Last week I attended the Public Relations Society of America’s Social Media Summit at Bentley University, where we heard from former PR agency folk, current brand ambassadors, social media managers, digital publishers, and journalists about breaking barriers to social media success. There was a speaker the roles of a modern PR professional; a panel on storytelling across different platforms; a conversation about protecting brand reputation on social; a lunch keynote with insights into capturing the elusive Gen Z audience; and a panel focused on making the most of measurement to prove the ROI of social/digital capabilities. Here are my quick takeaways:
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Author and PR professor Deirdre Breakenridge reminded us that YouTube is the second largest search engine in the world. Video can provide entertainment or utility (or a persuasive argument) in a digestible, searchable, and relatable way.
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Facebook has begun promoting people-to-people interactions over page-driven content. Snapchat’s vertical storytelling structure – the creation of “the story” that has since been incorporated by Instagram and Facebook – has become an effective way to drive brand awareness and loyalty. To earn the follow, you must first earn the trust.
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The president of Denterlein says this all the time, but we heard it again from three social-savvy panelists (representing a recovery shoe company, the Natick Public Schools, and Planet Fitness): internal situational awareness must come before external communications, especially in a crisis.
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According to a HerCampus survey, college women favor Instagram over other social platforms. It’s the last thing they check before going to sleep – but the first thing they check in the morning is their email. Don’t underestimate the power of an opt-in newsletter list.
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Single-tier influencer programs just don’t work. You can’t go after big names and community locals in the same breath. Multi-tier advocacy programs (as Rachel Happe from Community Roundtable prefers to call them) offer more targeted reach and help develop deeper relationships. Develop an audience grid for influencers and break down the micro-messages that you’ll use pitch them and that you want them to deliver on your [client’s] behalf.
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Lucia Maffei, a reporter and social manager for BostInno, apologized for not getting back to you on that email. She (and every journalist) gets hundreds of emails a week and cannot read or respond to them all. She always takes the time, though, to read a pitch from someone who has done their homework, learned about her beat, her stories, and engages her with questions for her insight. Ask a reporter to coffee to get to know them better, and put a face to the name behind those dead-end pitches. Set up the long game and give it time. This email template from Hubspot is a good start for professional networking and reporter intros.
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On a similar note, reporters pay attention to their Twitter activity. A lot. But it takes more than a few retweets and comments like “Nice story!” to really break through. Don’t stalk the person, but rather offer a positive and authentic take on select well-reported stories (without any self-promotion or pitching – save that for a later email follow up).
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There was one theme that resonated across discussions: social media is forcing brands to evolve the ways they communicate on an almost daily basis. For us as young professionals, understanding the communications landscape can give us an added advantage no matter our industry, title, or role. As Deirdre Breakenridge said, continuously asking questions and stepping out of our personal comfort zones will enhance our professional skills.
