Social media is a powerful tool for fostering connections between companies and people. It allows marketing and communications teams to work together to meet common goals – building brands, engaging with stakeholders, and ultimately, driving growth. 

In 2024, nearly all Generation Zs and Millennials (98% and 97%, respectively) in the UK used social media, followed by 92% of Generation Alpha and 86% of Baby Boomers.  

Given the growing role of digital communications, it is more critical than ever for brands to utilise social platforms – such as LinkedIn, X, Instagram and Facebook – to support their communications strategies. Sharing content and engaging with audiences directly – whether through paid, organic or owned content – is a steadfast way to amplify messages far and wide. 

Types of social content 

Paid content, within social media, refers to direct ads and sponsors that are targeted to a brand’s audiences. Social media platforms often have a targeting ads tool that brands can use to direct audiences towards specific posts. This allows them to focus content by demographic, interests, followers of similar brands, and even their job title. Engaging the right audiences and encouraging them to take action (e.g. by clicking through to websites) is a surefire way to optimise marketing budgets. 

Organic content refers to unpaid promotion that businesses receive from celebrities, influencers and customers who voluntarily share the brand, resulting in exposure without the cost. Brands can encourage organic media through engaging with conversations, news, trends and even crises in real time. Responding to topics in line with their messaging and values allows brands to express their personality – helping to create lasting impact and resonate with their following. 

Owned content is what brands publish on their own pages. This can be scheduled in advance, in the form of videos, images, conversation starters or research – to name a few. With owned media, the clue is in the name: brands have complete control over the messaging – it is entirely their own. 

Measuring effectiveness 

All three strategies can be measured with built-in analytics, such as social media listening tools. These allow brands to monitor online conversations about their industry, competitors and relevant topics. Doing so helps them to develop informed strategies based on trends and data. 

Utilising a combination of paid, earned and owned media offers brands the best opportunity to deeply connect with existing audiences and reach new ones, while measuring tools help brands to understand the impact of their communications and marketing efforts day to day. 

Beware of the risks 

Social media does not come without its pitfalls. In particular, its fast-paced nature can be a double-edged sword. 

With the immediacy of breaking news, it can be tempting for brands to respond to events straight away. The fact that social media platforms usually allow for content to be posted by all users, and through tools such as live streaming – offering first-hand, unedited, unfiltered news – makes this temptation ever greater. 

While this immediacy is great when it comes to getting messages out quickly and responsively, rushing communications can lead to reputation damage. As with any form of communication, it’s vital that brands constantly refer to their messaging and values before forming a public response. 

Another thing to be cognisant of when engaging social media to amplify communications campaigns is timing. Although scheduling posts helps with organisation – especially in such a busy and fast-paced industry as media – news is constantly changing, and social media lives in the present.  

Mark Wright, famous UK reality star, recently found this out for himself when his scheduled Instagram post came under fire. He posted images of his family in front of a private jet, and complained about the lack of legroom on a standard flight. This was not well received given that it went live shortly after the horrific Air India plane crash last month.  

An effective social media strategy is a vital part of any brand’s communications toolkit, but remaining mindful of timing and the wider external news landscape is key to delivering a thoughtful, impactful social media campaign.  

Maximising the value of social media 

PR content and social media platforms are increasingly interlinked – and solutions to support the use of the two are on the rise. One such example is Brandwatch: a social media listening platform that uses AI to gather data from organic user content.  

This is a hugely valuable tool for PR, as it provides key insight into what people are talking about and engaging with – content that could also be used for PR stories. For example, if a brand decides to bring back a popular product in response to customer demand, the brand can present this decision as something they’re doing for the fans. To strengthen this message, the brand could include quotes from social media users to show the popularity and demonstrate public interest in the product’s return.  

Social channels also provide a way to reshare media coverage more widely than just that media outlet – increasing the reach and potential audience.  

And with an increasingly large audience turning to social media for their news, it’s vital that we as PR experts acknowledge the opportunity that this presents for our clients. After all, having a strong, positive presence in the public sphere sits at the heart of all PR strategies, and leveraging both traditional and digital media is key to this.   

With expertise in producing strong copy as well as protecting brand values, PR professionals are well-equipped to support brands to build a resilient and effective social media strategy. Marketing and communications disciplines must work hand in glove – ensuring brand reputation is considered carefully, while communicating key messages successfully.