Digital PR, Social Media and Search Engine Optimization

The New Year and new decade have ushered in the increased usage of social networks, social media and digital public relations.  Celebrities, sports stars, politicians, firms and brands alike are using social media as a means of digital PR in order to shape and redistribute their message.  Digital PR via social media has helped individuals “control” the message as a crisis management tool and help change brand/image perception. 

Why Updating the Website Alone Never Worked

Updates to websites have traditionally been used to spread the word about a new product or public relations event.  Now, social media reaches those who have opted in to consume content in the future and have an increasing likelihood to convert.  These potential customers would never routinely check the website for new information and may not have opted in for email communication.  Digital PR via social networks offers users private, targeted “PR networks” that can get their message out to followers and traditional media quickly, concisely -without revision.  It is important to make sure that social media updates are targeted towards specialized pages, videos or content about the topic in question.  The website should have landing pages corresponding to each new social media PR update, syndicated message or electronic press release for improved conversions.

How to Improve Your Digital PR

• Create customized landing/static pages for each new major event
• Synchronize social media asset nomenclature
• Use a professional digital PR syndication service
• Add keyword research and SEO to all press releases- digitized content
• Incorporate social media on homepage
• Choose a digital publicist/agency with SEO, SEM analytics experience

These are just a few recommendations we utilize here at InterSearchMedia to help our clients get their message across.  Each client is different, so it is important to create a customized social media marketing and digital advertising campaign that uses the proper combination of media distribution outlets.  Whenever possible, incorporate traditional public relations and press release tactics after observing basic search statistics.  For example, observe the initial reaction to a social media update using FaceBook or Twitter and use the responses as a sample data to improve public relations or concerns about a product.  Social media data, surveys, questions, comments and responses to various stimuli can occur instantaneously, so use this information as much as possible to help shape the overall digital PR search marketing campaign.  

Celestine O. Chukumba, Ph.D.

InterSearchMedia Consultant

http://www.InterSearchMedia.com