With the advent of social media, we are living in a “DIY” age when it comes to corporate communications. With dozens of platforms, instant access and suites of tools to automate previously complex communications tasks, everybody and their kid are “doing” PR these days.
Which is great in some ways, but not so good in others.
So many platforms, so little time
With so many platforms and so many tools at their disposal, the average business owner is likely to be overwhelmed. Worse, they may be spending hours each week in ad hoc posting across a number of social media sites, without any formal plan to make the most of their activities or leverage the time they are investing.
During the past five years in particular, we have seen the ascension of Twitter, Facebook, and most recently Instagram. Even the old-fashioned [relatively speaking] LinkedIn has become “Facebook-ified”, with ‘inspirational’ messages transposed over landscape photos supplanting what would previously have been a bit of news about one’s business.
People are turning to social media as their first point of reference for news of all kinds. This includes your clients and customers, as well as your teams.
And the volume of materials posted is growing exponentially. It’s literally impossible to keep up.
Set priorities and hand-off
So what is a business owner to do? Unless you have a great interest in social media and plenty of time, my advice would be to outsource your social media to a firm that can manage it as one component of your overall communications programme.
I say “communications programme” advisedly. Because while social media has become paramount to many, it remains just one branch of something bigger. That something is a coordinated communications strategy encompassing public relations and marketing.
Working with a team to set goals for your communications, develop campaigns, and plan tactics is a great way to ensure that you manage your social media — and all your other media — rather than it managing you.
And that is a great starting point for any business to succeed. Even in a DIY age.