• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Social Media Examiner

Your Guide to the Marketing Jungle

  • 🔥 Free Newsletter
  • 🎙️ Podcasts
    • Social Media Marketing Podcast
    • AI Explored Podcast
    • Social Media Marketing Talk Show
    • Our YouTube Channel
  • 🌟 AI Society
  • 🗓️ Marketing Conference
  • đź‘‹ About Us
    • Marketing Events
  • Search
  • Embrace AI & MarketingGet Ongoing Training & SupportBEGIN YOUR JOURNEY NOW

    4 Ways to Use Social Media in Public Relations

    by Maggie Patterson / September 15, 2014

    social media how toAre you sending out press releases and waiting for the media to write about you?

    Are you wondering how you can integrate social media with public relations?

    Instead of waiting for the media to write their story, organizations are choosing to share those stories via social media.

    In this article I'll share four ways you can use social media to support and enhance your public relations.

    use social media for public relations
    Find out how to use social media in public relations.

    #1: Include Social Sharing With Press Releases

    If you need to write a press release, find a way to support and extend the message via social sharing.

    Keep in mind that journalists rely heavily on Twitter, Facebook and other platforms to source and research stories. When you share your story socially, you are meeting them where they are instead of interrupting them in their inbox.

    halogen story package
    Halogen includes social options for a recent research report.

    For example, a story about a charitable contribution would translate very well to video (building up your YouTube channel). Or you can share data via an infographic that fans can pin, tweet and share from your blog or Facebook.

    The marketing team at Halogen Software tries to make every story visual and social. The company released an industry report in June 2014 and added social components with a Twitter campaign, an infographic and a blog post.

    #2: Create Social Campaigns Around Customer Case Studies

    Most PR teams create customer case studies to highlight successes and build credibility. While some customer stories make a good write-up, most people aren't willing to invest the time to read long-form articles. Instead of sharing the full case study on social media, pick out the key facts from the client's success story and highlight those across the board.

    Many stories are actually more powerful when told through the right social channel. For example, Microsoft used video to share a story about how their technology is making a difference in people's lives.

    Thanks to Microsoft technology, Sarah Churman was able to hear for the first time. The company knew showing instead of telling would elicit a stronger emotional response. They gave the story life by sharing a video of Sarah hearing her first sounds.

    microsoft youtube video
    Microsoft brings customer stories to life on YouTube.

    The next time you're gathering customer testimonials and writing case studies, interview your customers on-camera. You can share the video on YouTube and choose the best quotes to share on Twitter or Facebook.

    Infographics have become a popular way to share data—people are drawn more to images than text. Take some key metrics from your customer interview and rework them as an infographic others can share on Pinterest, Facebook or Instagram.

    AI Business Society

    Ready to Unlock AI Marketing Breakthroughs?

    If you’re like most of us, you are trying to figure out how to use AI in your marketing. Here's the solution: The AI Business Society—a new AI marketing community from your friends at Social Media Examiner.

    The AI Business Society is the place to discover how to apply AI in your work. When you join, you'll boost your productivity, unlock your creativity, and make connections with other marketers on a similar journey.

    I'M READY TO BECOME AN AI-POWERED MARKETER

    Discover Proven Marketing Strategies and Tips

    Want to go even deeper with your marketing? Check out the Social Media Marketing Podcast! Publishing weekly since 2012, the Social Media Marketing Podcast helps you navigate the constantly changing marketing jungle, with expert interviews from marketing pros.

    But don’t let the name fool you. This show is about a lot more than just social media marketing. With over 600 episodes and millions of downloads each year, this show has been a trusted source for marketers for well over a decade.

    CHECK OUT THE SOCIAL MEDIA MARKETING PODCAST NOW

    To spread the word further, write an article summarizing the case study and addressing any pain points the customer had. These shorter articles are excellent opportunities to reach a wider industry audience, especially when you share them on LinkedIn.

    #3: Ask Executives to Publish on LinkedIn

    When CEOs or other executives actively engage with professional colleagues and customers, they're playing an important role in building trust with key stakeholders. Yet only a handful of CEOs are active on social platforms. It's time to change that.

