#Japan #Tokyo #Dentsu Promotion #AI For Growth #PR driven SNS

Dentsu Promotion Launches Innovative AI-Driven SNS Management Approach

Dentsu Promotion, based in Tokyo's Minato Ward, has recently introduced an innovative method known as "PR driven SNS" in collaboration with Dentsu PR Consulting. This new approach aims to facilitate long-term relationship building between society, fans, and companies, enhancing both engagement and customer lifetime value (LTV).

In the evolving landscape of corporate social media management, there is a noticeable shift away from purely short-term metrics such as view counts and reactions to a more sustainable, long-term engagement approach. Recognizing this trend, Dentsu Promotion has opted to focus on building strong relationships with stakeholders, a key principle of public relations. Leveraging the expertise and proven PR methodologies from Dentsu PR Consulting, such as PR IMPAKT®️ and PR Extension, the team has tailored a unique SNS operational strategy.

"PR driven SNS" incorporates a three-dimensional analysis perspective by emphasizing the social environment, fans' viewpoints, and corporate messaging. This blend fosters a comprehensive understanding of what constitutes information value to enhance user engagement over time.

The methodology categorizes post elements into three main areas: 1) Public: Reflecting societal interests and issues, 2) Fan: Capturing the perspective of followers and potential customers, and 3) Inside: Representing the corporation's message. By adjusting the focus based on the post's objectives, this approach aims to enhance the quality of communication and sustain a robust dialogue between brands and consumers.

Analysis of publicly available information from various social media accounts managed by Dentsu Promotion revealed that posts integrating all three viewpoints consistently achieved higher average engagement and repost rates compared to those focused solely on corporate messaging. This compelling data led to the structuring of a design methodology adjusted to the intended purpose of the posts.

Three Types of Post Designs:

1. Empathy-driven: Prioritizes fan experiences while deliberately downplaying corporate interests.
2. Cultural Connection: Positions the brand as a responsive infrastructure to societal interests.
3. Purposeful Engagement: Leverages social contexts to elicit empathy and facilitate dialogue.

By integrating AI technology, the PR driven SNS methodology enhances the adjustment of post messaging and streamlines planning over an annual timeline. Furthermore, this strategic model supports a multifaceted approach, allowing for synergetic promotion and PR campaigns that broaden reach and impact.

Dentsu Promotion is committed to improving social media engagement while fostering long-lasting relationships (LTV) among brands and their audiences. Their ongoing efforts will focus on harnessing AI insights to continually refine and optimize this SNS operation methodology.

Dentsu Group is dedicated to contributing to customer and societal growth through what it calls its "AI For Growth" strategy, which combines human intelligence with AI-driven insights. For more information on this strategy, visit Dentsu's AI For Growth page.

About Dentsu Promotion

Dentsu Promotion formed on January 1, 2026, by merging four companies to create an integrated promotional company focused on Customer Experience Management (CXM). Their strength lies in managing the entirety of customer experience to sales outcomes, combining real and digital interactions to achieve a balance between societal improvement and business growth. More details can be found on Dentsu Promotion's official website.