PR AGENCY DIARIES: WHY YOUR BRAND’S SOCIAL MEDIA MATTERS (EVEN WHEN YOU THINK IT DOESN’T)

Just like dating or a job interview, first impressions really do count. And in 2024, social media is often the first place these prospective partners, bosses and even customers sneak a peek.  

So, your Instagram, TikTok and LinkedIn content matters, if you want to avoid putting people off – or better still, hook them in. 

An engaging social media presence devoid of dozens of “hilarious” cat videos is fundamental in connecting with customers, building brand loyalty, and ultimately driving growth. These aren't just “nice to have” platforms – but essential ones. 

But unsure how to turn a handful of followers and a smattering of likes into a loyal and captivated community of fans and potential customers? Here’s what to do. 

1. Get noisy and noticed 

Social media provides a megaphone for your brand message, allowing you to go beyond traditional advertising and speak directly to your target audience en masse.  

You can showcase your company's values, personality, and services through engaging content that will hook people in.  

Sharing authentic moments, behind-the-scenes glimpses, and sneak peeks humanises your brand, making it relatable and memorable. Consistent activity across platforms is key to increasing brand awareness - but first research the different platforms to figure out which one will target the right eyeballs.  

Want those Gen Z-ers? TikTok is likely your way to go. Corporate clients? They’re all about LinkedIn.  

And finesse that content too – clever copy, messaging that packs a punch and curated visuals (stills AND video) are also essential to stop your potential fans in their tracks and ensure they tune in over and over. 

2. Community counts 

Social media isn't just a broadcast channel; it's a two-way street where you can – and should - actively engage with your audience and build trust with your brand faster than ever.  

Responding to comments and messages shows you care and creates a two-way dialogue through polls and other tools, giving you valuable insights into customer preferences which allows you to tailor your offerings to what they really want.  

Put the time into fostering a community for your brand through social and you’ll see brand evangelists flocking in their droves – people who will not only become repeat customers but also spread the good word organically. 

3. Zone in on your target 

Gone are the days of ineffective shotgun marketing messages to a general audience.  

Social media platforms offer sophisticated targeting tools that provide massive opportunity to pinpoint your ideal customers based on demographics, interests, and online behaviour.  

By creating targeted campaigns and content, you can ensure your message resonates with the right people, maximizing your ad spend, reaching more relevant targets and increasing conversion rates.  

Understanding social media algorithms and maximising reach tactics will further expose your brand to new audiences who might not have found you otherwise. Remember, social media feeds act as a gateway drug for those who yearn to be part of the club - so it’s important your content is on point to hook them when they're served it. 

4. Show me the money honey 

While building brand awareness and loyalty is crucial, ultimately businesses need to convert followers into customers -and this is no longer just an offline pursuit.  

Social media platforms have evolved into powerful e-commerce tools, allowing you to showcase products, run targeted promotions, and even facilitate direct sales through integrated shopfronts.  

Engaging visuals, product demonstrations, and customer testimonials can pique interest and drive purchase decisions.  

Marketing campaigns via social media can also direct traffic to your website or landing pages, acting as a powerful lead generation tool. All things that make dollars and sense for having a cracking social strategy. 

5. Ahead of the curve 

Social media is a dynamic landscape where trends and customer preferences shift rapidly. By actively engaging on these platforms, you can stay ahead of the curve, observe emerging trends and adapt your marketing strategies accordingly.  

Monitoring conversations and analysing sentiment about your brand and industry also allows you to identify potential issues and opportunities, pronto. And you can leverage trending hashtags and challenges to increase engagement and tap into existing conversations, ensuring your brand remains relevant and resonates with the online zeitgeist.  

But be careful not to chime in on every movement or meme – knowing what your brand is about (and more importantly what it isn’t) is key to avoiding a faux pas. 

 ——————————————————————————————————————————————————————————————————————————————————————————————

Now we’ve convinced you that a good social media strategy is a must, here are our top two things to keep in mind as you get stuck in. 

1. Don’t get fixated on the numbers 

While likes and followers are important, success on social media goes beyond that.  

The true measure of a successful social media strategy lies in its ability to achieve your business objectives – whether that’s driving sales, generating leads, getting your name out there or building brand loyalty – or all of the above. 

Focus on creating quality content that makes sense for your audience and brand, fosters genuine engagement, and builds a strong community – and you’ll be well on your way to solid organic growth and sustainable success. 

2. Have a plan (and an expert in your corner) 

Maintaining a strong social media presence requires consistent effort and strategic planning – not just bashing up some pixelated pics with half arsed captions and hoping it’ll hit the mark.  

It can be difficult to stand out in the crowded online space, and knowing how to navigate negative feedback or manage online crises can be challenging. Which is why you should invest in resources and internal expertise or external agencies to develop a comprehensive strategy and manage your online presence effectively. 

Because social media isn't just a marketing channel. It's a window into your brand, a bridge to connect with customers, and a platform to drive growth.  So, if you’re raring to go but not sure where to start – get in touch.