I spoke last week at the Northwest Arkansas Chapter of the Public Relations Society of America during a social media talk – answering questions as they got lobbed at me from the super smart folks in the room. I thought I would relay what those smarty pants were thinking about and how you could apply it to your business, organization or destination.
We’ve been doing pretty traditional (newspaper) marketing for our nonprofit, but I’m thinking of expanding it what would you do online? The ONLY thing to consider is WHO is your target market. I work with clients to figure out exactly who they want to experience their product, company or destination. Drill down on who they are, what do they drive, where do they go, what music do they like – we name them and have fun with this. Then when you have your target customer then you can figure out where to be online.
Are you trying to attract young people? Get on Snapchat. Are you appealing to women, artists and mom’s? Get on Instagram. Do you want to reach a lot of people through sharp targeting? Use Facebook. Looking to go into music streaming? See if Pandora or Spotify will do a small ad run with your organization to test it out.
The big deal is don’t do ALL of the things. Do the things that your target customer would be doing.
How would you navigate an Instagram take over? Well, our Main Street does these with TRUSTED partners on the regular. If I was a large corporation I would do one of two things: I would have a shadow from corporate help a store manager or other trusted partner post on Instagram by working together OR I would have them send them by text quickly to be approved before posting. All of that said, there would be a conversation and understanding of the TYPE of things that you are looking for on the account. Just think HOW powerful it would be to see the life of the folks that work for you or are part of your organization for 24 hours. Those real life moments are precious.
Alright, but what if something goes terribly wrong? Well. That can happen. Let’s be honest. Not everyone has your sense of humor, visual eye or wants to tell the stories that you want told. IF something terrible happens – delete it and post an apology immediately. Be real about it. Stuff happens.
How do you use Facebook groups? I am using Facebook groups to build teams and advocates. It is one the of STRONGEST platforms I’ve seen in a long time to get people talking, motivated and part of the bigger conversations. It doesn’t replace meetings, but it adds to the work that is being done in between meetings. It also is a great place to talk about specific ideas, projects, ask questions, crowdsource. Plus, you can do Facebook Live events right in the group that just are seen by the group. How cool is that!?
Those were just a few of the questions I answered. I HIGHLY recommend joining PRSA in your area if you job is related to communications (and if you are doing social it is). Looking for a speaker for your organization or conference? Email me. Let’s talk.