How to Prepare Your Social Media for PR
PR and social media are not the same, but they can definitely impact each other.
Great PR can send loads of traffic to your social media channels. (Think of when a local newspaper writes about a new restaurant in town.)
And great social media can land your brand a fantastic media placement. (One example that comes to mind is Dove’s body-positive normal campaign.)
So if you’re starting PR because you want to see your brand featured in some glossy magazines, hip blogs, and trending podcasts, you’ll want to take a look at your social media presence and make sure it’s in tip top shape.
In a best case scenario, social media can be either the source of your media placements or the destination for all your new customers. But if it doesn’t hit the mark, it can turn off all those opportunities at once.
Here are three social media tips I recommend to all of my clients so they can make the most of PR.
1. Make it crystal clear what you do
Depending on what kind of business you have, you either want to show off your expertise or products. A visitor should be able to quickly get an understanding of what you do.
This doesn’t mean that every single thing you post needs to be a photo of your product. You can mix it up as long as you’re keeping it on brand.
A good rule of thumb is to keep something about your products or expertise “above the scroll.” This means that whoever is visiting your social media page will get an impression of what your business does before they need to scroll down for more content.
Product photos are an obvious choice. A picture says a thousand words, right? But if you don’t have a physical product, you can still post graphics, articles, and videos about your expertise. Try incorporating customer testimonials or information only you (the expert) would know.
2. Give a behind the scenes look
What sets you apart? I know this question is asked all the time when it comes to anything related to marketing, but it is so important for social media.
Social media is all about access and transparency. It’s a chance for the public to see what you’re really about behind the curtain.
Use whatever makes your brand special to charm your customers and the media. Give them a reason to fall in love with you!
Keep it on brand and show off the culture, passion, and people that go into your business. When someone identifies with the story of your business, they’ll remember it. This is good for when you’re courting a media contact and after you get some media and want to capitalize on new brand exposure too.
3. Be consistent
Branding, branding, branding. You need one consistent look across all platforms and channels. If your social media is all Tiffany blue, but your website is Coca-cola red, the customer and media contact are going to be confused.
Plus, consistency is an indicator of professionalism.
If your social media channels, website, packaging, etc. aren’t in line, it’s time to make this a priority. You don’t have to hire a branding agency right off the bat, just start by choosing your color pallet, a font, and an imagery style. Set the mood of your brand and make sure it’s the same mood your brand is feeling everywhere it goes.
Social media isn’t the be-all, end-all of your business, but it will make an impression one way or another. When you start reaching out to the media, be aware that they will likely look at your social media channels either to get to know you or to vet your brand.
You don’t need an intense social media strategy to land a media placement, but you will need a professional feel to stand out from the amateurs.