Driving Social Media with Integrated Marketing

Social media snafus can happen to anyone. It’s fairly common. Chances are, sometime—probably in the last few days—you’ve seen a post on Facebook or Twitter and winced, just a little. Maybe it was something you posted. Maybe something you saw in your feed. Either way, if you don’t stay on top of your social media output, it can quickly get out of control.

This is why any reputable marketing program involves an integrated marketing approach to social media. Translation: your social media activity must be part of a multifaceted Public Relations approach. A piece of the puzzle that fits snugly in place. Leveraging social media as part of a larger approach to online reputation management can pay perpetual dividends.

Connective PR

Social media is not necessarily the best place to post original content. While the content could be your own, the most important thing is that the content you post on social media is popular with your current fans, and the fans you are trying to attract. It needs to connect. While you may post in-depth articles on your blog and share them on social media, you may find that you get much more mileage out of videos, images, or survey questions than you ever do with even the most well-crafted article.


Funneling PR

The most important aspect of your social media is that your page or post should not be a destination. It should be a funnel. All of your connective content should either get your fan base to do something or go somewhere, or it should tell you something about your fans. In other words, your social media content should grab a larger group, and push them toward a place you really want them to be.


Tribe building PR

Every aspect of your social media PR should work to continue bringing in new prospects, while also transforming your current customers into fans. This is where your best social media efforts should be invested. Once they are connected, get them excited and then give them reasons to want to get other people excited.


If you can approach your social media PR as part of a larger plan instead of a cure-all or a simple means to an end, then you will begin to set yourself up for greater social media PR success.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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