[Editor’s Note: Ahead of PRNEWS’ next session in its Digital Learning Series, Social Media for PR Campaigns on July 17, we spoke with a presenter for the event, Carolyn Cohen, Senior Marketing Manager-Social Media at H&R Block. PRNEWS got a sneak peek into her session, “Essential Social Platforms NOW: What to Focus on, What to Forget,” including the brand’s use of social media and advice for PR pros experimenting with newer platforms.]
PRNEWS: What do you think are the top social media platforms for brands right now and why?
Cohen: TikTok, Instagram, YouTube Shorts. Brands are having fun creating relatable, genuinely entertaining, on-trend content. These platforms have made short videos the norm for consumers, and brands that embrace them are reaping the rewards from the algorithms and the ensuing engagement.
PRNEWS: Are these platforms any different for the service industry (such as your brand)?
Cohen: While the platform is the same, I believe the way service-based businesses use the platform needs to adjust. How do you show value since you don’t have a physical product to display or give to influencers? This needs to happen through testimonials, education, and adding humor to a topic that has historically needed to tell rather than show.
PRNEWS: How can services that don’t have as much appeal to the general public use their creativity?
Cohen: Taxes aren’t sexy?! We’ve found success by focusing on education and entertainment and combining it with trends on our platform. When “Roman Empire” was trending, we featured the actual fun fact that the Romans literally invented taxes. We can have some fun too!
PR News: How can social media and PR teams work together to ensure seamless customer messaging?
Cohen: My best advice to teams is to involve each other early and often. The work complements each other well, and the earlier ideas are generated from the beginning, the better the work will be.
PRNEWS: What is your favorite social media platform for H&R Block and why? What is your favorite social media platform?
Cohen: TikTok. We’re very audience-focused and it’s fun to see the reactions from consumers in the comments section and from within our company. Personally, I’m addicted to TikTok, but I’ve also started using LinkedIn daily. It’s really nice to be able to connect with more people in my industry, but I also love that LinkedIn seems to be shifting in a more fun and relatable direction.
Nicole Schuman I am the editor-in-chief of PRNEWS.
