Today’s technology is more advanced than at any time in history. We have self-
starting cars, smart phones, and innovative medicine to cure more and more
diseases. Our world runs off of technology and numbers, but what does that mean
for the public relations industry? Are the traditional methods outdated and useless?
Has social media doomed the basic guidelines?
At Avalaunch Media, we don’t think so. We believe that social media has allowed the
traditional methods and guidelines to flourish. Social media hasn’t replaced public
relations; it’s provided a new set of tools. PR professionals have been kicking around
a new PR strategy the past few years: a term called social listening. But social
listening isn’t just a term—it’s a very shiny, effective tool.
At its essence, social listening tells you what others are saying about your
company—or in some cases—what they aren’t saying. Think of social listening as a
compass: It’s there to guide you in the right direction, setting the groundwork for
the next steps of your digital strategy. Here are five elements of social listening to
incorporate into your strategy.
1. Find the story behind the brand. People don’t invest in products—they
invest in people. Customers want to feel connected to the brands they
interact with. Your branding and core messaging needs to be vibrant and
true to create a sense of trust, leading customers to your brand.
2. Look at it from a search engine optimization standpoint. You can have
the world’s greatest content and graphics, but if no one can find them, they’re
useless. Put in the extra effort to promote keywords and other SEO best
practices to make sure your story gets told.
3. Use social media platforms to your advantage. Social listening is a great
start, but your interaction shouldn’t stop there. Engage your customers on
multiple platforms, ensuring your product and brand are seen by as many
people as possible. This will give you real-time feedback from those who
matter most: your customers.
4. Include relevant, unique visuals. Content is very important, but you don’t
want to bore your audience. Visuals can help break up text and communicate
your message in a different format. According to 2016 Forbes article, one
minute of video is more powerful than 1.8 million words, and it doesn’t just
stop at videos: 84% of communication will be visual by 2018. It’s worth
investing in now.
5. Don’t forget about press releases. Press releases are still a very important
part of any PR strategy. They help your company stay in the news with
relevant and fresh information. However, beware of posting too many:
Google will penalize companies with press release overloads.
Social media has changed the way everyone lives. It’s changed the way we think and
communicate—so it’s only natural that it’s changed the way we create strategies.