Month: March 2017

Managing messages through strategic planning

Juggling one brand’s social media presence across multiple platforms can seem daunting. Trying to manage three to four may seem impossible.

So how do PR firms do it? Content calendars.

These allow social media managers to prepare their posts before hand and view it across a larger time span.

Why they are a must

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Content calendars help social media planners plan out their messaging over weeks, months and even the full year. This is important because to be strategic in messaging, there has to be a game plan.

According to CoSchedule, “Certainly, you aren’t going to plan every single piece of social media content you’ll produce right away. However, you can plan out your campaigns and seasonal messaging ahead of time. This will help you create content strategically and with a purpose by thinking things through in advance instead of just winging it as you go along.”

Another important aspect of content calendars is that it frees up managers time to create engaging content. Many social media managers are also expected to blog, gather photographs or plan videos.

The free time found when content is pre-schedule results in better quality messaging and higher quantity of creative messages.

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Things to consider when planning

Once you decide to use a content calendar, it is important to know how to use it effectively.

Social media audits allow managers to gain insight into their following and engagement on all social platforms. This research is the base for how managers craft messages and plan their campaign.

Sprout Social lays out four steps to creating a social media calendar.

1. Figure out what content resonates -“Before you start searching for content to share on social you need to figure out what your audience actually likes.”
2. Decide on how often to post -“Always keep your audience in mind and ensure you’re not bombarding them with posts that are irrelevant or inappropriate.”
3. Create or source create content to share – “Once you have an idea of what kind of content your audience enjoys and how much you’ll need to satiate the quantity of posts you need to create, it’s time to find links to share.”
4. Fill up your social media editorial calendar -“You’ve got the process in place, now it is time to start filling up your editorial calendar. You’ll want to use a tool that allows you to schedule or social messages and visual your entire content calendar.”

Content Calendar Resources

Great resources for content calendars includes Hootsuite and Sprout Social.

Choosing a major in college can be stressful. Having to make that one decision that will define your next four years and your career is overwhelming.

However, if you’re interested in entering into the business world but want to contribute in a creative way, consider majoring in public relations.

Here are five reasons PR may just be your perfect fit.

You love building relationships

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Public relations is defined as, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (PRSA 2017).

The most common example of these relationships is between a company and its customers. However, public ‘relationships’ stretch to journalists, stakeholders, shareholders and even employees.

If you’re the type of person that likes to foster relationships and values open communication, then public relations is the right pick for you.

Writing is second nature

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What most people don’t realize is that public relations is centered on writing. PR practitioners write press releases, media advisories and pitches daily to journalists.

These pieces have a journalistic tone so that newspapers will pick up stories. However, the challenge in this writing is making it newsworthy without sounding like a promotion.

PR writing also includes blogging, which allows for more creativity, and social media posts, which requires strategic writing and messaging.

If typing up stories all day doesn’t sound like your bread and butter, PR may not be the major for you. However, if the idea of creating messages excites you, then brush up on your AP style and join the world of media writing.

Interactive coursework

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As PR majors get further along with their schooling and into higher level classes, the coursework becomes interactive.

Very rarely do teachers simply lecture and test students. Instead, they assign projects with real clients which allows students to apply what they learn in class while also adding to their portfolio.

Examples of these classes include Multimedia Writing for PR, PR Case Studies, Survey Research, Style and Design and PR Campaigns.

Internships prepare you

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Nervous about getting work experience? No worries!

All public relations majors are required to have an internship before graduating. This allows them to gain real-life experience while also starting to create a web of contacts before graduation.

The best part about these internships is that to qualify for course credit, the program has to prove it actively strengthens students’ PR skills.

Therefore, the day to day intern work won’t be the typical coffee runs and office cleaning. Instead, PR students can learn and contribute to the workings of the firm or company.

Multiple career possibilities

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Once PR majors graduate and enter into the workforce, they is no limit to career options. The two main avenues that most PR practitioners enter into include firms and corporate.

Firms are high pace and allow PR practitioners to grow quickly because they get exposed to a large number of clients. Corporate jobs are more steady and allow communicators to invest in one client while growing the brand over time.

While these are the most common, PR practitioners can become event planners, media relations experts, marketers or social media managers. Any job that requires strong writing skills and great relationship building matches perfectly with PR majors.

