SOCIAL MEDIA STRATEGIES FOR PR SUCCESS

 

A social media strategy outlines the strategies of a brand that plans to use social media to achieve its objectives and targets. It refers to a road map for social media efforts, ensuring that the organisations connect with company objectives and achieve the expected results. A social media marketing strategy has a significant impact on developing strategies for attracting people or individuals.

●      PR professionals are able to use the social media marketing strategy in terms of handling content creation strategies, community management and influencer engagement practices.

●      Based on the statements of Mitcham et al., (2021, p.10784), a social media content strategy is a detailed blueprint for how a company should plan, create, post, and manage all of its social media content.

In this setting, the company may better communicate with its target audience and achieve its objectives. Create thought leadership pieces, press releases, and compelling social media content to exhibit your industry knowledge and communication skills. Furthermore, regularly maintaining a professional blog or contributing to important platforms can help the company remain prominent in the field and attract new prospects.

Figure 1: The market size of the influencer marketing strategy

(Source: Statista.com, 2024)

PR professionals are also able to handle social media strategies including influencer engagement and community management practices in terms of fostering brand awareness, consumer loyalty and engagement. In turn, organisations are able to use different platforms such as Instagram, Facebook, Twitter and YouTube in terms of developing the influencer engagement strategy successfully.

●      The influencer marketing market size is estimated around 24 billion US dollars in the fiscal year 2024 (Statista.com, 2024).

●      The PR professionals focus on using influencer engagement platforms in order to improve communication with the target audiences.

Public relations practitioners can access pre-existing networks and cultivate authentic relationships with prospective clients by collaborating with influencers who share the brand's values. Working with influencers requires thoughtful advertising goals and tactical strategy. In addition, community management is also a significant practice that increases the opportunity for a PR professional to manage relationships with the internet communities. PR professionals are also able to participate in the discussion with their target audiences, which helps in addressing the concerns of the consumers successfully (Quesenberry, 2020, p.27). Addressing the consumer's concerns, PR professionals are able to offer valuable content to the audiences for increasing the consumer's trust and loyalty effectively. It is the process of developing and overseeing a community on social media channels in order to increase loyalty and form strong relationships with the audience. Followers, clients, employees, and business partners all are attracted by the initiative, which includes activities such as reading and listening to the needs of the target demographics.

On a concluding note, social networking strategy refers to the interaction and relationship between an influencer and their audience in terms of increasing trust between organisations and consumers. It is a key metric in influencer marketing, where brands collaborate with influential individuals, often on social media, to promote their products or services. A significant social media strategy increases the ability of an organisation to manage the PR management action successfully.


 

References

Mitcham, D., Taylor, M. and Harris, C., (2021). Utilizing social media for information dispersal during local disasters: The communication hub framework for local emergency management. International Journal of Environmental Research and Public Health, 18(20), p.10784. Available from: https://www.mdpi.com/1660-4601/18/20/10784/pdf [Accessed 7th May 2024]

Quesenberry, K.A., (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers. Available from: http://elib.vku.udn.vn/bitstream/123456789/3031/1/2019.%20Social%20Media%20Strategy%20Marketing%2C%20Advertising%2C%20and%20Public%20Relations%20in%20the%20Consumer%20Revolution.pdf [Accessed 7th May 2024]

Statista.com, (2024). Global influencer market. Available from: https://www.statista.com/statistics/1092819/global-influencer-market-size/ [Accessed 7th May 2024]


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