Social media is no doubt a crucial tool for tech PR agencies, but it’s important to remember that it’s not the only tool. Too often, start-ups think they can replace a traditional PR strategy with a social-oriented plan and get the same results. Add in a lack of understanding about the dozens of social media outlets and how people use those outlets and you’ve got a PR nightmare waiting to happen.
Frank Smith goes into further detail on this topic on Context PR’s blog.
PR is also an essential element of social media in the sense that social media success depends on generating relationships through providing value. You don’t forge relationships by shouting at people, you create them through an exchange of value. Coverage in the press has been through the filter of editorial, which means that the editor thinks it’s of interest and of value to his or her readers. When you share this coverage via social media you are sharing that value and building new, or reinforcing existing relationships.
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