As PR professionals, we have seen the digital landscape evolve tremendously over the years.
Social media has become a primary communication channel, playing a significant role in shaping a brand’s image and reputation. Sprout Social recently released their 2023 State of Social Media report revealing that 90 percent of leaders agree their company’s success is tied to effective use of social media data and insights.
At the same time, nearly 7 in 10 business leaders agree that social media data and insights are underutilized and 96 percent said, “companies must continue to invest in social media marketing to be successful.”
The capabilities of social media have presented new opportunities for brands, creating demand for PR professionals to possess in-depth knowledge and expertise in this realm.
Here’s how PR professionals can master social media with the help of analytics:
Embrace Data Analytics
The concept of using social media metrics to inform business strategies can seem daunting, especially with the amount of data available these days and the need to understand the meaning behind the numbers. The good thing is there are numerous resources that professionals can reach for when learning to work with social media data. Using tools like Semrush or Sprout Social can provide an overview of what content is currently working well for a brand and what may need to be improved upon. Data insights provide valuable information about the preferences, interests, and behaviors of a brand’s social followers. PR professionals should leverage these insights to create content that resonates with their target audience and sparks meaningful connections.
Craft Engaging Content
Data insights are only as valuable as the actions they inspire, so PR professionals should use these insights to create content that connects with their audience. Brands can create content that speaks directly to the interests and needs of each target demographic, increasing the chances of capturing their attention and engagement. Whether tailoring messages, or adopting trending formats, like the Wes Anderson videos that have recently blown up on TikTok, brands can use social media to spark excitement and conversation from customers. Based on the data, brands can adjust the tone, language, or imagery to perform well on social media and help achieve business goals.
Leverage AI and ML Tools
Sprout Social’s poll found that 97 percent of leaders agree that artificial intelligence (AI) and machine learning (ML) can enhance the efficiency of social media data analysis. These technologies can help PR professionals monitor brand mentions, track sentiment analysis, and identify emerging trends or crises. By employing such tools, companies can anticipate public reactions and proactively plan communication strategies. The saying “AI won’t replace workers, the person using it will” isn’t so popular for nothing – the future of PR seems intertwined with these technologies.
Mastering social media is no longer a luxury but a necessity for today’s PR professionals. The digital landscape is ever evolving, and staying updated on the latest social media trends and technologies is crucial. Moving into the future, PR professionals can harness the power of social media to drive their brand’s success.