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How do you leverage influencers and advocates to amplify your PR messages on social media?

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How do you leverage influencers and advocates to amplify your PR messages on social media? This is a question that many PR professionals face in the digital age, where social media platforms offer new opportunities and challenges for reaching and engaging your target audiences. In this article, we will explore some of the best practices and tools for measuring the impact of your PR efforts on social media, and how to use influencer and advocate marketing to boost your brand awareness, credibility, and conversions.

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1 Define your goals and metrics

Before you start any PR campaign on social media, you need to have a clear idea of what you want to achieve and how you will measure your success. Depending on your objectives, you may want to track metrics such as reach, impressions, engagement, sentiment, traffic, leads, or sales. You also need to align your goals and metrics with your overall PR and business strategy, and make sure they are SMART: specific, measurable, achievable, relevant, and time-bound.

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Chris Gee

Helping PR & Comms Pros Master AI | Speaker | AI Trainer | Keynotes & Workshops | Featured in PR Daily, Ragan, Axios, BizJournals
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I would add a KPI for audience relevance as well. Too often, I've seen brands anoint someone as an influencer simply because that person is influential in a different category. Are they relevant to your specific audience? Does what they say move the needle with them? If so, to what degree? Can you quantify it? These critical questions often aren't asked until after an influencer engagement has ended, and the results are underwhelming.

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2 Identify and segment your influencers and advocates

Influencers and advocates are two types of social media users who can help you amplify your PR messages and reach new audiences. Influencers are people who have a large and loyal following, and who can influence the opinions and behaviors of their followers. Advocates are people who have a positive and authentic relationship with your brand, and who voluntarily recommend and endorse your products or services. You need to identify and segment your influencers and advocates based on criteria such as their relevance, reach, resonance, and reputation, and tailor your communication and incentives accordingly.

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Josephine Hill

Leader in Workplace Wellness | Creator Coach
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Influencers demonstrate a unique POV that captures the experience of an event and helps your customers visualize themselves having that experience.

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3 Create and distribute engaging content

Content is the key to any successful PR campaign on social media, as it is the main way to attract and retain the attention of your influencers, advocates, and followers. You need to create and distribute content that is relevant, valuable, and engaging for your target audiences, and that showcases your brand story, values, and benefits. You also need to use a variety of formats, such as text, images, videos, podcasts, or live streams, and optimize them for different platforms, such as Facebook, Twitter, Instagram, or LinkedIn.

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Phil Szomszor

Thoughtful LinkedIn and Sales Navigator strategy, training and content support
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Key thing to note here - and a fault of the article structure - is you don't jump from segmentation to content distribution. It's about a mutually beneficial relationship, so you need to answer the 'what's in it for me?' for both parties. When you do get to the content part, make sure you consider the influencer's style, format and tone of voice. They should be creating the content, not you. But you need to be clear in your advice what you expect and any terms or style points they need to follow. If it's a sponsored opportunity (involving payment or free products), make sure you adhere to any local advertising regulations.

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Dave Schools

CEO, Singulate | First @ Hopin | Founder, Entrepreneurship Handbook & Party Qs
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One way we've seen PR professionals leverage influencers to amplify their message is live streaming, or multistreaming, on their social platforms using a tool like StreamYard.

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4 Monitor and analyze your performance

Once you have launched your PR campaign on social media, you need to monitor and analyze your performance regularly and systematically. You need to use tools and platforms that can help you collect and visualize data on your metrics, such as Google Analytics, Hootsuite, or Sprout Social. You also need to use tools and platforms that can help you measure and improve your influencer and advocate marketing, such as BuzzSumo, Traackr, or Influitive. You need to use the insights and feedback from your data to evaluate your results, identify your strengths and weaknesses, and optimize your strategy and tactics.

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Alexis Larinda Carney

Music, Marketing, Communication
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How do you determine what to do with the results of your analytics? I break down each metric into what stage of a person's journey with me that metric correlates with. Then I like looking at the numbers in terms of the timeline of how people interact with me. This way I can look at where are people dropping off with me, where are people engaging with me, and what was the point they were interacting with me that caused a number to fluctuate one way or another. This is how I connect my numbers to the possible journeys people can take with me so that I can provide a better offer.

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5 Nurture and reward your relationships

The last but not least step in leveraging influencers and advocates to amplify your PR messages on social media is to nurture and reward your relationships with them. You need to maintain regular and meaningful communication with your influencers and advocates, and show them your appreciation and recognition. You can do this by providing them with exclusive access, information, or opportunities, by featuring them in your content or events, by offering them discounts, freebies, or commissions, or by simply saying thank you and giving them a shout-out.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you leverage influencers and advocates to amplify your PR messages on social media?

1

2

3

4

5

6

1 Define your goals and metrics

2 Identify and segment your influencers and advocates

3 Create and distribute engaging content

4 Monitor and analyze your performance

5 Nurture and reward your relationships

6 Here’s what else to consider

Public Relations

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How do you leverage influencers and advocates to amplify your PR messages on social media?

1

2

3

4

5

6

1 Define your goals and metrics

2 Identify and segment your influencers and advocates

3 Create and distribute engaging content

4 Monitor and analyze your performance

5 Nurture and reward your relationships

6 Here’s what else to consider

Public Relations

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