For the last several years, social media platforms such as Facebook, Twitter, Instagram, and LinkedIn have become vital tools in Public Relations. By using social media alongside conventional PR methods, PR professionals have the ability to spread their messages to a much larger audience. While Twitter is not a new tool, here are three more utilizations PR professionals may not know about.
Utilizing Twitter as a PR tool makes it easy for companies to build and maintain relationships. Twitter allows for a business to interact and connect with the consumers on a regular basis while also creating the ability for real-time responses directly from the business itself.
The ability to communicate so easily also enables networking with other PR professionals. By using tools such as hashtags, it is simple to find others talking about similar topics. When communicating with consumers as well other business professionals, it’s important that posts are always reviewed before posting. Remember, as a PR professional, you represent your company as well as your clients.
Twitter allows companies to share information instantly. This can be especially helpful in times of crisis. In that scenario, timing is critical. Having the ability to share information in such a fast manner can prevent the issue at hand from growing.
This also allows companies to stay on top of real-time news, as it is posted live. Twitter has a ”What’s Happening” feature to stay updated on trending topics and any big events. There’s also a search functionality to stay tuned in to specific topics of interest. This allows PR professionals to monitor trends and engage in conversation instantly, which can draw in more readers and consumers.
While this is beneficial to PR professionals, due to the speed of news release, information on Twitter is not always accurate. When companies are trying to ‘keep up’ with one another, mistakes can occur. It’s crucial that before posting you take a moment to review, make sure your information is factual and that your response is appropriate.
Building a Reputation
Twitter, along with other social media platforms, can drastically change the way consumers view a company. One pro to using Twitter is that it’s one of the easiest platforms to use for networking. Building a positive reputation won’t come easily though. In order to build a following, there needs to be consistency, including original tweets, retweeting (or sharing) other professionals, and interacting with consumers. The more consistently an account posts and engages on the platform, the easier it will be to attract followers as well as monitor trends.
While consistency is key, being conscious of what you post is just as important. Mistakes like sharing false information, speaking disrespectfully, tweeting inappropriate responses, and making excessive grammatical errors can harm your reputation. So before you tweet and remember to always keep it professional.
Kayla is a summer intern at RDW. She holds a BA in Communication with a concentration in Public Relations and Advertising from Rhode Island College. She is so excited to join the industry and apply what she learned during her time with RDW Group. During her free time, Kayla enjoys doing theatre, reading, and spending time with her family!