[Editor’s Note: Ahead of PRNEWS’ next session in its Digital Learning Series, Social Media for PR Campaigns on July 17, we spoke with a presenter for the event, Carolyn Cohen, Senior Marketing Manager-Social Media at H&R Block. PRNEWS got a sneak peek into her session, “Essential Social Platforms NOW: What to Focus on, What to Forget,” including the brand’s use of social media and advice for PR pros experimenting with newer platforms.]
PRNEWS: What are you seeing as the top social media platforms for brands right now, and why do you think that is?
Cohen: TikTok, Instagram and YouTube Shorts. Brands are having fun creating relatable, purely entertaining, on-trend content. These platforms have made short form video second nature for consumers, and the brands who are tuned into that are reaping the benefits from the algorithms and subsequently with engagement.
PRNEWS: Are any of those platforms different for the service industry (such as your brand)?
Cohen: Platforms are the same but I would say the way that service-based companies use them needs to adjust. We don't have physical products to showcase or gift to influencers, so how do we show our value? This needs to come through in testimonials, education and adding humor to our topics that historically require more telling than showing.
PRNEWS: How can services that aren’t as sexy to the general public utilize creativity?
Cohen: You mean taxes aren't sexy?! We've found success by leaning into education and entertainment and crossing that with platform trends. When 'Roman Empire' was trending, we played into it with some actual fun facts about how the Romans literally invented taxes. We can have fun too!
PRNEWS: How can social media and PR teams work together for seamless customer messaging?
Cohen: My number one piece of advice for teams is to include each other early and often. Since the work complements each team so well, the more ideation that can happen from the start will make the work so much better.
PRNEWS: What is H&R Block’s favorite social media platform and why? What is yours?
Cohen: I have to say TikTok—we have really honed in on our audiences, and I have loved seeing the reactions both from consumers in the comments and internally as well. Personally I am still deep into TikTok but have also picked up LinkedIn as a daily go-to. I've really enjoyed connecting more with people in the industry but also loving the more fun, relatable side of LinkedIn that it seems to be shifting to.
Nicole Schuman is Managing Editor at PRNEWS.