[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?
Carolyn Cohen, senior marketing manager of social media at H&R Block
Cohen: TikTok, Instagram, YouTube Shorts. Brands are having fun creating relatable, genuinely funny, 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 subsequent engagement.
PRNEWS: Are these platforms any different for the service industry (such as your brand)?
Cohen: The platform is the same, but I think the way service-based businesses use the platform needs to adjust. How do you show value since you don't have a physical product you can display or give to influencers? This needs to happen through testimonials, education, and adding humor to topics that have historically required talking over showing.
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 had success by focusing on education and entertainment and combining that 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 with it too!
PR News: How can social media and PR teams work together to ensure seamless customer messaging?
Cohen: My best advice for teams is to involve each other early and often. The work complements each team well, and the more ideas you can generate 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 a huge fan of TikTok, but I've also started using LinkedIn daily. I'm really excited to be able to connect with more people in my industry, but I also love how LinkedIn is shifting in a more fun and relatable direction.
Nicole Schuman is editor-in-chief of PRNEWS.
