Talk presented at Pint sized marketing meet up April 2019

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Using Social Media as a PR Tool
@david_white90

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65%
Not very
close
35%
Very closely
How closely do you/your client
contacts, work with the social media
team when planning link campaigns?

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I hope to show you how …..
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Social media can
impact link building
2
Social media can
help create
campaign ideas
and media lists
3
Social media can
help your content
and company
reputation

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@david_white90@david_white90
How is social im pact ing PR and l inks

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Social is already impacting your link building

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@david_white90Source: https://conversationprism.com/
Social is much bigger than Facebook and Twitter.

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@david_white90Source: https://www.gizmodo.com.au/2018/04/would-you-pay-13-a-month-for-apple-news/ @david_white90
“Appl e N e ws has
generat ed hal f of
Vox.com ’ s dail y
t raffic at t im e s”

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Confidential@david_white90Source: https://mobilemarketingmagazine.com/axel-springer-upday-selling-mobile-inventory-programmatically-inneractive-innex
Don’t forget upday.

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@david_white90

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Look for content around your subject

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Then we need to find out what content gains links!
Export results into
an excel
Remove URL’s with
no links
Create a pivot
table
Find the values of
each content type

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A quick win…..
Check viral social
posts for back links
(as they can be
embedded)

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@david_white90@david_white90
Social m e dia t hinks of ide as and giv e s you t he dat a for
fre e !

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Social listening thinks of the campaign ideas for us!

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We find out the likes, dislikes of our audience whilst also finding influencers
who will help our campaigns

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Social listening offers local data which can be outreached to the media

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Social listening offers local data which can be outreached to the media
https://www.swinton.co.uk/spotlight/your-home/social-media-
crime-map/#national

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The best paid for tools (social listening)
• Great for image recognition and local data
• Offers granular international data including china
• Not the best for Facebook or Instagram
• Recently acquired Crimson Hexagon
• Allows share of voice stats easily
• Not the best UX
• Great for owned channels
• Great for reports
• More of a publishing platform

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@david_white90@david_white90
The re are fre e social t ool s (bu t t he y are not as
de t ail e d)

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Social m e dia can su pport cont e nt and re pu t ation

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Look at what qu e st ions pe opl e ask you on social

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@david_white90@david_white90
Did you know – Of al l t h e t w e et s ab ou t you r b ran d,
on l y 3 0 % act u al ly in cl u de you r Tw it t e r h an dl e

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Do not focus purely
on follower numbers
@david_white90
How t o u se social t o he l p re pu t ation

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G ood pl anning wil l
Pre v e nt any ‘ m ishaps’

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Planning stops this…

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@david_white90@david_white90
N e v er go off brand

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Be hone st and t ransparent

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Create thought leaders Build media and influencer
relationships
Tips to prevent a reputation crisis.

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Thank you
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