After publishing our annual list of the most popular public relations firms on social media last month, we decided to follow up with some of the companies on the list to find out more about how they manage social media campaigns for their clients. Our first interview with Apryl DeLancey of BLAZE PR gave us some insight into her firm’s strategy, and we hope it will help other PR professionals learn a thing or two as well.
For your clients, which social networks have been the most effective for PR?
The most effective networks really depend on the client and what their particular goals are. We’ve found Twitter to be incredibly effective to pitch journalists and to maintain relationships. Facebook, on the other hand, has been great to get reach and awareness, especially when there are sweepstakes involved. Instagram is becoming more relevant, especially with the video component.
How do you go about handling a social media PR campaign?
To handle social media PR campaigns we work with the client on the overarching strategic plan and then determine the tactical execution from there. We have clients that we give the tactical plan to and then follow their progress on a regular interval, giving them optimization recommendations. In addition, we have other clients where we run the accounts entirely. So, the answer to your question is both.
What advice would you give to potential clients or other PR professionals when it comes to social media?
The most important thing is to determine what your goals are and what success looks like. From there, you determine what platforms meet those needs. Saying that you “need a YouTube presence” or spreading yourself over all platforms because you think you need to be everywhere are not goals. Carefully examine what you are trying to do, who you are trying to reach, and what other traditional outlets you need to create a comprehensive and successful plan.
Do you have any social media success stories you’d like to share?
One of our biggest success stories is with our Marriott hotels. We have 3 in particular that are just a few miles apart and gave each a unique identity not only through online social media campaigns but through offline activation.
What do you think sets your company apart from your competitors?
We have senior staff that not only determines strategy for our clients, but remains day-to-day contacts for them. Our clients aren’t passed off to interns or junior staff, they’ve got access to the Directors and VPs at any time they wish.
If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.