Professionalize Your Social Media, Part 3

Here is the final post in prepping your social media accounts for your entry-level job hunt in PR.

On each social channel you use, you want to post content that demonstrates your knowledge of and interest in the industries and companies you want to work for. If you want to work in tech PR (that’s where the jobs are in SF Bay Area), then you want your social media channels to highlight the:

  • Work of companies in the space,
  • News media outlets that cover this space (including individual reporters),
  • Trends happening within the space,
  • Movers and shakers within the space (the innovators, the researchers, the interesting personalities, the people at the companies you want to connect with), and
  • Your perspective on these topics, personalities, etc.

So, how do you get started?

  1. Create a list of companies you’re most interested in and the PR agencies or creative services firms that do a lot of the work for those companies. If you ultimately want to work at Microsoft, for example, then you might want to follow WE Communications, one of Microsoft’s PR agencies, since most entry-level jobs are through an agency, not an in-house comms position.
  2. After companies, seek out top tier news media outlets, freelancers and bloggers that track these companies and industries. Then, seek other influencers.
  3. Use the tools of each channel to help you track their content. For example, Twitter Lists are an efficient way to track 10 people who work at the same company and understand what these employees post about the company.
  4. Use your social listening skills: take note of the industry trends, news, people, etc. that people are talking about. If you don’t know or understand some of the key topics they’re discussing then put those into an excel file and start researching what they mean. This will help you have great content to throw into interview conversations, cover letters, etc.
  5. Engage with the content once you’re a little bit up to speed. Engagement means writing responses to content, sharing content and adding your own note as to why an article is important to examine, etc.

Your professional social media accounts should also showcase who you are — what you’re doing in your internships and classes, activities you take part in for fun and relaxation, etc. Just use common sense before you post: is this content you want a potential employer to see and to know about me?

It takes time and effort to build a professional social media footprint. Remember the key point from the first post: quality is more important than quantity when getting started. Set aside time in your weekly schedule to build this out and build your online reputation.

If you have other tips to share, include them in the comments below.


Image courtesy of

About debrajchico

I teach public relations for Chico State's Department of Journalism & Public Relations. Over the 20+ years of my career I've worked in high-tech agency, governmental and nonprofit PR. I teach courses in entrepreneurial journalism, writing and publication design, PR strategy, advise our student-managed PR agency, and oversee our internship program.

Posted on February 11, 2018, in J444 PR Job Hunt. Bookmark the permalink. Leave a comment.

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