you’d expect something better than this. So yeah, I don’t think that we’re going to be using ChatGPT as our copywriter right away, but there may be some nuance, which I’ll get to in just a bit. What about writing descriptions though?
I thought this was pretty good. “Write a meta description for my Moz blog post about SEO predictions in 2023.” Now I could do a lot better with the query here. I could tell it what my post is going to be about for starters so that it could write a more specific description. But this is already quite good. It’s the right length for a meta description. It covers the bases.
It’s inviting people to click. It makes it sound exciting. This is pretty good. Now you’d obviously want a human to review these for the factual issues we talked about before. But I think a human plus the AI is going to be more effective here than just the human or at least more time efficient. So that’s a potential use case.
What about ideating copy? So I said that the pure ChatGPT written blog post wasn’t great. But one thing I could do is get it to give me a list of subtopics or subheadings that I might want to include in my own post. So here, although it is not the best blog post in the world, it has covered some topics that I might not have thought about.
So I might want to include those in my own post. So instead of asking it “write a blog post about the future of NLP in SEO,” I could say, “Write a bullet point list of ways NLP might affect SEO.” Then I could steal some of those, if I hadn’t thought of them myself, as potential topics that my own ideation had missed. Similarly you could use that as a copywriter’s brief or something like that, again in addition to human participation.
Even experienced coders often find themselves falling back to Stack Overflow and this kind of thing. So here’s an example. “Write an SQL query that extracts all the rows from table2 where column A also exists as a row in table1.” So that’s quite complex. I’ve not really made an effort to make that query very easy to understand, but the result is actually pretty good.
It’s a working piece of SQL with an explanation below. This is much quicker than me figuring this out from first principles, and I can take that myself and work it into something good. So again, this is AI plus human rather than just AI or just human being the most effective. I could get a lot of value out of this, and I definitely will. I think in the future, rather than starting by going to Stack Overflow or googling something where I hope to see a Stack Overflow result, I think I would start just by asking here and then work from there.
That’s all. So that’s how I think I’m going to be using ChatGPT in my day-to-day SEO tasks. I’d love to hear what you’ve got planned. Let me know. Thanks.
This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.
The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.
Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.
In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.
Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.
The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.
He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.
Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.