BY TREY RUNYON
Over the course of this semester, I've been collaborating with my fellow 1910 PR's Leadership team to produce content for the firm's social media accounts, including Facebook, Instagram, Twitter, and LinkedIn. In all honesty, it can be difficult to remember yourself or your brand when you're constantly working to promote your clients! With this responsibility, I’ve learned what techniques work best for our firm.
Plan Everything With A Purpose
In the world of 24-hour news days and the constant barrage of content from creators, it's easy to get in the mindset of prioritizing the number of posts rather than the quality. Not only is this a bad strategy in the long-term because of many algorithms opposing meaningless content, but it also waters down your brand.
Ask yourself what you want to achieve and what content will work best to reach that goal. Your content not only needs to be interesting, but It should tie into an overall theme. It's worth checking out my fellow 1910 PR representative's blog about mood boards if you'd like to read more about defining your theme!
With a defined goal in mind—in our case, now is a great time to focus on recruiting students to join our firm—plan a schedule for how frequently you'd like to post. Then, decide what exact content would best reach your audience and achieve your goal.
Know Your Demographic
Having beautiful content doesn't help much if you aren't considering what audience you're wanting to reach. Not only platform-wise but medium as well.
Who are you trying to connect with? Furthermore, what are their interests and how can they be tied to your campaign? For example, if you’re trying to reach out to an older demographic, you might focus more on publishing to a platform they statistically visit more often such as Facebook.
You don't have to be a giant firm with endless resources (*cough* MONEY *cough*) to find relevant research on your demographics. We've referred to a lot of free websites in our blog, so I might as well throw out this really neat one called Google. Hyperlinking that feels really hilarious, but I'm serious! There are innumerable articles that you can find to better understand your target audience.
Analytics. Analytics. Analytics.
The bottom line for any campaign is results. Remember when I asked what your goal is for your content? This is the make or break moment for finding out if your strategies worked.
Study your analytics. See who is engaging with your content and when they’re most active. Cater to their schedule and maximize engagement with your content. Engaging with your audience can make them feel more seen and involved in your brand, and this can go on to develop a sense of loyalty that can be channeled for success!
While analytics are vital to understanding the results of a campaign, they're also not perfect. Analytics don't tell you if a post underperforms because the fair is in town or because the Superbowl was captivating your audience. It's important to keep in mind that there will always be outside factors that can impact your content's performance.