Let PR show you how to use this vital tool successfully
Have you noticed how some companies seem to be masters at social media while others are still floundering, sputtering and completely lost? With so much riding on social media success, you want to make sure that your company is one of the former.
Once you understand the complexities and rules governing social media, you will be able to use it to effectively engage your target audiences. With help from PR, you can learn the secrets that will help you do even more, including increasing visibility, creating super fans and enhancing your brand.
1. Build connections
Consumers often see businesses on social media as intrusive, especially to those who are mostly interested in connecting with friends and family. However, if you help users facilitate relationships by introducing them to contacts in your network who can assist them with a problem, for example, you become more like a friend. They will then be more likely to help you with something you need, such as spreading your content or endorsing your new product.
2. It’s social media, not narcissistic media
That means you need to talk about things other than your company. For example, you can inform readers about trends in your field or offer industry-related advice they can actually use.
3. Fake followers means low engagement
This translates to lower visibility on social media feeds. You should run from anyone recommending this tactic. Instead, it is vital to work on ways to increase your readership by providing information of substance to your customers and prospects.
4. Always provide value
Don’t just post something for the sake of producing daily posts. Give people a reason to follow and a reason to come back. For instance, you can offer a helpful tip for the day or “what happened on this day in the history of your industry.”
5. Show some personality
Social media is one place where you can forego corporate-speak; you can be funny, sentimental, etc. Decide what emotion you want to elicit from your audiences and design your content around it.
6. Choose the right platform for the audience you want to reach
Not every platform is the right platform. Audience makeup, consumption habits and behavior vary, so you must find out where your audiences are and how they want to be engaged.
7. Don’t just post the exact same content on every social media channel
See above. Each platform is unique and you need to treat them accordingly. For instance, Pinterest is not the place for wordiness and Twitter works best if you use relevant hashtags.
8. Remember your brand
Posting content just for shock value may give you a temporary bump in visibility, but it is detrimental if it goes against what you stand for or damages your reputation. Always be mindful that everything you post reflects on your company – for better or worse.
9. Ask for feedback
You can’t use sales alone to determine if people are happy with your company; it’s possible that you are simply the least expensive or the most convenient. Consumers could still be dissatisfied with the quality of your product or your customer service. Find out what they like and capitalize on it. You must also discover areas where you may be falling short, because if you don’t figure it out, your competition will, and they won’t give you the chance to fix it like you should.
10. Hire a PR agency to help you
Social media management can be time-consuming, but it is worth the effort. By using a PR firm, you can take this task off your plate and focus on the other crucial tasks you must complete in order to grow your business.
At Axia, we will help you develop a social media strategy that benefits both your company and the consumers you wish to reach. Contact us today or download a copy of our e-book The Essential Social Media Management Guide for more information.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.
Featured image credit: Creative Commons
Topics: public relations, shared media
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