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Galant’s general social media advice to PR pros is to figure out which platforms matter to your industry and your audience. For example, Galant says if you cater to a demographic of 25 and under, “Snapchat is not optional.”
However, there are a few platforms that every PR pro should employ; Facebook is the biggest, and journalists are on Twitter. When it comes to reporters, the microblogging platform is the clear hangout location: More than 86 percent of journalists check Twitter several times a day, while fewer than 20 percent use Facebook and fewer than 2 percent use LinkedIn.
Nearly 80 percent of journalists use social media to find breaking news, but that’s not the only thing they’re doing: More than 73 percent use social media to check what the competition is doing, nearly 60 percent use it to find story ideas, and about half use social media platforms to search for sources....
Here are some practical ways to use social media for media relations success.