Does social media actually work?

We sometimes hear from marketing teams that the rise of social media has lessened the need for more traditional forms of public relations. Who needs to rely on other outlets, platforms, and influencers when you can build a following, control your own brand, and drive traffic to your website via social media?

But we recently came across some research that suggests that this idea is somewhat flawed.

The conclusion?

“Social media is driving virtually no traffic to client web sites.”

Yes, that’s right!

This doesn’t mean you should abandon your social media accounts and stop posting. But if you are looking to do anything proactive in marketing – reach new audiences, launch a new product, or redefine your brand – it is very difficult to do this solely through your own channels.

There is enormous value in engaging with established media outlets – be it specialist, local, or national media – as well as key stakeholders.

Journalists and editors tell us that they are eager for stories about organisations working to tackle societal problems or innovate around problems.

But selling into the media remains notoriously difficult and competitive. We have a pretty good track record built on decades of relationships and an ongoing understanding of different media priorities and interests across sectors such as technology, healthcare, education, and the environment.

We don’t just get a story in the media, we use it to further engage stakeholders and potential customers, building strategic outreach campaigns that work alongside marketing and sales teams’ activity.

Do you have an upcoming story that you want to shout about in the media? We’d love to discuss how we can build a campaign around it that goes beyond your normal marketing schedule.

Feel free to arrange a call to explore your challenges and how our team can help.