PR Takes On Facebook

What does your PR strategy look like? Does it involve video, social, events, monitoring the news- a collaboration between them all. Or is there an area you haven’t tackled yet? 

Although it can seem overwhelming, Facebook can be a great opportunity for PR. A place to connect with current and potential customers, gain interest (and insight), promote content and keep fans updated. So what are you waiting for?

How can you involve Facebook in your PR strategy?

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1. Access To Data

One of the benefits of so many people connecting and logging into  Facebook is the amount of data Facebook can collect on everyone. Facebook knows everything you would ever want to know about your audience, but that doesn’t mean they are just going to hand it over to you. One of the best ways to get to learn about your audience is by creating content and ads on the platform. 

When you go through the motions of creating a Facebook AD, you will see just how specific or general your audience can be. From demographics, job titles, interests, liked pages, and even importing your list of emails to create an audience.

But how do this help your PR strategy?

Through the creation of your ad and then the response of your selected audience, you can learn a lot.

Maybe you aren’t getting a response at all? That means you’ve targeted the wrong people.

Maybe you are getting a lot of clicks but no other social engagement such as likes, comments, or shares? That means your target audience is interested in your product, but they aren’t going to be very engaged on Facebook

Maybe you are getting a lot of social engagement, but no one is clicking your ad? That means your audience is active Facebook users, but they aren’t going to leave the site to take a further look at your product.

You can learn some much about your audience by spending a little bit of money on Facebook. And understanding your audience is the first step to any well-run PR campaign.

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2. Find And Connect With Your Audience

There is something for everyone on Facebook. While some demographics appear stronger than others, billions of people are still active on the site, and they have at least 1 billion active users every month. Those facts are pretty hard to compete with.

However, when it comes to building your brand on Facebook you aren’t there to reach everyone, you are there to first and foremost find your audience- and the good news is a lot of them should be on Facebook. Use the research you have already done when creating your customer and apply it Facebook. Their age, gender, income, location, family unit, etc.

Now that you know who your audience is you now have to understand how they use the site.

  • Are they active?
  • Do they like, comment, share, promote and brands?
  • Or are they there just to connect with family and friends?
  • Or is Facebook the place they come to learn and keep up with what’s going on?

This means you are going to take the time to listen and understand their overall vibe on the website. As exciting as it to start creating content you need to make sure you take time observing too. This will help understand what your audiences expected behavior would be to your content and how you will know if you are creating something that is connecting with them.

Once you know how they are using the social site, you then want to develop your brand’s Page. When creating your Page and coming up with your content strategy, you need to ask:

What is my desired outcome?

And this should be based on the observations you have made about your audiences actions (or inactions) on Facebook.

  • Are you going to use Facebook to promote content?
  • To create content (live video, 360, stores)?
  • Build awareness around your brand?
  • Connect with influencers and bloggers to partner with?
  • Advertising?
  • Promoting sales and contests?

Before you do anything else, you need to understand what your own expectations are for the Page so you can understand if it matches with the content you want to create and the content your audience will respond to.

3. Old Fashion Promotion

Now that you have done you research found your audience and gathered lots of data about them you can create a plan to keep them coming back to your Page.

The good news is Facebook can fill the gaps caused by declining traditional media, such as newspapers and TV or when reporters just won’t pick up their phone. You don’t have to wait for someone to become interested in your story based off of a short pitch, or worry about the decline in newspaper subscriptions! You can create the story yourself and share it on Facebook. 

Of course, this won’t mean much unless you have completed the two steps above. Just creating a Facebook Page is not enough to gain traction. Like everything else in PR understanding your audience and having the data to back it up is also important.

Wrap It Up

With access to so much do you ever feel like you a more of a brand communicator than a PR pro? After all, PR isn’t just about handling crisis and chaos, it’s about building and promoting a brand image that is vulnerable to the 24/7 news cycle. And we think Facebook is the perfect place to gain back some of that control.

Looking for some more tips and tricks for Facebook and other social sites? Then download this FREE e-book, 30 Social Tests, here.

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3 Data Barriers Every PR Pro Has To Address

Data is a word that won’t be going away anytime soon. In fact, it’s more than a nice to have when it comes to marketing and PR. It’s a tool most clients expect you to use and many can’t imagine succeeding without but what about you, as a PR pro, how do you feel about data?

Do you understand how to use it?

Why you need to use it?

