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#PR: Should You Use Snapchat in Your Campaigns?
By: Gerard E. Mayers
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According to Kelly Bennett, manager of social media and marketing strategy at Miami University, brands should be considering using Snapchat as part of their PR campaigns. Why, you ask?

Bennett offered four very good reasons why Snapchat should be part of your campaign planning (see original article here):

1. It's where your audience is – There are 200+ million total users on Snapchat, with 71% of them under 34 years old. Seventy seven percent of college students use Snapchat on a daily basis. Bennett pointed out we can no longer set up a social media site or Facebook page and wait for users to find us. We have to find them where they are at; for college aged people, that means Snapchat. As she said, “One of the reasons Snapchat has over 100 million daily active users is because, unlike other platforms, the content on Snapchat disappears after 24 hours, encouraging followers to view it or miss out.”

2. It authentically represents your brand – Snapchat is so popular because it is unfiltered and literally a moment in time of one's life. Think of how much oomph you could get with a “day in the life” type video of your CEO or showing customers interacting with your products? Bennett continued to note: “Snapchat humanizes your brand and offers a great opportunity to show your company’s culture.... At Miami University, we give current students the chance to take over our Snapchat account and show life on campus through their eyes. This shows prospective students what opportunities their future could hold from the perspective of their peers.”

3. Your effort can be measured – In any given 24 hour period, you can track exactly how many people viewed your story. What's more, you can also determine who has screenshot your content. What a great opportunity for follow up and messaging to those specific people! Bennett suggests: “Take it one step further by creating an individual URL that you only share on Snapchat and use Google Analytics to see who came to your website from that platform.”

4. Adopt Snapchat early – Snapchat will celebrate its fifth anniversary this year; however, less than five percent of business that use social media as a whole currently use Snapchat. Another great opportunity exists here to be creative and literally blaze a trail for your brand.

So, given all of Bennett's comments, what are you waiting for?


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About the Author
Gerard E. "Gerry" Mayers writes about PR and other relevant topics for PR professionals. A former PR manager for Sensor Products, Inc. (currently based in Madison, NJ), he lives in Milford, NJ.
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