Twitter is a great tool for public relations because it can be used for finding conversations and engaging with influencers who are chatting about specific topics.
Stacey Acevero, social media manager for PRWeb, has provided her tips for the best ways to use Twitter for PR:
- As a listening tool. Before you just dive in, take the time to listen to your target audience. What are they saying? What are trending topics? What makes them happy? What makes them sad? Is there is a need for a product or service this is unfulfilled in their lives? How about an improvement on an existing product or service? Listening allows you to get to know your audience and find out their needs.
- As an educational tool. Don’t use Twitter (or any other social media platforms, for that matter) as a hardcore marketing or promotional tool. Being sale-sy will drive your target audience away and being sold to isn’t why people are on Twitter—consumers are on Twitter to engage in conversation, to learn about new things and to share information. Be helpful and share resources that aren’t always your own, and always aim to please others before you ever ask for a favor back.
- As an engagement tool. After you’ve established yourself as someone knowledgeable and helpful in your industry, take the time to get to know people by actually talking to them. People don’t want to be talked AT on Twitter, they want to be talked WITH. Be human, be personal and stay away from auto tweets or replies—the robot thing is really a turn-off.
- As a customer service tool. Monitor mentions of your brand in social media using TweetDeck (free service, basic) or Vocus (paid, advanced analytics). Respond positively to mentions of your brand and diffuse negative comments that may arise. It’s a great way to build a positive rapport with your audience.
For more tips on how to use social media in your PR campaigns, check out Social Media for PR: How To Write a Press Release and Social Media for PR: Using Your Press Release in Blogger Outreach.
