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AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

If there is anything executives want more than customers, it’s publicity. That's why every public relations team needs a solid public relations strategy and tactics that align with the customer journey. During this article, we'll show you 6 proven examples of how to leverage your PR outreach to increase brand awareness and improve your reputation.

Nowadays, public relation teams usually have a set of publications they want to receive coverage in, but here’s the catch: a single media mention isn’t going to have as big of an effect on your PR as you might think. Sure, some people might visit your site off the back of seeing the PR hit, some might even remember your brand name, but this effect will wane, fast.

In the long run, building a PR strategy and focusing on tactics that are centred on chasing media mentions is probably one of the least effective public relations means for small and medium-sized companies. If you’re wondering what your public relations team should do instead, keep on reading our 6 strategies that will help you increase brand awareness beyond press releases.

Strategy 1: Leverage connections with industry influencers

Influencer marketing is a big thing among marketers these days - and rightly so. Customers are more likely to trust a new company if it was recommended by someone they know and respect. Thankfully, it's not just the marketing teams focusing on influencers, public relations teams are noticing the impact.

It's no surprise that influencer marketing tops the list of the most cost-effective customer acquisition channels, especially when its used in combination with social media. According to Tomoson, businesses are making up to $20 per each dollar spent on influencer marketing and 51% of companies admit to seeing better results from influencer marketing than other channels, including public relations.

And here lies your first PR opportunity: aligning yourself with influencers your audience follows and admirers. This is a surefire way to get your company noticed and improve the ROI of your communication plan.

We use this strategy all the time here at SEMrush. We connect and slowly develop deep relationships with influential figures and this later results in coverage and promotion we could have never dreamt of from only using PR. Our word of advice here? Instead of trying to get an influencer to take part in a major promotional campaign, start off with a smaller project.

Strategy 2: Promote your company at important industry events

Industry events are an amazing opportunity to learn something new, keep up with new trends, and get inspired by leading figures. But they also offer a chance to promote your company and boost PR.

Events give you a chance to meet your audience, users, and influencers in person, build connections, and develop relationships you could take advantage of from a PR perpective in the future.

Here are 5 tips how to use events for public relations:

Always create an attendee profile, if an event’s organisers offer that option.


Pick a couple of presentations that relate to your product or brand, research their topics, and prepare questions you could ask during a Q&A session. This will help get you noticed by the influencers and allow you to connect with them later on in the lobby.


Schedule meetings with interesting people prior to the event. Reach out to them and ask for a couple of minutes of their time. Give a reason for a meeting that will be beneficial for them as well and you should have no problems with booking some meetings.


Interview people. Many industry leaders will be happy to elaborate on the topic of their speech and more than willing to do it if their advice will be later published online.


And of course, speak at events. After all, nothing beats speaking as a publicity opportunity.

Bonus: if you don’t have the budget to attend big events (and let’s face, those can be costly), seek out online events you could speak at. These events often have more relaxed rules for whom they invite to participate. Oftentimes, you don’t need to be a big name to book yourself to speak at them.

I’m sure you have heard every possible argument in favour of having a business blog already. You know it could help raise your authority, brand awareness, and generate leads. But there is another reason why you should leverage your company’s blog.

You see, a growing number of journalists review blogs on daily basis to find interesting stories, angles, data and stats. They scout the web, searching for new and up-to-date information to enrich their editorial stories. By publishing newsworthy content, you can turn your blog into a great pipeline directly into interested media outlets. In turn, your brand will be credited, therefore boosting PR ROI.

It's important that PR teams work closely with the marketing department to carefully plan and craft content based on a deep understanding of the target audience’s needs. One of the best tools you can utilise for successful content creation is Google Analytics. And don’t forget to distribute your content through all marketing channels rather than solely thinking of content with a PR hat on! You can read more about content distribution strategies in this article.

Try as you might, you can’t make a journalist cover your brand or product. Gone are the days of wining and dining journalists with PR in mind, in this ever-competitive world you need to provide them with so much value that they will be compelled to do so.

PR value could take the form of offering an expert opinion on industry trends, sharing personal experience, providing proprietary data, or even, converting it into an infographic, if they need visual content to enrich the piece.

Journalists are constantly in search for credible PR sources, and if you engage them with your response, they’ll most likely reference your company in return.

