One of the most important functions of many corporate public relations departments is handling their companies’ social media strategies. It is vital for businesses to have an online presence in order to promote their products or services and keep their customers informed about their companies. Here are some of the social media responsibilities your public relations department may be asked to handle.
It is important that your public relations, or PR, department knows how to design effective social media campaigns to help build your business brand. A campaign may be focused on increasing revenue by driving more traffic to your website, or you may need one to manage a PR crisis. A successful campaign will include knowing how to reach out to your audience, which social media platforms to use, and sharing content from your blog, website or other resources.
As part of your company’s social media strategy, the people managing your strategy will have to know which social media platforms your business should use and open accounts on those platforms. Today, social media offers a wide variety of platforms, and the choices seem to be increasing on a daily basis. It isn’t enough to just have an account on Facebook and/or Twitter. You also have to consider accounts on platforms like Instagram, Pinterest, Google + and LinkedIn.
Posting on Social Media
Your PR department will manage the content of your social media accounts by writing posts or tweets. They can be used to promote your business, or to interact with your clients and influencers within your industry. These posts will be a part of your social media strategy to target your audience and drive more traffic to your website in order to find more clients.
The success of any campaign needs to be measurable, so you can determine how well it is working or if it needs to be changed to produce the results you want. Many corporate training programmes teach people how to measure the success of social media campaigns as part of their public relations management courses. The social media managers within your company will learn how to use social media tools to analyse the success of campaigns by learning what the numbers mean, and how they determine whether a campaign needs to be changed.
Using Social Media
Your PR team will learn techniques for using social media to build your brand and provide the public with company news and information. They will learn how to target your audience with their messages and how to write for social media. They will also learn how to integrate social media campaigns with your overall marketing strategies to reach your clients wherever they are, both online and offline.
If your website and social media strategies are in-house, it is important that the PR department is aware of how to use social media to your company’s advantage. By taking courses in social media management, employees can learn how to communicate through this medium to make your business more profitable.