If you’re an avid reader of the blog, then you’ve already seen previous posts from my colleagues Holly (social media monitoring) and Marney (5 common social media mistakes). Now I’ll share my two-cents on how to further develop your social media savviness.
Steps to Mastering Social Media
Create Meaningful Content
- The first place you should always start is to create a content calendar where your team and your client can see all future content that will be published, as well as the content that has already been published previously. This will keep your team and client organized, and on the same page in terms of strategy and execution.
- Make sure you’re utilizing the appropriate hashtags and keywords when posting on social media. Using the hashtags that will drive the most traffic is important and it’s our job as public relations specialists to know these like the back of our hand.
- Always tag the reporter, and/or the publication if you’re sharing industry news with your audience. This not only helps amplify a reporter’s story, but it will get your client involved in the conversation on social media. This strategy will in turn drive additional web traffic for you client.
Analyze Your Social Media Efforts
- Facebook, Twitter, and LinkedIn all have social media analytics pages that you should utilize on a regular basis. What content is driving the most traffic? What visual components are driving traffic? Is there a specific hashtag that works better than others? These are all questions you should be asking, and answering, in order to align your efforts with your client’s goals.
- Google Analytics should be another key go-to resource for analyzing and evaluating the success of your social media efforts. What pages on the website are consumers visiting the most? How often are they staying on the page? Which social media channels are driving the most traffic to the website? All important questions to keep in mind moving forward.
Monitor What Is Being Said on Social Media
- Monitoring the news is arguably the most important aspect of our job in public relations. We always need to be finding every opportunity to insert a client into relevant conversations — it solidifies them as a leader in the industry.
- A few tools to consider using when monitoring social media:
- TweetDeck – help keep track of where your clients are mentioned and what is being discussed in respective industries through the customizable columns feature.
- HootSuite – monitor conversations on multiple social media channels in one user interface.
- Sprout Social – find conversations by searching relevant keywords related to your client and their industry.
I’m sure you all know PRSA can be a great resource, especially as students looking to land that first internship/job. I’ve been in those shoes. BUT, it’s also a great resource to develop your skillset through the webinars offered on the website (free with your membership!). Here are my key takeaways on the best steps to becoming that social media expert and the webinars I suggest for those looking to improve social media savviness:
- Why is social media so crucial? It drives third-party conversations around the client/product you’re representing. Earned media is more effective in driving company business results — 83% of word-of-mouth referrals translate into a sales lead and editorial content 66%.
- Reporters get paid by editorial coverage (i.e. article clicks!). As a PR specialist, make sure to help a reporter you’ve worked with to secure coverage for your client amplify his/her story, the reporter will appreciate it and remember you in the future.
- Start to implement visual press releases in the future. Press Releases with a multimedia aspect get 3X more views, coverage, and activity. Something to consider for your client’s next press release.
- What is a social newsroom? A page on your client’s website where all shareable social media content published by the client can be found and easily shared by customers. Visit the Lenovo newsroom for a good example of how to execute.
- Why implement this on a website? 91% of the public follow news on social media, 60% share what they read, and 70% visit a corporate website or newsroom after reading news on social media.
- How to start a social newsroom? Make a Facebook and/or Twitter news account for your company, which will be separate from the main consumer-facing account. This is where companies post/tweet all company news and link back to the social newsroom on their website (a.k.a. driving organic traffic to themselves). Back to my first point – make sure all content a visitor sees on the social newsroom is shareable in order to amplify further!
Social media has been, and will continue to be, an area of the industry were we all need to become experts. As consumers move to receiving news via social channels rather than a newspaper or magazine’s website, our job in this industry is becoming more important now than ever. Taking the first steps and implementing these tips and tricks will help you develop your own social media savviness. Until next time!