New York: Social continues to create new possibilities for public relations. As brands continue to move further into the social media space, the opportunities (and risks) have never been clearer.
This morning at PR News' Digital PR Summit, Maggie O'Neill, partner and senior director at Peppercomm, kicked off the day with a look at how PR pros should be tackling the new social landscape. Here are six pointers she provided.
1. Listen first: This is journalism 101. Take the time to see what your audience is talking about before diving in.
2. Think outside the norm: Houzz, Mobile, Vine. Facebook isn't the best option for every company. Explore all the social channels to determine which one is best for your client.
3. Take B2B business beyond LinkedIn. Enough said.
4. Don't generalize (i.e. Women Love Pinterest). One size does not fit all.
5. Develop communications campaigns by plot, not platform. There is a social platform that fits your needs—you shouldn't have to tailor your content for the platform.
6. Look beyond engagement to make your case. Quantifying social's value is still tricky. You can't boil it down to the number of people talking about your brand.
Follow Lucia Davis:@LKCDavis.