Confused.com’s PR chief outlines the business benefits of social media publicity
Confused.com’s head of content and PR, Sharon Flaherty, has spoken out on the impact social PR is having on the relationship between businesses and consumers.
As a contributor to a new book on the subject, Social PR, Flaherty draws a direct correlation between the profitability of a business and its social media content marketing, writing: “Believe it or not, those people in the business that manage and produce your content, social media and PR activities are very powerful. They are the engine room of your business. In fact, how profitable your business is can be tied back to your activities in these areas.”
Explaining this rationale Flaherty extols the benefits of driving brand awareness and advocacy as well as the knock on advantages in SEO, all of which can drive traffic and customers to the business.
Flaherty observed: “If linkable content is strong enough, then all these journalists, bloggers and news organisations will start linking to your work and that’s what you want.” Explaining why Flaherty noted that: “The additional content adds value and interaction for the reader over and above the initial story," before going on to add: “The content gives a reason for websites to link to your website which in turn increases the chances of their readers following that link back to your website and engaging with the content (eg engaging with you). This creates a connection and takes the story from off someone else’s website and back onto yours, which is exactly what you want.”
What’s more Flaherty explains: “People searching for similar or related content, for example, ‘car names’ will be brought to your website, bringing you ‘accidental’ searchers and natural traffic to your brand.”
Cautioning against the simple accumulation of press clippings however Flaherty further contends that clear business goals are vital, concluding: “Who are your buyers or who do you want them to be? How can you influence them? Who are their influencers? Where can you find them? Are they more active on Twitter or Facebook? You need to know this because this is how you should shape your social, content and PR efforts. “