When you think of Kickstarter or Indiegogo, you probably picture new product ideas entrepreneurs need help bring to the market. But crowdfunding social media sites could also help you gain publicity and improve journalist relations. How? By presenting your new product to thousands of potential customers. That’s what startups like Mailpilot or Roost did. They first launched their idea on Kickstarter and then used it to develop massive media coverage off the back of it.

Strategy 6: Submit guest posts to popular websites

I admit, guest posting is one of the oldest tricks in the PR handbook - but it works. And that’s partially because guest blogging is mutually beneficial for both the publication and the company. Here is an article on how to find guest blogging opportunities.

By syndicating your content or guest blogging, you get the opportunity to increase brand awareness while sharing some useful advice with people who potentially could become their users. The publication, on the other hand, gets quality content written from a new perspective, adding something new to their site.

That’s the reason why Entrepreneur.com, Harvard Business Review, Inc.com, Forbes, Fast Company and many others still accept authentic and engaging content from outside contributors. Review their submission guidelines and submit valuable content. In time, you will see your name appearing on the largest sites, building your authority and spreading information on your brand.

Building PR strategy should start with research. In my previous post, 5 Ways to Turbocharge PR with Media Monitoring, we explored how monitoring tools enable brand, competitive and industry research – this is a great place to start.

“When developing a PR strategy, I use competitive insights to ensure my team doesn’t replicate a similar idea, creates unique messaging and finds specific audiences that aren’t currently being targeted,” adds Tanya Rynders, PR consultant. “Keeping up with media outlets that typically write about your brand or product will help you stay on top of current discussions and trends in real time.”

As you approach a new PR campaign use your monitoring tools to understand the micro and macro media landscape related to your pitch. On the macro level, monitoring tools will help you to understand your overall brand perception, your competition, industry and customer. On a micro level, you’ll want to use your tools to research press and social media discussions about products or services similar to those you’re pitching. You need to know everything possible about the media environment you’re entering before you pick up a phone or send a single email pitch.

Strategy 8: Clearly Define Your Campaign Goal

Too often we pitch for the sake of pitching; this is not strategic. Perhaps this is because our boss’ demanded “a press release each week” or perhaps we just tried to keep an active pace, but we all know it’s useless to pitch without a clearly defined goal. All PR campaigns need a clear goal and answering these questions will help you put one together without too much pain:

What message(s) do you want to deliver to that customer?

With the answers to these questions you’ll be able to develop a clear, one sentence campaign goal, which will lead your messaging and outreach strategy. If you know why you’re pitching and what you are trying to achieve, the next steps to completing your PR strategy will be that much easier.

Strategy 9: Hone Pitch Messaging Based on Research

By now you’ve done your research in order to better understand your customer, competition and industry environment and you’ve set a clear goal. Those two steps set you up for shaping your message.

Using a combination of your research and goal begin writing pitch messaging that will feel newsworthy to your target journalists, resonate with your customer and match your business objectives.

Youngstrom sums up the correlation between research and messaging nicely; “At the end of the day, great insights provide opportunities to tell unique stories that resonate with target audiences.”

A well-crafted pitch should be concise and easily digestible.  It should move your customer towards action and, as Youngstom points out, it should resonate. Once you have a first draft spend time trying to poke holes in it and share it with a colleague or two for feedback. If needed, edit, and edit some more.  By using your research and being thoughtful you’ll move on to step four with solid pitch messaging.

Strategy 10: Identify and Understand Media Targets

With your pitch messaging completed its time to decide on a distribution channel and find the journalists that will help you to reach your customer.

Determining distribution is largely based on the messaging you’ve developed. The question you need to ask is whether your message is best suited for a broadcast approach (press release) or more personal approach (individual pitching).  Does your message have mass appeal or will it get better pick up if you pitch to a more narrow, targeted list of journalists? For example, if you represent a tech firm announcing a merger with another firm you have a mass-appeal message in which case a press release may be best.  If you are the same firm announcing an upgrade to a current product your message has a more narrow appeal in which case you should focus on select journalists and influencers.

You’ll want to build your media list based on the subjects journalists in your niche are already writing about.  With the right tools it should take minutes to determine which journalists have covered your competition, industry and subject matter regardless of beat. Combine that list with journalists with whom you’ve built relationships and you’re ready to go!

