Facebook Likes = PR + Marketing Marriage
The ongoing debate continues, who should run a company’s Facebook page? Do you leave it to your messaging connoisseurs with your Public Relations agency? Or keep it close to the company, within your in-house Marketing Program?
The answer? Both.
Truth be told, in order to have a polished, relevant and successful program both parties must collaborate because they both bring something to the table. Much like a marriage, it is a special dynamic and it cannot survive nor thrive without both.
PR teams excel at messaging. They are up –to – speed with industry conversations, who is talking about what, and why people care. They understand that a company should be inserted into those conversations and know who the drivers are, whether they may be competitors, media, bloggers, analysts or other key influencers. Above all , they know how to position a company and leverage content as a leading expert, without sounding like a narcissistic broadcast system that only shouts me, myself and I. Which we all know, is annoying for brands to do.
But then again, Marketing is sitting on a goldmine. They are the first ones to see new content, whether that’s a new approved customer case study, image, video or award. They handle website analytics that can detect traffic coming to their website and from where, which after analyzing can improve content strategy (only when shared!).
The next question is, how do you manage that relationship so it produces results? Here are a few 4 marriage counseling lessons that can help PR Pros be a better partner to their Marketing spouse and in result have a more impactful Facebook page.
- Open the Door to Communication- If you are a PR pro, the chances are your day-to-day contact who already has their plate full from demands from the CMO, is not the digital strategist nor a member of the company’s web team. As a part of your PR program, demand that you have one-on-one access to that person. Schedule a bi-weekly 15 minute call to run down what is in the queue for the next few weeks i.e. what content you can be expecting, or what you will need. Quit the back and forth follow up emails that put your direct contact in the middle of the threads - which in result takes two weeks for tasks to get turnedaround because social media gets the back burner on the list of priorities.
- Share Your Wants and Needs- You will never get what you want if you never ask. Tell the Marketing team what approved stock images you need for the expected blog post that is going to hit or new campaign initiative. If the Facebook banner is getting stale, request an updated one, don’t wait for them to provide one. It is your job to make recommendations.
- Remember to Listen- At the same time, don’t forget to listen to their needs. If there is a new case study or technical webinar that they have devoted time and resources to publish and are trying to push – make sure that link is included in your weekly postings.
- Work Towards the Same Goals- While PR and Marketing are different, they can have similar goals. Find out what you are mutually trying to achieve. For instance, have the Marketing team dive into their website analytics, and find how much traffic is a result of social media postings. If you have a happy marriage, the chances are you will be able to report an increase, which is a win for marketing and a win for PR.
Without these key fundamentals in your program, you’re as good as divorce. Have another one to add that’s proved successful for your Facebook page? Share with us!