By Nikki G. Bannister, principal, Nik Scott.
For some companies, social media means corporate exposure, with the expectation that “fans” or “friends” will immediately become familiar with a product or brand. However, social media subscribers should exhibit corporate responsibility, and more important, social responsibility.
Suppose you’re the PR or communications manager of an organization contracted to provide utility assistance or construction project management for a small city. The responsibilities of your social media team become intimidating as you try to just make your potential audience aware of what you do, in terms of support. Now you have the daunting and unenviable task of convincing your potential audience not only of what you do, but how you do it, and in with contemporary focus on “going green” and conservation, people just want to know how your organization’s operations can result in saving their money and their earth.
Whether it’s a blog, tube, or social network, every service of public relations should be dedicated to providing a message for your audience; from corporate responsibility to community relations. Here are three small and simple, yet important tips that can help you get started:
Research trends. You have to know what’s going on around the world before you let the world know what’s going on with you. Having outdated information isn’t going to help anyone except those who don’t utilize the Internet; and who doesn’t?
Are you a social media butterfly or wallflower? You may not be able to reach your targeted audience through a site such as Twitter, so use Facebook to exhibit your product, but be strategic. If your audience is more academic, blog, blog, blog, but please, don’t overdo it with the blah, blah, blah.
Become your audience. Sit on the other side of the fence for a minute. Remember, in order to serve your audience, you have to know what your audience wants. If you don’t, they won’t give a hoot about your fan page, site, tweet or post.
Nikki G. Bannister, is the principal of Nik Scott, an “editorial consulting” firm, and freelance reporter, based in the bayous of Louisiana.
Nik Scott is an editorial consulting firm created to “set the stage” for associations to they can take flight, set sail or get running. Find out more about Nik Scott.