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Webinar Q&A: Best practices & ideas for specific social media platforms

Last week, my colleague Jay Krall and I presented the latest installment in Cision’s Social Media Webinar series. The free series covers social media monitoring, engagement and content creation. In last week’s session we got some great questions. In occasional posts, we answer questions we didn’t get to during the webinar. Thanks for all your questions!

Joahna: Is it reliable that a pr pro uses a personal profile in Facebook to push or support his client’s campaigns?

Heidi: This is definitely a hot topic, Joahna, and the short answer is yes, you can use a personal profile to support client campaigns. However, proceed with caution. First off, it is imperative that you fully disclose your association with the campaign. Social media is about radical transparancy and honesty. Second, make sure that your personal profile aligns with the values and culture of the company you are representing. For tips on avoiding some of those Facebook pitfalls, check out my post Top 10 tips on how to avoid a professional embarrassment on Facebook. My fellow blogger Jay also touches on the subject in his post If Walls can talk: managing a corporate presence on Facebook.

Marina: Can you use Twitter to create a support group?

Heidi: Twitter can be used for support groups, but remember that Twitter is very public. Anything you tweet (unless you have a private profile, which is rare) is broadcast to the world – and searchable. However, if you’re not concerned about privacy for the group, Twitter can be a great place to exchange quick thoughts with others for support. The great thing about Twitter is that people are there to support you (and you them) 24/7/365. One example is the group Twit2Fit. According to the group’s Ning page, “Twit2Fit members support and encourage those hoping to better themselves physically, mentally, emotionally and spiritually.” Just do a Twitter search for “#Twit2Fit” and you’ll see quick notes from tons of people on their efforts to become healthier. Hashtags are great for groups – for more on hashtags, see my post Twitter hashtags: Finding your community within a community.

Lindsey: What do you recommend for utilizing LinkedIn?

Heidi: Great question. LinkedIn can be deceptive because at first glance, there doesn’t seem to be a lot of activity beyond connecting with already-established contacts. However, I’ve heard of lots of ways that people use LinkedIn. I find one of the best uses to be LinkedIn Answers. Lots of journalists use LinkedIn Answers for story sources (see my post Social media is a virtual Rolodex for journalists and media relations people) but it’s great for some quick market research. In the interest of maintaining shared knowledge, take a few minutes to answer a few questions yourself as well. Additionally, I have really enjoyed participating in some LinkedIn groups. It’s a great way to identify influential people in a particular industry. I’ve reconnected with my alma mater as well through my alumni group on LinkedIn – and I can tell you, there’s been some lively discussions!

About Heidi Sullivan

One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a self-proclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy. You can find her on Twitter @hksully.

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