In the social media-focused world around us, the public relations career field is constantly adapting and changing. There are many aspects of PR that weren’t even a subject of thought three years ago.
At the YouToo Social Media Conference on Friday, April 20, the opening keynote speaker, Lee Odden, shared a new approach to marketing that PR specialists are transitioning to as social media progresses in importance in our society.
Odden first explained how social media marketing was impacting our user experience as consumers, and how content is being developed with this in mind. Odden explains that all content is geared toward a projected audience, but sometimes that audience expands due to influencer. Odden stresses that when fans of a brand are able to place their hands in the development of something, literally anything, they are more likely to be influencers for their peers and be influenced by the same brand again in the future. He says that although you can create strong, impactful content, there are always going to be “zombies” that interfere with your audience. The six marketing zombies that impact an audience are; ad blockers, data overloads, hate for search engine optimization, buyers not trusting ads, content not scaling well over multiple platforms and dying organic social media outreach. These six marketing zombies are the source of why the social media market is constantly shifting and changing, which makes it difficult for PR strategists to keep up with their audiences. Odden assures us that there are ways to keep your audience engaged and take care of these “zombies” with the use of one tactic: participation of your audience in the creation process.
The bottom line is that by involving your audience in your goals and creating influencers to share your brand, you are gaining major momentum and generating content specific work that is buzz-worthy.
The 2018 YouToo social media conference highlighted other speakers with events throughout the day focusing on topics ranging from the use of LinkedIn to the use of social media advertisements with posts. You can find out more on the 2018 YouToo conference here.