Social media strategy should not be something new to savvy PR professionals. But what do you do when you have been tweeting, posting and pinning and there seems to be no result?
Here are a few steps to shift your strategy to make sure you are getting the most out of the enormous world of social media.
- Make sure your information is correctly targeted: Many may think posting event, information or links is enough to get yourself noticed, but you have to make sure that you still know who your audience is. There is a lot of content out there, and it is easy to get lost in the sea of information. Know who you were originally looking to engage with and make sure your language and approach is properly aimed towards those groups.
- Learn to continue the conversation: Not only does your information need to stay targeted, but also you need to follow-up and continue to engage and communicate just like you would in more traditional media types. Don’t expect consumers or journalist to automatically come to you for more information. Stay on top of details and send out updates when needed to make sure you gain as much exposure as possible.
- Don’t ignore negativity: There will always be people opposed to whatever you are posting. Learn how to react to these situations without diverging from the problem. Ignoring negative feedback will never help, and deleting the conversation makes it seem like their arguments may hold some form of weight against your client or brand.
- Take baby steps: You cannot wake up one day and decide “I want to switch how I engage in social media!” You need to start with your basics and figure out what works for you and your client. Social media is not a math equation where if you do x and y, you will always produce z. First learn to crawl, then walk, then run. It is the only way to guarantee your improvements and shifts will be noticed.
Have you ever had to shift your social media strategy? How did it work for you? Let us know.
This guest blog was written by PRowl Public Relations Staff member Jessica Ross.
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