A 'golden rule' in social media is to start by listening. Social media listening can be done through individual subscriptions and regular visits to various platforms, or by using a specialized social media monitoring application or service. There are several social media monitoring solutions available for companies wishing to pursue this goal internally. Alternatively, organizations can subscribe to a number of service providers that monitor these media based on chosen keywords.
Listening, Listening, Understanding
Beyond simple social media monitoring, PR professionals and organizations can obtain insights from its analysis. The latter is a form of media content analysis applied specifically to social media - a dynamic market with frequent developments and features, but also acquisitions and mergers.
One example of the constant monitoring and analysis mentioned above is the development of a new form of information dissemination. This is social media dissemination, which is a product of the digital age.
We are no longer betting on a long text, but on a catchy headline and a series of bullet points highlighting the main news and information. Social media releases should also include multimedia content, either integrated or linked. These can be sound files, such as speeches from sources within the organization, or short videos, photographs, graphics and infographics.
In addition, social media releases 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 fundamental ones:
- focus on a subject that is interesting to our audience;
- exact and clear knowledge of the subject;
- keep it simple;
- avoid careless and technical language;
- writing for the audience, in the right tone, voice and style.
Finally, we should be as brief as possible and only provide relevant information. It helps if the writer sticks to the 'golden rule' of journalists, explaining who, what, where, when, why and how. Use the text as a solid basis for your communication that contains everything important, and let the videos speak for themselves.