According to Muck Rack’s “State of Journalism 2022” survey, more journalists value Twitter, LinkedIn, Instagram, Reddit and TikTok this year when compared to the previous year. Which should not come as a surprise. We live in a digital-first society, with 71% of people checking their phones within the first 10 minutesof waking up and the average daily social media use of internet users up to 147 minutes a day in 2022. So how can we, as PR professionals, utilize social media to connect with journalists and place more bylines?

Increased social media use by journalists emphasizes the importance of using social media for thought leadership opportunities and promoting new reports and products. Participating in industry discussions to showcase you’re an active participant in the community is another excellent way to use your social platform. Sharing updates often can help journalists keep you top of mind when looking for a subject matter expert (SME) or a qualified research report.

According to Muck Rack, 60% of journalists consult a company’s social media when reporting, which reinforces the importance of a social media presence. Look at your company’s social pages and consider the following:

  • Do you have a high-quality/high-resolution profile photo or logo?
  • Do you post regularly?
  • Do those posts consist of a variety of self-promotion (blog posts, coverage, thought leadership, webinars, awards, campaigns, new products), industry insights, holidays, relevant trending events/news and fun content (when applicable)?
  • Do you have updated links and company info?
  • Are you engaging positively with people who comment? 

Ensuring that your social pages, posts, and profiles are up-to-date, professional, engaging, educational and relevant helps journalists when consulting your social media during the reporting process, and keeps you relevant as a reliable source.

Muck Rack states that last year 62% of journalists reported they track how often their stories were shared on social media – and in 2022, they predict that number will increase to 64%. If your company has been mentioned, featured, or quoted in a story, ensure that you’re sharing and promoting it. It’s also good to remind employees to share important coverage if you’re not already. If a journalist sees that you’re consistently sharing their stories, they may be more likely to work with you in the future. This becomes a beneficial relationship both ways: your company gets more exposure, media opportunities, and overall coverage, and journalists can count on your company and employees to promote and amplify their work.

The report also noted that 71% of journalists said connecting the subject to a trending topic makes a story shareable. And 65% of journalists said if it contains an image or an infographic, it makes a story even more shareable. Anytime there is an opportunity to connect or comment on a larger news story or trending topic (if relevant and applicable to your industry and expertise), take it! Your thought leaders or SME’s may be able to provide helpful commentary or a fresh perspective. I’d also suggest including reports and relevant data (where applicable) that may contribute to a significant event, which can help your company secure stories and gain shares across social media, which again is a win-win for both you and the journalist.

Social media usage with journalists and companies alike isn’t slowing down anytime soon. If you need help utilizing social media to better position your company, contact us today.