[By Carly Bowering]

Social media is arguably the most popular and effective tool in modern marketing strategies. It is one of the best ways to gain exposure and promote your business. But social media platforms tend to draw cyber-bullying and controversy, and companies are not immune to feeling the sting.

As a public relations professional, understanding your company’s brand and their goals are crucial for a social media campaign. After all, nobody wants to have a social media or PR “fail” happen on their watch. But that can happen in the blink of an eye, or rather, the click of a screenshot.

It is hard to strike the right balance on social media between engaging with your audience and bombarding them with unnecessary social media posts. One must be careful to only use concise and targeted posts. In other words, keep it short and sweet. If there is no clear goal when posting on social media, it will become less effective for your audience.

It is deceptively easy to get caught up in the whirlwind of social media. Social media is designed to create conversation and debate, which can make it difficult to stick to your company’s social media strategies. While it is important to be aware of current events, one must choose what they engage with carefully. Both language and perspective are scrutinized heavily on social media not just for professional endeavors, but also for celebrities and public figures. Public relations professionals understand that when posting something on social media, the person or company is subject to public opinion. So, it is important to ensure that your posts are both necessary and relevant.

Companies that use social media effectively have found a way to engage with their audience that is both targeted and relevant to the contemporary industry.

Click to read an article by Entrepreneur that discusses the best strategies for social media marketing.

(Photo by Carly Bowering)