Social media networks are evolving rapidly. Use the following steps to manage and engage with social media:
- Prioritize research. For social media engagement to work, it requires a firm understanding of the target audience.
- Align social media planning to strategy. Strategy comes first and is rolled out on social media networks.
- Put the emphasis on reaching individuals. View social networks as a niche venue to reach targeted individuals through customized messages.
- Evaluate and measure. Continually refresh the conversation and listen to responses to advance the dialogue.
- Repeat. Follow this process to evaluate, implement, and examine the effectiveness of a PR strategy.
Source – Janet Tyler is president and cofounder of Airfoil Public Relations.
