Gone are the days when issuing press releases and publishing your brand in newspapers were the be-all-end-all of public relations. The social media revolution has changed the PR approach forever, and it’s time to step things up if you want your brand to stay relevant.
We understand that managing PR through social media marketing can be challenging. Platforms pop up and fizzle out faster than celebrity marriages. But don’t let the constant state of flux psyche you out. There are tried and true networks that you need to use ASAP for maximum public relations payoff.
As the top digital communication agency, we’ll walk you through the critical steps for developing a social media strategy that unexpectedly transforms you from a PR.
Know the Networks
Look, you can only dominate social media for PR if you know where your people hang out. Getting inside your audience’s heads and understanding their platform preferences is critical for drafting posts that generate significant buzz.
While heavy hitters like Facebook and X used to reign supreme, don’t limit yourself to these platforms only. You may find more traction on new social media platforms depending on your industry.
Research and discover where current and potential customers are scrolling, posting, and engaging with brands. Once you identify the hot spot networks, it’s time for step two.
Create Appealing Content
You may have heard before that content is the fuel that drives any effective social media marketing effort. And yes, it’s true, you need to create compelling posts, Reels, Stories, and Tweets that attract audiences rather than putting them to sleep.
But here’s a little insider secret – it’s not just about the content itself. It’s about understanding content formats and strategies specific to each network that get the engagement flowing.
For example, quick visuals and viral challenges kill it on Instagram Reels, while in-depth thought leadership pieces work on LinkedIn. Giving followers bite-sized nuggets of inspiration and entertainment works brilliantly on Twitter and Facebook.
Strategically Tag and Mention
If you want your public relations efforts to explode through social media, you need to improve the art of strategic tagging and mentions. Doing so allows you to tap into relevant conversations and connect with your niche’s influencers.
Explore trending hashtags and see what your audience is chiming in on. Then, organically insert branded posts to get noticed. Similarly, keep tabs on industry influencers and respond to or reshare their content when appropriate.
Not only can tagging and mentioning expand your reach, but it also helps position your brand as an authority in your space. Don’t do it over – no one likes a tag/mention spammer.
Make Good Relations Influencers
Speaking of influencers, these internet celebs need to become your new best friends. The way a famous social media celeb holds over their following is not to be underestimated.
You need to do some outreach and see if you can get influencers to partner with you. You can even send them free products in exchange for reviews, sponsor their content, or ask them to make a guest appearance on your corporate account.
The right co-sign from an influencer can introduce your brand to new audiences and give you that social street cred you crave. Over time, consider developing an entire influencer marketing program to maximize exposure.
Respond and Engage
Here’s one of the biggest social media screw-ups brands make – blasting out content without actually interacting with their followers. Social platforms are called social for a reason, people!
To enhance your digital communication strategy, regularly respond to any comments, questions, and mentions coming your way. Also, deliberately spark conversations by asking questions and encouraging commentary.
Active engagement helps personalize your brand and makes audiences feel valued. Refrain from treating social platforms like another broadcasting channel – take advantage of their interactive nature!
Manage Those Crises
We’ll be honest: no matter how polished your social media presence is, scandals and crises are like uninvited guests. Maybe a customer has a nasty complaint, or someone catches wind of an embarrassing company rumour.
The key is not to stick your head in the sand. As the best digital communication agency, we suggest you have a social media crisis plan to respond quickly and tactfully. Address issues head-on and with empathy. Apologize if needed and state your actions to remedy the situation.
Stay cool under pressure, and don’t get defensive. You can also contact top public relations agencies like Seraphim Communications, which can promptly handle crises. We have over years of experience in managing various situations and saving the reputation of the organization or an individual.
Track Those Metrics
While likes and followers serve up that sweet dopamine rush, you must look beyond vanity metrics to measure social media success. The ROI of your social efforts comes down to how they impact fundamental business objectives.
Are your posts driving website traffic and online sales? Generating new customer leads? Increasing brand awareness? Improving customer sentiment scores? Determine what matters most and rig your platforms with tracking to measure performance.
Google Analytics and platform-specific analytics tools can help you pull insightful data. Use metrics dashboards to monitor progress and double down on what’s working. Numbers don’t lie – let them guide your strategy!
Wrap Up
Whew – that was a lot of ground to cover! So follow these steps to improve your social media strategy to take your public relations efforts to new heights. Stay on top of the latest platform trends and create high-impact content. Strategically connect with influencers and followers. Measure what matters. And feel free to get a little help from the top digital communication agency – Seraphim Communications.