August 6, 2013
“Social media changes how traditional PR is done and how journalists get the word out about their work,” said Gregory Galant, CEO and co-founder of Muck Rack during the 2013 PRSA Digital Conference on June 27.
He helped launch Muck Rack in April 2009 as a place to aggregate journalists on Twitter, where it has grown from 150 to 1,500 users.
More than 50 percent of journalists use social media to source their stories, he said.
“Social media should not be in its own box. It should be more than: ‘What should I post on my company’s Facebook?’”
He said journalists are “invading all social media platforms,” not just Twitter. They can use Facebook for starting conversations, for personal analysis and for finding sources. Quora is good for gathering story ideas and discovering subject matter experts, as well as asking questions. And journalists like Google Plus because they can host Hangouts and engage audiences, and their stories move higher up in Google search rankings.
For measuring reach and to see how many people share your content, Galant recommends using whosharedmylink.com to see what traction your story or release link is getting.
“PR can now be quantified and justified better than any time in history,” Galant said. “Social media has opened a whole new world of data.” — Amy Jacques
Amy Jacques is the managing editor of publications for PRSA. A native of Greenville, S.C., she holds a master’s degree in arts journalism from the Newhouse School at Syracuse University. She also holds a bachelor’s degree in advertising from the University of Georgia’s Grady College and a certificate in magazine and website publishing from New York University.
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