1. Know which social media platforms reach which audiences the best. First and foremost, know your audience. In today’s world, we have so many different options when it comes to social media. If we want to reach our target audience in the most efficient way possible, then the first thing we must do is become aware of where they fall on the social media spectrum. We need to optimize our digital presence by knowing the purpose for social media that our audience sees. 2. Figure out which types of posts resonate the most with different audiences. This may take a little bit of analysis, but it sure will be worth it in the end. Test your waters and see which types of content are engaging with the most people on each platform. Maybe adding a video as part of your content works better with your audience on Facebook than it does on Twitter, but you won’t know until you give it a try and analyze your results. For example: Levi's brand is one that is recognized best by our Baby Boomers. As Baby Boomers tend to go to Facebook when it comes to social media, Levi's has a duty to reach that audience through this platform. While trying to engage other generations at the same time, Levi's content includes more of a throwback mood that can catch both audiences. Their greatest following is on Facebook due to the generation that they have worked with the most. Therefore, Facebook is where most of their content in relation to their primary audience can be found. 3. Post the same content in different ways. If you utilize more than one social media platform for your brand (which you should), make sure that you are not sharing identical posts on each platform. Mix it up a little! As we are aiming to reach as many people as possible, we need to get creative and be true to the platform itself. Use the platform's strengths to your advantage. For example: Starbucks posts slightly different images and text on different platforms while aiming to get the same point across. The Facebook post is a little bit simpler, while the Twitter post utilizes a hashtag to draw more attention to the post. 4. Have a purpose for each platform. Perhaps one platform that you use really highlights your employees and updates people on your company’s work. Maybe another platform focuses on sharing content through the unique history of your company. Whatever your purpose may be, make sure you show it on social media. It’s okay to have some overlap, but try and ensure that you blend the purpose for your company with the platform’s strength in order to create the perfect brand awareness for yourself or your company. For example: The Coca-Cola Company uses Facebook to share information related to the company and it's success as well as using it to recognize special days and people. The company uses Instagram in a completely different way by telling Coca-Cola stories through more historical and artistic content. 5. Have a plan for your posts. Whether it be creating a content calendar or maybe even making time for a few blocks in the day that you devote strictly to social media posts, make sure you are consistent with a plan. If you want to create purposeful brand awareness, then showing that we think of and work towards that purpose every single day is important. Don’t miss a day or an opportunity in the digital world just because you didn’t have a plan. Know your purpose. Share your purpose. Be consistent in your purpose. ABOUT ME: My name is Hannah and I love all things public relations. I am a student at Penn State studying public relations with minors in psychology and entrepreneurship, and I am also a pole vaulter for the track team. What I love the most about public relations is that we need it in all areas of the world. I hope to work in a firm or large company after graduation (May 2018) as I know that I can bring creativity, motivation and a go-getter attitude wherever I end up.
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Hannah MulhernAn aspiring PR professional. Archives
September 2017
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