LPP PR Recipes Series: Compelling Social Media Content
This holiday season, Lois Paul and Partners is bringing you a series of recipes to share the best ingredients and practices required to achieve great PR results. Subscribe to our blog to follow the series and connect with us on Twitter, Facebook, LinkedIn and Google+ for more social content and inspiration year-round.
When it comes to capturing the attention of social media professionals and tech-savvy audiences, challenging is an understatement. We live in a media-saturated world, where we are always looking for what's next-- the fastest, latest and greatest trend. We want to post original, interesting and relevant content that will drive our favorite types of social media engagement: clicks, likes, commnets, shares. So what's the secret, you ask? We've boiled it all down to just five ingredients and a simple recipe that will be sure to get you on the track to social media success.
- Know your audience
- Be consistent
- Make it pretty
- Be original
- Connect the dots
Know your audience.
This is one of the most vital ingredients, which is why it is first on the list. Questions you need to ask yourself include: Who am I targeting? Who do I want to read my content? Can I categorize these people into groups? It can be more than one group, but trying to target too many groups can backfire as well. Our advice is to stick to select targets who overlap in some aspect. Maybe your target audience is PR professionals, clients and influencers, who all have interest in success, awareness and best practices to achieve the them. Knowing your audience is key to posting content that is relevant and content they will care about.
Posting on a consistent basis is the second ingredient because it is a crucial step to building credibility with your audiences. If you are posting on a fairly regular basis, let's say once a day, and then go dark for three months, your audience may do one of two things: wonder if you there is a non-paid high school intern running your company's Facebook page, or worse, they will forget about you.
Make it pretty.
This may seem a bit superficial to some, but it's a known fact that people are more likely to click on something and share something that is visually appealing. Adding pictures and video to content is easy and helps keep readers interested and engaged. To take this step of the process further, think about what types of images are most appropriate for the message you want to communicate. Do you tend to share lots of reports and statistics? Consider a simple infographic to share a snapshot of your data points. Do you tend to share stories about customers? Capture photos with your customers, and tag them to amplify your reach (see below). Are your spokespeople a key part of your overall messaging framework? Share images with their quotes and industry wisdom. The sky is the limit.
Reposting content is occasionally kosher, but if you are consistently reposting things and never making original content of your own, readers will merely think of you as a content curator and they may eventuall abandon you in order to go straight to the source. The key is balance. And while it is certainly more time-consuming to create content of your own, it pays off in the long run!
Connect the dots.
Never forget that you are creating content on behalf of a company and that you, and everything you publish to your clients' channels, is an extension of their brand identity. This about the content you are creating - Do you posts make people laugh? Do they inspire? Do they instill feelings of sadness or fear? Whatever the answer may be, you need to connect the dots and ensure that the content is relevant and representative of your client's brand. For social media managers, the ability to connect dots can mean the difference between disasters like #AskJP or social media success stories that generate leads, drive engagement, increase reach, build relationships, etc.