And as a conclusion, I would like to share some practical advice. Track who is mentioning your brand using a media intelligence tool so you can build relationships with journalists that already know who you are. It's also wise for public relations teams to keep an eye on competitor’s PR activities so you can poach journalists who are interested in what you have to say too. Competitive intelligence can also help public relations teams achieve better ideas by learning about their successful content from industry peers and then utilise them (or something similar) for their own PR campaigns.

This article was written by Anna Lebedeva from Business2Community and was legally licensed through the NewsCred publisher network.

PR Pros: 10 Strategies To Improve Your PR (Without Chasing Media Coverage)

Syndicated content travels fast. While cooped up only on your website, your content can only be viewed by your audience, but get your content reposted on other sites, and it can really take off.

Although getting your content syndicated by having it posted on other sites will help your own site’s traffic, the biggest benefit is getting your company’s name out on the internet. Your brand can be at the center of discussions on hundreds of websites, all of which will begin to associate your company with authority and relevance when it comes to your subject matter.

Syndicated content (work that’s properly attributed to you) should be sent out far and wide. After all, drawing in a big audience is the whole point of content marketing, and it doesn’t always matter if they’re not seeing your content on your own site initially.

Here are a few tips to developing a greater presence online through content syndication

There are a lot of platforms designed to help you get your content out onto as many sites as possible. The most powerful and effective networks offer a paid service: for a fee, you’re able to get your content onto a wide network of websites with ease.

You’ve seen a lot of ads that are created by these networks before. Any ‘recommended’ list of articles ‘from the web’ falls into this category. Typically these lists are paid for but designed to blend in seamlessly with the website they’re appearing on.

There are a lot of different services that all provide a slightly different distribution method. While some of them are more popular than others, which one you should use will depend on which service works best for you.

Some discovery networks that are worth checking out include:

Through using these sites, you can get your content out to the widest possible audience and get your content distributed as widely as possible. Bear in mind, though, that to get the maximum exposure from these services, you will have to pay for your success.

LinkedIn is first and foremost a social media designed for the development of career networks.

In addition to this, though, it’s also an excellent avenue for syndication, as it’s filled with regularly posted articles that are written by members of the community. In the past, gaining the opportunity to write or feature an article on LinkedIn was invite-only, but this rule has since been relaxed, meaning that anybody can submit content to the blog.

LinkedIn is particularly useful because its audience is very specific:

The site’s Sales Navigator/ Slideshare blog gets hundreds of thousands of hits regularly

The audience is highly focused on business, though, meaning that this is an excellent avenue in particular for B2B marketers.

The site generates a lot of long-tail traffic, with visitors coming to articles many months after they’ve been initially published.

The trick to getting syndicated content to succeed on LinkedIn’s publishing platform is the same as getting content to succeed anywhere. Make sure it’s high quality and people will be happy to read it, engage with it, and share it with their LinkedIn friends.

Posting content on LinkedIn will naturally lead readers back to your own site, and will help grow your authority in the area that you’re discussing.

There are a lot of communities online that focus on aggregating and collecting the best possible content.

Think of sites like Reddit or Digg as big publishing services for all types of content, carefully arranged by category. When working to syndicate your content, it’s helpful to use these communities to draw in audiences.

Try exploring the communities surrounding the big sites in order to get your content in front of as many people as possible:

Anybody can post content, but there are rules about how much you can post to avoid being accused of spamming.

There are a variety of communities (called ‘subreddits’ on Reddit) which discuss content on specific topics. Some of these are niche, but the more specific you go, the fewer people are regularly checking the sites. Check out our Reddit Marketing Guide for more information.

In order to avoid being accused of posting spam, it’s not enough to simply post up links to your content. These communities exist to discuss content rather than just consume it, so to become a respected part of the community you need to take the time to get involved, comment on other content, and share content from a variety of websites. As you build your reputation, though, these social sites are excellent avenues for syndicating your work as long as they’re used sparingly.

For syndication to work, you want as many people to reuse and repost your content as possible, as long as they’re rightfully attributing your content back to you. For this reason, it makes sense to make the process of syndicating your content as easy as possible.

Embed codes provide this simplicity: a small piece of code displayed in your content when posted on your site can be copied by a reader and pasted into their site to easily display your content on your site.

This is useful for several reasons. 1. It makes content syndication easy for your audience. 2. You can be sure that your content is appropriately attributed as it’ll appear on their site exactly as it does on your own.

Allowing the embedding of your content is particularly useful for visuals such as infographics which other sites might want to use to add flavour and imagery to their own posts.

