Strategic Visibility in the Social Media Age

communication and promotion in social media

(DGIwire) — It’s undeniable that social media has taken over the modern Internet landscape. According to the online publication Social Media Today, there are more than 2.206 billion active social media users globally, accounting for 30 percent of the entire population. What’s more, the publication estimates that 12 new active mobile social users are added every second. That’s one million new users per day. No wonder that companies have been using social media platforms as a way to expand their public relations plans.

“Companies and brand managers looking to attract new customers, as well as retain their existing customers, no longer have the option to opt out of using social media,” says visibility expert and public relations powerhouse Dian Griesel, Ph.D. “If you want to remain competitive and relevant, you need to surround yourself with some experts who how to use social media to its fullest advantage.”

Sites like Facebook and Twitter allow companies to instantly target audience behaviors, interests, education and connections. Many of them also allow companies to access others by zip code along with other traditional parameters such as gender. This is a huge benefit for companies looking to expand their PR outreach to social media, since it paves the way for a more sophisticated and efficient campaign.

Social media is a lot more than just Facebook and Twitter, though. Blogging platforms such as Tumblr and WordPress have made it possible for everyday people who may not be professional journalists to still have an influential voice in media. Griesel says, “Taking the time to conceive, research and write smart and powerful articles that offer information and solutions can have a major impact on a company’s reputation.”

According to an April 2015 article in Entrepreneur magazine, the best ways to get mentioned by popular bloggers include: commenting or contributing to their blogs in a meaningful way, offering your expertise through an interview or guest blogging spot, or offering them exclusive access to your new product or service so that they can have first dibs on reviewing it.

“It’s all about targeting the right bloggers and social media influencers for your brand,” says Griesel. “You need to do your research and scour the blogosphere for those writers who cover topics in line with what your company offers. This way you’ll save a lot of time and energy—and are much more likely get better responses.”

Social Media Social Networking Communication People ConceptHowever, Griesel elaborates, “Make sure if you’re making the commitment to contribute an article to a blog, make sure it is worth your time! A lot of corporate officers are offered the opportunity to contribute a well-researched and well-written blog only to have it get posted on a site with minimal traffic.”

As President of Dian Griesel International, a New York City-based strategic visibility and public relations agency, Griesel has decades of experience getting her clients major placements in both traditional print and social media outlets. Her team has an arsenal of media contacts for clients of every size and kind, ranging from small to midsized companies to major national and global corporations. “Using social media for public relations consists of a lot more work than writing a few tweets,” adds Griesel. “Like any PR endeavor, a social media PR campaign requires research, time, know-how and experience—otherwise, you can spend a lot of time that delivers a minimal return.”

If you feel as though your company is stagnating with its PR outreach, adding a social media plan could be the boost you need. Just make sure you learn the ropes or hire someone who can get out and swing for you!

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