Social media PR can be a moving target. Rules and guidelines change, algorithms shift, and consumer moods can turn on a dime. Taken together, it can feel daunting to product a series of campaigns that consistently wins. But it doesn’t have to be. Consider these tried and true social media PR strategies, and you can find balance, even as the social corner of cyberspace continues to shift.
Don’t be afraid to share your hobbies, interests, or passions. While you should take care in how your messages may be perceived, the big benefit of social media is that it humanizes big brands and brings celebrities closer than ever to their fans, while still providing necessary separation to protect your privacy. Well-handled, you could leverage your interests to create deeper bonds with your fans and your customers. A casual conversation about a shared interest could be the push that turns a customer into a dedicated fan.
When it comes right down to it, sometimes there’s nothing better than getting – and staying – focused. The idea here is that you don’t need to be everywhere to win. You need to be where your audience is, and you need to be there when they are at their most receptive. So, do your research. Look at which media they’re using, why they’re using it, and when they may be at their most willing to connect. Then devise a plan that creates those connections based on the rules of the network in which you’re playing.
While your approach to diverse social media platforms should be unique, your message should stay consistent. Many consumers use multiple social platforms, and you have the opportunity to either reinforce your brand or create confusion based on how you’re positioned and how your message is perceived. This can be as simple as crafting a unique introduction to the same basic content, but that easy step can made a huge difference in your engagement and brand recognition.
Remember, You are Multitasking
One of the key factors that is sometimes forgotten when using social media to promote your brand is that, if an individual is representing that brand, they are actually representing themselves as a separate entity as well. When Tim Cook or Mark Zuckerberg are active on their social accounts, they are not just representing their views or their companies, they are doing both at the same time. The need for both discretion in stating personal opinions and care not to be too impersonal is a necessary balance to seek.