Leveraging Social Media for PR Strategies
By Roheemat Hammed
In the modern digital landscape, social media has evolved into one of the most influential communication platforms, shaping how people connect, share information, and engage with the world. No longer merely a tool for personal interaction, social media has become essential to businesses, politics, education, and virtually every aspect of daily life.
According to statistics from Oberlo, the number of global social media users was estimated at 3.2 billion in 2019, representing approximately 42% of the world’s population. Fast forward to January 2024, and the number has dramatically risen to an impressive 5.04 billion users—an increase of 1.84 billion users within five years, equating to a growth of about 57.5%. Such rapid expansion highlights the ever-growing reach of these platforms and their pivotal role in shaping global communication trends.
Popular social media platforms include long-established giants like Facebook, Instagram, and YouTube, as well as newer entrants such as TikTok, Threads, and X (formerly known as Twitter). Each platform serves different purposes, from sharing personal stories and creative content to broadcasting live events and facilitating discussions on various topics.
The influence of social media on public relations cannot be overstated. It has become the primary platform for communication, raising the necessity for effective social media management as a tool for cultivating positive public relations and fostering a beneficial impact for organizations.
This article explores the role of social media management in public relations, drawing insights from Impactful Public Relations in Customs Management by Kabir Abdulsalam and Maryam Na’Allah Umar Baba. The book examines how social media platforms have transformed the PR landscape, presenting new opportunities and challenges for organizations, particularly in customs management, as they engage with stakeholders and maintain a positive public image. The authors provide practical guidance on leveraging social media tools for effective communication, crisis management, and reputation management.
The Need for Social Media Management in Public Relations
Social media management encompasses a variety of tasks, including content creation, scheduling, online reputation management, monitoring and responding to mentions, comments, and messages, and analyzing social media metrics.
In public relations, effective social media management helps organizations enhance their performance and sustainability by facilitating communication with customers, delivering tailored content, and strengthening relationships.
The importance of social media management in public relations includes, but is not limited to:
1. Brand Building: Social media management helps enhance brand awareness, thereby boosting both performance and sustainability.
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2. Crisis Management: In an era where information spreads rapidly through social media, effective management can help organizations mitigate potential damage during a crisis by swiftly releasing statements and correcting misinformation across all platforms.
3. Monitoring Public Opinion: Social media platforms offer valuable feedback, enabling organizations to assess public sentiment and adapt their strategies accordingly.
4. Audience Engagement: Social media management fosters interaction between organizations and their audiences, from responding to comments and messages to promoting user-focused content.
Case Study: Impactful Social Media Management in the Nigeria Customs Service
Under the leadership of Comptroller General Bashir Adewale Adeniyi, the Nigeria Customs Service (NCS) has successfully managed its social media activities across various platforms by employing effective management strategies, including:
1. Identifying Target Audience: In public relations, it is crucial to know your audience and where to find them. By leveraging existing data from social media engagements, the NCS effectively identifies its target audience—primarily Nigerian citizens and international trading partners. They have created accounts on popular social media platforms to disseminate information and demonstrate best practices in customs management, currently boasting impressive followings of 479,000 on Facebook, 260,000 on X, 17,300 on Instagram, 4,600 on YouTube, and 2,769 on Threads.
2. Selecting the Right Channels: Different social media platforms cater to different demographics. The NCS acknowledges this by creating profiles on platforms where their target audiences are most active. For instance, they engage millennials on Facebook and Gen Z on X and Instagram. This strategy has contributed to a notable increase in followers across their platforms under Comptroller General Bashir’s leadership.
3. Creating Compelling Content: Content creation is vital for a sustainable social media presence. The NCS focuses on producing engaging videos and images that resonate with the public. They routinely share updates on revenue collection, regulatory measures, fraud alerts, and celebratory posts for national events and holidays, thereby captivating their audience and fostering trust in their operations.
4. Engaging the Public: The NCS views its social media platforms not merely as broadcasting channels but as forums for conversation. Through interactive content like polls, Q&A sessions, and informative posts, the NCS actively engages with its audience, addressing inquiries and participating in discussions that promote public interest in their activities.
Conclusion
Effective social media management is crucial for modern public relations. By strategically utilizing social media platforms, PR professionals can help organizations gain relevance, enhance visibility, and create lasting connections. As the digital landscape continues to evolve, so too must the strategies employed by organizations to engage with their audiences.
Roheemat Hammed, a PRNigeria Fellow writes from Ilorin [email protected]
