Social PR Secrets

Social PR Evolutions & Revolutions

Social media has the power to make or break a brand in a snippet of text.

Transparency and authenticity still wins.

Today's Media Relations

Create a Twitter list for your media target natively in Twitter. Make it public so they can see you added them.

Think like your audience.

The NEW Press Release

It’s better to send out 1 press release a month that is substantial than 4 that are all fluff.

Break the press release up into 5 to 10 newsworthy Tweets with a link to the story on the corporate blog/company newsroom.

Content Strategy

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Content is about them. Not you.

Editorial Calendar

The social PR editorial calendar isn’t designed to be a top-secret document.

In the Social PR world, there is NO such thing as a template.

Online Newsrooms

Make your newsroom content mobile-friendly

94% of journalists surveyed said that having photos in an online newsroom is important.

Art & Science of Social Publishing

Write like a social news reporter and leave the selling out.

Share third-party content.

Managing a Community

Connectors make savvy Social PR Managers. Salesmen do NOT.

Think outside the box.

Dialing into Social PR Customer Service

Social media is the new 1-800 number

Personalizing your messaging is key to social customer service.

Jump Into Any News Story

Content comes first. PR comes second

Be quick.

Distribution, Amplification, & Promotion

Reporting your company’s news content in a Facebook-friendly way is the first step to driving quality visitors to your website or blog

Show a different side of your company by sharing inspirational pictures and reach a global audience in a very mobile and visual way.

Live Streaming PR Secrets

“Livestreaming is the missing link between television & social media"
-Cathy Hackle

Have an influencer take over the account.

Podcasting PR Secrets

Think about search-friendliness for your podcast & episodes.

Don’t ask a podcast host to be on their podcast just so you can promote your wares.

Mobile & Social PR Hook Up

A mobile-friendly website or blog is good Social PR.

PR Mistake:
The company’s contact information is on the home page but is part of an image, instead of HTML. - Joe Laratro

Rise of Visual Reporting

Adding a strong photo, video, and/or a downloadable file to a press release distribution can increase your online visibility by 10 times the views.

Check out Twitter Cards to add visual impact from your content to Twitter.

Visual PR Secrets

Images are the key to grabbing the attention of your audience

Canva offers free access to a wide assortment of design tools.

Scoring Influence

There’s some correlation between number of +K’s earned and high Klout scores

Social media popularity (in terms of number of friends and followers) does not equate to influence.

Measurement, Analytics, & Google

The most important analytics are what matters most to your business goals.

Think beyond the obvious KPIs such as number of followers and quantity of visitors.

Avoiding a PR Disaster

Do NOT treat social media as a silo.

Develop a company-wide social media policy that clearly defines both acceptable and unacceptable behavior on social media

Strategy for Tragedy

About 50% of consumers think a brand’s Facebook page is more useful than a brand’s website
- a study by Lab42 suggests -

In a time of tragedy or crisis, check out sources and be sure to fact-check.

Optimizing an Event for Social PR

Live tweeting or blogging during an event

After the event, create strong visuals using slideshows to tell the story of the event.

Social PR Collaboration #FTW

Create a shared calendar with everyone who contributes to your editorial efforts.

Use a social collaboration platform like Asana.

Facebook PR Secrets

Write simply.
Quality vs Quantity.

Inspire.

Instagram PR Secrets

Be the first to know about new features or changes. Subscribe to Instagram’s business blog.

It’s not about you, it’s about your community.

Snapchat Secrets

Customize and download your own Snapcode

“We are not the sum of everything we have said or done or experienced or published—we are the result. We are who we are today, right now.” — Evan Spiegel, CEO of Snapchat

Pinterest PR Secrets

Schedule your pins out for your campaign. Tool: Tailwind

Create a secret board while working with a brand or co-partnering with a brand!

LinkedIn PR Secrets

“People spend time on other social networks, but invest time in LinkedIn.”
– Jason Miller

Write every day and as much as you can using LinkedIn’s blog-like, long-form content updates.

Twitter Social PR Secrets

Want to get someone’s attention on Twitter? Like one of their tweets with a click of a heart!

Monitor activity via a platform such as Tweetdeck.

Chatbot PR Secrets

By the year 2020, we will be having more conversations with bots than our spouse and 80% of brands will use chatbots for customer-centric interactions.

What can bots do?

• Answer repetitive questions
• Create a support ticket
• Survey your audience
• Book media interview
• Send custom updates and reminders
• Generate leads
• Process transactions

Futurist PR Secrets

PR pros must pay attention to the monumental shift away from 2-D content to 3-D, 360-degree and holographic content.

5 Ways Social PR Pros can Capitalize on VR

• Humanize your brand
• Prepare for crisis communications
• Amplify your company's media relations
• Get audiences to experience your organization's promise
• Explore Facebook Spaces

Digital Detox Secrets

Create space for creativity and focus to flourish.

Social PR Wisdom

Don't sit around and think how you can be like other people, brands, or companies. Define your own way, your own structure for operating, and the creative processes that drive your purpose and objectives.

About the Author

When it comes to balancing relationships, Lisa Buyer believes the practice of PR, social media, and SEO is exponential.

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