October 10, 2014
/ by Katrina M Mendolera
Facebook, Twitter and YouTube are top dogs when it comes to platforms. But there’s a number of other social media tools available. From popular to obscure, inVocus asked PR pros to share alternative social media platforms they use for connecting with journalists as well as in their day-to-day work around campaigns.
Brandon Seymour, founder of Beymour Consulting
Followerwonk is my go-to for connecting with journalists. It allows you to comb through Twitter’s user profile database and filter by keywords like “journalist” or “writer.” You can then refine your search by specifying a particular industry or media outlet. You can even vet journalists, using Followerwonk’s comparative analysis tools to measure their social influence.
Danielle Blevins, account associate at Media & Communications Strategies
I like using Hootsuite and Vimeo for clients. Hootsuite, because it cuts down the time I spend posting similar content to multiple platforms. I can create the unique items on one interface across all the platforms for different audiences and saving the client time.
I also like Vimeo. It’s different than YouTube with a clearer result. It’s very similar to YouTube, but the differences for customization make the interface explosive and exciting… especially when working with an exciting client.
Dave Racine, vice president/management supervisor at Cramer-Krasselt
I work in PR and Social Media for several enthusiast brands, so web forums and bulletin boards are still very active conversation places.
Forums are lively with core consumers, but it’s also a place where writers and the trade vertical journalists hang out to get a beat on the pulse of everyday conversation. So, this is a strong communication medium to be in the right place at the right time if you know who your target media members are. Additionally, Instagram is also a highly leveraged social channel. And now with the ability to DM between accounts the communications link is tighter, often opening new conversations that can continue via email. We leverage all this for PR and social media relations contacts with regard to ATV riding to boating to snowmobiling –any way to connect with an enthusiast publication writer.
Ian St. Clair, SEO strategist at Clicks and Clients
Three of the most important social media platforms to use are Google+, Pinterest and Tumblr. The reason those three are so important is because Google recognizes them as followed links. Twitter and Facebook are not. From a SEO standpoint, that’s what you need and want.
The social media platforms help to drive up interest. If you target the right audience and use the right tags, it increases the amount of people who visit the story but also interact with it. Hopefully that means they share it. Comments, likes, favorites and Plus-ones are nice but you want them to reshare it. When they reshare it that increases the likelihood new eyes will see it. If one person then reshares it, the cycle repeats. It makes the job easier for professional writers to get eyes on their content. Without social media, it’s more likely your content sits in the dark and collects dust.
Scarlett Stack, social media and creative strategist at Brandsway Creative Much like Twitter, Instagram can be used to follow journalists that write on specific topics that are pertinent to my company or clients. I find it easy, organic, and more causal to comment and “like” photos to build rapport with editors and writers than some of the other social media platforms, like Facebook or Twitter. Instagram is visually heavy and therefore, an extremely useful tool to tell a brand’s story. Pictures can say so much that words sometimes tarnish. SnapChat is a newer social media platform that small businesses should start utilizing now to build organic relationships with consumers and future clientele. SnapChat is another great tool to use when trying to reinforce a brand’s identity. The photos can only be viewed for 24 hours at the most, making it a very transient platform. Some brands are jumping on the bandwagon earlier, like sporting teams, musical festivals, and most recently Dove. It will be exciting to see how other brands start to incorporate into their digital strategy.
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