Maybe you’ve put a lot of energy into getting your branding right, the brochure is nothing less than a masterpiece, you feel proud to share it, maybe your website is the same, a visual masterpiece, this in itself is good PR but it isn’t where communication stops.
Today, consumers expect you to be present on social media channels. Platforms such as Facebook, Twitter, LinkedIn, Pinterest, Snapchat all actively encourage brands to set up profiles. But is it enough just to be visible? If you want to really engage with your customers, you need to go where they spend most of their time – and embrace social media or be left behind.
Here are my top 10 tips for brands to make their PR socially engaging:
- Make sure your content is targeted and relevant to your audience. Social media users share a wealth of information about themselves – use it wisely.
- It’s not a sales pitch. They have invited you into their phones and their homes – sales driven updates will only annoy your audience.
- Post regularly – but don’t make trivial updates for the sake of updates. They don’t care what you’ve had for lunch – unless you’re a food critic!
- Everyone loves a freebie. Consider offering a promotional code or small gifts to encourage initial sign-ups.
- Your customers will create content around your brand if they love the product or service experience. Encourage them, real recommendations are worth far more than any paid advertising.
If you want to really engage with your customers, you need to go where they spend most of their time – and embrace social media or be left behind
- Monitor what is being said. Social media happens in real-time and you’ll be ready to grasp unique opportunities and prevent any negativity before it spreads.
- Social media is replacing customer service phone numbers. Why would a customer call to tell you something is wrong when they can do it quickly and publicly shame you across social media? Turn it to your advantage with a speedy, transparent and human response that highlights your excellent customer service skills.
- Support your content with images and videos – they are more likely to be viewed and shared than plain text.
- Dare to be different. Don’t bore customers by posting the same content week after week. Try something new now and again.
- Lastly always keep a record of your campaigns and social click-throughs to your website. What has worked? What hasn’t worked? How can you adapt future campaigns to ensure success?
I’m working with a company who planned PR into their strategy for growth, they knew exactly how it would work within their company, and what they wanted it to achieve. From their website, to social media and print media they engaged PR to develop a consistent message across all platforms. As a result of this activity they won a hundred thousand pound contract!
Plan your communication and join it up to embrace all the channels available to you. This is public relations use it and share it and watch your public image grow.