As a communications advisor to clients in the tech industry, I am frequently asked how to leverage social media as part of an integrated PR strategy. Clients are often curious to know when and how often they should post and what their content should look like. Many clients are also now starting to think about whether or not they should use social media tools for relationship building, and if they should maintain personal feeds as well as corporate ones.
When and how often?
Not many people would be surprised by the fact that the posts that get read and shared the most on social media are those that are published between the hours of 9 a.m.-noon Monday through Friday. This is the time of day when business people are most alert and active on social media. I typically suggest that clients carve out 30 minutes each morning to read and re-tweet compelling content. There will be days when nothing much is of interest, and that’s OK. Posting truly insightful content three-to- five times per week is plenty.
What should the content ratio look like?
The most successful brands on social media use their Twitter, Facebook and, increasingly, their LinkedIn accounts as platforms for thought leadership. Clients are frequently interested in using their own feeds for this purpose and have questions around what types of content are most appropriate. I suggest a balance between original articles (those that are authored by you) and curated pieces (those authored by others). Original content can be anything from a blog post to a customer case study; curated pieces include anything that adds to the dialogue in your respective industry. Balancing original with curated content results in an overall perception that the person or organization posting is well versed on conversations happening in the industry and is a good source of information and insight. From a PR perspective, this is especially valuable not only for attracting new customers and partners, but journalists as well. Many companies will periodically include a call to action, a “check us out!” if you will. If it makes sense for your company, go for it.
Should you use social media to build relationships with journalists?
The short answer is yes! We counsel our clients to follow the reporters who regularly cover their space and to re-tweet and comment on articles they feel are particularly interesting or relevant. Twitter in particular can be a great place to learn more about a journalist – her likes and dislikes, the things she’s passionate about, and even if she’s planning on attending CES this year. Some clients ask if they should reach out over social media to suggest a story idea or invite a journalist for a cup of coffee. Be careful. Social media, particularly Twitter, is inherently a 1:many platform and a misfire in such a public forum could spell disaster. I always advise that for personal communications, such as a comment on a story or an invitation, or to meet at a tradeshow, email is best.
Personal feed? Corporate feed?
A common question I hear is whether or not clients should maintain their personal feeds in addition to their corporate ones. The short answer here is, it depends. Social media takes time and a whole lot of effort. In 2012, over 60 percent of marketers spent the equivalent of a full workday each week monitoring and managing social media platforms. Today, it’s safe to assume that this number is even higher. A corporate feed is useful for brand image, conveying breaking news, sharing product updates, and more. A personal feed, on the other hand, is more nuanced. For a CEO, it can be a wonderful platform for thought leadership and forward thinking. The key is to ensure that both feeds are complimentary and cohesive. Drawing up an editorial calendar of topics is step one in the process.
A final word and call to action
If you’re still with me, I hope you’ve enjoyed these tips on social media in PR. Now, go and put in your 30 minutes of reading and re-tweeting!