When is social media for PR and when is social media for marketing?

18/10/2024 16:54:54
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In today’s digital landscape, social media has become an indispensable tool for both public relations (PR) and marketing. However, while these two fields, PR and social media and marketing and social media often overlap, their objectives and approaches on social media are distinct. To make the most of your social media efforts, it’s crucial to understand when you're engaging in PR and when you're focusing on marketing. Here's how to differentiate the two and maximise your strategy.

The key differences between PR and marketing on social media


Public Relations is about managing a brand’s reputation, building trust, and maintaining strong relationships with stakeholders - whether that’s customers, media, or investors. It’s centred around communicating a brand’s values, purpose, and vision in a way that fosters goodwill.

Marketing, on the other hand, focuses on promoting products or services with the goal of driving sales or conversions. It’s more transactional, aiming to create direct engagement that leads to measurable business outcomes, such as increased revenue, leads, or customer acquisition.

Both PR and marketing may use the same social media channels, but their purpose, content, and metrics for success vary significantly.
Social media uses

Here’s how to determine when you’re using social media for PR and when it’s for marketing.

 

When social media is for PR


1. Crisis management and reputation building
When a business faces a challenge or needs to repair its image, social media becomes a tool for PR. Whether addressing negative publicity, responding to public concerns, or offering transparency, PR professionals use social media to communicate the company’s stance quickly and effectively. 

Example: A company facing backlash over a controversial issue would use social media to release statements, apologise if necessary, and provide updates on how they’re addressing the situation.

2. Thought leadership and brand credibility
Establishing authority in your industry is a classic PR goal. Social media platforms are ideal for sharing insights, opinions, and expertise, positioning your brand as a thought leader. This helps to build long-term credibility and trust.

Example: A business owner sharing industry insights or a company releasing research reports and engaging with followers in intellectual discussions - these are PR-driven actions.

3. Engaging with media and influencers
PR efforts often involve building relationships with key influencers, journalists, and thought leaders. Social media is a space where these individuals gather, making it a perfect environment for PR professionals to engage and nurture these connections.

Example: Tagging a journalist in a tweet, responding to influencers’ posts, or sharing press release content through social media channels.

4. Corporate Social Responsibility (CSR)
Social media is where businesses showcase their commitment to causes and values that matter to their audience. PR-driven social media posts might highlight sustainability efforts, diversity initiatives, or charitable partnerships that are in-line with the brand’s values.

Example: A business sharing a campaign focused on their eco-friendly practices or fundraising efforts for a social cause.

When social media is for marketing


1. Driving sales and conversions
The primary goal of marketing is to drive revenue, and social media is a direct path to sales. Whether through paid ads, product promotions, or shoppable posts, marketing on social media is often focused on encouraging immediate actions like purchases, sign-ups, or downloads.

Example: A clothing brand running an Instagram ad featuring their latest collection with a direct link to "Shop Now."

2. Targeting specific audiences with paid ads
Social media marketing leverages paid advertising to target specific customer segments based on demographics, behaviours, and interests. These campaigns are designed to reach potential buyers and lead them down the funnel toward conversion.

Example: A tech company using Facebook ads to promote a new product to a target audience of tech enthusiasts and early adopters.

3. Campaigns focused on promotions and discounts
Unlike PR, which is about long-term relationship building, marketing often involves short-term promotional campaigns designed to boost sales. Flash sales, limited-time offers, and exclusive discounts are typically driven by marketing objectives.

Example: A Black Friday social media campaign highlighting time-sensitive deals to drive traffic and sales.

4. Customer acquisition and lead generation
Social media marketing also focuses on growing a company’s customer base through lead generation strategies. This might include using lead magnets, exclusive offers, or gated content to attract and capture potential customers

Example: A company offering a free ebook in exchange for an email sign-up, promoted through LinkedIn ads.

Where PR and marketing overlap on social media


Although the objectives differ, there are many areas where PR and marketing intersect on social media. For example:
  • Brand awareness: Both PR and marketing use social media to increase brand awareness, but while PR and social media focuses on building positive perceptions, marketing is concerned with driving recognition that leads to conversions.
  • Content sharing: PR teams share thought leadership pieces and press mentions, while marketing teams share promotional content, but both can use the same platform to distribute their message.
  • Engagement: PR may engage with followers to maintain relationships, while marketing seeks to engage in ways that lead to sales. However, in both cases, engagement is a key metric of success.
Social media

How to balance PR and marketing on social media


To ensure your social media strategy is well-rounded, it’s important to balance both PR and marketing efforts. Here are some tips:
  • Develop a content calendar that includes a mix of promotional marketing posts and PR-driven content like news updates, CSR initiatives, or thought leadership pieces.
  • Set clear goals for each post. Whether it’s increasing brand awareness (PR) or driving traffic to your website (marketing), understanding the purpose behind each post will help you measure its success effectively.
  • Tailor your messaging to different platforms. While LinkedIn might be better suited for PR-focused thought leadership, Instagram may be more effective for visually-driven marketing campaigns.
  • Monitor metrics based on your objectives. PR might focus on engagement metrics, sentiment, and media mentions, while marketing tracks sales, leads, and click-through rates.

Take your social media strategy to the next level


In the age of digital communication, the line between PR and marketing can sometimes blur, especially on social media. By understanding when to use social media for PR and when to use it for marketing, businesses can craft a more effective and cohesive strategy. Both disciplines are essential to long-term success, and when managed well, they can complement each other to create a stronger, more resilient brand.

Are you ready to take your social media strategy to the next level? Our PR experts can help you navigate the complex world of public relations and social media and ensure your business stands out for all the right reasons.

  Contact us today to learn more!