Social and digital media news blog Mashable recently detailed how public relations pros are using social media to gain real results in their campaigns. In the opening paragraph of the story written by Christina Warren, the blog said, "PR professionals use social media every single day to get the word out about clients, to communicate with customers and to respond to questions or problems." Among the social media tools mentioned in the article are Twitter, Facebook and YouTube, long considered to be the main venues for launching customer engagement.
The story titled "How PR Pros Are Using Social Media for Real Results" is very detailed, highlighting four advantages of using social media in public relations strategies. What catches the eye–and the never-idle mind–in the article is how social media helps build brand loyalty. If you are a PR professional whose task is to build the brand of a new product, you can use social media to offer giveaways and promotions to potential customers.
Of course you shouldn't do it in an in-your-face way. Make it a point to follow statuses and conversations on social media of people who are genuinely interested in your client's niche. If your client is a manufacturer of, say, travel gear, then engage social media habitué who travel frequently and talk about their travels not only on social media but travel blogs. Be particular, though, on which conversations to join and keep in mind that you are not only representing a product but an image–a brand–as well.
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