It’s literally what RSS stands for – Really Simple Syndication: it’s a tool that’s designed to help syndicate your content for all those who want to get their hands on it, over a variety of convenient platforms.

In order to broaden your syndication opportunities, you can make your RSS feed available to a wider potential audience.

There are plenty of RSS aggregation sites online which are designed to combine and collect a wide range of RSS content to put it in front of the people who’ll want to see it.

Submitting your RSS feed to these sites means that your content will appear alongside other work on a wider range of collected RSS feeds.

This doesn’t necessarily mean you’ll get a lot of extra traffic per RSS feed – your content will be mixed in with a lot of other work, so it won’t get a huge amount of attention

By submitting to as many RSS directories as possible, though, you’ll see your efforts add up to a solid increase in traffic.

Through getting your content syndicated in a variety of RSS directories, you’ll get an increase in traffic from putting your content in front of a lot of new viewers.

The more places your content is syndicated, the further it will travel.

This means that you shouldn’t overlook any place to post or mirror your content – especially high profile online communities filled with personal blogs. Sites like Hubpages, Scribd and Medium let anyone start their own blog on the site. You can create your own blog on these sites and repost all of your content from your site.

The communities surrounding these blogs are tight-knit and appreciate new content so long as you’re willing to engage with other community members.

Make sure you do engage, though – small blogging communities online are a great opportunity to develop a reputation as an expert in your field. It doesn’t take much extra energy to create a mirror site on open blog platforms, but it can provide a nice boost to traffic as you syndicate your content on other sites.

Social media is a natural choice for syndicating content, particularly anything visual. You can get your content in front of specifically targeted people by buying ads on social platforms. Good quality content will be shared by online communities, reaching further.

I’ve already spoken about the usefulness of LinkedIn for syndication, but there are ways of using many social sites for spreading your content. Visual or video content works particularly well as it can be shared widely with ease and catches the eye easily. Don’t use links – post your content directly into social media to help it become more accessible and sharable.

Facebook, Twitter and YouTube are all welcoming of content in a variety of forms, and there are plenty of visual-only social media tools such as Instagram or Pinterest that will help your content travel further.

Don’t worry if you don’t see a huge boost in traffic: getting your brand’s persona out to audiences is the most useful thing you can achieve from these posts.

A lot of big, powerful sites are very happy to receive syndicated content.

They’re so happy, in fact, that sites like Mashable, Huffington Post and Business 2 Community all welcome content submissions. These sites and others like them are an excellent place to get your content syndicated: You’ll benefit from their very large readership and the exposure that comes along with that. Picking the right site can mean targeting a specific audience that’s going to be interested to hear what your business has to say.

Of course, considering the popularity of these websites, they receive a lot of submissions regularly. That means that they only choose the best content to syndicate, and you’re up against some stiff competition to gain their attention.

To make sure your content is exactly what they’re looking for:

Make sure your content is appropriate to the site you’re pitching to – if your work doesn’t match their tone, style, or focus, it’ll be rejected.

Submit only the highest quality content – they want to see your best work.

Don’t submit too much content – but be bold and try repeatedly if rejected to find the perfect piece of work for their site.

Through making use of popular outlets, you can make sure your syndicated content reaches the widest possible relevant audience.

Plenty of big websites readily and openly syndicated submissions to help supplement their regular content.

Just because a site doesn’t advertise a need for syndicated content, though, it doesn’t mean they aren’t willing to accept submissions.

For many sites, the idea of opening the floodgates to submissions would mean bringing huge waves of content upon themselves. Instead they choose a closed-door approach, reaching out to creators privately or only syndicating content when approached directly by creators.

To get your content on other sites, often all that’s needed is a friendly email. Send a message to the site’s content editor, explaining who you are, why you’re an authority on your subject, and offering your content for syndication. Alternatively, many sites have an email address you can contact to share story tips – wherever possible, though, try to talk directly to a person.

The syndication opportunities that come out of this will be rare but beautiful. You won’t be fighting any competition for attention, meaning your syndicated content will have a large audience’s full attention. You’ll also be able to build a useful relationship with the editor of a popular site, meaning that you’ll be developing ties with influencers in your industry.

Making more personal, private contact to ask sites to syndicate your content will provide fantastic results as long as you’re persistent and polite throughout.

Syndication is an incredibly useful arrow in your content marketing quiver.

