By: Jackie Sears
Social Media is every PR professional's dream. It gives the ability for instant
two-way communication
from an organization to its public. Before your organization jumps on Social Media here are some determining factors to consider which platform is best for
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Research on your target market/public. This is critical. If you
do not know who you are marketing to, then you are starting from the beginning.
Once you have found the select age range that is already part of your public,
do research on who you want to attract and from then you will find the correct
platform for social media postings.
Social Media Do's. Once you have figured out the best platform(s) for
your organization, it is important to create one voice that goes across
all social media platforms whether it be Facebook, Twitter, organization's
website and any other public platform. Once the voice of the organization is
established, be active in your postings of newsworthy information, but do not
overdo postings per day. A great way to know when to post is to look through
Facebook and Twitter analytics to see when your public following is active on
the particular social media platform and aim towards posting during the
heightened times of active followers.
When to use Facebook as a platform. According to Sprout Social, the highest
percentage of Facebook users is 18-29. With this said there still is still a
number of young adults using Facebook, but it also attracts adults over the age
of 30. In order to gain a following from your public on Facebook, it is
important to have a verified page and post at least once daily. This way you
are able to post happenings, share infographics, photos and videos and interact
with your public. Facebook is an open forum for people to comment, share
experiences and can make or break your organization’s reputation. In order to keep
a positive reputation, it’s important to interact and respond actively to your
public. Most importantly, never delete any negative comments posted on any
social media, respond professionally and leave contact information for the
person to personally speak with a representative.
When to use Twitter as a platform. Twitter would be a great go-to for a
great reach for a public of 18-35 years old. This age range is the most prominent on Twitter according to Sprout Social. Twitter is a platform that allows for a higher number of postings per day, but keep in mind the difference between being informative and annoying. Just like Facebook, Twitter allows instant two-way communication that needs to be attended to. Twitter has great resources of using hashtags to follow, make sure to check hashtags before posting to avoid problems of controversy or negative affiliations.
There is such thing as spreading your Social
Media platforms thin, so make sure that your organization is clear and concise
on Social Media, whether the organization be on one platform or multiple, make
sure it is a platform that your target audience uses.
Works Cited
Patterson, M. (2015, May 04). Social Media Demographics for Marketers | Sprout
Social. Retrieved from
http://sproutsocial.com/insights/new-social-media-demographics/
Tjepkema, L. (2015, October 28). The Top 10 Do's and Don't
Do's of Social Media for Business. Retrieved from
http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/332506/The-Top-10-Do-s-and-Don-t-Do-s-of-Social-Media-for-Business
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