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Do these topics make you want to learn more about the major? If so, visit Auburn’s College of Liberal Art’s website.

When a crisis occurs and a company’s reputation is threatened, top executives look to PR practitioners to mitigate the damages by responding quickly and effectively.

However, on social media, crisis communications takes on a new form. Often, getting trending topics under control is nearly impossible.

Here are some important tips for how to manage a PR social media crisis.

Anticipate Crises

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Every public relations team, whether it is social media or not, needs to have a crisis plan in place. According to Berstein Crisis Management, there are two main benefits to creating these plans.

“First, you may realize that some of the situations are preventable by simply modifying existing methods of operation. You can also begin to think about possible responses, about best-case/worst-case scenarios, etc. Better now than when under the pressure of an actual crisis,” Berstein said.

All crises are dynamic. Not everything prepared will be used. However, when a team has pre-crafted responses, it is easier to manage and adjust accordingly.

Determine if it is a crisis

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It is easy to take a negative post or tweet to heart as a social media manager. It may even seem like these are the begins of a serious threat to a company’s reputation. However, that’s not always the case.

According to Convince and Convert, there are three steps to deciding if you have an actual social media crisis.

1. A social media crisis has information asymmetry – “When the company does not know any more than the public about what’s going on, it becomes a crisis.”
2. A social media crisis is a decisive change from the norm. – “Many companies have things they are continually criticized on. When a markedly different line of criticism occurs, that’s the second sign of a social media crisis.”
3. A social media crisis has a potentially material impact on the company overall. – “Somebody tweeting that Subway left mustard off their sandwich isn’t a crisis. A gunman at a Subway is. Scope and scale are the signs of a social media crisis.”

Quickly address all your publics

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While it is important to take time in deciding responses, companies need to address issues quickly. Waiting to see if it will simmer out runs the risk of the internet discussion taking off without getting to voice the company’s response.

With crisis management, it is always best to own your mistakes. Be honest with your publics, take responsibilities for your actions and promise to work harder to earn their trust.

According to Social Media Examiner, “When issuing a statement, show compassion and your full commitment to the issue. Assure customers that they’re your first priority. Don’t be defensive, don’t justify your actions and most importantly, don’t hide from criticism.”

Must have skills for the social media manager job search

As PR practitioners and marketers enter into the social media management field, they must solidify their digital skillsets.

Many millennials believe that since they grew up in the digital age, employers assume they are social media gurus by nature. While this may have been the case at the start of the online age, today’s employers expect more.

Today’s social media managers must have a strong grasp on the digital landscape and be able to prove it. Here are some tips to make you stand out when interviewing for a social media manager position.

Know your platforms

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As far as the social media giants, Facebook, Twitter and Instagram, social managers need to know these like the back of their hand. Messaging on these platforms varies from site to site, and being able to write compelling 140 charter Twitter posts is just as vital as well-crafted, longer Facebook posts.

However, knowing your platforms goes beyond mastering the giants. According to Jeff Bullas, “Social media is not a singularity. The social web is made up of intersecting trends as it matures and evolves.”

Being well versed in new and growing platforms makes you competitive in your job search. Here is a list of 20 popular social media sites. Know these well, but keep exploring for new platforms popping up.

Be able to show ROI

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Return on investment, or ROI, has spread from the business world into the everyday lives of social media managers. Marketers must be able to show how efforts online contribute to an increase in sales or customer retention.

Knowledge of software such as Google Analytics and Hootsuite Analytics will help you stand out to employers.

These skills prove to future employers that you not only understand the importance of analytics reports, but you are able to provide them with this information without training.

Have portfolio material

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It is not enough to say you know how to do something, you have to prove to employers that you’ve had success in digital relations in the past. Therefore, creating a portfolio to give employers is a must.

According to Undercover Recruiter, “A work portfolio not only sets job seekers apart from the competition, it does a better job of relaying why you may be right for the job by providing solid evidence as opposed to beating around the bush about it.”

Make a folder, document or online portfolio of all your work in past internships, jobs and class assignments. These give physical proof to your skillsets.

 

More Information

For more information, visit The Muse, Social Media Today and Undercover Recruiter.

– Happy Job Search!