Social Media + The Evolving PR Landscape

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One of the biggest pros of Social Media is that it allows us to get the latest and greatest updates down to the second. However, one of the biggest cons of Social media is that we have the constant pressure to deliver the latest and greatest updates down to the second. Luckily for us young professionals, we’ve grown up with social media and thus understand how to tame the beast.

From Facebook to Twitter and Instagram to Snapchat, along with everything in between, it can be difficult to choose the best route to take when coming up with a social media strategy. And unless you are in-the-know, you could be missing the chance to get started on the newest platform and end up falling behind. The world of social media is constantly evolving every second of the day and we’re the chosen ones to stay on top of the ball.

Here’s a quick rundown of the biggest social media platforms and how to utilize them:

  • Snapchat:
    • Biggest Audience: 60% of users are under the age of 24.
    • Good for: Targeting millennials
    • Perfect Content: Posting videos including behind the scenes footage, sneak peek previews and conducting interviews.
    • Cons: Images and videos last a maximum of 24 hours, so your content isn’t there for a long period of time.
  • Facebook:
    • Biggest Audience: Men and Women, ages 25-54, 32% and 29%, respectively
    • Good for: Targeting those 25 years and older
    • Perfect Content: Creating a company page for presence where you can include contact information and advertisements.
    • Cons: Many millennials don’t constantly use this platform and opt for other outlets such as Snapchat and Instagram so if you are targeting millennials for your campaign, don’t use Facebook as your only campaign tool. Plus, algorithms mainly determine what users see first, meaning it’s not guaranteed that your audience is seeing every post you create.
  • Instagram:
    • Biggest Audience: Individuals 18-29-years-old
    • Good for: Targeting millennials
    • Perfect Content: Images and videos that allow you to build your brand and gain a decent following.
    • Cons: It can be hard to get traffic back to your website because pictures and captions can’t take users directly to your website. Plus, since the platform is owned by Facebook, algorithms are used to determine what posts users see first instead of seeing them in chronological order.
  • Pinterest:
    • Biggest Audience: Female-focused, 34% ages 18-29
    • Good for: Fashion, art, home decor, food and any other visual categories. Recently, Pinterest created a feature that allows users to purchase items directly from the post.
    • Perfect Content: Images
    • Cons: Because the platform is used mainly by women, it can be difficult to target men as a primary group.
  • Twitter:
    • Biggest Audience: Millennials
    • Good for: Posting quick alerts, news and links as well as utilizing the ability to stay on top of immediate trends that you can use to pitch your product. If your campaign is customer oriented, you can easily respond to customers when they tweet you directly.
    • Perfect Content: Links, alerts, news and replying to user’s tweets.
    • Cons: Users who follow many accounts and don’t check frequently would miss updates.

But, never fear! For being a part of PRSA New Pros and having a network of fellow-minded PR Pros provides you with the tools to truly become a master of social media. Between workshops, networking mixers and our newsletter and social media page, we are able to give you the confidence and tools you need to be a true social media specialist.

Stay tuned for monthly blog posts from the New Pros committee and if you haven’t yet, subscribe to our newsletter so you never miss out.

Need a blog to publish on LinkedIn? Write for PRSA Sacramento New Pros, we’ll help!

Jessica Sweeten

PRSA California Capital Chapter

New Professional Section

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