ITL #324 - The consumer is your co-driver: social media amplification strategies1 year ago
Today you can dramatically increase the number of eyes that see a traditional media hit, allowing you to reach audiences you would not previously have considered possible. By Phil Lobel.
It’s a “Brave New World” when it comes to public relations in the digital age; as today, social media and digital marketing can amplify traditional press infinitely.
For Example: Our client Lisa Vanderpump had a wonderful feature story in the Independent UK and only people who would have seen the hard copy in London could have run it prior to the digital age. However today the universe of impressions is limitless when you have 1.85 million followers on only ONE of your several social channels and THAT can be shared with a global audience by others.
Another example is client Tanya Sam who we recently booked on ABC-TV’s Strahan & Sara and Yahoo Finance. Once this could have only be viewed by those in front of a TV set or if you were able to tune in live. Now however, it is amplified many times over and has an infinite shelf life vs only seeing it once live.
With Social Media you dramatically expand the number of eyes that see the a traditional media hit and you can reach audiences you never would have imagined possible, prior. As a viewer on social media you can tag a friend after you’ve read an article and you think they would be interested, their friends now see it and their friends. You would have had to have saved the magazine clipping to give it to a friend before or send it along by old fashion “snail mail”, aka United States Postal Service.
A platform all can see
Now social media increases dialogue, elicits immediate feedback (positive or negative) and it’s on a platform that all can see. You can directly target demographics you think would find a particular post of interest. You can almost ensure they see it!
Social platforms reward posts that have a large audience interacting with it, they’ll also promote its reach if it is doing well. These pieces can always be Googled too! Once upon a time you threw away Time Magazine and NY Times, but these articles will live on the internet forever.
So, what are the smart ways and best techniques to enhance traditional PR via social channels?
Share all of your PR! Any news article you’ve been in, any press received, pics etc.
Utilize hashtags and tag other pages that would find it relevant.
On Instagram, if you’re a verified account you can utilize the Swipe Up feature and input links to articles that you’re in. You can also then highlight those stories as well. It can act as an online resume for those in entertainment. You don’t have to scroll through the entire feed: you can click on the highlight tab marked “press”, you can click on one that is their ads, or their movies, trailers and teasers. The possibilities are endless.
Go live! Use FB live and IG live to engage followers. Gain interest, create a buzz.
Bring fans into the moment with you. Being able to share with them makes them that much more eager to interact with your page and your followers. Which then keeps the platform that you are on promoting that post as it’s finding it relevant and more eyes are bound to see it!
Boosts and paid advertisements are another great way to target exactly the fan base that you appeal to. Long gone are the days of hoping you’d be seen in the magazine. Now it’s a guarantee you can get more eyes on it!
With technology and social media, the exposure is amazing! There’s also always the potential of your post going viral. One of the most exciting things for someone is to have it picked up on and then just boom overnight with likes and comments and reach millions!!
Share different material to different platforms. Keep people following you on Twitter, Instagram, Facebook, SnapChat etc by sharing different pieces to each one. Each has different audiences and you want to be able to appeal to and reach them all.
In today’s exciting new PR world, the consumer is helping drive the train. So hop on board and enjoy the ride!
Phil Lobel, Founder and President of Lobeline Communications, a top entertainment public relations and digial marketing agency in Los Angeles since 1986. Lobeline began primarily serving entertainment and music related clients but has expanded to meet the needs of a growing roster of consumer, talent, corporate and non-profit clients.
Phil Lobel, Founder and President of Lobeline Communications, a top entertainment public relations and digial marketing agency in Los Angeles since 1986. Lobeline began primarily serving entertainment and music related clients but has expanded to meet the needs of a growing roster of consumer, talent, corporate and non-profit clients.mail the author
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