Creating content for community engagement on social media
Why is social media important in a PR campaign? Many may ask that question frequently, especially those who aren’t in the field. Haven’t you noticed that those who always ask why it’s important are some of the few who buy the latest products from social media. Well, hopefully this gives you some insight. Social media is the source of amplifying communication between the producer and the consumer. Through news, emails and content, the world of public relations can live longer on social platforms creating an impact. This is done with getting the intended audiences attention. How do they do this? It is first created in a PR plan, where specialists take time to identify their client’s successes and where they need to pay close attention to when posting on their intended platforms. After posting they will then track their Key Performance Indicators (KPI’s) to see what traction their content is receiving.
What is a KPI and why is it important for social media?
Key Performance Indicators are important in the realm of social media as it gives insight on the performance on a post aiming to a specific objective. This helps identify revenue growth, profit, customer satisfaction and client retention rates. This helps company’s keep track of their content and see what traction is being received from their audience.
How to create traction on social media?
When determining which platform, content will be shared on, PR professionals create a format of where the content will appear and how they visually will attract audiences to read the information or content.
Facebook: Create a caption that will share what the company/client is doing. A picture would help give a visual.
Twitter: Create a brief caption using hashtags to create a conversation. Tag anyone who is relevant to the specific post so they can help create traction.
LinkedIn: Post updates, share information and give insight on what is occurring around you in the workplace.
Instagram: Create a caption using hashtags with relevance to the information that is posted with a visual.
TikTok: Create a small caption using relevant hashtags along with content that is relevant to the company.
Through having different platforms, a social media coordinator or PR specialist will later see the traction of the post and interact with their audience in the comments or through direct messages. Creating content for community engagement is important as it creates an environment to give identity to the company.
Biography: Michael Gonzalez, a San Fernando Native, is in his third year at California State University, Northridge pursuing a career in journalism with an emphasis in public relations. As a student leader on campus with the Residence Halls Association (RHA) and Public Relations Student Society of America (PRSSA), he spends his time advocating for students to have an opportunity to voice their concerns and become part of an inclusive environment on campus. During his free time, Gonzalez enjoys playing his ukulele, listening to Bad Bunny and going to the beach.