Social media is the twenty-first century PR standard. It’s quite apparent that the most prevalent and accessible form of communications for organizations and individuals alike is that through mass-produced, connected content online. So, the question is, if this is the easiest platform to produce content to get the word out, why wouldn’t someone produce the highest quality possible?
“Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand” – Amy Jo Martin (Founder/CEO, Digital Royalty)
Perhaps the most obvious, yet most important aspect of social media is the type of content being produced. It goes without saying that any type of consistent flow of information, whether it is being added, tweeted or posted should hold pattern pertaining to the organization. If a company or individual is trying to attract a specific audience, anything being said through social media should be somewhat relatable. Posting a release that holds a large split in opinion can result in a loss of following (or followers in this case) on a large scale. Not only is this a hit on a business, but it’s a result of something that probably had nothing to do with the organization in the first place. So, keep strong sided opinions for personal accounts unless it’s embedded in the organization’s culture!
Be honest, who doesn’t love a good aesthetic? If it looks good, it attracts attention; if it attracts attention, it has been done correctly. Visuals are a huge part of social media communication today, so whether it’s an Instagram post conveying a certain message or a Twitter profile with a stylistic header and bio, small details can be important. Consistent profile aesthetics are a very real thing and are reinforced through all of the color and filter options available at the press of a button. It’s also useful to stick to a specific color scheme, so if an organization has patent colors, dowsing a profile with these may be your best option.
Being aware of updates and new features through digital communications is pivotal in standing out with an online audience. Features like Twitter extending their character limit, or Instagram’s latest add-on that allows individuals to ‘Highlight’ their stories on their profile are concepts worth utilizing. If one is ahead of the game with the latest technologies, they’re more likely to stand out. These add-ons, as well as being aware of recent digital culture trends, such as popular (often referred to as dank) memes or relevant types of posts can help gain the attention of your perspective audience.
The most positively-spun negative message is still negative in the end. Just because “you didn’t mean it like that” or “it wasn’t meant to be negative” doesn’t change the negative interpretation of a mass-audience. A negative connotation on a post then reflects poorly on the profile, which in turn reflects on the organization as a whole. Try to avoid controversial issues in social media posts in order to keep a positive light in the space the organization is occupying. Positivity is contagious, and it will spread among the audience you’re reaching out to if one consistently let it.
Small details have the biggest impacts. In every successful machine, there are smaller parts contributing. Believe it or not, social media is no different. Pay attention to accessible features that can help get an organization get recognized. This includes utilizing the ‘location’ on an Instagram post, or using hashtags through all media platforms. This allows outsiders who previously wouldn’t have paid attention to an organization or individual’s post to have full access. Also, it’s just as important to go through the settings of a particular profile. Is the account private or public? Is it recognized through the platform as a business? Small detail fixes lead to maximum exposure, which is the overall goal!
This blog post was written by Account Associate Paul Bilardo.