How to integrate your social media channels into your PR Strategy

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We are seeing an influx of businesses represented on all social media platforms. By now, I am sure your business has a Facebook or Twitter page and I can imagine many of you are also feeling stalled on what to post or how to engage followers. Diving into the social media world, while necessary, can feel daunting. Here are some tips on how to stay on top of the game by integrating your social media channels into your overall PR strategy for the year.

1.    Decide on the Hub of your operations. Perhaps it’s your businesses website or your blog. Basically, your Hub will act as the feeder to your social media channels and ensure they are all connected. For example if your blog is your Hub, that is the first place you will post an update, a photo, an activity or news that you want to share. Use your Facebook and Twitter pages as the conduit that will drive traffic to your blog. Facebook and Twitter can act as teasers where the consumer can engage with a post and then visit your blog for all of the details.

2.    Post photos and videos! Studies have shown that a user is more likely to click on a post on Twitter or Facebook that features a photo or video. If you hosted a fundraising BBQ for a local charity, post all of the photos on your blog or Facebook page and tweet a teaser message on the success of the event with the link to the photos. It’s also a good idea to take video footage throughout the day and create a compilation video that you can share on all platforms with your clients.

3.    Hashtags are your friend. Hashtags are used to categorize messages which makes them easier to view in a twitter search. If you are hosting an event make sure you engage your participants on the ground to tweet during the event and use your events hashtag. A hashtag helps to build buzz while also interacting with personality.

Being part of social media means being part of the conversation. Staying on top of your social media channels will only increase your value and your brand to consumers while also complementing your overall PR strategy.

For more information please feel free to contact me at 613-233-8906 or by e-mail at with questions or comments.

Huw Williams is President of Impact Public Affairs, an Ottawa-based public relations and government relations firm specializing in finding innovative strategic communications and advocacy solutions for large industry associations. Over the years, Impact has been recognized nationally and internationally for the effective and creative public affairs campaigns that it has created for its client.

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