In public relations, the debate about social media’s chances at helping a home services company score earned media can quickly turn into a “tastes great/less filling” argument. For every claim that social media can help you draw positive media attention to your company, there is an equally sensible reason why it doesn’t. 

Using social media consistently to build a strong online presence and boost your reputation will make your company more recognizable to the reporters and editors who work for your local media or your industry’s trade publication.

However, putting your thoughts and opinions out to the world can also invite unwanted criticisms and comments, and you need to weigh the pros and cons of your social media output as you plan your public relations strategies.

Pros of social media use

Because social media allows your company’s message to reach potential consumers outside of your marketing department’s targeted audience, it can work to help you build a sales funnel that wouldn’t be as robust without it.

Other positives include:

• Building a positive reputation in your community: When you post about your company’s efforts to raise money for or donate its time to local nonprofits, or when you provide expert tips to homeowners about how to keep their pipes from bursting during a cold snap, you prove yourself invaluable to your community. You are seen as a home services company that takes pride in your service.

• Reaching thousands on a tight budget: Unless you pay for a premium account, most social media is free. This means that you can reach a new audience of potential customers with every post.

• Helping your team conduct market research: Platforms like Facebook can provide your marketing team with invaluable insights into the people who follow or interact with your social media accounts. These platforms can be used to gather data on customer preferences, trends and sentiment.

However, the biggest benefit most home services companies get from their social media posts is that they amplify their news and tips to facilitate word-of-mouth advertising. It also gets them noticed by reporters in the local news market and in trade publications.

If you have a post that goes viral, it can draw attention from people outside your target audience. Those people may one day need your service and will recall your name from a viral post.

Cons of social media use

On the other side, however, a robust social media account with a large following also makes you a target for negative comments.

For example, if you have an issue with a customer, he may take to social media, tag your company’s social media accounts and spread misinformation all over the Internet.

It’s also sometimes difficult to judge how information will be received online, and a misunderstanding can harm your brand’s reputation. Once something is online, it’s there forever. Between screenshots and the Wayback Machine, it’s difficult to scrub flippant or offhanded comments that should never have been posted.

The bad thing about these negative comments is that they, too, can draw attention from the media, but for the wrong reasons. Because social media platforms are made to be for public consumption, you can attract the kind of attention your company doesn’t want.

If customers have a complaint about your service, they don’t need to contact you directly to complain. They can go to their Facebook, Instagram or X accounts to write about their grievances before you even have an opportunity to investigate their claims and offer a solution.

Reporters can also see these complaints online and might decide to write an article about these grievances, which can harm your reputation.

How to use social media to your advantage

Nowadays, it’s impossible to run a business without an online presence. You need social media platforms to compete with other plumbing, electrical and HVAC companies in your service area.

Your company’s social media channels shouldn’t be managed like they are your personal accounts — these are valuable assets that should be supervised by professionals.

Start by developing a strategy that can guide you or your social media manager on preparing content for the site and how often your team should engage. Your content should be fresh and newsworthy. Customers want to know what specials you are running, but they don’t want to be sold services in their social media feeds.

Your social media accounts should also highlight your expertise. By regularly posting helpful tips or expert advice about home service issues on your blog, you have content you can link to on your social media channels.

Another good idea is to also have someone regularly monitor your online reviews to make sure they are being addressed. Be sure to publicly thank customers for positive reviews and address negative reviews in a timely manner. Even if you simply apologize and say that your team will contact them offline, you need to leave a response to negative reviews so others will see that you take them seriously.

While reviews aren’t technically social media, they are available to anyone who searches for them. Your positive reviews can also be shared by your marketing team on your social media feeds to showcase your commitment to customer service, too.

Amplifying your earned media

As a powerful driver of the story you want to tell about your company, earned media is an important achievement. Consumers trust earned media far more than any paid media, such as advertising, or owned media, such as social media (https://bit.ly/47nQ62k).

So, when you score good earned media, you need to make sure you are linking to these independent articles on your social media accounts. Amplifying your earned media accounts shows customers that independent sources find you or your company knowledgeable enough to quote or ask for advice.

If you use your social media channels in the hope of getting more notice from independent reporters, be sure you use them wisely. Just like you wouldn’t hire a kid to fix your clogged sewer lines or tune up your HVAC system, you shouldn’t leave your social media to a nonprofessional.

Hire a public relations expert or agency that understands how important good social media is in developing earned media sources. Don’t leave your valuable online commodities to chance.