Going Big by Going Small: Hidden Gold for PR Pros

Episode 312: Going Big by Going Small: Hidden Gold for PR Pros Episode Summary

In this episode of That Solo Life, hosts Karen Swim, APR and Michelle Kane delve into the untapped potential of three underutilized and niche social media platforms that PR professionals may be overlooking. Drawing parallels to finding forgotten treasures in your closet, they discuss how platforms like Discord, Substack Chat, and other intimate community spaces offer quality engagement over quantity metrics. The hosts emphasize the power of niche communities, employee brand ambassadors, and micro-influencers in creating meaningful connections with targeted audiences.

Episode Highlights

[00:30-01:20] Setting the Stage: The Forgotten Gems

• Michelle introduces the concept of "rediscovering" overlooked social platforms
• The connection between finding forgotten items in your closet and discovering underused platforms

[01:40-02:18] The Problem with Major Platforms

• Discussion of why big social media platforms are becoming problematic
• The need to shift thinking toward smaller, more intimate spaces

[02:32-03:05] Platform Examples and Content Quality

• Specific mention of Discord and Substack Chat as underused platforms
• How Substack offers more substantive, content-based engagement

[03:27-04:39] The Power of Niche Communities

• Key statistics: 88% of Americans engage in niche communities
• 45% of Gen Z, Millennial, and Gen X feel more connected to niche communities than mainstream culture
• Focus on "niche over numbers" - quality interaction vs. quantity

[05:40-06:25] Case Study: Rooted Plant Company

• Example of how a plant company uses Discord to build community
• Establishing thought leadership through answering plant care questions

[06:38-08:29] Employee Brand Ambassadors Strategy

• Turning employees into internal influencers and brand ambassadors
• The importance of authentic employee engagement and internal communications
• Using tools like Slack's "random channel" for team connection

[10:29-11:29] Post-COVID Community Evolution

• How the pandemic shifted people toward smaller, more intimate gatherings
• The cultural need for building community and finding tribes

[11:36-12:34] Real-World Community Example

• Karen's experience with "Vegan Detroit" Facebook group
• How micro-influencers within niche communities drive business results

Related Episodes & Additional Information

• That Solo Life, Episode 306: "Where the Wild Things Are - Rethinking Social Media in 2025" 
• The Social Scene Podcast: "Navigating Social Media Strategies in 2025" 
• That Solo Life, Episode 301: "The Need for Thoughtful Engagement in an Age of Clickbait" 
• Episode 284: "How PR Pros Can Use an Audit to Unlock Social Media Success"

Additional Resources:

• Axios: "Gen Z's drive toward niche pushes brands to change strategy" 

 

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today's dynamic professional landscape.

Ready to discover your next breakthrough platform? Don't let these valuable insights sit on the shelf! Subscribe to That Solo Life wherever you get your podcasts, and leave us a review to help other solo PR pros find the show. Have questions about niche platforms or success stories to share? We'd love to hear from you at soloprpro.com. Remember: sometimes the best opportunities are hiding in plain sight - just like that perfect piece