Through using the tools at your disposal to get your content in front of a wide audience, you can develop your reputation, build a strong following, and increase the traffic to your site.

This article originally appeared in Louder Online. This article was written by Aaron Agius from Business2Community and was legally licensed through the NewsCred publisher network.

Content Syndication: 9 Tools and Strategies to Try

Does your B2B public relations strategy include Facebook? Many B2B companies dismiss Facebook because of its simple beginnings as a friends and family network. Yet, Facebook has evolved to become a prime opportunity in the B2B space.

Facebook, when wielded correctly, can put a face to your B2B PR efforts and deliver results. It can be used to…

Would you like a piece of this action? Let’s look at how you can develop a strong Facebook presence that puts you in the driver’s seat of your PR.

Facebook has reached a point of name recognition, technological prowess, and user loyalty that rivals major tech players like Google and Apple. –Jayson DeMers

9 Elements to Help You Bring Your Facebook A-Game to Your B2B Public Relations

An effective PR strategy—on or off Facebook—requires clear goals. Before you go any further in your Facebook development, lay out what your goals are. I guarantee it will make the journey to successful B2B PR that much easier. Your goals might include:

Whatever your goals are, make sure your team is on the same page, everyone working toward the same end result.

2. Pick a Brand-Appropriate Profile Picture

Make your profile picture count. Steer clear of any photo that could cause confusion or blank looks. Since this is the first item your audience will see, it should be brand-centric. If possible, use your brand’s logo. Remember, this will show up on everything — besides your posts, comments, and any other activity.

Notice the following examples, in which Coca-Cola, SAP and Zendesk use their profile pictures to advantage with their brand logo.

This appears right under your profile picture, and is your brand’s introduction. It requires forethought. If you don’t write anything here, it’s a wasted opportunity. Use this space to write a clear and to-the-point introduction that inspires confidence and motivates prospects to engage with you. Stay away from boring facts, and focus on what gives your brand its personality.

For instance, if you’re a technology brand, you want to show that you’re at the forefront of the digital era. If you’re a financial institution, you want to create a sense of trust right off the bat. Consider the following:

Working hard to bring innovation and technology to life for the modern business.

We use our industry knowledge and expertise to fight the financial battles, so you can concentrate on your business.

These are short and quippy but deliver a clear message to all visitors.

4. Leverage Your Cover Photo to Promote Your Current Company News

Your cover photo is valuable real estate, and should never go stale. Change it often and keep it fresh according to what’s happening within your company. Have you recently participated in a community fundraising event? Create an image that shows it off. You could use this to promote:

Once you’ve created a cover photo for your news, include a pinned post with a link to more information.

Social media is all about visual content. One study showed that Facebook posts with images received 2.3 times more engagement than those without images. It is well worth your time and resources to promote visual content creation. This includes images, infographics, charts, videos, and more.

Since the fairly recent addition of Facebook Live Video (and other networks following suit), we’ve seen evidence of just how much video counts in social media engagement. Customers want to see new developments as they occur within your company and to have the sort of transparency that builds trust. Live video does just that. One study showed that Facebook users watch live video three times more than traditional video, which is evidence of the power behind this feature.

IBM is a great example of leveraging video (both live and traditional) in its Facebook strategy. Take this one, showcasing IBM’s role in the movie, Hidden Figures. It tapes IBM’s archives to show how it contributed to the historical accuracy of the film. It’s a great, behind-the-scenes explanation that skillfully leverages the popularity of the film to shine light on the company.

Companies that want to be on the leading edge would do well to integrate Facebook Live video into their marketing strategies. –Mari Smith

Ever notice the Trending Topics section in your Facebook’s dashboard? Don’t dismiss it offhand—it gives you valuable information you can use to your benefit. In fact, Facebook gives priority to posts that are about these trending topics. Want a higher place in your audience’s feed? Then craft a post that touches on one of these trending topics, while still remaining relevant to your brand and audience. It’s a great way to work your way up the social ladder.

There are no hard and fast rules about what works and what doesn’t on Facebook. You will have to discover yourself the perfect cocktail of Facebook engagement for your B2B company. Facebook Insights is a wonderful measurement tool to see which posts receive more engagement, and which you can skip. You can also consider using tracking codes such as Bitly to see what people are clicking on.

In the end, you need to find out what works, and stop what doesn’t.

The Meltwater Blog

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