Being a PR Agency, your focus is always on maintaining the image of your client in the public eye. You write great press releases, make sure you and the client are on the same page, you keep everyone up to date with the latest in your client’s projects, you liaise with journalists and other people in your network to make sure your client’s image is pushed forward in the right way. Then, add to this the recent need for social media presence with every agency making sure they have social media strategy for their clients.
However, there is a difference between jumping on the bandwagon for the sake of it and treading a well-thought out path that will work for you and your clients. When we talk about making your presence felt in our eBook “Social media marketing for business: The essential guide to promoting your business on social media”, we mention Twitter as one of the key social networking tools that can work for you in many ways.
You thrive on maintaining great working relationships with, say, reporters to make sure you are kept in the loop. Rather than taking out a daily sheet of contacts and earmarking people to contact via telephone, you can achieve that within your client’s social media strategy. Did you know a national survey conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations in 2009 found that more than 50% of reporters turn to Twitter for their story research. You can maintain real time contact with individuals by creating media lists and following tweets from people with similar interests and even keep an eye on what the competitors are up to! Alternatively these people could be looking to you for what’s new in the market.
As a PR agency, would it not be fantastic to engage with your client’s audience in real time and see what they think? From a consumer’s perspective you are portraying a positive and forward thinking image that embraces change and is happy to engage with its audience without the corporate jargon. With your engaging 140-liners you have just given your client a face on the “Twittersphere”. The more followers you have means more people are listening to what you are saying. At the same time, don’t be afraid to engage with your audience and talk to them. Be consistent in your strategy and it will pay off, leave it to dry and you will see your following plummet. Remember, it’s a two way stream.
Under “Where to Be Present: Twitter” section, our eBook gives you a quick low-down on how to incorporate Twitter in your marketing strategy and get started with easy to follow steps such as following the right kind of people, encouraging conversations with hashtag for example #ff (follow friday) that recommends users to follow similar people in the industry and even individuals your company would like their followers to follow. Providing shortened links within your tweets is another great way of monitoring your leads and helps you optimize efficiently. Learn to walk before you start running, as they say.
With latest PR disasters such as HMV’s Twitter account being taken over by disgruntled staff and BurgerKing’s Twitter account being hacked, you have a powerful tool in your hands that can make or break your image. Used sensibly with the right contingency plans in place, and you will thrive. There is a need to invest your time in social media monitoring softwares that will not only deliver the metrics to show your clients what fruits your effort is bearing but also manage how, who, and when you tweet.
Feel free to get in touch with us to discuss how we can help you achieve the best results for you and your clients.