Are your social media efforts reaching the wrong audience?

May 28, 2015

The biggest value an agency PR partner can add to your business isn’t sheer manpower, as pitches from some firms might lead you to think. It’s the deep well of resources that are only made possible by an agency setting, where multiple professionals in their fields pool their knowledge willingly and often in order to craft the strategies that will create the most return for individual clients. Since Metis is an agency that sets goals based on client metrics and measurable PR results, I learn about my colleagues’ experiences and research on various industry platforms, publications, events and opportunities on a daily basis. I took this collaboration at face value when I moved from an in-house marketing position to an agency setting, and it’s only now that I compare notes with my friends who work in our industry that I recognize its weight.
Recently, one of our marketing technology group meetings brought up an article that was making waves on Medium, titled “A Teenager’s View of Social Media.” Authored by Andrew Walsh, a 19-year-old at the University of Texas at Austin, the article (and its second installment, posted the following week) analyzes how the writer and his peers share and digest content on Facebook, Instagram, Snapchat, Twitter, Quora, Google+ and other social channels. No matter what demographics your customers fall in, some of Walsh’s insights – like how readers respond to obviously sponsored ads and why privacy awareness is growing among Internet users – spark questions every PR, social media and marketing pro needs to ask.
The important thing to remember is that every post has a purpose, whether it’s published by a B2B brand, a CEO or an end user. Below are some of the top examples of content we recommend sharing to reach the audiences of major social platforms.

  • Facebook: Share the news you generate, content you create and photos that help your community get involved with your brand journey. Target specific readers to extend that community to new members.
  • Twitter: Every Twitter feed is noisy, so your brand should get creative about getting its readers’ attention. Using visuals to craft a unique story can keep readers engaged and hook them to come back for more updates.
  • LinkedIn: One of the best ways to build your brand’s voice is to blog, and you can extend the reach of your blogging efforts by encouraging executives to publish content on LinkedIn. While your activity on the platform should deliver other company updates and share relevant news with your community, LinkedIn Pulse is quickly becoming the fastest way to amplify thought leadership and industry analysis.
  • Instagram: Culture, culture, culture. Instagram is growing in prominence as a business tool, but it remains a personal platform. As Walsh explains, Instagram doesn’t flood its users with links, so although it has incorporated ads into its feed, its content is purely visual and its users appreciate it. Give your audience the opportunity to get involved with the daily activities at your office and make them feel like part of the team.
  • Email: Don’t make the mistake of overlooking email as one of your most valuable social networks. A January 2015 poll by MarketingSherpa found that across age groups, email is the most preferred form of brand communication for adults in the U.S. Email newsletters can help you share company updates and customer wins in a clean, streamlined update.

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