    LinkedIn is a good place to start because it's the leading social platform for professional networking. Since it now offers a publishing platform, you or your executives can share content quickly and know you're reaching the right audience.

    linkedin publisher articles
    CEO of AudienceBloom uses LinkedIn publishing to share content.

    Instead of writing an op-ed for a newspaper or an article for an industry publication, use that content on LinkedIn. Sharing your company updates on LinkedIn is a much faster way to reach your audience than waiting for traditional media to publish your contribution.

    You can either create content specifically for LinkedIn or republish from an existing blog or other source.

    Jayson DeMers, the CEO of AudienceBloom, is using LinkedIn to republish existing content from his Forbes.com blog with good results. He now has more than 3,000 followers who are receiving this information directly in their LinkedIn feed.

    #4: Offer Expert Opinions in Real Time

    As industry-related stories break, social media offers the prime way for you to offer expert commentary and make an immediate impact on your audience. If you wait for a press release to make the rounds, you'll likely miss your opportunity.

    For example, when a government database is hacked or a major story about stolen credit card numbers breaks, security companies react swiftly on all social fronts. By helping others understand the situation and offering advice, they're positioning themselves as experts, as well as drawing attention to their product or service.

    isheriff quote in forbes article
    Information security company iSheriff secured media coverage in outlets such as Forbes around the Goodwill security breach in July 2014.

    Before you connect yourself with specific events in your industry, assess each opportunity as it arises and have a plan in place for when and how you will respond to certain situations.

    In the case of breaking news, proceed with caution to ensure that you are adding value to the conversation and not being completely self-serving or trying to capitalize on a tragedy.

    Conclusion

    If you've been relying on traditional public relations tactics, it's time to breathe new life into your efforts. By focusing on a social approach, you'll be able to communicate your messages directly with your stakeholders.

    Plus, you'll be better able to connect with the media and bloggers where they're proactively looking for news and resources instead of spamming them with information (like press releases) they simply don't want or can't share immediately.

    What do you think? Which traditional public relations tactics do you still use? How have you used social media to enhance those tactics? We'd love to hear your ideas and feedback. Please share your comments below.

    AI EXPLORED

    Curious About How to Use AI?

    Our newest show, AI Explored, might be just what you're looking for. It's for marketers, creators, and entrepreneurs who want to understand how to use AI in their business.

    It's hosted by Michael Stelzner and explores this exciting new frontier in easy-to-understand terms.

    Pull up your favorite podcast app and search for AI Explored. Or click the button below for more information.

    I WANT TO LEARN MORE ABOUT AI

    Tags: Social Media Strategy

    About the authorMaggie Patterson

    Maggie Patterson, a communications and content strategist, works with small businesses to help them master content, PR and social media. You can follow her on Twitter @magspatterson.
    Other posts by Maggie Patterson »

    Get Social Media Examiner’s Future Articles in Your Inbox!

    Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (43 pages, 50+ charts)!

    Industry Report Cover

    Worth Exploring:

    Facebook

    Marketing Help Explore More →

    Instagram

    Marketing Help Explore More →

    YouTube

    Marketing Help Explore More →

    Linkedin

    Marketing Help Explore More →

    AI

    Next Frontier Explore More →

    Social Media Marketing Industry Report

    Get Free Report →

    Social Marketing Trends

    The data you've been missing!

    Need a new plan? Discover how marketers plan to change their social activities in the 17th annual Social Media Marketing Industry Report. It reveals what marketers have planned for their social activities, content marketing, and more! Get this free report now and never miss another great article from us. Join more than 385,000 marketers!

    Simply click the button below to get the free report:

    Footer

    Your Guide to the Marketing Jungle
    Copyright © 2025 Social Media Examiner®
    All Rights Reserved. Terms of Use | Privacy Policy.

    Helpful Links

    • About us
    • Our content via email
    • Our podcasts
    • Our YouTube channel
    • Our live show
    • Our social media marketing industry report
    • Our generative AI marketing industry report
    • Sponsorship opportunities
    • RSS