Are you using the social media cycle?

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3 Additional Tips for PR Success: A blog post collaboration authored by EZG’s PR Squad

On EZG TV, we recently discussed the basics of how social media and public relations practices fit together. Traditional media and approaches to PR remain crucial to shaping a story, but social media outlets provide us with an additional toolset.  Traditional media is a great “one to many” channel, and by working with journalists and other influencers we can help bring a story to life online, in print, and in broadcast media.

Social media gives another dimension to the story.  It allows companies to directly engage with audiences, provides an outlet to monitor conversations and trends, and serves as a forum to add expertise and unique experiences. This engagement with our audience allows us to connect with them on a more personal level; in a nutshell, companies are no longer just a brand, they have a personality!

To hear more of our tips on social media, please check out our EZG TV video.  As a bonus, we are sharing 3 additional tips that take social media plans to the next level:

  1. Don’t forget about creating original content

Original content is key to an influential social media presence. In order to attract attention and maintain your audience, you must come up with unique content that highlights your expertise. For example, each week we publish an EZG Tip of the Week on Facebook and Twitter as a piece of original content. We take our advertising, PR, and media relations expertise and create our own ways to share that information with our audience on social media.  We advise clients to do the same – what better way to communicate your original expertise than by sharing it to your audience of influencers?

  1. Respond and Engage

We touched on this a bit in our video, but social media is the go-to platform for responding and engaging with your target audience.   Social media allows consumer brands to respond to comments, reviews, or posts in a timely manner, opening the door to customer interaction. When something positive or negative appears on your Facebook page, for example, companies can reach out directly to the poster and respond to the situation quickly and appropriately.

Additionally, our clients ask us how we can be proactive as opposed to reactive.  Our answer is: ask questions!

People love to be asked a question because it makes them feel as though someone is listening.  This kind of brand engagement was big with consumers when Lay’s launched its “Do Us A Flavor” campaign, for which fans were asked to vote on a new potato chip flavor. The winning flavor would be Lay’s latest chip to hit the shelves. Bonus Tip: By asking your audience questions, not only are you demonstrating that you value their thoughts, but it also allows the brands to tap into the wants and needs of their audience.

  1. Pick Appropriate Channels

There are multiple sites that you can utilize on social media, but it is important to pick the right channels for your brand and message. Most consumer brands take advantage of a wide variety of channels such as Facebook, Twitter, Instagram, Pinterest and Vine. A consumer brand can utilize almost any social media site, but the content on each site should vary. For example, photo sites should share posts that inspire desire, Twitter posts should be designed to spark a conversation, and Facebook posts should be full of relevant information.

Professional brands must also choose appropriate channels for social media. Unlike consumer brands, it is not always appropriate for a professional brand to be on all forms of social media. LinkedIn, Twitter and a corporate blog are much more appropriate and influential channels for professional brands.  When crafting original content on a corporate blog, professional brands should utilize “share” tools as a way to engage with their followers.

These 3 tips – as well as the points we discuss on EZG TV – are all important elements to consider when making the most of your social media presence. When you use each feature properly you will see the benefits of social media content: the right channel that communicates your original content will help engage audiences, and effectively bring more traffic back to your website…it’s the social media cycle!

Speaking of original content, we are always interested in your thoughts; do you have any tips for creating posts on social media?  Let us know @ebben_Zall

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