4 Ways of Keeping In Step with the Power of Social Media

Published on 14th October 2021

This insight post is a summary of the original blog post published by Taylor bon Bartheld of CoynePR.

Over the last decade, social media has seeped into nearly every aspect of life. Add in a global pandemic and it’s safe to say that the world has #gonevirtual. As we examine the impact of the past year, the value of integrating social media efforts into PR campaigns has never been more apparent.

Social Media as an Amplification Tool
Earned media is a powerful tool, but so is owned media – and combining the efforts of both holds an often untapped potential for clients. After the (sometimes literal, sometimes metaphorical) blood, sweat, and tears of media relations, we get to proudly view our success through stellar media hits that boost our ego and hopefully WOW the client. However, the impact of secured placements should not end on an outlet’s website.

Unlike any other time in PR history, brands can now take claim of PR efforts by amplifying media hits on their owned social channels. By reposting media articles with brand mentions to help inform their loyal followers, brands can create a chain of impressions as dedicated fans interact with the content and potentially even share with their own followers. For example, check out our #client MDLIVE’s social channels (Twitter & LinkedIn) – they’re a veteran at reposting media placements on their pages. Ultimately, this tactic can extend the audience of a placement or media campaign simply by leveraging a brand’s owned social media channels.

Measurable Insights
As PR shifts from an impression-focused industry to an engagement-minded field, social media offers ease of access to these sought-after metrics. While impressions are an invaluable way for brands and PR pros to track our cumulative potential audience, they often lack the ability to provide insights into who, what, when and where people are seeing content. However, social media has opened the world of two-way communication for companies and consumers. Gone are the days where organizations send out their messaging into the world and hope that it sticks. In today’s plugged-in world, consumers can interact with and reply back to brands and companies.

This offers an array of KPIs for brands to track and measure success of their messaging and campaigns. Consumer sentiment has never been so transparent as social content enables users to like, share, retweet, and comment. For companies looking to know more than just reach and want dive into impact, expanding their PR campaigns to encompass social media is a simple yet sophisticated strategy. Recently, Coyne was able to track the reach of an online patient survey by #client Salix on everyone’s favorite topic – Irritable Bowel Syndrome (IBS). See, healthcare can be fun too!

To read the other two insights on trend tracking and identifying your target audience, read “Staying Privy to the Power of Social Media

Find other insights from our partners on Social Media Marketing and find our more about Social Media Services.


Founded in 1991, Coyne PR has grown to become one of the Top 20 Independent PR Firms in the United States with a reputation for hard work and a solid dedication to client service. Their integrated approach and capabilities to effectively convey messages across earned, shared, paid and owned media for their clients have garnered more than 1,000 industry awards. Their client roster includes many of the most respected companies in the world, such as Hard Rock International, Shell Oil, Fiat Chrysler Automobiles (FCA), Pfizer, VTech and Beam Suntory, to name a few.

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