Social PR

Social media PR sets itself apart from standard public relations through the significant part in the PR process that is played by any social network used by the consumer. Its aims are in line with those of its more traditional counterpart, notably to build a brand that consumers buy into and to interact well with different media and technologies.

The process starts with market analysis. In addition to the traditional method of carrying out market research surveys, it is now possible to use both Internet search data and information gleaned from social networks. The same methods also facilitate competitor analysis and allow companies to see what their competitors are doing and how successful it is for them. Social networks can be analysed for information on what consumers think of products already available in your target market. It is also possible to pick up on the drawbacks of the current market leader as perceived by consumers. This can lead you to a gap in the market that allows you to pitch your own product or service perfectly.

Following on from this process, PR consultants will analyse the information gained and marry it up with the fundamental principles behind your company. Business priorities and consumer opinions will be combined to draw up a value proposition and a strategic overview of a suitable public relations campaign. That campaign will be based around social media. In most instances, the main thrust of it will be focused on Facebook and Twitter. For a more serious, business-based product or service, LinkedIn should be used. Videos are essential in social media PR.

Once the campaign is in full swing, analysis will begin of the effects of the programme. Measurable data will include the increase in Facebook likes or Twitter followers for the company's profiles. There must also be a focus on the amount of traffic that is generated to the business website. Google Analytics can be a great tool for measuring any increase in traffic and marrying up the total number of visits with the part of the campaign instigated on any particular day.

It is of equal importance that any business taking on a social media PR campaign ensures that traffic to the website is converting to sales. Monitoring the percentage of website visits that convert into sales on a daily basis allows a more thorough analysis of any promotional work carried out. If you find that you are attracting visits but not converting them to sales, you may need to adjust the focus of your campaign. If the conversion rate remains low, you need to optimise your website and branding messages.