Social media, the modern means of communication that has brought cultures and worlds together, is also quite integral to PR. But most PR professionals are already aware of this fact. But alas, all social media platforms aren’t equal. So while PR experts already know that social media is crucial to their roles, the question that remains is which social media platforms are most impactful in a PR strategy?Read Now
What makes Facebook such a Powerhouse for PR? Well it’s sheer popularity for one. Additionally Facebook has evolved over time, shaping itself into a platform that users and ecommerce experts alike love. Features like Facebook ads allow businesses to promote their services and products while live streaming options allow both users and entities to reach out to millions in real time.
Most social media platforms are primarily geared towards social interactions, which left the corporate world out of the loop. Thankfully, LinkedIn came on the scene. This social media platform is specifically designed to facilitate professional networking. LinkedIn is therefore perfect for B2B brand promotion and PR experts operating in this niche are miles ahead of their competition when they incorporate this platform into their PR strategy. With over 700 million users as of 2020, LinkedIn offers a very expansive network pool to its members. The platform is expected by experts to grow even more before the end of 2021.
With over one billion active users each month as of May 2021, Instagram is another of the powerhouses in social media platforms. The platform, which was bought by Facebook in 2012, has a demography of mostly US, Brazilian and Indian citizens.
If you are a modern PR professional who has turned a blind eye to this social media platform. Be warned- ignore TikTok at your own peril. On the face of it the platform seems like all it has to offer is frivolous entertainment through its short videos, but it has evolved into a very powerful PR tool especially for those who aim to capture the demography that has become fascinated by the platform. Brands that are targeting the Gen Z demography cannot afford to overlook TikTok as it offers excellent opportunities to deliver promotional messages. This may include the posting of sponsored content as well as driving traffic from this content to other digital spaces belonging to the brand. TikTok can also act as a testing tool for brands to assess the impact of their PR strategy. One way to gauge the impact of an ongoing or recently completed marketing campaign, for instance is to look out for related TikTok videos or challenges.
The microblogging and social networking platform Twitter still has a pretty strong pull when it comes to social media users. The 2021 data reveals that the site has 192 million active users each day and a demography dominated by 35-65 year olds and more males than females. The site’s 353 million strong advertising audience also makes it a sweet treat for anyone in the promotions and marketing business.
As social media platforms continue to grow and evolve to meet the demands of the evolving world, their potential as communication tools for marketers and promoters is set to increase exponentially. A PR strategy that seeks to truly maximize target market engagement must incorporate a combination of these powerful social media platforms.
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