The Social Media Desktop

In our last installment on top social media trends in PR, I discussed specific ways that PR is being driven into the future with the addition of trends to help move the needle. Now, in Parts Two to Four, I’ll delve a little deeper into some specific objectives and how they can improve the richness of PR efforts.

Here are two hot topics in my PR circles these days:

Quality Content Marketing

Quality content marketing strategy has become more relevant than ever before, partially due to Google changing its algorithm: content that’s”keyword-stuffed” at the expense of quality can actually hurt our Google rankings.

The good news is that consumers actually want good content: “61% of consumers feel better about brands that deliver custom content and 90% of consumers find custom content more useful,” according to AR|PR.  Content marketing has been around a while in its many shapes and sizes, and these keep growing and evolving.  Being able to employ it in creative, fresh ways and in good quality is part & parcel of this for PR today.  According to a King Fish Media Study, “Original content, both branded and expert, is by far the most used tactic for social media (with 73% and 72%, respectively).

Where is this content being published?  Well, usually we use our owned media channels: let’s consider a blog post. (Yes, PR should be blogging.)  That blog post gets tweeted and posted to Facebook. Then later down the road, we take an even deeper dive on the topic and it’s an e-book. The point is, once we publish it on one platform, we can repurpose it by continuing its lifespan in other ways. So, publish away!

Earned Media and Social Media

Earned Media & Social Media

Earned media and Social Media intertwine. Whereas, once upon a time, we depended upon press releases and word-of-mouth buzz alone to generate stories for PR, organizations and the way they operate have evolved in the new “social and PR agency as one” and are doing business like media companies: everyone’s trying to get their message out there. This is where social media comes in as the vehicle to direct your clients to these different channels: Twitter, Facebook, LinkedIn or your blog.

At the end of the day, earned media is what we get when a paid media piece has connected with a fan, viewer or customer so well that they are compelled to tweet, like, comment or Yelp it.  (Read here, for more about earned social media.)

In a recent article on MSN, it was said that “earned and social media are inextricably linked in the newsroom.”  *The author goes on to say that over half of journalists who were asked saw a strong link between “earned media coverage and social media amplification.”  So, given paid media and earned media, it would seem that social is what bridges the gap in helping us attain the earned.  Remember: earned media doesn’t hit our budgets, but it isn’t free.  Your good content is what earns those shares.

Social Media, PR and You

In Part Three, I’ll discuss Native Advertising and SEO/Social discovery. In the meantime, please share any examples you may have of the above social media PR trends — or anything you might add — in the Comments. These trends are ever evolving as you know, so keep an eye out!  You know that next time you check your Twitter stream to send a tweet out to that reporter you’re trying to pitch you’ll see yet another new one, right?

For other methods PR agencies are using, not necessarily social media-related, see our post here for general best practices.


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