Social Media and Businesses

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Susan Hancock's picture
Susan Hancock

I recently spoke to a university social media class for public relations majors and thought I would share some of the pointers we discussed. First off, it is important to note that their social media knowledge is strong simply due to the fact they have been using it since they were kids! In fact, the number one social media platform for the 18-24 age group is Snapchat with 81% usage -- which means they could have easily been snapping while I was talking!

Our discussion was based on the questions companies need to ask themselves about social media. It is most important to determine your target audience -- who are you trying to reach through social media and what social media platforms are most popular for your target market? Once you determine your target and where to best reach them, you can move forward with what type of content to use and what type tone you want to portray. It is important to note that a combination of text, visual, and video make for stronger content. Remember you can certainly integrate between several social media platforms, but you want to make sure you are always being mindful of your company’s brand. Make sure to ask yourself what type of action or behavior do you want to achieve from your social media post -- are you trying to sell a certain product or are you trying to increase traffic to your business on certain nights? Lastly, develop a social media plan to fit into your overall marketing plan so you can have a strategy behind your postings. It is important to be mindful of the ever-changing social media world and how your company is best positioned for having the best digital footprint moving forward.

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