4 Dos And Don'ts Of Using Social Media For PR Success

Last Updated: 

March 30, 2024

Social media has become a game-changer for businesses looking to boost their PR (public relations) efforts. It’s like having a megaphone that can reach a billion people with just a few taps on your phone. It has become an indispensable tool for businesses wanting to connect with their target audience and manage their online reputation. But the thing is that social media is a double-edged sword.  

Sure, it can be a powerful tool for building your brand. However, it can also be a minefield of potential disasters if not utilised correctly. One insensitive tweet or one poorly timed post can jeopardise all your PR efforts. Thus, it’s paramount to approach social media with a strategic mindset. 

That said, this article will share with you the dos and don’ts of using social media for PR success, helping you navigate this dynamic landscape effectively.

using social media for public relations in business

Key Takeaways on Using Social Media for Public Relations

  1. Comprehensive Social Media Strategy: Develop a robust social media strategy aligned with your PR goals, identifying target audiences, platforms, and content plans for consistency and effectiveness.
  2. Engaging Content Creation: Focus on creating valuable and shareable content that resonates with your audience, utilising visuals, blog posts, and interactive elements to maximise engagement and reach.
  3. Influencer Partnerships: Collaborate with influencers whose values align with your brand, leveraging their loyal following and credibility to expand your reach and enhance brand perception.
  4. Monitoring and Measurement: Regularly monitor and measure social media metrics to assess the effectiveness of your PR efforts, allowing for adjustments and improvements over time.
  5. Audience Engagement: Respond promptly and professionally to audience feedback, both positive and negative, to foster trust and loyalty while avoiding a negative perception of your brand.
  6. Balanced Promotion: Avoid excessive self-promotion on social media, maintaining a balance between promotional content and value-added content to prevent appearing spammy and retain follower interest.
  7. Avoiding Social Media Arguments: Refrain from engaging in social media arguments, as it can damage your brand's reputation; respond professionally and seek to resolve issues offline when necessary.
  8. Crisis Management Preparedness: Have a comprehensive crisis management plan in place to address potential social media crises swiftly and effectively, minimising damage to your brand's reputation.
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The Dos: 

Develop A Comprehensive Social Media Strategy 

Before you even start hitting the “post” button on your social media platforms, you need to have a solid social media strategy in place that aligns with your overall PR goals. So, take the time to identify your target audience and the platforms you’re most active on, and craft a content plan that resonates with them. Your strategy should also include guidelines for tone, voice, and messaging to ensure consistency across all your social media channels. 

Meanwhile, if you’re feeling overwhelmed by the thought of creating a social media strategy, you can always tap into the help of professional PR agencies in Scotland or anywhere in your local area. They’ll work with you to create a tailored strategy that takes into account your unique brand voice, target audience, and overall objectives.  

Create Engaging And Shareable Content 

The social media landscape is a crowded one for businesses. With millions of posts vying for attention every day, you need to create content that's extremely engaging and shareable for your audience. Thus, when creating content, focus on providing value to your audience rather than exclusively broadcasting your products or services. This may include a mix of eye-catching visuals, informative blog posts, and interactive polls or quizzes. Crafting content that genuinely connects with your consumers increases the likelihood of them sharing it with their networks, thus expanding your reach.  

Leverage Influencer Partnerships 

Partnering with influencers can be a huge game-changer for your social media PR strategy. These are the people who have already built a loyal following and established themselves as trusted voices in their niche. Collaborating with them means you can tap into their audience and gain credibility by association. Just ensure to choose influencers who align with your brand values and whose followers match your target audience for a successful partnership. 

Monitor And Measure Your Results 

To determine the effectiveness of your social media PR efforts, you need to monitor and measure your results regularly. You can utilise social media analytics tools to track metrics such as engagement rates, follower growth, and website traffic driven from social media. By analysing your results, you can pinpoint what's working sufficiently and what needs improvement, allowing you to polish your strategy over time. 

The Don’ts: 

Ignore Your Audience's Feedback 

Among the biggest mistakes businesses make on social media is ignoring their audience's feedback. Whether it's a positive comment or a negative review, it's paramount to respond promptly and professionally. Ignoring feedback can make your audience feel unvalued and lead to an unfavourable perception of your brand. Thus, be sure to monitor your social media channels regularly and engage with your followers to cultivate trust and loyalty. 

Overdo The Self-Promotion 

While social media is an excellent platform for brand promotion, it's essential not to overdo it. Constantly bombarding your followers with promotional messages can come across as spammy and might trigger them to hit the “unfollow” button. Instead, aim for a balance between promotional content and value-added content that educates, entertains, or inspires your audience. 

Engage In Social Media Arguments 

Using social media for business PR responsibly

Engaging in social media arguments is like pouring gasoline on a fire. It might feel good in the moment, but in the end, all you're doing is damaging your brand’s reputation. So, if you encounter negative comments or criticism, respond professionally and try to take the conversation offline if possible. Remember, the objective is to maintain a positive image and build relationships with your audience, not to win arguments. 

Neglect Social Media Crisis Management 

Even with the best intentions, a social media crisis can happen to any business. Whether it's a negative review gone viral or an employee posting inappropriate content, it's essential to have a crisis management plan in place. This should include guidelines for identifying potential crises, responding to them quickly and effectively, and minimising any damage to your brand's reputation. Being equipped for the worst-case scenario can help you navigate a social media crisis with grace and professionalism. 


Social media can be an invaluable aid for brands or businesses looking to enhance their PR efforts, but it's crucial to approach it with a well-planned strategy and a sharp understanding of best practices. By adhering to the dos and don'ts outlined in this guide, you'll be well on your way to constructing a powerful social media presence that captivates your audience, elevates your brand, and manages your reputation with finesse.  

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