Everyone knows that Facebook and Twitter must be two of the greatest inventions of our time. Social media has completely changed commerce, relationships, and public relations (PR). But now, PR professionals need to learn how to use those tools and traditional methods to gain a strong foothold in the social media marketing field. 

Since the birth of social media, public relations has become an even more valuable career. More and more companies will be hiring social media experts and PR specialists to build their brand’s authority because it is an effective digital strategy that makes sense. As these media channels continue to change the business communication landscape, PR experts should be aware of the current marketing tools to gain clients’ trust. 

1) Social Media changes Networking and Building Relationships on all levels:

It’s one thing for your average stay-at-home mom or dad blogger to know what they are doing with social media, but you need to be able to show that you know your stuff. An honest PR pro will demonstrate networking and building relationships using social media platforms

Building and maintaining solid connections with people both inside and out of the industry forms the foundation of good PR. Most importantly, we believe that networking is essential for SSM services; networking can lead you to connect with an influencer next door, a best-selling author, or a video blogger. These connections are relevant since PR and social media depend heavily on building relationships.

2) Social Media has made it easier to get your name out there

Bloggers and online news sources can be great resources if you use them correctly. They can help raise awareness about your company’s world of work. For example, if you share sponsored content on blog sites, you can reach a bigger audience. Anything that has value for your company can be shared across a vast audience via social media. 

3) Social media has changed the way we measure PR success


You can track what you publish and share whenever you post content to social media outlets. This practice is a new way for PR experts to see which posts are most engaging or if the company has any branding issues. For example, the most successful blogs have searchable tags and keywords alongside “Popular Posts” or “Most Shared.” 

Some social media sites have many tools ready to apply and use. For instance, Facebook Business Suite is an excellent site for managing your social media accounts, observing the audience’s demographic, optimizing your posts, and more. This tool is entirely free and accessible for any type of business.

4) Social media has changed PR and customer communication

As companies move to digital platforms, they tailor their communication strategies to suit clients directly through these channels. This leads to increased success rates for brands and improved communication methods with customers. It’s no secret that people are spending more time on their phones for leisure time and necessities. 

     According to the Pew Research Center, a 2018 study found that most Americans use social media rather than photo sharing. The study says, ” Social media sites have surpassed print newspapers as a news source for Americans: One-in-five U.S. adults say they often get news via social media, slightly higher than the share who often do so from print newspapers.” Essentially this creates an insatiable demand for the content that brands need to fill. As a result, many PR professionals are adapting their media strategies accordingly. The PR pro is becoming more knowledgeable about the content and its audience. This can be seen through various media communication strategies for campaigns tailored to give customers the most relevant information whenever they need it.

5) Social Media has changed PR strategies:

PR professionals must work behind the scenes to not influence their audience. These experts must learn how each tool can help them grow a following and effectively engage with clients. These experts must understand how each tool can help them produce a great following and effectively engage with clients. These experts must learn how each tool can help them grow a following and effectively engage with clients. In today’s world of social media, they must understand that sharing news and updates with an extensive online network is a form of influencing people 

Remember that social media is not simply about sharing random thoughts, important news, or fun pictures. These platforms are here for a reason. As long as PR services keep their ultimate goal in mind while creating content, their social media audience will continue growing without any issues. There are several ways businesses can utilize social media for marketing purposes.

The following list includes some different kinds of social media strategies that a business can adopt as social media’s importance continues to rise:

1. Social Media Optimization (SMO)

This strategy involves utilizing various social media channels as distribution outlets for content. Sites like Facebook, Twitter, Linkedin, and many others. Provide opportunities for users to link back to web pages where users can access additional content via blog posts or images/videos. SMO is a great way to help build up traffic coming to one’s website. It also allows businesses to strengthen their SEO efforts by providing additional inbound links, keyword usage, and overall engagement with their customers via social media.

2. Social Media Advertising

Paid ads on Facebook, Twitter, Google+, and Tumblr allow companies or individuals to direct users back towards information that may prove valuable to them. Whether an infographic about a piece of relevant news or a compelling case study, paid social media ads allow businesses to tap into a vast and growing market of people who are so accustomed to receiving information at their fingertips within these channels.

3. Social Media Community Management

With the growth of countless communities across different social media platforms, SMCM is a necessary skill that PR experts need to have nowadays. SMCM is an excellent way for businesses to get more exposure within their market while simultaneously nurturing their relationships with their customers or community. More often than not, customers aren’t looking for a business on Facebook or Twitter. For companies or individuals to stay connected with potential leads or current customers, someone on social media must respond to questions, comments, and concerns.

4. Social Media Influencer Outreach

This strategy is similar to SMO in utilizing various channels for distribution and visibility. This technique differs from SMO because it points towards a particular demographic – influencers who may have large followings across numerous platforms on social media. By finding people who have large audiences and getting them involved with one’s company or brand directly, companies hope to increase their overall reach exponentially through word-of-mouth

5. Social Media Analytics

One of the most critical steps in any social media strategy is to measure its effectiveness. There are countless tools that businesses can use to track their success with various campaigns on Twitter, Facebook, Foursquare, and other platforms across the web. Analytic software can track everything from daily fans/followers stats, website traffic coming from social media referrals, geo-targeting metrics, and even SEO benefits. This data is readily available to them at any given time. PR experts can get a much clearer picture of the impact different content or actions have within specific markets or demographics.


At Paton Marketing, we believe it’s almost impossible these days not to market on social media at all. Creating online spaces and social media networks will forever change the public relations industry.

As the prevalence and influence of these sites grow more robust, it is more and more essential to have a team of PR professionals with an updated understanding of the industry. If your business lacks this department, reach out to our specialists today for a consultation!