While many maturing social media channels are moving to a pay model, only about half of the PR News community says it is paying to boost social media posts, a new survey of some 200 PR professionals showed [please see infographic below]. Consistent with a similar survey this summer (PRN, August 3, 2015), PR pros tapped Facebook (92%), Twitter (93%), LinkedIn (85%) and Instagram (49%) as their most-used social platforms. Despite what seemed to be a Periscope frenzy, just 9% said they use the broadcasting app for work. Indeed, 87% of those polled said they forego a live streaming app to share their brand’s content.
“That’s so odd,” says Anastasia Lopez, VP, social media, Padilla CRT, about the lukewarm approach toward paying to boost posts. “If you’re not paying in some way, you’re really not getting much engagement,” she says. “We think we create interesting content. You might as well pay so it’s seen by as many eyeballs as possible,” she adds. On the other hand, she’s not “thrilled” at the results she’s received. “I’d like to see better results,” she says.
For Nicole Moreo, director, research and insights at Peppercomm, the split on spending for social is surprising at how unsurprising it is. Paying, she says, “will help you get [your message in front of a lot people]—that’s what we call vanity impressions.” Twitter and Facebook tools don’t dig deeply enough into those metrics, she says, “so a lot of people don’t understand what they’re looking at…you need better tools or an analyst on staff.”
Concerning the lack of PR pros using streaming to spread brands’ messages, Lopez calls it “a tremendous lost opportunity.” Yet Moreo is “encouraged…people got excited early about streaming, but really only a few brands can use it or should be using it,” she says. Moreo and Lopez were surprised that 81% of respondents said their teams don’t engage in campaigns across more than one social media platform. “Why would you put all your eggs in one basket?” Lopez says. “People are missing a huge audience,” Moreo adds. Regarding PR’s slow uptake on messaging apps like WhatsApp, Facebook Messenger and YikYak, Moreo is happy. “Millennials don’t want to be marketed to; don’t reach out to them on what they use to communicate.”
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This article originally appeared in the October 5, 2015 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.