How it can help you succeed?

It can be a tad overwhelming when you first use data. And when we become overwhelmed by things we often put up barriers that keep us from using the product to its full potential, which can be a huge setback. Just like marketers, PR professionals are expected to use data when it comes to decision making, evaluating results and communicating success. It’s not a tool you can really fake it with or put off using. Now’s the time to roll up your sleeve, break down those barriers and dig into data!

Below are three ways you might be holding yourself back from using data! Continue reading “3 Data Barriers Every PR Pro Has To Address”

What PR Has Taught Us About Social

We have spent time thinking about how social has changed the way we stay-in-touch, shop, share and as marketers how and why we create. But more specifically how has social shaped PR?

Thinking back to the beginning, PR pros were some of the first people to embrace social media which means they just might understand how to use it and what is coming better than any of us. Continue reading “What PR Has Taught Us About Social”

Is Content Marketing Dissolving Or Strengthening PR?

We have all heard it before, content is king! But before content marketing how were we getting our information out there? PR.

When looking at content marketing and PR it’s hard to see them fitting together. Content marketing is like the pre-party. It’s fun information, warms people up to your product, gets them excited, people check in often to find out new information. While PR is kinda like the cleanup team. Often times you don’t hear from your PR team unless something is going wrong, they clean up all the big messes, they are the ones to smooth things over. But it doesn’t have to be that way! They don’t have to compete or feel like there is only room for one of them. Both can actually thrive and benefit from one another.

Let’s see what I am talking about below….

Continue reading “Is Content Marketing Dissolving Or Strengthening PR?”

Agencies Need To Rebuild The Trust In Media

Did you know the word of 2016 was post-truth? Did you know the word of 2015 was the crying eyes emoji? That almost feels too appropriate.

Post-truth is just another word for a lie which is now being called fake news. Which is also something that finally got the attention it needed in 2016. From social networks to political campaigns-everyone was affected by fake news. Whether you were reading it, producing it or trying to fact check it, it took over our News Feeds and dinner conversations.

It seems like beyond everything else that we lost in 2016 (and the losses seem endless) truth was the biggest loser of them all.
Continue reading “Agencies Need To Rebuild The Trust In Media”

Should Your Client Take A Side?

As an agency you might have to deal with an unexpected controversial issue but what happens if a client comes to you and they want to take a side? Want to make a bold stance and not shy away from issues?

Would you know if there are any benefits? Do you know what damages could come? What would you be prepared for?

With the current political climate, more people are wanting to know where their favorite brands stand on important issues. And I am sure with the transition of the oval office happening any day now this will be a more common theme for the next four years (more than we have ever seen before). So are you ready to support your client’s efforts in taking on the important issues?

Here is how you can ensure that taking a stand builds loyalty and doesn’t crumble sales. Continue reading “Should Your Client Take A Side?”

3 Things PR Pros Can Learn From This Summer

Hard to believe summer has come to end! Kids are back in school, traffic stinks again and it’s time to pack up those white jeans till next year (or do we).

girl looking happy then disappointed
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Although we may have physically (or mentally) taken some vacation over the past few months the truth is it was hard to take a break from the news that kept cycling through the PR world. There was a lot to keep up with! Below are our 3 takeaways from this summer that will set the tone to what we will see coming in 2017. Continue reading “3 Things PR Pros Can Learn From This Summer”

What Brands Can Learn From The LOCHTE-Ness PR Monster

The Olympics played out on the worlds’ largest stage but the biggest act from the past 17 days wasn’t the competition, a rivalry, or a gold medal match! Instead, it was the unexpected storyline of the Ryan Lochte Robbery that stole the show during the Rio Games.

This story comes as a good reminder as to what can happen as more and more organizations use influencers and encourage users to help create content. At the end of the day you are working with people, and what they do when they are not representing your brand cannot be controlled but there are strategies you can put in place to help mitigate the risk when you are working with them. Continue reading “What Brands Can Learn From The LOCHTE-Ness PR Monster”

How Data & Marketing Technology Have Affected PR

Do you think the use of data and marketing technology has reshaped the PR profession?

I do.

You probably can’t remember the last AD you saw on TV but you could probably tell me about the last few articles you read and the content that is being shared by friends on social media. PR has become so much more thanks to digital marketing channels and the marketing technology that makes the data behind those efforts available. Continue reading “How Data & Marketing Technology Have Affected PR”