It is important for PR to understand search engine optimization (SEO) and the workings of the algorithms of each social media platform.
Doc. PR INDONESIA/ Aisyah
The rapid development of digital media has an impact on the change of patterns of content distribution. The existence of newspapers, television, and radio became more colorful with the presence of digital platforms.
JAKARTA, PRINDONESIA.CO – The content uploaded on digital media makes search engines automatically only display content that is personalized or in accordance with the user's consumption habits. There is an algorithm behind it all. "So, the content that we upload is not necessarily immediately read by everyone. Until we know the new term, content is king, and the distribution is its kingdom," said Anton William, Vice President Marketing of Kumparan, to PR INDONESIA in Jakarta on Monday (10/2/2020).
He continued, "For example, we have a Facebook fan page, out of a million followers, at least one percent is read. But it’s on target." This is what then creates the phenomenon of getting the attention of the audience feels expensive because everything is getting more personal.
So, how do public relations (PR) practitioners work so that any content created can be right on target? Anton said that it was important for PR to understand search engine optimization (SEO) and the workings of the algorithms of each social media platform.
The tips, first, make sure PR has keywords that are relevant to the content/brand/company. "This keyword is what we will embed later on each uploaded content, both in the title and description," he said.
Second, the consistency of keywords. For social media, public relations can use hashtags. Hashtag serves as a shortcut for content to meet directly with its audience. Third, virality. Create content with a variety of formats, creative and able to attract attention. With a note, not a clickbait. The form can be infographic or video. "In essence, the content is able to lure people to stop doing their activities and last long enough to enjoy it," Anton said.
Creating content that contains a viral element, the aim is none other than that people are interested in spreading to more people. This is based on human nature that tends to want to be the first person to preach important information to colleagues around them. Finally, it's time for PR to collaborate with an IT team that is competent in SEO.
Advantage
The ability to maximize SEO is useful for PR to target the same audience over and over again. This method allows the content to be distributed according to the target. In addition, through targeting and retargeting techniques, the opportunity for the person to understand the message and interact is increasingly high.
This step was done by Kumparan. The first platform in Indonesia that combines journalism-based technology also utilizes an internal tracker to produce content. Through this method, they can absorb the habits and activities of their readers and then make recommendations in making the next content. "Knowing which articles are the most popular and from which category, will be a strategy for us to create future content," Anton said.
One more thing that must be a concern for PR in the digital age is machine learning. Therefore, according to Anton, there are at least three competencies that must be possessed by PR. First, being able to create content in various formats. Second, in making ideas/content, it must be based on user behavior. Third, master the distribution patterns that are right on target. (ais)
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The rapid development of digital media has an impact on the change of patterns of content distribution. The existence of newspapers, television, and radio became more colorful with the presence of digital platforms.
JAKARTA, PRINDONESIA.CO – The content uploaded on digital media makes search engines automatically only display content that is personalized or in accordance with the user's consumption habits. There is an algorithm behind it all. "So, the content that we upload is not necessarily immediately read by everyone. Until we know the new term, content is king, and the distribution is its kingdom," said Anton William, Vice President Marketing of Kumparan, to PR INDONESIA in Jakarta on Monday (10/2/2020).
He continued, "For example, we have a Facebook fan page, out of a million followers, at least one percent is read. But it’s on target." This is what then creates the phenomenon of getting the attention of the audience feels expensive because everything is getting more personal.
So, how do public relations (PR) practitioners work so that any content created can be right on target? Anton said that it was important for PR to understand search engine optimization (SEO) and the workings of the algorithms of each social media platform.
The tips, first, make sure PR has keywords that are relevant to the content/brand/company. "This keyword is what we will embed later on each uploaded content, both in the title and description," he said.
Second, the consistency of keywords. For social media, public relations can use hashtags. Hashtag serves as a shortcut for content to meet directly with its audience. Third, virality. Create content with a variety of formats, creative and able to attract attention. With a note, not a clickbait. The form can be infographic or video. "In essence, the content is able to lure people to stop doing their activities and last long enough to enjoy it," Anton said.
Creating content that contains a viral element, the aim is none other than that people are interested in spreading to more people. This is based on human nature that tends to want to be the first person to preach important information to colleagues around them. Finally, it's time for PR to collaborate with an IT team that is competent in SEO.
Advantage
The ability to maximize SEO is useful for PR to target the same audience over and over again. This method allows the content to be distributed according to the target. In addition, through targeting and retargeting techniques, the opportunity for the person to understand the message and interact is increasingly high.
This step was done by Kumparan. The first platform in Indonesia that combines journalism-based technology also utilizes an internal tracker to produce content. Through this method, they can absorb the habits and activities of their readers and then make recommendations in making the next content. "Knowing which articles are the most popular and from which category, will be a strategy for us to create future content," Anton said.
One more thing that must be a concern for PR in the digital age is machine learning. Therefore, according to Anton, there are at least three competencies that must be possessed by PR. First, being able to create content in various formats. Second, in making ideas/content, it must be based on user behavior. Third, master the distribution patterns that are right on target. (ais)