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.
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