How do you leverage digital and social media platforms to amplify your PR tactics and save costs?

Question everything. Several times this year we've gone into a pitch or a client project where someone said "the conventional wisdom is that our audience uses [fill-in_the_blank platform] because [they're young/it's the professional platform/it's just where they are]." But by doing the research we learned the audience was predominantly using a platform that was "counterintuitive," that is, not the "best practice" the clients had relied upon for the last five years. Things change too quickly in the digital space not to do our homework.

Not all digital and social media platforms are created equal. Depending on your objectives, target audiences, and budget, you need to choose the right platforms that suit your PR needs and maximize your impact. For example, Zomato uses Instagram and Twitter extensively to reach a diverse audience with their engaging and often humorous content. This strategy has helped them increase their brand engagement by 25%. If you want to target a professional audience, consider LinkedIn, like Tata Consultancy Services (TCS), which shares insightful articles and industry news to engage with business professionals. Research your audience’s preferences and align them with your PR goals to ensure the best platform fit.

Content is king when it comes to digital and social media platforms. Amul is a prime example of creating engaging content that attracts and informs. Their topical "Amul Girl" cartoons are widely shared and have kept the brand relevant for decades. This strategy has increased their social media engagement by 30%. Use different formats like videos, blogs, and infographics to appeal to various audiences. Catchy headlines, hashtags, and calls to action can further optimize your content for visibility and engagement.

I totally agree. The more you can engage with your audience with well-crafted content that also speaks to the algorithms, the better. It's a perfect opportunity to develop trust in your brand and resonate with your audience in a way that speaks to them personally. Another way I have made this work is by running some Facebook live events at key moments to influence new audiences when they are making big decisions about their family's future.

The trick is to get past writing "engaging content" in a PR plan. What does engaging mean? What does the audience think engaging means? In a perfect world, we have insights based on research as to what would resonate with audiences and then pre-test it. In an imperfect world, we can flight multiple types of creative (text vs. images, animations vs. video, illustrations vs. photography) to learn what resonates best with the audience.

I find that responding to questions as soon as they come through makes a huge difference to our audience's opinion of us as a brand. They are usually surprised when they get a response on a Sunday evening or Bank Holiday. We also try to read and reply to every comment in a positive way so they know we are listening. I agree that joining online communities and groups that relate to our industry and audience also valuable as it gives an insight into their mood and thought process at specific times. Sharing our views really enhances our reputation and relationships in the industry too to show we are on the ball and hopefully, ahead of the game.

Absolutely vital to monitor and measure results. It's pointless doing all the hard work if you can't see the true value. I particularly enjoy looking at sentiment analysis and identifying how we can adjust and improve what we do by what the the metrics reveal.

Implement automation tools to streamline social media management tasks and improve efficiency. Integrate PR strategies with digital marketing initiatives to create synergies and maximize impact. Cultivate brand advocates and employee ambassadors to amplify organic reach and advocacy efforts within your organization.

Employee advocacy is a powerful yet often overlooked aspect of digital PR strategy. Leveraging your employees as brand ambassadors on social media can amplify your message and build audience trust. Encouraging staff to share company news, insights, and culture on their social networks extends your reach organically. It humanizes your brand and provides authentic voices that resonate with stakeholders. To implement an effective employee advocacy program, develop clear social media guidelines, provide engaging content for employees to share, and consider using advocacy platforms to streamline the process.