Organizations know social media has become fundamental to many consumers’ lives and companies’ outreach and branding efforts. According to Smart Insights research, over half of the world’s population uses social media, and the average person’s daily usage is 2 hours and 31 minutes.
Because of social media’s established and growing presence in society, businesses need a social media marketing presence and public relations specialists who understand how social media can help build an online reputation and develop a consumer base.
Earning an online Bachelor of Arts (BA) in Public Relations degree from William Paterson University (WP) fully equips graduates with the social media marketing skills to leverage top public relations roles in any organization.
What Is Social Media Marketing?
With the rise of digital marketing, it’s no wonder social media is used daily as a tool to drive business.
HubSpot defines social media marketing as “creating content for social media platforms to promote your products and/or services, build community with your target audience, and drive traffic to your business. With new features and platforms emerging every day, social media marketing is constantly evolving.”
Since social media marketing is constantly changing, public relations specialists must learn as much as possible before taking the lead of a company’s brand, narrative and community.
What Public Relations Specialists Need to Know About Social Media Marketing
Public relations specialists must consider the various types of social media and how users interact with companies if they want to properly leverage social media marketing to benefit their organization’s brand.
The Different Platforms
Social media presents a significant opportunity for marketers and public relations specialists. However, with users spread across several platforms, it’s more vital now than ever for brands to take a multi-channel approach.
According to the Digital PR and Communications Report 2022, the five most used social media platforms for in-house brands and agencies are Twitter, LinkedIn, Facebook, YouTube and Instagram. Public relations specialists should also be aware of emerging platforms like TikTok (or the next new platform) to reach audiences and stand out from the competition.
How Users and Companies Interact
Companies use social media marketing to sell products and services to social media users. According to Sprout Social, there are four main ways social media impacts consumer behavior:
- Consumers purchase directly from social media platforms.
- Social media reviews influence consumer behavior.
- Consumers expect two-way engagement with brands.
- Consumers turn to social media for customer service.
The more public relations specialists know about how consumers use social media, the better they can plan and prepare brand strategies in terms of how to best interact with potential and existing customers.
Creating and Controlling Narratives
Public relations specialists build and maintain a favorable public image for the individuals, groups or organizations they represent. Social media marketing is an excellent tool for public relations specialists to create and control a brand narrative. You can do this by posting regularly across platforms, addressing customers’ concerns or questions and staying positive.
Establishing a Brand Community
How public relations specialists use social media platforms is significant in establishing a brand “community” for an organization. Social media allows you to share the company’s value-driven narrative with followers while inviting them to be part of the story. The more followers social media accounts get, the bigger the community that forms.
How Social Media Expertise Helps Leverage Better Roles in Organizations
Social media is changing the future of public relations, and it has never been more important for public relations professionals to possess social media marketing skills.
The Digital PR and Communications Report 2022 states, “Despite the growing demand for services linked to emerging tech, more than a third (36%) of in-house respondents and almost half (43%) of agency professionals said they had not received adequate training to excel in their role.”
This current lack of social media skills within the industry means public relations specialists with social media expertise are in high demand. Professionals who choose a public relations degree program with specific social media courses will be best prepared upon graduation to secure roles in media coordination, content creation and health communication, to name a few.
William Paterson University’s Online BA in Public Relations Program
WP’s online BA in Public Relations program prepares professionals for an exciting career in public relations. You can transfer up to 90 credits of previous education, which will further cut costs.
With core courses such as Strategic Multi-Platform Writing and Digital and Social Media Communications, you’ll graduate as an expert in social media writing and communications. When you choose the elective course, Social Media Marketing, you’ll develop relevant knowledge about social media platforms through practices, demonstrations and analyses of social media business applications.
Learn more about WP’s online BA in Public Relations program.
