The time when a company could launch a new product, solution or campaign with a cut-and-dry press release and a prayer is long gone. We are living and working at the height of social media’s reign over PR and digital marketing; anyone avoiding or underestimating its power in a launch will most likely see their prayers for coverage go unanswered. Even if your company doesn’t execute a large number of product launches per year, incorporating a social media strategy into your overall public relations program is still a key way to expand your audience and attract new customers.
Lucky for us tech PR pros clamoring for inspiration and proven tactics to accomplish those goals, our favorite social channels are filled with brands and celebrities with strong social media strategies to emulate.
Generate Buzz Like Bey
Before the world exploded and ‘Becky with the good hair’ shot to the top of America’s Most Wanted list, Beyoncé took to Instagram to share a 10-second teaser video telling her 68.9 million followers to tune into HBO for the world premiere event of “Lemonade.” She created just enough intrigue and suspense with her vague pre-launch social posts to get fans over to HBO that night. When those millions of fans did tune in, they were treated to a film soundtracked by songs from her new album and were then ushered to Tidal where the full visual album was exclusively released. Although your brand or new product may not rock pop culture quite like Beyoncé does, the fundamental benefits of incorporating a bit of social media ramp-up before a big announcement are universal. Try an integrated strategy across a few social channels where you can share different teasers that match each channel’s audience but garner a collective amount of interest when launch day comes around.
Take Customers Behind the Scenes
There’s a reason why average, everyday people bother following the Taylor Swifts and Kardashian-Jenners of the world on social media when we already watch their lives play out on TV. People crave a behind-the-scenes look at their lives, products and what they’re doing before they step out in front of the paparazzi. The most-followed celebrities and brands hold their followers’ intrigue by posting photos, videos and information they can’t find anywhere else. Even major B2B companies can grow their social following by peeling back the curtain of secrecy and showing how their products are made or introducing their innovative team members. These are the posts that keep your audience coming back for more and help them connect with your brand in a personal way that they can’t just by reading your press releases.
Although you or your clients’ brands may never pass Kim Kardashian on the most followed list, developing a social media strategy that complements your news cadence and PR strategy can boost visibility and interest. Engagement and a personal touch go a long way on social media, especially for seemingly “buttoned-up” B2B companies. Make like a celebrity and dress up your brand, grab attention early and hold onto the PR buzz by keeping your audience looped in throughout your news cycle or launch.
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