We all know about it. We’ve all been taught how to use it throughout our entire college career. We grew up in the generation where it was created. It’s social media, of course. It’s obsessive, addictive and sometimes incredibly dramatic (especially for me). But, it is definitely a must to be educated on, especially for public relations professionals. In fact, it is important no matter what career you pursue in the future. It is probable that social media will be a part of your day-to-day responsibilities.
Public relations and social media go together like peanut butter and jelly. You can’t have one without the other. It is a way to engage with an audience and also get information out about a brand, company, business or nonprofit. It is such a fast-paced development and if you aren’t keeping up, it is likely you will be forgotten.
So part of the responsibilities of the younger, less experienced public relations professionals is to keep up with a company’s social media page, including Twitter, Facebook, Instagram, LinkedIn, YouTube and so on and so forth.
Word of mouth is huge on social media, so it can influence opinions about a brand, negatively or positively. So what are the most important things to consider when posting to social media on behalf of the business you are working for? What things need do you need to avoid doing to prevent a major crisis from occurring?
Engage in conversation
Don’t be on social media just to be on social media. You have to make use of the vast audience that you have on various sites.
Whenever a story is published about your company, be sure to share it so your viewers can read it as well. People want to hear good things that your brand is doing, so be sure to share. Also, it is nice to share things about other companies that you’re associated with. It can build your following base, as well as theirs.
Know when to post
Each social media platform has an ideal day and time in which posting is appropriate. Just because it works on one platform, does not mean it will work on another. Know the platform you are on and your audience. Socialmediatoday.com has a great infographic about the best times to post.
Always share pictures with your audience. Links to articles and websites can only keep attention for so long. Share a picture every once in a while to keep your audience excited about your brand or company.
Keep it real
Every brand has its own personality so don’t steal someone else’s. It’s okay to admire another company’s social media presence, but don’t become something else that is completely different from the brand’s identity.
Create content for each platform
Just like certain times do not necessarily work for each platform, some content does not translate across the board. You have to create different content for each social media site that your brand is on. Some things work better on Twitter that might not work on Facebook, and vice versa. It is okay to share pictures on all social media sites, because who doesn’t love pictures?
Richards, E. (2013, November 11). 8 Easy Ways to Use Social Media to Optimize Your PR Campaign. In Social Media Today. Retrieved April 11, 2014, from http://socialmediatoday.com/erinr/1905096/8-easy-ways-use-social-media-optimize-your-pr-campaign
Frasco, S. (2014, January 7). 15 Do's And Don’ts of Social Media. In Social Media Today. Retrieved April 11, 2014, from http://socialmediatoday.com/stephaniefrasco/2039866/15-dos-and-don-ts-social-media