I have spoken on social media and PR at two recent conferences:  an FPA of Massachusetts media training and Barron’s Top Independent Advisors Summit.  In doing so, I realized two things – one, most advisors want more positive publicity, and two, most advisors are still trying to figure out social media. 

To help, here are four tips to consider to maximize PR exposure and social network effectiveness:

1. Know where to get published.  Connect with your clients and follow them via social networks.  See what they share and notice from what news outlets.  Those TV stations, radio programs, newspapers, magazines and more are probably where you want to drum up interest from other prospects like them.

If your clients are not sharing news, send them a direct message and ask them what they watch, listen to and read.  This information about what they digest can be very powerful in determining where to focus your PR efforts.

2. Find the press.  Many news sources now share journalists’ contact information, especially social media information like their Twitter handle.  Look for them every time you are online, especially when you see something you like. 

Use the LinkedIn advanced search feature to pull up second-degree connections of individuals that work for media outlets that you would like to be introduced to.  Because they are second-degree connections, you will know who can introduce you.  Once you get introduced, a new win-win relationship could begin.

If you find Twitter info of a journalist, follow immediately.  If you find LinkedIn info for reporters, wait to connect after you get to know them.  For Facebook, consider waiting to friend someone until after you know them socially, not just professionally.

3. Interact with the press.  Many journalists want traffic to their Web site content and now have social network responsibilities too.  If you can help drive traffic, resulting in both more visitors and followers, it means the media outlet can ultimately get more advertising dollars.  This is something that some journalists are even compensated for.  In other words, media sources will be very happy that you can provide more eyeballs on their stuff.

If you want to get on a journalist’s good side, share their content, via pushing out links through social networks, and let them know it.

4. Comment.  Another great way to become close to a journalist is to use the comment field, often under any online content.  Journalists read comments on their videos, articles, etc. and will take notice of those that write positive things.  Also, provide a link to your conent, contact information and/or social network info.