We live in a world in flux, and nowhere is that more evident than on the social web. But that doesn’t mean you should make up your social PR strategy as you go along. Here are three tips to help you think before you actually distribute your next release:
- Build an editorial calendar. It might be tempting to simply respond to news as it comes up, but it also pays to plan ahead. An editorial calendar will help you stay true to your brand and your message, and it will ensure that you always have something relevant to say. Plan your calendar around industry events, upcoming company releases, and seasonal trends that you can predict with relative confidence (everyone loves year-end forecasts), but also leave room for breaking news and unexpected announcements. Which leads us to our second point…
- Ride the wave of breaking news. Whether an event that you’ve known about for months or a sudden announcement by one of your competitors, breaking news can give your social PR an unparalleled boost… if you know how to ride the wave. It’s easier to join a conversation than to start one, and breaking news gives you an opportunity to:
A) Capitalize on the conversation
B) Position yourself as a knowledgable and reliable source of information
Just make sure to think carefully before you post. It’s easy to get caught up in the wave and say the wrong thing, which could lead to lasting damage. As much as you can, try to not only report accurately on the news, but to offer insightful and unexpected perspectives, as well.
- Give more than you take. Don’t treat social PR like just another megaphone. Overt self-promotion might earn you a quick buck, but over time, it will erode your credibility and compromise your brand. Instead, follow this general rule: for every 1 self-promotional thing you say about your brand, say 5 things that are relevant and valuable to your audience. Need some ideas? Highlight customer successes, offer your perspective on industry news, recap a recent event, share great content from industry thought leaders, and develop some thought-leading content of your own.
Do you have a social PR strategy? What other tips would you add to the list?
*This article was first published on Prezly.com