PR Olympics – The Social Media Engagement Event
Much like Olympic events, business communications programs involve both artful and impeccable technical execution of strategic events -- from client relationships to media outreach. Our Olympics-inspired blog series features medal-worthy best practices to implement as part of your broader program.
Just as in the Olympics, there can be varying levels of success with a social media strategy and the way we choose to engage with others on social platforms. It seems timely, given that our athletes are gracing podiums over in Sochi, that I award gold, silver and bronze medals for the variety of performances in social media engagement.
- Use of all appropriate platforms with content specific to the particular audience that will be engaging with the brand on that medium.
- Use, but not overuse, of hashtags or key terms to connect content to industry events or relevant conversations for more visibility.
- Knowing your influencers and engaging with them directly when appropriate, either through use of specific handles or contributing to targeted groups where influencers are sharing content.
- Knowledge of SEO best practices to develop content around topics you’d like to be discovered for, without keyword-stuffing and tripping spam filters.
- Keeping track of what's working versus what isn't, using social monitoring tools such as Hootsuite, Google Analytics, Hubspot, etc.
Silver – awarded to the strategist who has a handle on social strategy, but is missing the mark in one way or another.
- Broadcasts too much, making content across channels exclusively about them, instead of balancing that with educational content, commentary on industry trends, etc.
- Puts more emphasis on quantity rather than quality of posts.
- Poses questions or otherwise shares their thoughts, welcoming feedback, but then neglects to, or is unprepared to respond to anyone who chooses to engage.
- Takes the time to develop rich content like whitepapers and blogs, but fails to promote it properly, allowing it to become buried in everything else being pushed out.
Bronze – awarded to the strategist significantly underperforming compared to the gold and silver.
- Pushes the same content out on every channel, complete with hashtags that lead to nowhere, broken links or any number of other missteps that come with being lazy about social strategy
- May not even use social channels, trying to convince everyone that social isn’t appropriate for their industry or function