The importance of using social media for PR is not a new concept, but many communicators still struggle to integrate digital tactics into their overall strategies.
“Social media has changed every part of PR,” Greg Galant, CEO of Muck Rack, told attendees at a session at Ragan Communications’ Social Media for Corporate Communications Conference at Disney World. “Even if you aren’t posting, it’s affected every part of your job.”
Galant’s general social media advice to PR pros is to figure out which platforms matter to your industry and your audience. For example, Galant says if you cater to a demographic of 25 and under, “Snapchat is not optional.”
However, there are a few platforms that every PR pro should employ; Facebook is the biggest, and journalists are on Twitter. When it comes to reporters, the microblogging platform is the clear hangout location: More than 86 percent of journalists check Twitter several times a day, while fewer than 20 percent use Facebook and fewer than 2 percent use LinkedIn.