Social Strategy

A. To have an effective social media strategy, you need to sit down with your PR agency and clearly define your goals and your target audience. After that, you should choose the platforms that best suit your needs and your brand. Then, create a content calendar to create a consistent schedule of posting. So many algorithms on social media are centered around regularly posted content, along with a variety of content. Your PR agency should provide some sort of analytics from your social media posts that align with the goals you set in your meeting. These could include engagement, or audience growth, but this is also a time to adjust what’s working and what’s not working. No social media plan is perfect, and with ever changing trends and platforms, the strategy WILL need adjustment.

A. Aside from just having accounts on the appropriate platforms for your business and posting regular content to build a following, you can also use targeted ads on social media to boost brand visibility through paid marketing. But, as mentioned in the video section, your brands visibility and reputation will depend on social media activity. It’s important to maintain active, diverse posts that connect with your audience and are relevant to your field and what’s going on in the world around you. Plus, you should be responsive to your community and audience, especially in terms of customer experiences and support.

A. Similar to producing video content, it should be engaging content, humorous or emotional when appropriate, it should utilize your expertise but also humanize you or your company. You can aim to build a community where you talk to your audience directly and answer questions they may have. In a lot of cases, the brand should look similar across posts, the same font, the same color scheme, and a recognizable logo. These are things that create a brand aesthetic and allow your audience to immediately recognize your content and therefore, your brand.

A. Social media is a component of your PR campaign. If someone is looking for a brand, or they’re looking for an expert in your field, it’s very likely they turn to social media to do their search. This could make or break their decision to choose you in a number of ways. Social media can showcase your work, your expertise, and customer experiences with you, which in the best case scenario will confirm a potential customer’s desire to work with you. But, it also operates against you. Are your accounts inactive? That could be a red flag for your audience. Do you have poor reviews from previous customers that haven’t been addressed? Do you have a nonexistent social media presence? It’s all part of your campaign and your brand awareness.

A. To increase engagement with your social media content, there’s a variety of things you can do starting with posting high-quality images or videos and using relatable or even humorous captions. But, your agency should also help with knowing when to post – an 11pm LinkedIn post won’t get much traction, but 7am might be a more engaging time, while an Instagram format might do better on a Sunday evening. Use things like hashtags to help your audience find you, but also encourage engagement by responding to comments, asking for feedback (or asking questions in general), and encouraging your audience to share their own content.