Social media is perhaps the proverbial “greatest invention since sliced bread” when it comes to the public relations and marketing world. Gone are the days of limited contact with a handful of key reporters and editors, long turnaround times to announce company news and have it published or broadcast, and only a few channels to reach key stakeholders, customers and partners. Today, everything is instant, and information, bad or good, can spread like wildfire. How do you harness that social media power to grow awareness for your business and brand? Here are some best practices:
Listen First
Perhaps the greatest value a company can get from social media is achieved by listening. The fact is that people important to your company are constantly talking and reacting, giving you a real-time pulse on what’s going on in your market. For public relations professionals, that means you get a heads-up on not only potential crises but also on great opportunities. Use this information to proactively respond to key influences and stakeholders.
Build Relationships
Do not mistake social media networks as replacements for billboard or other blanket advertising. That is the number one way to lose your footing in the social media world. In fact, studies show that a majority of people will stop following a company for being promotional. Instead. use the channel to build relationships and share your brand voice with important influencers, customers and partners. Establish your company and its executives as team players and helpful resources in your industry. Offer answers to questions, guidance on problems and thoughtful contributions to discussions.
Don’t Ditch the Targeting
Even though the majority of people are on social media these days, do a little research to find out where your important contacts are spending their time. There’s no reason to invest many resources participating in conversations that don’t make an impact in your industry or business. For instance, if you’re looking to connect with journalists, Twitter is still the top choice.
Make It Easy to Share Content
There’s nothing quite like the “sharing” feature on social media. Present interesting, engaging statistics or information that readers will want to pass on to important contacts in their own worlds. By doing so, you successfully increase the buzz associated with your company and executives within a larger audience. As your reach increases, you should be organically driving traffic to your website, and eventually, leads to your sales team.
If you’re ready to learn more, contact our marketing agency Las Vegas. GYC Vegas, an experienced public relations company Las Vegas, can help you find innovative ways to tap into social media channels to increase brand awareness, improve public image, and drive traffic and leads to your organization.
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