A 'golden rule' on social media is to start by listening. Listening to social media can be done through individual subscriptions and regular visits to various platforms, or using a specialized application or service to monitor these media. There are several social media monitoring solutions available for companies that wish to pursue this objective internally. Alternatively, organizations can subscribe to a range of service providers that monitor these media based on chosen keywords.
Hear, Listen, Understand
In addition to simple social media monitoring, PR professionals and organizations can get insights from your analysis. The latter is a form of media content analysis applied specifically to social media – a dynamic market with frequent developments and characteristics, but also acquisitions and mergers.
An example of the constant monitoring and analysis referred to above is the development of a new way of disseminating information. It is about the dissemination of social media, which is a product of the digital age.
We no longer see the bet on a long text, but on a captivating title and a series of points highlighting the main news and information. Social media communications must also include multimedia content, either integrated or linked. These can be sound files, such as speeches from organizational sources, or short videos, photographs, graphics and infographics.
In addition, social media announcements need to contain links to receive updates and to connect the company with the public. This includes people browsing the organization's blog and websites. LinkedIn, Facebook, Twitter, Instagram and YouTube are the perfect platforms to connect with our audience. Contact details also need to be shared. Online communication platforms (Zoom, Teams) and instant messaging contacts (Whatsapp, Viber) are a must in today's world, in addition to traditional email addresses and phone numbers.
And let's not forget that all the principles of good writing still apply in digital and social media. In particular, the fundamentals:
- focus on a topic interesting to our audience;
- accurate and clear knowledge of said subject;
- keep it simple;
- avoid carefree and technical language;
- written for the audience, in an appropriate tone, voice and style.
Finally, we must be as brief as possible and provide only relevant information. It helps if the writer clings to the journalist's 'golden rule', explaining who, what, where, when, why and how. Use text as a solid foundation for your communication that contains everything important, and let the videos speak for themselves.