With 42% of the world’s population using social media, it has become an increasingly important component of any successful strategic communication campaign. The acculturation to the digital age has brought many opportunities for media professionals, including instantaneous communication and distribution through social media.
With 24/7 accessibility to others on a global scale, many PR practitioners are taking advantage of social media as an integral part of their strategy. In a recent ING study, they found that 81 percent of PR professionals said that they need social media to do their jobs; with traditional methods for communication strategies radically shifting to social media, it has become an integral part of any successful PR strategy.
A quick Google search can turn up several media tip sheets that any PR professional can utilize. However, before stepping into the platform of your choosing, it is important to understand the advantages and nuances and determine the best content strategy for your business.
Advantages of Social Media
With the world accessible at your fingertips, the traditional method of distributing messages through multiple channels is eliminated and businesses globally are becoming their gatekeepers. Not only does this simplify the communication process, but it also allows for direct responses to news events and broadens the type of content available. Social media creates a platform for interactivity and engagement with your audience, showing a more humanized and approachable side to any company.
What Are Good Rules to Follow When Creating Engaging Social Media Posts?
After deciding which social media outlets are best for your business, the next step is developing a specific strategy for each platform to help further your goals. When formulating your approach consider the following questions:
- What are your goals?
- What are the audience’s expectations?
- What voice or tone will you use?
- What themes will you use in your posts?
- What type of content will you post?
- What are your keywords or hashtags?
- How often will you post?
- What are your competitors doing?
Developing a Social Media Plan
Once you have answered those questions, the next step in your path to social media success is understanding your brand’s voice and how to amplify it authentically. In a sea of information, it is important to find ways to stand out without compromising consistency in your brand. Although you want to maintain uniformity in the core values within your messages, experimenting with different approaches, and tapping into trends is key to keeping your content fresh and relevant. Lastly, evaluate your content regularly through insights and data analytics to determine which approaches do and don’t work with your audience.
What Are the Limitations to Social Media?
Each social media platform has its different nuances and audience expectations; understanding these differences is critical when creating diversification in strategy for each.
Instagram users are accustomed to seeing multiple hashtags on a post, but with Twitter one or two is ideal. Hashtags are hardly used on Facebook.
Frequency of Updates
To maintain visibility on Twitter, you must have a higher posting frequency. However, with Facebook and Instagram posting too often may result in users muting and unfollowing you, meaning decreased engagement.
With data analytics and insights at your fingertips with any business profile, it is now easier than ever to view what day/time your audience engages most with your content. In addition to adhering to this information, you always want to consider posts in advance for events and holidays.
Although business profiles will always vary depending on the nature of their business, it is important to recognize that it should also vary based on what platform you are using. LinkedIn is the most professional and formal, but remember that it does not mean they have to be boring!
Platforms vary in their emphasis on visual components. If you are running a campaign on Instagram, it is very important to have the visuals you need to stand out. When using video content, plan ahead ways to integrate into your posts.
Know the Rules for Brands
As social media is constantly evolving, so are the guidelines that accompany it. Stay up to date on all of the rules that affect your communication strategy on social media. Know what you can say (and can’t), understand what determines visibility, and take advantage of promotional posts and advertisements.
To learn more about how your business can optimize your strategic communication plan and make social media an integral part of your PR strategy, contact Social Eyes Marketing today! Our Social Media Management professionals have the knowledge and skillset to achieve social media success for your business.