A company’s social media presence can often be an easy way to create and maintain customer relations. For both digital marketing and public relations professionals alike, a strong social media calendar can take a load of stress and work off the table. But sometimes it’s easy to get stuck in a bit of a content rut.
Surely anyone familiar with managing social media knows this struggle all too well. Content is king, but it can certainly be challenging to stay on the creative ball week in and week out. So what happens when the social media game could use a boost? Here are some simple tips to hit the refresh button on any social media marketing strategy.
Set Themes in
It’s a simple
concept, but setting a theme for social media in advance can work wonders for
getting into a flow with creating and curating content. Having a theme to work
around gives marketers an idea of what they should be looking for or creating.
benefit of creating a theme is that this gives the company an opportunity to
create larger-scale campaigns around these concepts. A farther-reaching
campaign creates a stronger cohesive feel when it comes to cross-platform
Let’s say that a company that promotes publicity for emerging athletes is struggling to stand out in a crowded environment on social media. Everywhere they turn, there are highlight reels and stat graphics just begging to be consumed. If they only put out a competing highlight reel or stats, how will they ever be able to attract an audience of their own?
Enter in “theme thinking”. Perhaps the company can set a theme for thanking the
parents of the athletes so often portrayed at the top of their game online. An
emotive campaign focusing on memorable moments between parent and child or a
video of an athlete saying “thank you” to their parents for giving them the
opportunity to succeed can attract users who connect with the content.
Once a theme has
been chosen, it then becomes simpler to find content that fits. Without a clear
theme in mind, it can become a bit haphazard to come up with enough content to
fill an entire month’s calendar.
for a Clearer Picture of What Works — and What Doesn’t
While this concept
comes more on the back end of social media marketing, analyzing data is
nonetheless important for finding out what sort of content should be in the
plans for future posting. Analytics are an important part of any marketer’s
toolbox and for good reason.
that can be an accurate measure of a company’s return on investment should be
analyzed each month or on a schedule appropriate for the person responsible or
the business needs of the company.
Taking a good look at these metrics, or key performance indicators can give a picture of what users are enjoying and interacting with and what they aren’t. In addition, things such as conversions into revenue or paying/subscribing customers should also be monitored. This analysis of user behavior is key to the effectiveness of any marketing strategy.
Now, with the larger
amount of automation available through the use of artificial intelligence,
marketers can sit back and relax in knowing that their reports can be assembled
automatically, in great detail, at any moment. Gone are the days of tabulating
results by hand and crunching numbers.
With the increase in
the availability of options to automate many parts of the marketing process,
professionals now have more time to hone in on content that fits the brand,
that pulls in and engages with customers and increases revenue.
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Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.
Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.
Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.
A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities